Austria online retail reaches new record high

According to a RegioData Research analysis, online shopping in Austria has reached a new peak, with per capita spending reaching approximately 1,400 euros per year. The digital market is experiencing increased concentration, as business shifts toward international platforms while the total number of active online shops declines.

International marketplaces play a dominant role, accounting for more than 40 percent of Austrian online expenditures. Amazon is the market leader, controlling roughly 35 percent of the Austrian online trade, while Temu, Shein, and AliExpress collectively account for 7.9 percent. While 40 percent of online spending occurs through Austrian webshops, this figure includes international corporations operating via local domains; the share remaining with purely Austrian-owned companies is significantly lower.

The decline in the number of active shops suggests that small, non-specialized providers are under pressure. However, specialized retailers in sectors such as health, technology, and sports equipment are able to compete against large platforms. Shop Apotheke was noted as one of the growing entities in this landscape.