Austria B2C Ecommerce Market Size & Forecast by Value and Volume Across 80+ KPIs - Databook Q4 2025 Update

Key Trends and Drivers

Recognise that foreign marketplaces now set the competitive benchmark

• Austria’s online spend is increasingly concentrated on a small group of large, mostly foreign marketplaces. Amazon alone accounts for a large share of Austrian e-commerce spending, with Zalando and eBay forming a clear second tier.
• Industry commentary and association data show that more than half of Austrian online retail expenditure now goes to foreign webshops, and Asian platforms such as Temu and Shein have moved into the top ranks of online fashion and general merchandise.
• Local platforms like Universal. At Eduscho and E-tec, they remain relevant but are increasingly surrounded by cross-border players that set expectations on assortment depth, delivery, and price. Market structure: Austria is a relatively small, affluent market embedded in the EU single market and the DACH region. Consumers can easily buy from German, Italian, or UK sites in their own languages and with familiar payment options, so domestic retailers compete directly with a much larger supply base.
• Price and range pressure: Inflation over the last two years has reinforced price-sensitive behaviour and cross-site comparison. Large marketplaces can surface aggressive price points and long tails of assortment that smaller Austrian shops cannot easily match. Policy and enforcement gaps: Austrian retail lobbies and Ecommerce Europe have repeatedly flagged enforcement gaps for non-EU platforms, especially on product safety, VAT, and waste rules, which currently allow some foreign players to undercut compliant local merchants.
• Further consolidation around a few platforms: Amazon, Zalando, and the leading Asian platforms are likely to capture an even larger share of Austrian online GMV, especially in fashion, electronics, and low-ticket general merchandise. Stronger regulatory interventions: Moves such as a proposed EU small-parcel levy on third-country shipments and stricter enforcement under the Digital Services Act and consumer rules will raise compliance costs for non-EU players but are unlikely to reverse marketplace dominance; they will, however, narrow the gap in effective regulation between local and foreign sellers.
• Strategic choices for Austrian retailers: Domestic brands and chains will increasingly need to decide whether to double down on their own webshops, deepen marketplace participation (e.g., as Amazon or Zalando partners), or specialise in niches where service, localisation, or proximity can justify a price premium.

Use mobile-led distance selling and high return rates to rethink the customer journey

• The Austrian Retail Association’s 2025 e-commerce study shows that distance selling (online + mail order) has returned to solid growth after a post-COVID slowdown, with smartphone-based shopping now the fastest-growing channel and already accounting for a substantial share of online turnover. At the same time, return rates in distance selling have climbed again, with fashion driving a particularly high level of returns. Industry commentary explicitly links part of this increase to more orders from low-priced Far Eastern platforms and quality mismatches.
• Device and network maturity: Austria has very high internet and smartphone penetration, and recent DACH analyses show mobile connections continuing to rise. This underpins a shift from desktop webshops to app- and mobile-first journeys. Category mix: Clothing, consumer electronics, and furniture are now among the largest online categories, all of which are sensitive to fit, configuration, and expectations around quality, hence structurally higher return risks.
• Experimentation with new tech: The 2025 European E-commerce Report notes that in Austria, retailers are beginning to use AR/VR tools and virtual fittings in fashion and furniture to reduce returns. However, these applications are still in testing rather than scaled deployments. Mobile UX will become the primary battleground: Austrian retailers will need to treat mobile as the default channel, optimising page speed, localisation, and in-app promotions rather than treating it as a derivative of the desktop site. Investments will cluster around improved product imagery, fit guidance, and configuration tools to reduce size- and expectation-related returns.
• Return management will shift from a cost centre to a design parameter: With returns structurally high, especially in fashion, more Austrian merchants are likely to tighten policies (shorter windows, fee-based returns) while simultaneously using better product data, fit tech, and customer education to avoid returns in the first place. Voice and experimental interfaces remain niche but influential: Voice commerce itself is likely to remain marginal, but Austrian studies show that people increasingly use assistants, recommendations, and AI-supported tools to prepare shopping lists and conduct product research. This will shift some influence toward upstream discovery, even if checkout remains on traditional apps and sites.

Redesign logistics around alternative delivery, cross-border flows, and sustainability

• Austria’s distance-selling rebound is driving record parcel volumes, and the national e-commerce study highlights growing use of alternative delivery concepts parcel lockers, pickup points, and shop collection, rather than default home delivery for every order. European-level analysis notes that in Austria, sustainable logistics and packaging are now explicit focus areas, and that circular-economy models (refurbished goods, recommerce platforms, second-hand marketplaces) are gaining traction.
• At the same time, Austrian stakeholders consistently flag the impact of rapidly growing parcel flows from Far Eastern platforms on logistics networks, returns volumes, and waste streams. Urban density and congestion: A large share of Austria’s online demand is concentrated in urban areas such as Vienna, where last-mile delivery creates congestion and environmental concerns. Alternative delivery options allow carriers and retailers to bundle volumes and reduce failed deliveries.
• Cost of the “free delivery” model: Ecommerce Europe’s 2025 Austria chapter notes that retailers are increasingly introducing delivery fees for home delivery, while keeping pickup points and pick-from-store options cheaper or even free, nudging consumers toward these modes. Sustainability and circularity expectations: European and Austrian debates increasingly connect e-commerce to climate and waste agendas. Reports emphasise that consumers are placing greater value on sustainable consumption and that refurbished and second-hand offerings are growing rapidly, supported by platforms dedicated to recommerce.
• Locker and pickup networks will become standard infrastructure: A growing share of Austrian shoppers already uses parcel shops and lockers at least occasionally. Over the next few years, this usage is likely to normalise, particularly in cities, as retailers and carriers expand their networks and seamlessly integrate pickup into the checkout process. Domestic carriers will invest in automation and capacity: To cope with structurally higher volumes and more volatile peaks, partly driven by flash-sale and low-price imports, operators such as Austrian Post are expected to continue investing in sorting automation, regional hubs, and cross-border capabilities.
• Sustainability will shape assortment and packaging choices: Austrian merchants will be pushed to adopt recycled or reusable packaging, consolidate shipments, and expand refurbished / second-hand ranges, both to meet consumer expectations and to align with EU-wide circular-economy and packaging rules. Retailers that cannot credibly reduce the footprint of their logistics may find it difficult to differentiate against both global platforms and local omnichannel peers.

Optimise payment and checkout flows for fragmented consumer preferences

• Austrian-specific analysis in the 2025 European E-commerce Report and E-commerce News’ Austria profile both emphasise that no single online payment method dominates. Card payments, e-wallets (e.g., PayPal), and invoice / “purchase on account” are all widely used, with clear generational differences: younger users lean toward wallets, older consumers toward cards and invoices. European-level commentary further notes that buy now, pay later (BNPL) products and mobile payments are gaining popularity in Austria. At the same time, traditional invoice-on-delivery remains important, and instant account-to-account options (such as domestic online banking schemes) continue to be part of the mix.
• Cultural preference for risk-averse instruments: Historically, Austrian consumers have favoured methods that allow them to retain control, such as invoice payments, SEPA transfers, and domestic online banking, reflecting a conservative attitude to credit and fraud. This keeps “pay after delivery” models and bank-linked options relevant. Mobile and cross-border shopping: As mobile commerce expands and more purchases are made on international platforms, cards and global wallets (PayPal, Apple Pay, Google Pay) naturally gain share because they are accepted widely and work smoothly in app environments.
• Macroeconomic pressure and budgeting: With inflation and uncertainty weighing on household budgets, BNPL and instalment products are attractive for smoothing larger ticket purchases. At the same time, EU-level work on the Consumer Credit Directive and instant payments creates a more regulated framework for these tools.
• Checkouts will have to remain “over-equipped”: Austrian merchants will not be able to simplify down to one or two payment options without sacrificing conversion. A typical Austrian checkout will still need to support cards, at least one major wallet, invoice / pay-on-account, and a bank-transfer-type option, with BNPL increasingly present in higher-basket categories. Payment orchestration and cost management will move up the agenda: As payment mixes diversify and cross-border sales grow, retailers will need more sophisticated routing and risk tools to minimise costs and fraud while maintaining acceptance, especially on mobile.
• Regulation may rebalance risk and economics: Stricter rules on BNPL and consumer credit, along with the EU’s instant payments framework, will likely push providers to adjust pricing and underwriting. For Austrian e-commerce players, this will translate into changing fee structures and possibly new incentives to promote low-risk, account-to-account, and wallet-based transactions.

Competitive Landscape

Current State of the Market

• The Austrian B2C e-commerce sector is operating in a mature yet moderately growing phase, with online retail sales of approximately €10.6 billion in 2024 and an online retail share of about 15.5 % of total consumer retail spend. Internet penetration is high (around 95% of the population), and some 6 million Austrians shopped online in 2023, indicating near saturation of basic digital consumer access.
• Cross-border platforms continue to dominate: more than half of Austrian online expenditure flows to foreign online stores, underscoring the competitive pressure on domestic players. In terms of product categories, the largest online segments by revenue in 2024 were clothing (~€2.4 billion), consumer electronics (~€1.3 billion) and furniture (~€0.9 billion) - while categories such as toys (35 %), sporting goods (34 %) and clothing (30 %) show the highest online penetration relative to total retail.

Key Players and New Entrants

• Major international and regional players anchor the competitive landscape in Austria. Amazon (via its German operations) is consistently ranked as the highest-traffic online retailer in Austria. Other significant players include Zalando (fashion) and local generalist platforms such as Universal at and Eduscho. As for new entrants, Asian platforms such as Temu and Shein have begun making inroads into the Austrian market, especially among younger consumers.
• Domestic service-ecosystem providers are also gaining relevance: Austrian fulfilment and payment-service firms support local merchants in adapting to cross-border competition and mobile-first behaviours. For example, Austrian specialist e-commerce agencies appear among the top “E-commerce & Shopping” companies by traffic and services.

Recent Launches, Mergers, and Acquisitions

• While publicly reported pure-play Austrian e-commerce acquisitions are limited in major consumer-facing segments, the broader Austrian M&A environment in 2025 recorded a record-high transaction volume (~€17.3 billion in H1), albeit many deals were outside retail.
• In the e-commerce domain, what is visible is a stronger partnership or platform integration: marketplaces such as Amazon have expanded logistics centres in Austria (four logistics hubs plus an R&D office) to support their operations. On the domestic side, support infrastructure (fulfilment, logistics tech, payment services) is seeing new roll-outs and some consolidation among service providers. However, these tend to be privately held and not always publicly disclosed.
• Regulatory attention is increasing: Austrian policy-making and retail-industry advocacy groups are actively calling for stricter enforcement of cross-border competition rules and product-safety compliance to level the playing field for domestic online merchants.

Report Scope

Austria B2C Ecommerce Market Size and Growth Dynamics

• Gross Merchandise Value
• Gross Merchandise Volume
• Average Value per Transaction

Austria Social Commerce Market Size and Growth Dynamics

• Gross Merchandise Value
• Gross Merchandise Volume
• Average Value per Transaction

Austria Quick Commerce Market Size and Growth Dynamics

• Gross Merchandise Value
• Gross Merchandise Volume
• Average Value per Transaction

Austria B2C Ecommerce Market Segmentation by Ecommerce Vertical

• Retail Shopping
• Travel & Hospitality
• Online Food Service
• Media & Entertainment
• Healthcare & Wellness
• Technology Products & Services
• Other

Austria B2C Ecommerce Market Segmentation by Retail Shopping Category

• Clothing, Footwear & Accessories
• Health, Beauty & Personal Care
• Food & Beverage
• Appliances & Electronics
• Home Improvement
• Books, Music & Video
• Toys & Hobby
• Auto Parts & Accessories
• Other

Austria B2C Ecommerce Market Segmentation by Retail Shopping Sales Channel

• Platform-to-Consumer
• Direct-to-Consumer
• Consumer-to-Consumer

Austria B2C Ecommerce Market Segmentation by Travel & Hospitality Category

• Air Travel
• Train & Bus
• Taxi & Ride-Hailing
• Hotels & Resorts
• Other

Austria B2C Ecommerce Market Segmentation by Travel and Hospitality Sales Channel

• Air Travel- Aggregator App
• Air Travel- Direct-to-Consumer
• Train & Bus- Aggregator App
• Train & Bus- Direct-to-Consumer
• Taxi & Ride-Hailing- Aggregator App
• Taxi & Ride-Hailing- Direct-to-Consumer
• Hotels & Resorts- Aggregator App
• Hotels & Resorts- Direct-to-Consumer
• Other- Aggregator App
• Other- Direct-to-Consumer

Austria B2C Ecommerce Market Segmentation by Online Food Service Sales Channel

• Aggregator App
• Direct-to-Consumer

Austria B2C Ecommerce Market Segmentation by Media & Entertainment Sales Channel

• Streaming Services
• Movies & Events
• Theme Parks & Gaming
• Other

Austria B2C Ecommerce Market Segmentation by Engagement Model

• Website-Based
• Live Streaming

Austria B2C Ecommerce Market Segmentation by Location

• Cross-Border
• Domestic

Austria B2C Ecommerce Market Segmentation by Device

• Mobile
• Desktop

Austria B2C Ecommerce Market Segmentation by Operating System

• iOS / macOS
• Android
• Other Operating Systems

Austria B2C Ecommerce Market Segmentation by City Tier

• Tier 1
• Tier 2
• Tier 3

Austria B2C Ecommerce Market Segmentation by Payment Instrument

• Credit Card
• Debit Card
• Bank Transfer
• Prepaid Card
• Digital & Mobile Wallet
• Other Digital Payment
• Cash

Austria B2C Ecommerce Consumer Demographics & Behaviour

• Market Share by Age Group
• Market Share by Income Level
• Market Share by Gender

Austria B2C Ecommerce User Statistics & Ratios

• Internet Users
• Ecommerce Users
• Social Media Users
• Smartphone Penetration
• Banked Population
• Ecommerce Per Capita
• GDP Per Capita
• Ecommerce as % of GDP
• Cart Abandonment Rate
• Product Retun Rate

Austria B2C Ecommerce Operational Metrics by Ecommerce Segment

• Gross Merchandise Value by Segment

Austria B2C Ecommerce Operational Metrics by Retail Shopping Category

• Gross Merchandise Value by Category

Austria B2C Ecommerce Operational Metrics by Sales Channel

• Gross Merchandise Value by Channel

Austria B2C Ecommerce Operational Metrics by Location

• Gross Merchandise Value by Location

Austria B2C Ecommerce Operational Metrics by Device

• Gross Merchandise Value by Device

Austria B2C Ecommerce Operational Metrics by Operating System

• Gross Merchandise Value by Operating System

Austria B2C Ecommerce Operational Metrics by City Tier

• Gross Merchandise Value by City Tier

Austria B2C Ecommerce Operational Metrics by Payment Instrument

• Gross Merchandise Value by Payment Instrument

Reasons to Buy

• Comprehensive Market Intelligence: Develop a complete understanding of the B2C ecommerce landscape in Austria with fundamental ecommerce metrics such as gross merchandise value, gross merchandise volume, and average value per transaction across all major ecommerce segments.
• Granular Segmentation and Cross-Analysis: Analyse the online retail ecosystem through detailed segmentation covering ecommerce segments, retail product categories, travel and hospitality verticals, media and entertainment services, sales channels, devices, operating systems, cities, and payment instruments, enabling deep insight into evolving consumer shopping patterns.
• Operational and Performance Benchmarking: Benchmark marketplaces, direct-to-consumer platforms, aggregators, and category-focused players using KPIs such as GMV share, category-level performance, channel efficiency, device contribution, and payment mode penetration, supporting comparative assessment of platform strengths and competitive positioning.
• Consumer Behavior and Ecosystem Readiness: Understand how demographics, income groups, gender mix, device usage, and payment preferences shape online purchasing decisions, influencing category demand, cart abandonment behavior, product return tendencies, and the shift toward digital-first commerce.
• Data-Driven Forecasts and KPI Tracking: Access a structured dataset of 80+ ecommerce KPIs with historical and forecast values up to 2029, providing clarity on growth drivers, category expansion, sales-channel transitions, and payment-instrument evolution across the B2C ecommerce value chain.
• Decision-Ready Databook Format: Delivered in a standardized, analytics-friendly databook format aligned with financial modeling requirements, enabling ecommerce companies, consumer brands, payment providers, technology firms, and investors to conduct evidence-based market assessment and strategic planning.