Study on the economic significance of e-commerce in Austria
Study on the economic significance of e-commerce in Austria
Mag. Dr. Wolfgang Schwarzbauer
Chief Financial Officer and Chief Human Resources Officer, Head of Regional Economic Policy and Foreign Trade Research
Head of the Research Division Foreign Trade and Regional Economic Policy
In 2020, companies in Austria generated sales of EUR 30.2 billion via websites, apps or online marketplaces - around 80% more than in 2016 (EUR 16.8 billion). As part of a study commissioned by Amazon, EcoAustria examined the economic significance of online retail in Austria and the associated growth impetus for the domestic economy.
In general, the economic contribution that e-commerce makes to Austria's economic output is around EUR 6.7 billion, according to the analysis. Of this, 4.3 billion euros are reflected in a direct contribution to value creation. E-commerce contributes a further EUR 2.5 billion to Austria's economic output indirectly via related services along the value chains. This is associated with an employment volume of around 122,000 employees, which corresponds to around 2.7 percent of total employment.
The results underline the fact that e-commerce is of significant importance for Austria's economy. E-commerce offers small and medium-sized enterprises in particular easy access to new customer groups or exports. Other important effects include the acceleration of innovations in trade and related sectors as well as increased efficiency through digital technologies.
However, as is often the case, an international comparison reveals growth potential. While domestic companies only generate around 5 percent of their total turnover from online retail, companies in leading European countries such as the UK and Ireland are already generating 10 percent and even 20 percent respectively.
The Institute sees the greatest potential for development in the expansion of technological innovations, which could give rise to a new form of internet-supported shopping. These include, for example, live shopping experiences or developments in the metaverse sector. The ICT services associated with e-commerce in particular offer great potential for innovation and development in this context. Last but not least, the increasing digitalization of all areas of life and the expansion of digital skills within the population and on the part of companies are also key to the future development of e-commerce.
