The three largest marketplaces in Austria account for 52 percent of the total online spending in the country. Amazon stands head and shoulders above the rest, with a 41 percent share of the total. Zalando and eBay follow, while Chinese platforms are gaining ground.
This is according to new rankings from the Austrian Retail Association and statistics agency ECDB. It was already clear that the lion’s share of online consumer spending in Austria is flowing into the pockets of foreign ecommerce companies. Four out of five online packages are shipped from abroad to shoppers, as market leader Austrian Post calculated last fall.
Amazon dominates
Amazon is the undisputed leader in ecommerce in Austria. According to the Austrian Retail Association and ECDB, consumers spent more than 4.3 billion euros on Amazon last year. Total online consumer spending in the country reached just over 10.5 billion euros, a 4.7 percent increase compared to 2023.
Austrians spent over 4.3 billion euros on Amazon in 2024
According to the researchers, Amazon.de – since Austria does not have its own dedicated Amazon website – accounts for over 1.2 billion euros in direct sales. Amazon generates an even larger trade volume thanks to sales from marketplace partners. Among these third-party sellers are also Austrian brands and retailers.
Temu and Shein
Far behind Amazon is Zalando, the second-largest marketplace in the country, with 607 million euros. It is followed by eBay with 513 million euros. Temu ranks fourth with 341 million euros, ahead of Otto and Shop Apotheke, which outpace Shein, in seventh place.
The rise of Temu and Shein is drawing attention from many interest groups. Just like the Chamber of Commerce did last week, the Austrian Retail Association is calling for concrete measures against the platforms from China. “It is high time to close the enforcement gap at the EU level and finally hold Far Eastern platforms more accountable”, says managing director Rainer Will. “The EU proposal for a 2-euro tariff on shipments from third countries is a crucial first step that must be implemented quickly.”
Austrian Retail Association calls for quick package tax
One in three online orders in Austria is already being placed at Asian players. However, the associated purchase amounts are generally low.
