eCommerce market in Austria

Austria is the 25th largest market for eCommerce with a predicted revenue of US$13,868.3 million by 2023, placing it ahead of Vietnam. Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 11.7%, resulting in a projected market volume of US$21,607.0 million by 2027. With an expected increase of 23.2% in 2023, the Austrian eCommerce market contributed to the worldwide growth rate of 17.0% in 2023. Like in Austria, global eCommerce sales are expected to increase over the next years. Five markets are considered by ecommerceDB within the Austrian eCommerce market. Fashion is the largest market and accounts for 36.8% of the Austrian eCommerce revenue. It is followed by Electronics & Media with 18.5%, Furniture & Appliances with 16.5%, Food & Personal Care with 15.9%, and Toys, Hobby & DIY with the remaining 12.3%.

Market development

eCommerce revenue development in Austria

Austria is the 25th largest market for eCommerce with a predicted revenue of US$13,868.3 million by 2023, placing it ahead of Vietnam. Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 11.7%, resulting in a projected market volume of US$21,607.0 million by 2027. With an expected increase of 23.2% in 2023, the Austrian eCommerce market contributed to the worldwide growth rate of 17.0% in 2023. Like in Austria, global eCommerce sales are expected to increase over the next years. Five markets are considered by ecommerceDB within the Austrian eCommerce market. Fashion is the largest market and accounts for 36.8% of the Austrian eCommerce revenue. It is followed by Electronics & Media with 18.5%, Furniture & Appliances with 16.5%, Food & Personal Care with 15.9%, and Toys, Hobby & DIY with the remaining 12.3%.

eCommerce revenue development in Austria

in million US$, in %

Note: Data shown is using current exchange rates and reflects market impacts of the Russia-Ukraine war

Source: Statista Market Insights, ecommerceDB

2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 5.6 72.8 96.3 26.0 66.9 42.2 93.0 84.9
AOV (in US$) 13.4 69.0 55.0 94.7 47.7 11.5 69.9 6.1
CVR (in %) 5.6 72.8 96.3 26.0 66.9 42.2 93.0 84.9
AOV: Average Order Value CVR: Conversion Rate

Top stores

Top five online stores in Austria by net sales 2021

The biggest player in the Austrian eCommerce market is amazon.de. The store had a revenue of US$1,420.3 million in 2021. amazon.de is followed by zalando.at and mediamarkt.at as the second- and third-largest stores with US$436.3 million and US$281.7 million, respectively. Altogether, the top three stores account for 37.3% of the top 100 online stores' 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.

eCommerce net sales generated in Austria in 2021

in million US$

Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed

Source: Annual report, secondary sources, ecommerceDB analysis

no-access-0 no-access-1 no-access-2 no-access-3 no-access-4
Filtered revenue (in mUS$) 900.0 550.0 470.0 430.0 370.0
Share of global revenue (in %) 20.7 12.0 3.9 20.6 20.7
Global revenue (in mUS$) 8,300.0 4,600.0 1,190.0 2,122.0 1,814.0
Growth global revenue (in %) 8.3 12.4 33.6 18.0 12.6