Insights into the growth of Austrian eCommerce with payment methods, target audiences, marketing, social media, economy and logistics all profiled
Austria is home to 8.6 million people with a total GDP of 374 billion USD. GDP per capita is currently 44,778 USD and expected to reach 51,663 USD by 2021. Austria is ranked as the 23rd richest country by the World Bank GDP per capita rankings.
Digital User Insights
There are currently 4.9 million eCommerce users in Austria, with an additional 890,000 users to be shopping online by 2021. These 5.8 million eCommerce users will represent 78.4% of the total population. The average user spends 884 USD online, which will grow to 1,140 USD by 2021.
In 2016, males outnumber female online shoppers. Males between the ages of 35-44 account for the biggest market share, representing 680,000 shoppers. The second biggest category of online shoppers is those aged between 25-35, with men accounting for 590,000 of these shoppers, and women 530,000 shoppers.
In 2021, the ratio of male to female shoppers is expected to remain the same, with men over the age of 55 accounting for 730,000 shoppers and men from 35-44 accounting for 750,000 shoppers.
Total eCommerce revenue across all product categories is 4.4 billion USD, expected to reach 6.6 billion by 2021. Fashion is currently the leading product category, accounting for 1.2 billion USD market share. Electronics is a close second, accounting for 1.1 billion USD.
By 2021, fashion will still lead the charge, valued at 2 billion USD. Electronics will also grow, reaching 1.6 billion USD.
In 2016, Austria was ranked 7th in the World Bank Logistics ranking, making it among the easiest countries to deliver to in the world. 66% 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
81% of shoppers use payment against invoice when shopping online. Credit card payments have been used online by 58% of online shopper’s, and Paypal is used by 41% 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?
Germany supplies Austria with 65 billion USD in imports. Other key import partners are Italy (10.8 billion USD), China (9.1 billion USD), Switzerland (8.9 billion USD) and the Czech Republic (6.93 billion USD).
Internet and Device Usage
Internet penetration in Austria is currently at 76.7%, and should reach 79.6% by 2021. Smartphone penetration is 59.8% and is projected to grow to 73.4% by 2021.
87% of online shoppers in Austria shop online via desktop. 6% of shoppers make purchases via smartphone, and just 5% made their most recent purchase via tablet.
Total marketing spend in Austria has plateaued in recent years, as advertisers begin to steadily invest more in digital. Although, digital accounts for a minor share of overall market spend at just 92 million USD. Television and Newspaper are the leading marketing spend channels, accounting for 571 million USD and 754 million USD respectively.
Austria’s Social Media Penetration is just 51% of the population, with this expected to reach 55% by 2021. 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 eShopWorld series of blogs covering a range of emerging eCommerce markets.
*Insights derived from eShopWorld data, Statista, WorldBank, OECD and other industry sources.