E-commerce store regulations
Online Store Terms and Conditions - Austria. Expansion into the Austrian market.
Austria, as a stable, developed, and consumer-oriented market, is an attractive destination for expansion. However, entering the Austrian market involves not only website translation but, above all, adapting the online store to local regulations.
One of the most common mistakes is treating legal documentation as a mere formality. In fact, it forms the foundation of legal and secure e-commerce operations.
Why is e-commerce legal documentation in Austria so important?
As a member state of the European Union, Austria has implemented a number of EU directives on consumer protection, e-commerce, and personal data processing. These regulations are enforced with great care, and violations are not treated lightly – especially in the context of B2C relationships, i.e., sales to individual customers.
Austrian consumers enjoy a wide range of rights , including the right to withdraw from a distance contract, the right to transparent information about the product, price, and additional costs, and the right to clear and understandable terms and conditions. An online store that fails to provide legally compliant documents—such as terms and conditions (AGB), privacy policy ( Datenschutzerklärung ), or information on the right of withdrawal ( Widerrufsbelehrung )—exposes itself to immediate consequences.
It is also worth noting that in Austria there are active consumer organisations and law firms specialising in so-called " Abmahnungen " – i.e. formal warnings (demands to cease infringements), which may entail the obligation to cover the costs of the proceedings and to adapt the party to legal requirements under the threat of a fine or a ban on activity.
What documents are required for an online store in Austria?
- The general terms and conditions of service (AGB ) are crucial. This document defines the terms and conditions for concluding contracts with customers, payment methods, delivery, complaints, warranties, and any limitations on the seller's liability. Importantly, pursuant to Section 864a of the Austrian Civil Code (ABGB ), the provisions of the AGB must be drafted in a clear and understandable manner. Unintelligible clauses may be deemed non-binding.
- The second cornerstone is the privacy policy ( Datenschutzerklärung ), which must comply with the General Data Protection Regulation (GDPR) and local guidelines under the Austrian Data Protection Act ( Datenschutzgesetz – DSG ). The policy should include, among other things, information about the data controller, the basis for processing, the data retention period, the data recipients, and the rights of data subjects. It is also crucial to clarify whether and to what extent data is transferred outside the European Economic Area.
- Another mandatory element is information about the right of withdrawal (Widerrufsbelehrung). Under Austrian law, consumers have the right to withdraw from distance contracts within 14 days without giving any reason. Sellers must clearly and unambiguously disclose this right – both in their terms and conditions and separately during the purchasing process. Failure to do so may result in this period being extended to up to 12 months, which poses a real risk to the seller.
- Please also remember to include an imprint, which includes identifying information about the business – company name, legal form, address, contact details, EU VAT number, and, if applicable, registration details. Failure to include an imprint may be considered a violation of the unfair competition law (UWG).
What must be included in well-prepared documents?
Online store legal documents cannot be copied from generic templates or automatically translated from other languages. Their effectiveness relies on precision, knowledge of local regulations, and adaptation to the realities of a specific business model.
Terms and conditions should include provisions covering all stages of the contract—from order placement, through confirmation of acceptance, to contract execution and returns procedures. The responsibilities of both parties, communication methods, and complaint procedures should be clearly defined, in accordance with Sections 922 et seq. of the ABGB. Additionally, the terms and conditions should provide information on sales restrictions (e.g., territorial) and possible liability exclusions, which, however, must not violate fundamental consumer rights.
A privacy policy must address all technical aspects of data processing—the use of cookies, analytical tools (e.g., Google Analytics), contact forms, and payment systems. A lack of transparency in this regard may result in intervention by the Austrian Data Protection Authority ( DSB ).
Another crucial element is marketing consent. Customers must express their explicit, active consent to receive newsletters or advertising materials, and forms must comply with personal data protection regulations. Pre-selected checkboxes or "hidden" consents in other provisions are prohibited.
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