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Retail in Austria

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    Report

  • 113 Pages
  • February 2025
  • Region: Austria
  • Euromonitor International
  • ID: 5751243
In 2024, retail in Austria record modest retail value growth of 3%. While inflation stabilised to a healthier level following the energy crisis of 2022, consumers' willingness to spend remained cautious, resulting in a moderate recovery that slightly outpaced inflation. However, retail e-commerce experienced stronger growth compared to traditional store-based retail, boosted by an uplift in consumer confidence, particularly in sectors like entertainment, travel, and dining.

The Retail in Austria report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Product coverage: Retail E-Commerce, Retail Offline.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Retail market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

EXECUTIVE SUMMARY
  • Retail in 2024: The big picture
  • A noticeable increase in bankruptcies and store closures in 2024
  • Automation rises as retailers look for labour-saving solutions to remain competitive
  • What next for retail?
OPERATING ENVIRONMENT
  • Informal retail
  • Opening hours for physical retail
  • Summary 1 Standard Opening Hours by Channel Type 2024
  • Seasonality
  • Christmas
  • Back to School
MARKET DATA
  • Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2019-2024
  • Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2019-2024
  • Table 3 Sales in Retail Offline by Channel: Value 2019-2024
  • Table 4 Sales in Retail Offline by Channel: % Value Growth 2019-2024
  • Table 5 Retail Offline Outlets by Channel: Units 2019-2024
  • Table 6 Retail Offline Outlets by Channel: % Unit Growth 2019-2024
  • Table 7 Sales in Retail E-Commerce by Product: Value 2019-2024
  • Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2019-2024
  • Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2019-2024
  • Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 11 Sales in Grocery Retailers by Channel: Value 2019-2024
  • Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2019-2024
  • Table 13 Grocery Retailers Outlets by Channel: Units 2019-2024
  • Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024
  • Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2019-2024
  • Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 17 Sales in Non-Grocery Retailers by Channel: Value 2019-2024
  • Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2019-2024
  • Table 19 Non-Grocery Retailers Outlets by Channel: Units 2019-2024
  • Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024
  • Table 21 Retail GBO Company Shares: % Value 2020-2024
  • Table 22 Retail GBN Brand Shares: % Value 2021-2024
  • Table 23 Retail Offline GBO Company Shares: % Value 2020-2024
  • Table 24 Retail Offline GBN Brand Shares: % Value 2021-2024
  • Table 25 Retail Offline LBN Brand Shares: Outlets 2021-2024
  • Table 26 Retail E-Commerce GBO Company Shares: % Value 2020-2024
  • Table 27 Retail E-Commerce GBN Brand Shares: % Value 2021-2024
  • Table 28 Grocery Retailers GBO Company Shares: % Value 2020-2024
  • Table 29 Grocery Retailers GBN Brand Shares: % Value 2021-2024
  • Table 30 Grocery Retailers LBN Brand Shares: Outlets 2021-2024
  • Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2020-2024
  • Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2021-2024
  • Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2021-2024
  • Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2024-2029
  • Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2024-2029
  • Table 36 Forecast Sales in Retail Offline by Channel: Value 2024-2029
  • Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2024-2029
  • Table 38 Forecast Retail Offline Outlets by Channel: Units 2024-2029
  • Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2024-2029
  • Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2024-2029
  • Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2024-2029
  • Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
  • Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2024-2029
  • Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2024-2029
  • Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2024-2029
  • Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2024-2029
  • Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
  • Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2024-2029
  • Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2024-2029
  • Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2024-2029
  • Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2024-2029
DISCLAIMER
SOURCES
  • Summary 2 Research Sources
CONVENIENCE RETAILERS IN AUSTRIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Convenience store that offer longer opening hours support retail value growth in 2024
  • Rewe International AG improves its presence with Billa stores at forecourt retailers
  • Grocery retail giants experiment with new retailing formats in Vienna
PROSPECTS AND OPPORTUNITIES
  • Forecourt retailers will continue to benefit from their unrestricted opening hours
  • Nah & Frisch stores will respond to challenges by integrating self-service machines
  • It is unlikely that 7-Eleven will enter the market across the forecast period
CHANNEL DATA
  • Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2019-2024
  • Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 56 Sales in Convenience Retailers by Channel: Value 2019-2024
  • Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2019-2024
  • Table 58 Convenience Retailers GBO Company Shares: % Value 2020-2024
  • Table 59 Convenience Retailers GBN Brand Shares: % Value 2021-2024
  • Table 60 Convenience Retailers LBN Brand Shares: Outlets 2021-2024
  • Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
  • Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2024-2029
  • Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2024-2029
DISCOUNTERS IN AUSTRIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • A high level of price sensitivity continues to drive growth for discounters
  • Lidl continues to record above-average growth as it improves its reputation
  • Hofer retains its top spot in discounters with a strong lead ahead of Lidl
PROSPECTS AND OPPORTUNITIES
  • Strong growth prospects for discounters as consumers appreciate appealing price-quality ratios
  • Discounters invest as stores prepare for the deposit return systems
  • Discounters expected to launch self-service checkouts to reduce operating costs
CHANNEL DATA
  • Table 65 Discounters: Value Sales, Outlets and Selling Space 2019-2024
  • Table 66 Discounters: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 67 Discounters GBO Company Shares: % Value 2020-2024
  • Table 68 Discounters GBN Brand Shares: % Value 2021-2024
  • Table 69 Discounters LBN Brand Shares: Outlets 2021-2024
  • Table 70 Discounters Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 71 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
HYPERMARKETS IN AUSTRIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Hypermarkets benefit from the trend towards one-stop shopping
  • Interspar retains its lead with a wide product assortment including unusual goods
  • Rewe stagnates as Billa Plus hypermarkets lose share in 2024
PROSPECTS AND OPPORTUNITIES
  • A lack of store expansion is expected to challenge growth prospects
  • Interspar will offer a wide range of foodservice options to gain consumer attention
  • Rewe is set to continue collaborating with local merchants to optimise profitability
CHANNEL DATA
  • Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2019-2024
  • Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 74 Hypermarkets GBO Company Shares: % Value 2020-2024
  • Table 75 Hypermarkets GBN Brand Shares: % Value 2021-2024
  • Table 76 Hypermarkets LBN Brand Shares: Outlets 2021-2024
  • Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
SUPERMARKETS IN AUSTRIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Supermarkets lose share to other retailers, including discounters and hypermarkets
  • Rewe is increasingly losing share to leading player Spar
  • M-Preis is challenged by consumers rising price-sensitivity in Austria
PROSPECTS AND OPPORTUNITIES
  • Challenges for supermarkets is set to include the rising popularity of hypermarkets and discounters
  • A moderate outlook is projected for Unimarkt due to several setbacks
  • Players are set to utilise digital technology in response to high labour costs and staff shortages
CHANNEL DATA
  • Table 79 Supermarkets: Value Sales, Outlets and Selling Space 2019-2024
  • Table 80 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 81 Supermarkets GBO Company Shares: % Value 2020-2024
  • Table 82 Supermarkets GBN Brand Shares: % Value 2021-2024
  • Table 83 Supermarkets LBN Brand Shares: Outlets 2021-2024
  • Table 84 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 85 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
SMALL LOCAL GROCERS IN AUSTRIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • There are challenges operating profitable grocery stores in rural areas
  • Leading player denn’s faces challenges, however it has a lack of real competition
  • Ethnic grocery stores become negatively impacted by rising price sensitivity
PROSPECTS AND OPPORTUNITIES
  • Moderate outlook as small local grocers will face rising competition from supermarkets and discounters
  • Growth prospects for denn’s is expected to be limited across the forecast period
  • Modern health food store My Drogery Martin, may expand across the forecast period
CHANNEL DATA
  • Table 86 Small Local Grocers: Value Sales, Outlets and Selling Space 2019-2024
  • Table 87 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 88 Small Local Grocers GBO Company Shares: % Value 2020-2024
  • Table 89 Small Local Grocers GBN Brand Shares: % Value 2021-2024
  • Table 90 Small Local Grocers LBN Brand Shares: Outlets 2021-2024
  • Table 91 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 92 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
GENERAL MERCHANDISE STORES IN AUSTRIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Solid growth for department stores driven by tourists visiting Austria
  • Strong growth for variety stores which offer a wide range of affordable products
  • Action defends its lead in variety stores and the overall competitive landscape
PROSPECTS AND OPPORTUNITIES
  • New developers are set to build on the Lamarr department store site
  • Moderate outlook for department stores as the industry faces challenges
  • The positive outlook for variety stores is expected to be driven by ongoing expansions
CHANNEL DATA
  • Table 93 General Merchandise Stores: Value Sales, Outlets and Selling Space 2019-2024
  • Table 94 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 95 Sales in General Merchandise Stores by Channel: Value 2019-2024
  • Table 96 Sales in General Merchandise Stores by Channel: % Value Growth 2019-2024
  • Table 97 General Merchandise Stores GBO Company Shares: % Value 2020-2024
  • Table 98 General Merchandise Stores GBN Brand Shares: % Value 2021-2024
  • Table 99 General Merchandise Stores LBN Brand Shares: Outlets 2021-2024
  • Table 100 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 101 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
  • Table 102 Forecast Sales in General Merchandise Stores by Channel: Value 2024-2029
  • Table 103 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2024-2029
APPAREL AND FOOTWEAR SPECIALISTS IN AUSTRIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Moderate retail value growth as price sensitivity and second hand goods impact buying habits
  • Pepco exits the market citing a lack of profitability as the key reason
  • The footwear specialists sector continues to see changes as players leave the market
PROSPECTS AND OPPORTUNITIES
  • Sustainability and the rise of second-hand goods is expected to shape consumer purchasing behaviour
  • Despite economic challenges, affordable and sustainable options are set to gain ground
  • Second-hand clothing will place further pressure on apparel and footwear specialists
CHANNEL DATA
  • Table 104 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2019-2024
  • Table 105 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 106 Apparel and Footwear Specialists GBO Company Shares: % Value 2020-2024
  • Table 107 Apparel and Footwear Specialists GBN Brand Shares: % Value 2021-2024
  • Table 108 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2021-2024
  • Table 109 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 110 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
APPLIANCES AND ELECTRONICS SPECIALISTS IN AUSTRIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • The weak real estate sector is a key challenge for a stronger performance in 2024
  • The concept of smaller stores helps Media Markt to expand in 2024
  • The shop-in-shop concept becomes more common, increasing direct-to-consumer sales opportunities
PROSPECTS AND OPPORTUNITIES
  • The trend towards sustainability and repairs is set to challenge sales across the forecast period
  • Media Markt is expected to place increasing pressure on the competition with its smaller store concept
  • A rising drive for sustainable consumption may challenge future retail volume sales
CHANNEL DATA
  • Table 111 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2019-2024
  • Table 112 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 113 Appliances and Electronics Specialists GBO Company Shares: % Value 2020-2024
  • Table 114 Appliances and Electronics Specialists GBN Brand Shares: % Value 2021-2024
  • Table 115 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2021-2024
  • Table 116 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 117 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
HEALTH AND BEAUTY SPECIALISTS IN AUSTRIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Beauty specialists continue to face the challenge of more affordable drugstore options
  • Fielmann retains leadership in optical goods stores as it focuses on its expansion
  • Dm-Drogerie retains its lead while attracting consumer attention through price reductions
PROSPECTS AND OPPORTUNITIES
  • The beauty specialist channel will face rising competition from retail e-commerce
  • The strong expansion of sehen!wutscher is expected to continue shaping the optical goods market
  • The long-term future of The Body Shop is uncertain as competition impacts the player
CHANNEL DATA
  • Table 118 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2019-2024
  • Table 119 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 120 Sales in Health and Beauty Specialists by Channel: Value 2019-2024
  • Table 121 Sales in Health and Beauty Specialists by Channel: % Value Growth 2019-2024
  • Table 122 Health and Beauty Specialists GBO Company Shares: % Value 2020-2024
  • Table 123 Health and Beauty Specialists GBN Brand Shares: % Value 2021-2024
  • Table 124 Health and Beauty Specialists LBN Brand Shares: Outlets 2021-2024
  • Table 125 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 126 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
  • Table 127 Forecast Sales in Health and Beauty Specialists by Channel: Value 2024-2029
  • Table 128 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2024-2029
HOME PRODUCTS SPECIALISTS IN AUSTRIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Slight recovery for homeware and home furnishing stores as delayed purchases are bought
  • Market leader XXXLutz KG extends it lead in homewares and home furnishing stores
  • The brands Depot and Interio face challenges throughout 2024
PROSPECTS AND OPPORTUNITIES
  • Ongoing growth is predicted for home improvement and gardening stores
  • The expansion of pet stores and superstores is likely to remain limited over the forecast period
  • Strong growth potential for Ikea as younger consumers are expected to embrace the retailer
CHANNEL DATA
  • Table 129 Home Products Specialists: Value Sales, Outlets and Selling Space 2019-2024
  • Table 130 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 131 Sales in Home Products Specialists by Channel: Value 2019-2024
  • Table 132 Sales in Home Products Specialists by Channel: % Value Growth 2019-2024
  • Table 133 Home Products Specialists GBO Company Shares: % Value 2020-2024
  • Table 134 Home Products Specialists GBN Brand Shares: % Value 2021-2024
  • Table 135 Home Products Specialists LBN Brand Shares: Outlets 2021-2024
  • Table 136 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 137 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
  • Table 138 Forecast Sales in Home Products Specialists by Channel: Value 2024-2029
  • Table 139 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2024-2029
DIRECT SELLING IN AUSTRIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Direct selling holds its place on the retailing landscape despite a difficult environment
  • Vorwerk continues to lead direct selling with popular vacuum cleaners and the Thermomix
  • Tupperware's Austrian subsidiary enters insolvency in 2024
PROSPECTS AND OPPORTUNITIES
  • Growth prospects for direct selling are set to fall across the forecast period
  • Vorwerk may have reached its peak as the player launches the Thermomix TM7
  • The boundaries between direct selling and retail e-commerce become increasingly merged
CHANNEL DATA
  • Table 140 Direct Selling by Product: Value 2019-2024
  • Table 141 Direct Selling by Product: % Value Growth 2019-2024
  • Table 142 Direct Selling GBO Company Shares: % Value 2020-2024
  • Table 143 Direct Selling GBN Brand Shares: % Value 2021-2024
  • Table 144 Direct Selling Forecasts by Product: Value 2024-2029
  • Table 145 Direct Selling Forecasts by Product: % Value Growth 2024-2029
VENDING IN AUSTRIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • The number of vending machines continues to rise in Austria during 2024
  • Vending machines and automation to tackle staff shortages and high operating costs
  • Changing working environments and hybrid working challenges sales of vending
PROSPECTS AND OPPORTUNITIES
  • Self-service and automation is set to play a significant role across the forecast period
  • Domestic player UKO Microshops AG Domestic has strong aspirations for the forecast period
  • The market leader café+co is set to retain its lead across the forecast period
CHANNEL DATA
  • Table 146 Vending by Product: Value 2019-2024
  • Table 147 Vending by Product: % Value Growth 2019-2024
  • Table 148 Vending GBO Company Shares: % Value 2020-2024
  • Table 149 Vending GBN Brand Shares: % Value 2021-2024
  • Table 150 Vending Forecasts by Product: Value 2024-2029
  • Table 151 Vending Forecasts by Product: % Value Growth 2024-2029
RETAIL E-COMMERCE IN AUSTRIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Retail e-commerce records strong growth, outperforming offline retail
  • Food and drink retail e-commerce faces challenges as consumers are reluctant to leave grocery retailers
  • Foreign players dominate retail e-commerce through offering affordable goods
PROSPECTS AND OPPORTUNITIES
  • Growth in retail e-commerce is set to outperform growth in overall retail
  • Actions against Chinese e-commerce brands are not expected to challenge their growth
  • TikTok Shop could be the next rising trend in Austrian retail e-commerce
CHANNEL DATA
  • Table 152 Retail E-Commerce by Channel: Value 2019-2024
  • Table 153 Retail E-Commerce by Channel: % Value Growth 2019-2024
  • Table 154 Retail E-Commerce by Product: Value 2019-2024
  • Table 155 Retail E-Commerce by Product: % Value Growth 2019-2024
  • Table 156 Retail E-Commerce GBO Company Shares: % Value 2020-2024
  • Table 157 Retail E-Commerce GBN Brand Shares: % Value 2021-2024
  • Table 158 Forecast Retail E-Commerce by Channel: Value 2024-2029
  • Table 159 Forecast Retail E-Commerce by Channel: % Value Growth 2024-2029
  • Table 160 Forecast Retail E-Commerce by Product: Value 2024-2029
  • Table 161 Forecast Retail E-Commerce by Product: % Value Growth 2024-2029