E-Commerce in Austria 2025: Market Overview, Trends, and Future Outlook

Austria's e-commerce market is rapidly evolving, becoming a major driver of retail growth in Central Europe. With intense internet penetration, high consumer trust, and increasing cross-border transactions, Austria presents a thriving landscape for online businesses in 2025.

Key Statistics of E-Commerce in Austria

E-Commerce Market Size and Growth

Austria's e-commerce market reached approximately €10.6 billion in 2023, marking a 5% year-on-year increase. According to Statista, revenue is expected to grow to US$12.20 billion in 2025, with a compound annual growth rate (CAGR) of 9.2% projected through 2029.

Internet Usage and Online Shopping Penetration

• As of January 2024, internet penetration in Austria is 95.7%, with 8.58 million active users.
  
• In 2020, 74% of Austrians made online purchases, growing steadily as digital literacy and convenience drive behavior.
  

E-Commerce Adoption by Businesses

Online Sales by Austrian Enterprises

In 2023:

• 31% of businesses sold goods or services online.
  
• E-commerce contributed to nearly 20% of total turnover.
  
• Large enterprises led the way with 54% e-commerce adoption, while 29% of small businesses and 39% of medium-sized enterprises also participated.
  

Popular E-Commerce Segments in Austria

Top Product Categories in Online Sales

Austrian consumers are most inclined to buy the following products online:

• Clothing – €2.4 billion
  
• Electrical appliances – €1.3 billion
  
• Furniture and home goods – €0.9 billion
  

Online Share of Total Retail Sales by Category

• Toys and hobby items: 35%
  
• Sporting goods: 34%
  
• Apparel and footwear: 30%
  

Leading Online Retailers in Austria

Top E-Commerce Platforms

• Amazon.de – Dominates the market with US$1.32 billion in revenue (2024).
  
• Other significant players include:
  
  • Zalando
    
  • MediaMarkt
    
  • Universal
    
  • H&M
    

These companies benefit from strong logistics, brand recognition, and consumer trust.

Cross-Border E-Commerce in Austria

Austria has one of the highest cross-border e-commerce shares in Europe:

• 49.5% of B2C revenue comes from international sales.
  
• Austrians primarily purchase from:
  
  • Germany (62%)
    
  • United Kingdom (9%)
    
  • Italy (7%)
    

E-Commerce Outlook: What’s Ahead for Austria?

The Austrian e-commerce market is forecasted to continue its strong growth:

• Expected revenue by 2029: US$13.83 billion
  
• Drivers include:
  
  • Increased mobile commerce
    
  • Widespread use of secure digital payments
    
  • Investments in user experience and logistics
    

With one of the most internet-savvy populations in Europe, Austria’s e-commerce sector in 2025 is thriving and full of opportunities. Brands looking to enter or expand within the market should focus on:

• Localization and user-friendly design
  
• Strong logistics and delivery options
  
• Competitive pricing and trusted payment methods
  

Online retailers can gain a substantial foothold in this growing European market by staying aligned with Austrian consumer preferences and leveraging cross-border trade.