Domestic Online Retail: Shein Among the Top 10 for the First Time

This is according to a recent study by the Vienna-based market research firm RegioData. According to the study, Shein is now among the ten highest-grossing online shops in the country, displacing established providers from the top ranks.

Behind Shein is the company Infinite Styles Services Co LTD. The rise reflects the global expansion course of the corporation, which scores particularly with younger consumers with affordable, trend-oriented fashion. In Austria, Shein benefits not only from the boom in online retail in general but also from the strong growth in the clothing segment, which has now reached an online share of 33 percent, according to the study.

Amazon ahead of Otto, Zalando, and Ikea

Amazon (excluding Marketplace) continues to lead the ranking. Following behind, as in the previous year, are the Otto Group, Zalando, and IKEA. The Shop-Apotheke has also significantly improved, overtaking Mediamarkt (MS E-Commerce GmbH) and now ranks 5th. XXXLutz has moved up to 7th place, while Apple remained stable in 9th place. H&M has fallen from 7th to 10th place, and the Rewe Group is no longer represented in the top 10.

Marketplaces like Temu, eBay, or the Amazon Marketplace are gaining overall importance according to RegioData. Their combined share of total online retail is now 42 percent. This development shows that consumers increasingly prefer platform-based shopping options - a trend that is likely to intensify further.

Online retail in Austria is growing

Online retail in Austria is growing significantly. Currently, around 11.6 billion euros are generated online per year, which corresponds to about 1,270 euros per capita. The online share of trade-relevant consumer spending recently rose to 15.5 percent, approaching the peak value of 16 percent from the pandemic year 2021. A new record is expected for 2026.

The RegioData study is based on the actual revenues of over 1,000 online shops in Austria.

(APA/Red)

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