shöpping.at: 2025 was a year of strong demand development
shöpping.at, the online marketplace of Austrian Post, has published research about the shopping trends of Austrians.
Margit Waldau, Head of shöpping.at: “For shöpping.at, 2025 was a year of strong demand development and a clear trend towards brand-strong, durable and seasonally relevant products. Products from the categories DIY & Garden, Household & Living and Electronics were particularly in demand.”
SHOPPING TRENDS 2025: WHAT AUSTRIANS REALLY BOUGHT
Several developments can be derived from the purchasing behaviour of Austrians on shöpping.at for 2025:
- Technology in focus: At the beginning of the year, the focus was clearly on technology and hardware. Computers and televisions were bought particularly frequently, while the search queries mainly concerned microwaves, headphones, kettles and skis. Even lawn fertilizer was one of the early shopping trends, which probably underlines the warm spring of 2025.
- Cleanliness and fitness: In spring, shopping behaviour shifted significantly towards the household and garden. Cleaning products and garden tools such as lawnmowers or hoses were particularly in demand. At the same time, interest in sneakers, running shoes and e-scooters increased, while pools and hot tubs were among the early season favorites.
- DIY, Hardware, Labubus: In summer and autumn, there was a clear boom in do-it-yourselfers: building materials, tools and other DIY supplies were particularly in demand. At the same time, the demand for video and TV products increased. In the searches, air conditioners, refrigerators, air conditioners and smartphones were far ahead. There was also a clear spike in demand for the cheeky Chinese plush figures Labubus.
- Cozy, Christmassy and fat-free: In winter, the focus was on toys, winter sports articles as well as household and kitchen products. Coats and winter jackets, Christmas cookies, airfryers, Pokémon cards, skis, Advent calendars, coffee machines, washing machines as well as bed linen, raclette sets and candles were particularly popular.
- Brand quality: 2025 once again showed that Austrians are strongly committed to high-quality and well-known brands. Among the most frequently searched brands throughout the year were Apple, Samsung, Lego, Tonies, Gardena and Makita – a clear sign of the high willingness to invest in long-lasting quality products.
TRENDS IN THE FEDERAL STATES: FROM GARDEN TOOLS TO BATHROOM ACCESSORIES
When it comes to online shopping, Austria is roughly divided into two camps: In the west and south , people mainly shopped in the classic way for the home and garden sectors, while in the other parts of the country , typical DIY and the necessary tools and materials were clearly in first place.
Last year, too, noticeable regional deviations can be identified: While many non-alcoholic beverages were ordered in Upper Austria, the demand for alcoholic beverages increased in Vienna.
