How to sell to customers in Austria

How people pay online

• Cards were the most used method for online payments in Austria in 2025 (35%), followed by wallets or internet payment services such as PayPal (30%). 1
• Bank transfers made up about a quarter of online payments in Austria by number in 2025, but 62% of online spending by value. 1

Taking payments from abroad

• All Austrian banks support EPS, and Stripe accounts in the US, Canada, UK, Switzerland, Australia, Japan, Singapore and most EEA countries can accept it from customers in Austria in EUR (minimum €1). 2
• Through Stripe, Klarna offers customers in Austria pay in full, pay later (up to €5,000), pay in 3 and financing, but only when the seller's Stripe account is in the EEA, the UK or Switzerland. 3

Import tax and duty on parcels

• Goods shipped from outside the EU to buyers in Austria in consignments worth up to €150 (excluding excise goods) can go through the EU Import One Stop Shop (IOSS), and a seller based outside the EU must appoint an EU intermediary to use it. 4
• Since 1 July 2026 the EU no longer exempts consignments of up to €150 from customs duty, and items in those consignments sold as distance sales to buyers in Austria now carry a temporary fixed customs duty of €3 per item. 5
• Austria's standard VAT rate is 20%, with reduced rates of 4.9%, 10% and 13%. 6

Where to reach buyers

• YouTube ads could reach 6.98 million people in Austria in late 2025, 76.6% of the population. 7
• Instagram ads reached 3.35 million people in Austria (36.8% of the population) and Facebook ads 3.05 million (33.5%) in late 2025. 7
• Snapchat ads reached 2.98 million people in Austria in late 2025 (32.7% of the population), and TikTok ads 2.49 million adults aged 18 and over (32.9% of that age group). 7

Marketplaces

• More than 40% of Austrian consumers' online spending goes through Amazon, with an estimated gross merchandise value of €4.3 billion, about two thirds of it from marketplace sellers. 8
• After Amazon, the biggest marketplaces in Austria by gross merchandise value were Zalando (€607 million), eBay (€513 million) and Temu (over €341 million). 8
• 47% of Austrian e-commerce spending, at least €5.8 billion, goes to foreign providers, and only 8% of online shoppers buy only from Austrian retailers. 9

Common questions

1. How do people in Austria pay online?

   Cards were the most used method for online payments in Austria in 2025 (35%), followed by wallets or internet payment services such as PayPal (30%). More on payments

2. Can a business outside Austria accept the payment methods people there use?

   All Austrian banks support EPS, and Stripe accounts in the US, Canada, UK, Switzerland, Australia, Japan, Singapore and most EEA countries can accept it from customers in Austria in EUR (minimum €1). More on taking payments

3. Do customers in Austria pay import tax or duty on goods bought from abroad?

   Goods shipped from outside the EU to buyers in Austria in consignments worth up to €150 (excluding excise goods) can go through the EU Import One Stop Shop (IOSS), and a seller based outside the EU must appoint an EU intermediary to use it. More on import tax

4. Where should a business advertise to reach buyers in Austria?

   YouTube ads could reach 6.98 million people in Austria in late 2025, 76.6% of the population. More on ads

5. Which online marketplaces are biggest in Austria?

   More than 40% of Austrian consumers' online spending goes through Amazon, with an estimated gross merchandise value of €4.3 billion, about two thirds of it from marketplace sellers. More on marketplaces