Electronics market in Austria

The Austrian Electronics eCommerce market is predicted to reach US$2,809.2 million by 2023 and accounts for 22.5% of the total eCommerce market in Austria. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 5.4%, resulting in a projected market volume of US$3,468.9 million by 2027. Within the Electronics market ECDB considers the following two sub-markets: Consumer Electronics and Electrical Appliances.

Market development

eCommerce revenue development in the Electronics market in Austria

The Austrian Electronics eCommerce market is predicted to reach US$2,809.2 million by 2023 and accounts for 22.5% of the total eCommerce market in Austria. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 5.4%, resulting in a projected market volume of US$3,468.9 million by 2027. Within the Electronics market ECDB considers the following two sub-markets: Consumer Electronics and Electrical Appliances.

eCommerce revenue development in the Electronics market in Austria

in million US$

eCommerce revenue growth in the Electronics market 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 %) 4.3 46.2 67.4 90.4 51.2 42.7 10.0 14.9

Online share

eCommerce online share of the total Electronics market 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 Electronics retail market, the online share is 53.0% and will increase by an average of 4.1% to 62.3% by 2027.

eCommerce online share of the total Electronics market in Austria

in %
2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 21.0% 58.0% 49.1% 63.0% 22.4% 17.4% 57.4% 8.7%

Top stores

Top five Electronics online stores in Austria by net sales 2022

With sales in the Austrian Electronics market, amazon.de generated a revenue of US$337.6 million in 2022, which means it is the leading online store in this market. The Electronics ranking of Austria is based on all online stores that generated sales in this market in 2022. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.

eCommerce net sales generated in the Electronics market in Austria in 2022

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 Electronics market

The Austrian Electronics eCommerce market in 2022 in terms of offered payment methods is fragmented and highly competitive with VISA (Cards) covering the largest share with 87.0% of all online stores checked. Other offered payment methods in the Austrian Electronics eCommerce market in 2022 are Mastercard (Cards) with 87.0%, PayPal (E-wallets) with 80.5%, and Bank transfer/cash in advance (Bank transfer) with 63.6%. With 50.6% 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 Electronics market

in %

See all stores offering


Shipping Service Provider

Top 5 offered shipping providers in the Austrian Electronics market

Despite Österreichische Post's dominant position with 45.0% of online stores opting for its services, the Austrian Electronics eCommerce market in 2022 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 Electronics market

in %

Market definition

Definition of the Electronics market

Market definition: Electronics The category Electronics covers the sale of consumer electronics (e.g. computers, smartphones, TVs, headphones, game consoles) and appliances (e.g. refrigerators, washing machines, vacuum cleaners, coffee machines, hair dryers, electric toothbrushes) via digital channels. Online stores dedicated to the sale of mobile contracts and tariffs, set-up and installation services or software are not considered. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Consumer Electronics (e.g. computers, smartphones, TVs, headphones, game consoles)
  • Appliances (e.g. refrigerators, washing machines, vacuum cleaners, coffee machines, hair dryers, electric toothbrushes)

Out-of-scope

  • Mobile contracts and tariffs
  • Set-up and installation services
  • Software
  • Car electronics (e.g. navigation systems, car entertainment systems, dashcams)
  • Power tools