Amazon remains the undisputed champ in Austrian e-commerce!

Amazon remains the undisputed champ in Austrian e-commerce!

In Austrian online trade, Amazon dominates with an undisputed turnover of 1.2 billion euros. Including the sales of external retailers, the estimated total turnover amounts to an impressive 4.3 billion euros. Over 40 percent of all online editions of domestic consumers are therefore eliminated on Amazon, which the company raises as a clear market leader. Zalando follows the second largest online retailer with a sales of 387 million euros, in total Zalando generates 606 million euros, including the Zalando marketplace. The shop pharmacy takes third place with 199 million euros in their own sales and achieves a total of 277 million euros if you take the marketplace into account. This information comes from a comprehensive analysis of the EBCD, which is based on anonymized transaction data, since only a few retailers report their online sales.

Online trade in Austria is characterized by an increasing market concentration. Commercial association Managing Director Rainer wants to critically commented on the dominance of platforms such as Amazon, Zalando and Ebay, which together generate half of e-commerce sales in Austria. No Austrian companies are represented in the top 10 of the online retailer ranking, while XXXLutz, Billa and Interspar occupy 11 to 13. Electronic4you and 0815 take later places.

marketplace landscape and criticism of EU regulation

More and more dealers and manufacturers are using large marketplaces for their sales, with the operators receiving a commission for sales. It is particularly noteworthy that Temu generated over 341 million euros in Austria in the past 12 months, while Shein came to around 217 million euros. Will also criticize a "enforcement deficit" at the EU level with regard to these Chinese platforms and call for the faster implementation of a 2 euro package fee to shipments from third countries and a reduction in the duty-free limit of 150 euros to 0 euros. According to Will, such measures are necessary to protect domestic retail and competitive conditions in Europe.

In 2024, Internet trade in Austria is estimated at 10.5 billion euros. The increasing use of smartphones can be seen in the fact that 22 percent of online editions are already made via mobile devices. This is an indication of the growing segment of the mobile commerce, which has become increasingly important in recent years.

e-commerce trends and demographic knowledge

According to current statistics, the online purchase share in Austria was over 62 percent in 2023. It is particularly noteworthy that around 45 percent of Austrians spend more than half of their budget for online purchases. Among consumers, young adults aged 25 to 34 are the most active, with over 88 percent bought online in the past three months. Men represent the larger part of the online shoppers with around 75 percent, while seniors over 65 only reach around 38 percent.

The annual expenses in online retail are remarkable: with around 2.2 billion euros, clothing and textiles, followed by electrical and electronic devices with almost 1.5 billion euros and furniture with 860 million euros. The average per capita expenditure amount of smartphone shoppers in Austria is around 650 euros.

The e-commerce landscape in Austria remains dynamic and shows both opportunities and challenges. While large providers such as Amazon and Zalando dominate, there is an urgent discussion about regulation and market equality that is of central importance for the future success of local trade. Developments in online trade are a decisive indicator of the economic orientation of the country, especially in times of increasing global competitive conditions.

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