e-Commerce Market Analytics

The eCommerce market in Austria

Austria is the 23rd largest market for eCommerce with a revenue of US$8.6 billion in 2021, placing it ahead of the United Arab Emirates and behind Thailand.

With an increase of 14%, the Austrian eCommerce market contributed to the worldwide growth rate of 15% in 2021. Just like in Austria, global eCommerce sales are expected to increase over the next years. As new markets are emerging, global growth will continue over the next years. This development will be propelled by East and Southeast Asia with their growing middle class and their lagging offline infrastructure.

With a yearly growth rate of 5% between 2021 and 2025, Austria is expected to grow at a slower rate than the global average of 6%.

The eCommerce market in Austria

Top online stores

The biggest player in the Austrian eCommerce market is amazon.de. The store had a revenue of US$1.4 billion in 2021. amazon.de is followed by zalando.at and mediamarkt.at as the second- and third largest stores with US$441 million and US$299 million, respectively. Altogether, the top three stores account for 25% of online revenue in Austria.

Store rankings include every store that generates revenue in Austria. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in Austria was considered.

One of the fastest-growing stores in the Austrian market is dm.at. The store achieved online net sales of about US$24 million in 2021. Its revenue growth amounted to 276% in the previous year.

More information on the top 250 online stores in Austria can be found in our ecommerceDB Country Report.

Growth champions:
Editorial tips:

Top online eCommerce stores in Austria by eCommerce net sales 2021 in million US$

# Store
1. amazon.de
2. zalando.at
3. mediamarkt.at
4. shop-apotheke.at
5. universal.at

The eCommerce market in Austria

Market size and growth rate

Revenue in 2021
CAGR 2021-2025
Digital Market Outlook by Statista

The Digital Market Outlook presents up-to-date figures on markets of the digital economy. The comparable key figures are based on extensive analyses of relevant indicators from the areas of society, economy, and technology.

Visit Statista.com

The eCommerce market in Austria is expected to increase over the next few years, as indicated by the Statista Digital Market Outlook. It has been predicted that the compound annual growth rate for the next four years (CAGR 21-25) will be 5%. Compared to the year-over-year growth of 14% between 2020 and 2021, this decrease in yearly growth suggests a moderately flooded market. An other indicator of market saturation is the online penetration of 66% in Austria; in other words, 66% of the Austrian population have bought at least one product online in 2021.

Five categories are considered by ecommerceDB. Fashion is the largest segment in Austria and accounts for 28% of the eCommerce revenue in Austria. It is followed by Electronics & Media with 28%, Toys, Hobby & DIY with 21%, Furniture & Appliances with 14%, and Food & Personal Care with the remaining 9%.

The eCommerce market in Austria

Top shipping service providers

In Austria, Österreichische Post is the most frequently offered delivery service provider among online stores. Of those stores indicating which service they use to transport their goods, 59% cited Österreichische Post as one of their providers. Moreover, DHL and DPD are among the top three shipping service companies offered by online retailers in Austria, at rates of 30% and 15%.

Shipping information is based on orders from the store's main country, which is defined as the one where the store generates most of its online revenue. As a result, only stores that generate more net sales in Austria than in any other country are taken into account. Furthermore, only stores that provide information about their shipping providers can be considered.

Competitor analysis of shipping service providers in Austria

# Shipping service provider
1. Österreichische Post
2. DHL
3. DPD