Amazon’s Reign: A Colossus in Austrian Online Retail

Amazon stands as the undisputed leader in Austria’s online marketplace, commanding a meaningful portion of consumer spending. The U.S.trade platform accounts for an equivalent of €1.2 billion in direct sales. When factoring in sales from external dealers via the Amazon marketplace, this figure balloons to an estimated €4.3 billion. This represents a ample 40% of all online expenses for Austrian consumers directed towards the platform, according to the recent E-Commerce Report 2025 from Handelsverband and ECDB.

The Challengers: Zalando and Online Pharmacies

While Amazon dominates, other players are carving out their own niches in the Austrian e-commerce space.

• Zalando: The german dealer secures the second-largest position with a turnover of €387 million. Including the Zalando Marketplace, their total turnover in Austria reaches €606 million.
• Shop Pharmacies: These online retailers hold the third spot, generating €199 million, which increases to €277 million when including marketplace sales.

The marketplace model,where external dealers and manufacturers offer their goods in exchange for a commission,is clearly a significant driver of revenue for these platforms.

Market Concentration and the Absence of Austrian Giants

For 2024, ECDB estimates internet trading in austria at a total of €10.5 billion. We see an increasing market concentration in online trading, commented Rainer will, Managing Director of the Commercial Association, highlighting a trend towards a few major players controlling a large share of the market.

Notably, no Austrian company appears in the top 10 of the online dealer ranking. XXXLutz, Billa, and Interspar rank 14th and 15th, followed by local electrical online shops Electronic4you and 0815.

The Rise of Shein and Temu: A Cause for Concern?

The rapid growth of Chinese online trade platforms Temu and Shein has drawn attention and concern. Temu has generated over €341 million in Austria in the past twelve months, while Shein has reached approximately €217 million, according to ECDB data.

Will has criticized the enforcement deficit at the EU level regarding these platforms. He argues that the planned reduction in the €150 customs-free limit in the EU for 2028 needs to be implemented much faster.