Economy
Austria is home to 8.8 million people with a total GDP of US$445 billion. GDP per capita is currently US$55,408. Austria is ranked as the 23rd richest country by the World Bank GDP per capita rankings.
See insights into other exciting European markets like France, Belgium, and Germany.
Digital User Insights
There are currently 6.4 million ecommerce users in Austria, with an additional 900,000 users to be shopping online by 2025. These 7.3 million ecommerce users will represent 80% of the total population. The average user spends US$1176 online, which will grow to US$1243 by 2025.
Product Categories
Total ecommerce revenue across all product categories is US$7.5 billion, expected to reach US$9.1 billion by 2025. Fashion is currently the leading product category, accounting for US$2.3 billion market share. Electronics and Media is a close second, accounting for US$1.9 billion.
By 2025, Fashion will still lead, valued at US$2.8 billion. Electronics and Media will also grow, reaching US$2.3 billion.
Logistics
In 2018, Austria was ranked 4th in the World Bank Logistics ranking, making it among the easiest countries to deliver to in the world. 59% of Austria’s population reside in urban areas, but international retailers can rest assured that the infrastructure and logistics are in place to deliver to rural areas.
Preferred Online Payments
34% of shoppers use cards when shopping online. Bank transfers have been used online by 32% of online shoppers, and ewallets are used by 15% of online shoppers. SOFORT, debit, cash on collection, cash on delivery and payment in advance are all used by online shoppers in Austria.
Where does Austria buy from?
Austria imports from Germany (US$67.5 billion), Italy (US$11.7 billion), Czechia (US$8.45 billion), China (US$6.58 billion), and Switzerland (US$6.54 billion).
Internet and Device Usage
Internet penetration in Austria is currently at 85%, and should reach 89% by 2025. Smartphone penetration is 84% and is projected to grow to 89% by 2025.
62% of online shoppers in Austria shop online via smartphone. 50% of shoppers make purchases via laptop, and just 32% made their most recent purchase via desktop.
Marketing
Total marketing spend in Austria has increased sharply in recent years with internet display search accounting for more than half of total spend in 2019.
Social Media
Austria’s Social Media Penetration is just 53% of the population, with this expected to reach 55% by 2025. Popular networks include Facebook, Twitter and Youtube, as well as lesser known networks such as XING and StudiVZ.
For more market insights, check out the ESW series of blogs covering a range of emerging eCommerce markets.
*Insights derived from ESW data, Statista, WorldBank, OECD and other industry sources.
