Online marketing Austria

Break boundaries and move e-commerce mountains in Austria.

Claudio

Online Marketer specializing in the Austrian market

Online marketing in Austria

Experts admit it: the online market in Austria lags a bit behind the European average. The good thing is that the Austrians have started to catch up, making it still an exciting market.

What makes Austria so special? The culture waltzes back and forth between traditions and changes. The Austrians are proud of their country, which is more or less the heart of Europe. As a result, they are also always looking at what is happening across the border.

Cultural differences

That is not true of Google usage. Google.at is the most popular website, while Google.com lands in fourth place. Google.de dangles further down in 20th place. Copying the German strategy to the Austrian market is therefore not the smartest solution. Start with an .at domain, because .com or .de is not enough.

Austrians see Germans as direct, and usually Germans find the Dutch direct. Subtlety and diplomacy are therefore extra important. Germany is a more Protestant country, while Austria is more Catholic. As a result, holidays can be different. Austria - unlike Germany - has countries like Italy as neighbors, has a stronger history with Hungary and Slavic cultures in the Balkans. In short: a good preliminary research on Austrian culture is not a luxury.

The shopping behavior in Austria

Austrians have a need for security and protect their privacy more than the Dutch do. Specifically, this means that they pay more attention to the security of their devices and apps, do not share information on social media just like that and are more careful with online banking.

Like many Europeans, good quality is also important to Austrian consumers: you have to get value for money. In addition, they find it important that shopping is fast and easy, that returns are not too complicated and that they can find out from a product description exactly what to expect. Since Austria is a lot smaller than their upstairs neighbor Germany, 63% of residents say they sometimes buy products from other countries. Amazon is therefore an important platform to keep an eye on for the Austrian market.

Austria in figures

Inhabitants x million

Speaks German

0 %

Online shoppers

0 %

Average spend per year

€ 0

Successful marketing in Austria

How do you create trust with consumers from Austria?

The most important seal of approval for online shops in Austria - as in Germany - is the Trusted Shops Seal of Approval. This seal provides a comprehensive certification that guarantees the safety and reliability of web shops. Austrians can be confident that web shops are fully combed in terms of privacy protection, data security, price transparency and the quality of customer service and return policy.

Another important quality mark is the Webshop Keurmerk, managed by Stichting Webshop Keurmerk. They are also active in Austria, and aim to protect consumers when making online purchases. This in turn creates extra trust among consumers. They assess Web shops on criteria similar to those of Trusted Shops.

Marketing channels with peaks and valleys

Just as the Netherlands and Austria are nothing alike in terms of landscape (we see you, Limburg!), so is the online marketing landscape. Search volumes, competition levels and cost per click in search engine marketing are all different in Austria. At lower levels of competition, SEO is a tactical tool to generate organic traffic, while at higher levels of competition on keywords, it is smart to invest in paid advertising (PPC/SEA).

In addition to search engines, social media and online marketplaces are popular in Austria. Amazon is a well-known one, but platforms such as Willhaben and Shöpping are also important for Austrian e-commerce. Willhaben, for example, is popular for selling secondhand items and local products.

Working with us means

Playing along at the highest level in Austria.

Tomahawk is a premier partner of Google, making it one of the top 3% best online marketing agencies in the Netherlands. We continuously train our German-speaking specialists. They have direct access to closed betas: new features within Google Ads that have not yet been rolled out to all advertisers.

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