Ecommerce in Austria

Austria is a Central-European country that is part of the so-called DACH region, which also consists of Germany and Switzerland. The country has as many as eight neighboring countries. is one of the Scandinavian countries. Like in other European countries, its ecommerce market continues to grow.

Population 8.77 million people
Internet users (% of population) 89%
Online sales €8.5 billion (2020)
Online stores worth mentioning:, Eduscho,



Ecommerce events in Austria

Every year there are several ecommerce events being organized in Austria. We have a handy ecommerce events calendar, where you can find all the major online retail events in Europe. But you can also check out only the ecommerce events in Austria.

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Ecommerce customers in Austria

According to the Austrian statistical office, 89 percent of Austrian households had access to the internet in 2018. This means there are about 7.8 million Internet users in Austria. The same source also claims that 60.3 percent of all persons in Austria shopped online within the last twelve months. The average annual spending per online shopper in Austria is 1,700 euros. The study ‘Internet-Einzelhandel 2018’ also shows that 55 percent of what Austrians spend online goes to international retailers.

PAYMENT METHODS – When it comes to online payment methods, there’s no absolute winner in Austria. The popularity of e-wallets, credit card and invoice payments are almost similar. But if your online store is targeting younger people, know that this age group prefers e-wallets. For seniors, it’s the credit card.

Preferred payment methods in Austria (source: Nets)
Preferred payment methods in Austria (source: Nets)

The ecommerce market in Austria

The national ecommerce association of Austria estimated that ecommerce in Austria was worth over 8.5 billion euros in 2020. The online retail industry increased by 17.4 percent compared to the situation one year before. And the study ‘Internet-Einzelhandel 2018’ shows that ecommerce in Austria accounts for 4.3 percent of the country’s total retail sales.

PRODUCT CATEGORIES – Clothing and sporting goods are the most popular product category in Austria, with 41 percent of consumers buying products from this category online at least once a year. Books and magazines are in second place, although the number of online shoppers has decreased compared to a similar study five year earliers.

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Big online stores in Austria

Some of the most popular and biggest online stores in Austria are online department store, which sells mostly fashion, furniture and consumer electronics, Eduscho, which sells mostly coffee and travel, but also fashion and home & living items, and, which sells all kinds of consumer electronics.

These were the top 10 of ecommerce websites in Austria in 2020: 1.13 billion euros
Zalando 328.7 million euros
MediaMarkt 144.3 million euros
Universal 136.5 million euros
Otto 120.6 million euros
H&M 105.6 million euros
Shop Apotheke 101.8 million euros
Apple 98.7 million euros
XXXLutz 92.8 million euros
Electronic4you 74.5 million euros

Read all our articles about ecommerce in Austria.

Last update: May 2023