Amazon dominates domestic online trade

According to the current "E-Commerce Report 2025" by the Trade Association and ECDB, 40 percent of Austrian consumers' online spending is attributed to the US trading platform Amazon.

Online Retail in Austria: Zalando and Shop Apotheke Behind Amazon

The second largest online retailer in Austria is Zalando with a revenue of 387 million euros. Including the Zalando marketplace, the German retailer's revenue in Austria is 606 million euros. The third largest online retailer in Austria is Shop Apotheke with 199 million euros in direct revenue, including the marketplace it amounts to 277 million euros.

Many online retailers and manufacturers sell their goods through marketplaces such as Amazon, Zalando, Ebay, Temu, and Shein. The marketplace operators receive a commission. Since very few retailers report their online revenues for Austria, the data provider EBCD estimates the revenues based on anonymized transaction data (card payments, eWallets, bank transfers). Data from the third quarter of 2024 to the second quarter of 2025 was analyzed.

Online Retail in Austria 2024 with Around 10.5 Billion Euros in Revenue

For the entire year 2024, EBCD estimates the online retail revenue in Austria at 10.5 billion euros. "We see an increasing market concentration in online retail," commented Trade Association Managing Director Rainer Will on the current data in an APA interview. The three largest marketplaces Amazon, Zalando, and Ebay already account for "half of the country's total e-commerce revenues." No Austrian company is found in the top 10 of the online retailer rankings. Following in ranks 11 to 13 are XXXLutz, Billa, and Interspar, as well as the domestic electronics online shops electronic4you and 0815 in places 14 and 15. "It is gratifying to see the strength of many domestic webshops - and this in a market environment characterized by international giants and partly unfair rules," said the Trade Association Managing Director.

Shein and Temu Generate 550 Million Euros in Austria

Interest representative Will again criticized the "enforcement deficit" at the EU level against the Chinese online retail platforms Temu and Shein. According to EBCD data, Temu has generated more than 341 million euros in Austria in the last twelve months and Shein around 217 million. "As a result, we are losing thousands of jobs and millions in tax revenue here," criticized the Trade Association Managing Director. The EU initiative of a 2 euro package fee on shipments from third countries must "be implemented quickly," demanded Will. The reduction of the 150-euro duty-free limit in the EU to 0 euros, targeted for 2028, must "happen much faster." ECDB head Friedrich Schwandt pointed out several relevant developments in global online retail in the APA interview. The Chinese e-commerce market, at 2 trillion dollars, is already twice as large as the US market at 1 trillion US dollars. In Europe, online retail amounts to around 700 billion euros. In Austria and Germany, the areas of grocery delivery and DIY are growing in the online sector, while fashion is "not so much anymore," said Schwandt.

(APA/Red)

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