Uncontested market leader in Austrian online retail is Amazon, with €1.2 billion in own sales. Including sales by external merchants via the Amazon marketplace, the figure is estimated at €4.3 billion. Thus, 40 percent of all online spending by domestic consumers goes to the U.S. platform, according to the current “E-Commerce Report 2025” by the Trade Association and ECDB. The second-largest online retailer in Austria is Zalando, with €387 million in sales.
Including the Zalando marketplace, the German retailer’s revenue in Austria stands at €606 million. The third-largest internet retailer in Austria is Shop Apotheke, with €199 million in own sales and €277 million including its marketplace. Many online merchants and manufacturers sell their goods via marketplaces such as Amazon, Zalando, eBay, Temu, and Shein. The marketplace operators receive a commission. Since very few retailers report their Austrian online revenues, data provider ECDB estimates earnings based on anonymized transaction data (card payments, e-wallets, bank transfers). Data from Q3 2024 through Q2 2025 were analyzed.
Online Retail in Austria 2024 with Approximately €10.5 Billion in Revenue
For the full year 2024, ECDB estimates online retail revenue in Austria at €10.5 billion. “We see increasing market concentration in online retail,” commented Trade Association CEO Rainer Will in an APA interview. The three largest marketplaces—Amazon, Zalando, and eBay—already account for “half of the country’s entire e-commerce turnover.”
No Austrian company appears in the top 10 of the online-retailer ranking. Ranks 11 to 13 are occupied by XXXLutz, Billa, and Interspar, followed by domestic electronics webshops electronic4you and 0815 at positions 14 and 15. “It is pleasing to see the strength of many local webshops—and this in a market environment dominated by international giants and sometimes unfair rules,” said the Trade Association CEO.
Shein and Temu Generate €550 Million in Austria
Interest group head Will once again criticized the EU’s “enforcement deficit” regarding the Chinese online platforms Temu and Shein. According to ECDB data, Temu generated more than €341 million in Austria over the past twelve months, and Shein about €217 million. “As a result, we lose thousands of jobs here and tax revenues in the millions,” the Trade Association CEO criticized. The EU proposal for a €2 package fee on shipments from third countries must “be implemented quickly,” Will demanded. The planned 2028 reduction of the EU’s €150 customs-duty exemption to €0 must happen “much sooner.”
ECDB head Friedrich Schwandt pointed out several relevant developments in global online retail in an APA interview. The Chinese e-commerce market, at $2 trillion, is already twice as large as the U.S. market at $1 trillion. In Europe, online retail amounts to around €700 billion. In Austria and Germany, ECDB says, areas such as grocery delivery and home improvement will grow online, while fashion will “no longer grow as much,” Schwandt added.
