The Austrian e‑commerce market is projected to reach approximately USD 13.45 billion (≈ €12.4 billion) in 2025, growing at a steady 6.13% CAGR through 2030. This growth is driven by increasing internet penetration, the adoption of mobile shopping, and strong cross-border demand.

Market Size & Growth Drivers

• The B2C e‑commerce segment accounted for 85% of Austria’s online revenue in 2024, while B2B is expanding rapidly with a 9.2% CAGR projected through 2030.
  
• Smartphones accounted for 58% of e-commerce transactions in 2024, and mobile commerce is projected to grow at an annual rate of 8.5%.
  
• Digital wallets made up 35% of payments in 2024, while Buy Now, Pay Later (BNPL) methods are the fastest-growing, at 9.8% CAGR.
  

High Internet Penetration & Cross-Border Reach

Austria’s internet penetration reached 95.7% in early 2024, with 8.58 million active users.
Despite having a strong domestic infrastructure, only 35% of e-commerce spending remains within national platforms. In comparison, 65% is directed to international retailers—primarily German and Chinese players, such as Amazon, Temu, and Shein.

Consumer Preferences & Categories

Top Product Categories by Revenue

• Fashion & apparel: 28%
  
• Food & beverage: fastest-growing category, with a 10.4% CAGR
  
• Other significant categories include electronics, personal care, DIY/home improvement, and furniture.
  

Demographic Insights

• E-commerce usage is highest among 35–44-year-olds (82.6%) and 25–34-year-olds (82.4%)
  
• Vienna leads in online purchases, accounting for nearly 40% of national e-commerce spend.
  
• Rural regions are showing increased participation, driven by government fiber rollout initiatives under Broadband Austria 2030.
  

Payment Preferences & Shopping Behavior

Austrian shoppers prefer:

• Digital wallets such as PayPal and mobile apps (35%)
  
• Buy Now, Pay Later (BNPL) services
  
• Credit and debit cards
  

Cash-on-delivery has declined significantly.
Gen Z and Millennials are driving demand for mobile-first checkout experiences and seamless personalized journeys.

Social Commerce: A Rapidly Growing Channel

Austria’s social commerce market is projected to reach USD 1.18 billion by 2025, with an annual growth rate of 12.5%. Between 2026 and 2030, the growth rate is expected to stabilize at around 9%, reaching nearly USD 1.81 billion by the end of the decade. Platforms like Facebook, Instagram, and influencer-led channels are becoming increasingly vital drivers of commerce.

Competitive Landscape & Market Challenges

• 65% of Austrian e-commerce revenue goes to foreign platforms, posing challenges for local businesses
  
• German marketplaces are powerful due to cross-border efficiency and frictionless checkout experiences.
  
• Rising logistics costs, fulfillment complexity, and environmental compliance regulations add pressure to domestic sellers.
  
• Sustainability regulations and circular economy trends are influencing packaging, delivery, and product design.
  

Strategic Opportunities for Retailers

To thrive in Austria’s evolving online market, retailers should:

• Expand presence across popular marketplaces while building strong mobile platforms
  
• Embrace BNPL and digital wallets to match consumer payment preferences
  
• Improve personalization and checkout UX using AI-driven tools
  
• Offer sustainable delivery options and recommerce programs
  
• Leverage social commerce as a conversion and engagement channel
  

Austria E-Commerce at a Glance

Conclusion

Austria’s e-commerce market in 2025 is defined by cross-border shopping, mobile-first behavior, and evolving consumer preferences. With rising competition from international platforms, local retailers must innovate in fulfillment, personalization, and payment flexibility.  Investing in mobile optimization, sustainable practices, and social commerce will be key to winning the loyalty of Austrian online shoppers.

The post Austria E‑Commerce: Market Snapshot & Consumer Behavior 2025 appeared first on Cross-Border Magazine.

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.

The post E-Commerce in Austria 2025: Market Overview, Trends, and Future Outlook appeared first on Cross-Border Magazine.

The three announced their collaboration to offer consumers an ‘afterwards payment method’ on AliExpress. The "Pay Later" solution from Klarna is for now only available for AliExpress customers in the Netherlands, Germany, Austria and Finland. The goal is to add more countries during the course of this year.

More options in checkout

Michael Rouse, CCO of Klarna, is happy with the collaboration and the fact that shoppers now have more options during the checkout process. He emphasises that this is only the first phase of the collaboration. Klarna is looking forward to expanding to other markets in the short term, along with Alipay, Adyen and AliExpress as well.

Cheer Zhang is responsible for international expansion projects at Alibaba. He says they are constantly looking for ways to improve the customer experience of the popular B2C marketplace AliExpress. “Klarna's Pay Later has proven to be one of the most popular solutions in the European market. We are excited to now add this payment method to our checkout in multiple countries.”

When ordering something from Aliexpress in Europe, it is not unusual for orders to arrive after a full month. This is why it can take a while for retailers to receive their money when a customer chooses for Klarna’s payment method.

The post AliExpress includes payment method - Klarna appeared first on Cross-Border Magazine.

The goal of the agreement is to strengthen the cooperation and exchange of experience between the cross-border e-commerce platforms of both countries. Austrian companies, especially SMEs, can benefit from facilitating contacts with the major Chinese e-commerce platforms and thus be present faster on the Chinese market. According to the Austrian Ministry, there should also be support provided for the import and export of quality products and services through e-commerce platforms. “China is by far Austria’s most important trade partner in Asia, and the second most important trading partner overseas, after the USA,” says Schramböck.

The post Austria and China sign online trade agreement appeared first on Cross-Border Magazine.

The 100 biggest retail companies in Austria generate over half of total retail, being accountable for 56% in the Central-European country. According to KSV1870 and EHI, the generated sale was worth about 36 million euros in 2016.

At the top of the list, REWE and Spar are in a head-to-head race, each with almost 6.5 billion euros. They are followed by Hofer and Lidl, which ended respectively in third and fourth place.

A little surprising is that 22 retailers from the top 100 do not have an online store. These companies are mostly selling goods in the food or clothing branch, in the discount area, such as Lidl or Kik.

The post Retail top 10: no pure online-players in Austria appeared first on Cross-Border Magazine.

Fondness for fashion and books
The research conducted by RegioData concludes that consumers in Austria are especially interested in buying fashion online. Another popular product category is books. Both men and women in Austria love to order them online: 56 percent of female Austrian consumers buy their reading material online, while 40 percent of men do this. A same share of men buy their electronic devices via the Internet, while just 16 percent of women do this. A more popular product category among Austrian women are cosmetics and body care products.

Furthermore, the research found that Austrian consumers especially appreciate the ability to compare prices. More than two in three consumers compare prices almost every time before they make a purchase, even when it’s about small amounts.

The post Consumers in Austria spend close to 900 euros online per year appeared first on Cross-Border Magazine.