eCommerce market in Austria

Austria is the 29th largest market for eCommerce with a predicted revenue of US$11,446.8 million by 2024, placing it ahead of Belgium. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 4.1%, resulting in a projected market volume of US$13,444.2 million by 2028. With an expected increase of 4.8% in 2024, the Austrian eCommerce market contributed to the worldwide growth rate of 10.1% 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. Hobby & Leisure is the largest market and accounts for 25.0% of the Austrian eCommerce revenue. It is followed by Electronics with 20.3%, Fashion with 20.1%, Furniture & Homeware with 11.4%, Care Products with 9.1%, DIY with 8.7%, and Grocery with the remaining 5.4%.

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.

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.

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 91.8% of all online stores checked. Other offered payment methods in the Austrian eCommerce market in 2023 are Mastercard (Cards) with 91.5%, PayPal (E-wallets) with 83.1%, and Sofortüberweisung (Bank transfer) with 56.9%. With 56.0% Bank transfer/cash in advance (Bank transfer) still has a considerable market share amongst the offered payment methods compared to VISA (Cards).

Despite Österreichische Post's dominant position with 51.4% 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.

In the Austrian eCommerce market, there is intense competition among various shop software solutions, leading to a highly fragmented landscape in 2023. None of the major shop software solution, including Magento, Shopware, and Salesforce Commerce Cloud, have been able to secure a market share exceeding 12.1%, suggesting a diversified market with numerous players holding smaller stakes.