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Online retail: ten stores make half of the turnover in Austria
VIENNA. The leader is still the Amazon shipping giant, followed by Zalando and Universal.
Millions of packages are ordered throughout the year in Austria. GPs like Amazon are responsible for the lion's share of sales. Image: AFP
The national online market is highly concentrated: 51.1% of total online sales were generated in 2017 by ten stores. Nearly half of the 250 best-selling stores are foreign, according to a study by the Cologne-based Handelsforschungsinstitut EHI on Wednesday.
The ranking of the best-selling online stores, as in previous years, by the transport giant, Amazon, is cited. With sales of 643 million euros, not counting streaming movie and music streaming services, the giant's sales were well above those of Zalando, second, with 230 million euros. Universal came in third with 133.6 million euros in sales, followed by Otto Versand (84.7 million euros). The ratios in the top four have changed little, according to the study. Last year, the sales figure of the best-selling online shops in Austria increased by 9.2%, reaching 2.7 billion euros. However, this growth is largely focused on the top, explained author of the study Christoph Langenberg.
Nearly half of the top 250 online shops are foreign. Of the 124 foreign stores, 91 have their headquarters in Germany. The other stores come from China, Switzerland, Spain and the United Kingdom, but also from Sweden and the United States.
As in the previous year, generalists are responsible for the lion's share of sales. With 42.1%, they accounted for nearly half of total sales. In total, generalists have achieved more than 1.1 billion euros in turnover – of which, according to the study, but more than half of Amazon. In second place are apparel stores with a share of about 19% and consumer electronics with about 17%.
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