Austria

Austria

General Information

  • Population 9.0m
  • Population 15 + 7.6m
  • Online Population 8.0m
  • Area 83,879 km2
  • Currency EUR
  • GDP 428.6bn USD
  • GDP per Capita 48,154 USD
  • Card-based payments
  • Cash-based payments
  • Bank transfer
  • Wallets
  • Other
[{"label":"Card-based payments","value":"32"},{"label":"Cash-based payments","value":"6"},{"label":"Bank transfer","value":"14"},{"label":"Wallets","value":"20"},{"label":"Other","value":"28"}]
Banked population
  • Austria 98%
  • Western & Central Europe 94%
  • World 67%
Credit card penetration
  • Austria 47%
  • Western & Central Europe 46%
  • World 19%
Internet penetration
  • Austria 89%
  • Western & Central Europe 91%
  • World 62%
Smartphone penetration
  • Austria 70%
  • Western & Central Europe 75%
  • World 70%

Austrians are huge cross-border shoppers. 83% of all Austrian online shoppers have shopped cross-border with more than half of their purchases coming from outside the country.

Austrians rarely return online purchases. It may be that Austrians are canny shoppers or it may be down to the incredibly short returns period. Unlike other European countries that offer at least 2 weeks grace, Austrian consumers have one week to return unwanted purchases.

From 1st July 2021 taxes are charged on all e-commerce purchases made in Austria whether the purchase is shipped from within the EU or not, and is chargeable from the first cent.

Austria’s economy dropped by 6.6% in 2020 but is forecast to grow by 3.5% in 2021 and 4% in 2022 according to the IMF. Inflation also rose in 2020 by 1.4% and is expected to rise by 1.6% in 2021 and by 1.8% in 2022.

Future e-commerce trends (2021-2025)

E-Commerce market size forecast ($US billion)
2021 13.7
2022 14.5
2023 15.7
2024 17.2
E-Commerce spending per capita ($US)
2021 1526
2022 1616
2023 1744
2024 1901
E-Commerce spending as % of GDP
2021 2.8
2022 2.9
2023 3.0
2024 3.2

Austria

The E-Commerce Market

Top e-commerce segments 2019 | 2020

  1. Airlines & Hotels: 47% | 29%
  2. Health & Beauty: 15% | 21%
  3. Electrical Goods: 14% | 18%
  4. Toys, DIY, & Hobbies: 10% | 13%
  5. Homeware & Furniture 7% | 10%

Cross-border e-commerce

  1. Cross-border proportion of total e-commerce – 56%
  2. Value of cross-border e-commerce ($US billion) – 7.4
  3. % of online shoppers who have shopped cross-border – 83%

Top 3 cross-border shopping origin markets

  1. Germany: 70%
  2. China: 15%
  3. UK: 3%
E-commerce % of total retail
  • Austria 13%
  • Western & Central Europe 17.6%
  • World 20%
E-commerce completed on a mobile device
  • Austria 10%
  • Western & Central Europe 43%
  • World 53%

The Credit Card Split

  • Visa
  • Mastercard
  • American Express
  • Other
[{"label":"Visa","value":"15"},{"label":"Mastercard","value":"83"},{"label":"American Express","value":"1"},{"label":"Other","value":"1"}]
  • E-commerce market size ($US billion) 13.2bn USD
  • E-Commerce spending per capita ($US) 1,481 USD
  • E-commerce spending as % of GDP 2.9%

Austria

Local Payment Methods

BitPay Type Wallet Regions Asia Pacific + 5 eps Type Bank transfer Regions Western & Central Europe Market relevance High Hyperwallet Type Bank transfer, Gift card, Prepaid voucher Regions Asia Pacific + 5 Market relevance High PayPal Type Wallet Regions Asia Pacific + 5 Market relevance High PaysafeCard Type Prepaid voucher Regions Asia Pacific + 5 Market relevance High PaysafeCash Type Cash Regions Eastern Europe & The Commonwealth of Independent States + 2 Paysera Wallet Type Wallet Regions Asia Pacific + 5 Market relevance High SEPA Direct Debit Type Bank transfer Regions Eastern Europe & The Commonwealth of Independent States + 1 Market relevance High Skrill Type Wallet Regions Asia Pacific + 5 Market relevance High Trustly Type Bank transfer Regions Eastern Europe & The Commonwealth of Independent States + 2 Market relevance High TrustPay Type Bank transfer Regions Eastern Europe & The Commonwealth of Independent States + 1 Allied Wallet Type Wallet Regions Asia Pacific + 5 Market relevance High Apple Pay Type Wallet Regions Asia Pacific + 5 Market relevance High Amazon Pay Type Wallet Regions Asia Pacific + 3 Market relevance High Boku Type Carrier billing Regions Asia Pacific + 5 Market relevance High DaoPay Type Carrier billing Regions Asia Pacific + 5 Market relevance High Google Pay Type Wallet Regions Asia Pacific + 5 Market relevance High Klarna Type Bank transfer, Buy Now, Pay Later, Instalments Regions Asia Pacific, North America, Western & Central Europe Market relevance High Mobiamo Type Carrier billing Regions Asia Pacific + 5 Market relevance High Razer Gold Type Wallet Regions Asia Pacific + 5 Market relevance High SEPA Credit Transfer Type Bank transfer Regions Eastern Europe & The Commonwealth of Independent States + 1 Market relevance High SWIFT Type Bank transfer Regions Asia Pacific + 5 Market relevance High BlueCode Type Wallet Regions Western & Central Europe Market relevance Medium Secure Remote Commerce (SRC) Type Wallet Regions Asia Pacific + 5 Market relevance Medium SEPA Instant Credit Transfers (SCT Inst) Type Bank transfer Regions Eastern Europe & The Commonwealth of Independent States + 1 Market relevance Medium Boloro Type Wallet Regions Asia Pacific + 5 G2A Pay Type Wallet Regions Asia Pacific + 5 Microsoft Pay Type Wallet Regions North America, Western & Central Europe NETELLER Type Wallet Regions Asia Pacific + 5 paybox Type Wallet Regions Western & Central Europe Sofort (Klarna) Type Bank transfer Regions Asia Pacific, Western & Central Europe Market relevance High Splitit Type Instalments Regions Asia Pacific + 5

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