Amazon.de
Generalamazon.de
Serves Austria; there is no Amazon.at.
Good fit if you want reach across categories and a shopper base that already trusts the platform.
🇦🇹 DACH · Last checked November 2026
Marketplaces in Austria: where to sell in 2026, and what it takes
The marketplaces that matter in Austria are Amazon.de, Kaufland.at and eBay.at. Selling there means a local-language listing, a VAT registration (or OSS), EPR registrations (Packaging licensing with a collection scheme, WEEE and batteries) and customer service in German. SAWA is live in Austria. As Merchant of Record, we handle all of it in our name.
Austria at a glance
Austria: the short version
Austria has no Amazon store of its own: shoppers use Amazon.de. Add Kaufland.at and the Otto group and you cover most of the market from a German base, as long as the Austrian packaging licence is in place.
SAWA is live in Austria. That is the proof: we are already the legal seller there, with accounts in good standing, so you do not start from zero.
| Language | German |
|---|---|
| Currency | Euro |
| Standard VAT rate | 20% |
| Lead marketplaces | Amazon.de (serves Austria), Kaufland.at |
| EPR | Packaging licensing with a collection scheme, WEEE and batteries |
| SAWA | Live: we sell here today |
The marketplaces
The marketplaces that matter in Austria
A short, curated list. We left out the niche sites that pad other lists; the category table further down covers those.
Kaufland.at
Generalkaufland.at
General marketplace, launched in 2024.
Good fit if you want reach across categories and a shopper base that already trusts the platform.
eBay.at
Generalebay.at
General marketplace.
Good fit if you want reach across categories and a shopper base that already trusts the platform.
Otto.at
Generalotto.at
General, home and fashion.
Good fit if you want reach across categories and a shopper base that already trusts the platform.
Zalando
Fashionzalando.at
Fashion.
Good fit if you sell fashion, shoes or accessories and want a fashion-first audience.
By category
Niche and category marketplaces
| Marketplace | Category | What it is |
|---|---|---|
| Universaluniversal.at | General | Otto group marketplace |
| MediaMarktmediamarkt.at | Electronics | Electronics |
| willhabenwillhaben.at | Classifieds & auctions | Classifieds |
| Geizhalsgeizhals.at | Price comparison | Price comparison |
Rules before revenue
VAT, EPR and compliance in Austria
Selling abroad is simple, until the rules start. This is what applies in Austria. Last checked November 2026: rules and rates change, so confirm with an adviser before you act on them.
VAT: 20% standard rate
Holding stock in Austria, for example through a marketplace fulfilment programme, requires a local VAT registration. Shipping from another EU country means reporting through the One-Stop Shop (OSS) once cross-border B2C sales pass €10,000 a year, and the Austria rate then applies. Sellers outside the EU usually need a VAT registration or fiscal representation as well.
EPR: producer responsibility
Austria's packaging ordinance requires packaging to be licensed with a collection and recycling scheme. Electronics (WEEE) and batteries are registered separately.
Language and labelling
German-language listings, instructions and safety information. Austrian shoppers use the German-language storefronts, so one German listing serves both countries.
Returns and consumer law
EU consumer law gives shoppers 14 days to withdraw from a distance purchase, and marketplaces in Austria expect returns to be handled quickly and in the local language. Product liability and the GPSR responsible person stay with the legal seller.
Sources: European Commission VAT rates database; national producer responsibility registers. Marketplace lists are curated from our own market knowledge and checked November 2026.
Which first?
Which marketplace first in Austria?
By category
- General: Amazon.de, Kaufland.at, eBay.at and Otto.at
- Electronics: MediaMarkt
- Fashion: Zalando
By brand stage
A new brand in Austria starts with one anchor marketplace and learns what converts before it adds a second. A brand with a proven range adds the category leader and the local favourite. Whichever you pick, steer on profit, not on revenue: marketplace fees, advertising and VAT/EPR all come off the sale before it becomes your payout, and the SAWA Console shows every line.
With SAWA
Selling in Austria with SAWA
Want to sell in Austria without registering for VAT and EPR yourself? SAWA is the legal seller, and your brand and stock stay yours. We are live in Austria today.
- 01
Ship on consignment
You send stock. It stays yours until the moment of sale.
- 02
We list, advertise and sell
As Merchant of Record, we are on the invoice and carry VAT, EPR and product liability.
- 03
You get paid
A payout in euros on a fixed schedule, with every line visible in the live console.
FAQ
Selling in Austria: your questions
What is the biggest marketplace in Austria?
Amazon.de (serves Austria), Kaufland.at lead for general merchandise in Austria. Rankings differ by category, so check the electronics, fashion and home lists on this page before you choose where to start. In Austria the language of the listing is German.
Can I sell on Amazon.de from outside Austria?
Usually yes, but every marketplace sets its own seller requirements and they change. Expect to need a company that can invoice in the EU, VAT and EPR registrations, and a listing in the local language. If SAWA sells for you as Merchant of Record, the registrations and the listing sit with us and your brand and stock stay yours.
Do I need a Austria VAT number to sell to consumers there?
If you hold stock in Austria, for example through a marketplace fulfilment programme, you need a local VAT registration. If you ship from another EU country, you report the sales through the One-Stop Shop (OSS) once your cross-border B2C sales pass €10,000 a year, and the Austria rate of 20% applies. SAWA registers and remits in its own name.
What is EPR in Austria?
EPR is extended producer responsibility: whoever first places packaging, electronics or batteries on a national market is responsible for collecting and recycling them, and pays for it. Austria's packaging ordinance requires packaging to be licensed with a collection and recycling scheme. Electronics (WEEE) and batteries are registered separately.
How does SAWA sell in Austria?
You ship your stock to SAWA on consignment. We list, advertise and sell as the legal seller, handle customer service and returns, and pay you out in euros. VAT, EPR and product liability are ours, and you follow every line in the SAWA Console.
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