eCommerce market in Austria

Austria is the 30th largest market for eCommerce with a predicted revenue of US$13,136.8 million by 2024, placing it ahead of Bangladesh. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 4.6%, resulting in a projected market volume of US$15,714.0 million by 2028. With an expected increase of 5.3% in 2024, the Austrian eCommerce market contributed to the worldwide growth rate of 10.4% in 2024. Like in Austria, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Austrian eCommerce market. Electronics is the largest market and accounts for 22.1% of the Austrian eCommerce revenue. It is followed by Hobby & Leisure with 20.9%, Fashion with 18.3%, Furniture & Homeware with 14.0%, DIY with 10.1%, Care Products with 9.2%, and Grocery with the remaining 5.5%.

Market development

eCommerce revenue development in Austria

Austria is the 30th largest market for eCommerce with a predicted revenue of US$13,136.8 million by 2024, placing it ahead of Bangladesh. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 4.6%, resulting in a projected market volume of US$15,714.0 million by 2028. With an expected increase of 5.3% in 2024, the Austrian eCommerce market contributed to the worldwide growth rate of 10.4% in 2024. Like in Austria, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Austrian eCommerce market. Electronics is the largest market and accounts for 22.1% of the Austrian eCommerce revenue. It is followed by Hobby & Leisure with 20.9%, Fashion with 18.3%, Furniture & Homeware with 14.0%, DIY with 10.1%, Care Products with 9.2%, and Grocery with the remaining 5.5%.

eCommerce revenue development in Austria

in million US$

eCommerce revenue growth in Austria

in %

Net eCommerce revenue split by sub-category

in %
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 %) 21.5 28.1 96.2 68.8 71.8 75.5 55.1 25.2

Online share

eCommerce online share in Austria

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Austrian retail market, the online share is 15.5% and will increase by an average of 9.7% to 22.5% by 2028.

eCommerce online share in Austria

in %
2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 79.3% 17.7% 82.9% 73.3% 18.3% 80.5% 67.8% 84.1%

Top stores

Top five online stores in Austria by net sales 2023

The biggest player in the Austrian eCommerce market is amazon.de. The store had a revenue of US$980.5 million in 2023. 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 2023

in million US$
Filtered revenue / share
Global revenue
Growth
US$900.0m
20.7%
US$8,300.0m 8.3%
US$550.0m
12.0%
US$4,600.0m 12.4%
US$470.0m
3.9%
US$1,190.0m 33.6%
US$430.0m
20.6%
US$2,122.0m 18.0%
US$370.0m
20.7%
US$1,814.0m 12.6%

Payment Methods

Top 5 offered payment methods in the Austrian eCommerce market

The Austrian eCommerce market in 2023 in terms of offered payment methods is fragmented and highly competitive with VISA (Cards) covering the largest share with 92.0% of all online stores checked. Other offered payment methods in the Austrian eCommerce market in 2023 are Mastercard (Cards) with 91.8%, PayPal (E-wallets) with 83.0%, and Bank transfer/cash in advance (Bank transfer) with 56.6%. With 55.6% Sofortüberweisung (Bank transfer) still has a considerable market share amongst the offered payment methods compared to VISA (Cards).

Top 5 offered payment methods in the Austrian eCommerce market

in %

See all stores offering


Shipping Service Provider

Top 5 offered shipping providers in the Austrian eCommerce market

Despite Österreichische Post's dominant position with 48.7% of online stores opting for its services, the Austrian eCommerce market in 2023 remains diverse and competitive. Several other shipping service providers, including DHL, DPD, GLS, and UPS (United Parcel Service), hold smaller but significant shares, contributing to a dynamic and fragmented market.

Top 5 offered shipping providers in the Austrian eCommerce market

in %