Personal Care Industry in Austria

Top Retailer
Top Category
Shower & Bath
Country
Online Share
35-40%

E-Commerce Revenue

US$653m
2025

Growth

15-20%
2025

Growth Forecast

10-15%
25/26

Average Order Value

2025

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Austrian Personal Care E-Commerce: Market Size & Growth

E-Commerce Revenue by Year & Annual Growth Rate

The Austrian Personal Care E-Commerce Market generated an e-commerce revenue of US$653m in 2025, reflecting an e-commerce growth rate of 15-20% compared to the previous year. Projections for 2026 see the e-commerce market trending toward a change of 10-15%.

Annual Revenue

US$653m
2025

Annual Growth Forecast

10-15%
25/26

E-Commerce Market Size by Annual Revenue (in Million US$)

2023
2024
653
2025
2026
2027

Monthly E-Commerce Revenue & Growth

Online sales are subject to changes throughout a year that are determined by broader consumer habits, cultural preferences, and the general state of the economy. In the Austrian Personal Care E-Commerce Market, monthly revenues in May of 2026 were US$58m. This represents a change of <0% from the previous month.

Revenue Current Month

US$58m
05/26

Growth from Previous Month

<0%
04/26-05/26

Monthly Revenue (in Million US$)

01/2026
02/2026
03/2026
04/2026
58
05/2026

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Austrian Personal Care E-Commerce: Product Categories

In the Austrian Personal Care E-Commerce Market, Shower & Bath is the largest category, contributing 53% to the market's total revenue. Among all e-commerce product categories, it holds the leading position in terms of revenue share and consumer demand.

Revenue Breakdown by Category

2025

Shower & Bath (53%)

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Biggest Online Retailers in Austrian Personal Care E-Commerce

The largest e-commerce retailer in the Austrian Personal Care E-Commerce Market is Amazon, with an online revenue of US$847,350m in 2025. Its revenue changed by 5-10% in 2025. Following in second place is Shop Apotheke, followed by Notino in third place.
# 1
Biggest Category

Electronics

Biggest Country

United States

Growth 24/25

5-10%

Revenue 2025 (GMV)

US$847,350m

# 2
Biggest Category

Biggest Country

Growth 24/25

Revenue (GMV)

# 3
Biggest Category

Biggest Country

Growth 24/25

Revenue (GMV)

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Austrian Personal Care E-Commerce Penetration: Online Market Share

The Austrian Personal Care E-Commerce Market reached an online share of 35-40% in 2025. This e-commerce market share measures what percentage of revenues are generated through online channels. The online share is expected to reach 40-45% in 2026.

Online Share

35-40%
2024

Online Share Forecast

40-45%
2026

Online Share/E-Commerce Market Share

2023
2024
35-40%
2025
40-45%
2026
2027

Austrian Personal Care E-Commerce: Conversion Funnel KPIs

In 2025, the add-to-cart rate for the Austrian Personal Care E-Commerce Market was 12.5-13.0%, while the cart abandonment rate was 70.0-70.5%. The e-commerce shopping statistics of consumers buying are used to benchmark performance for e-commerce retailers in the market.
12.5-13.0% 2025
70.0-70.5%
2025

Conversion Rate

2025

Discount Rate

2025

Return Rate

2025

Averager Order Value

2025

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