Online Deal: 10 merchants – more than half of sales

In Austria, Internet delivery is an area of ​​Amazon: the American retailer generates more than the following six online retailers. The top 10 Austrian generates more than half of the turnover of the top 250 Internet retailers.

Vienna.
In Austria, ten online stores control online retail sales: 51.1% of total sales in 2017 were generated by nearly half of the 250 stores with the highest turnover. Similarly, nearly half of Internet retailers who sell their products to Austria come from abroad, according to a study by the Cologne-based EHI Trade Research Institute.

The absolute number 1 is – as in previous years – the Amazon maritime giant. With a turnover of 643 million euros, the US shipping giant clearly ranks first, far ahead of the second price. The German mail order company Zalando comes with 230 million euros in second place. The online retailer based in Berlin ranks well ahead of Universal with 133.6 million euros in sales, which ranks third. The Ottoversand (84.7 million euros) is in 4th place, Universal and Otto being part of the German group Unito.

Compared with the previous year, the ranking in the Top 4 remains unchanged. 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. Other stores come from countries such as 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 generated more than 1.1 billion euros in sales – but according to the study, more than half of them went to Amazon. In second place are apparel stores with a share of about 19% and consumer electronics with about 17%.

The big profiteers were among the 50 best of the last year. Overall, they were able to increase sales by 46.4%, while businesses ranked between 51 and 100 and grew by 12.2%. Traders 101 to 150 have stagnated with a slight advantage. Traders ranked 151 to 200 and 201 to 250th lose mbadively compared to 2016 and recorded a decline in their revenues of minus 17.5% and 25.4%, respectively. (see graph, u.)