In 2024, online shopping in Austria saw steady growth, with total consumer spending reaching just over €10.5 billion. Of that, more than €4.3 billion was spent on Amazon alone—putting the platform firmly in the lead, with a commanding 41% market share. These figures come from a recent report by the Austrian Retail Association and ECDB.

Amazon’s dominance is clear. The country doesn’t have a dedicated Amazon site, so Austrian shoppers mostly rely on Amazon.de, the German site. Despite this, it’s not just Amazon’s own products that are driving sales. A significant portion of the €4.3 billion came from third-party sellers on the Amazon marketplace. These include both international and Austrian businesses who are finding new opportunities through the platform.

In total, Austria’s three largest marketplaces—Amazon, Zalando, and eBay—account for 52% of the country’s entire online spending. While Amazon holds the largest share by far, the influence of Zalando and eBay remains notable. At the same time, Chinese platforms are also beginning to make their mark and expand their presence in Austria’s growing e-commerce space.

The report also highlights another key trend: the majority of online purchases made by Austrians are fulfilled by companies located outside the country. Austrian Post, the national postal service, shared last year that four out of five parcels shipped to Austrian customers come from abroad. This means a large share of the country’s e-commerce is still dependent on foreign platforms and sellers.

However, there is a silver lining for local retailers. Amazon’s marketplace model allows Austrian businesses to sell alongside larger global brands, giving them a platform to reach both domestic and international customers. Many Austrian companies are already part of Amazon’s third-party ecosystem, contributing to the high sales volume seen in 2024.

At DMSMatrix, we see this as both a challenge and an opportunity. The challenge lies in competing with international giants, but the opportunity is in using those same platforms to grow. Tools like DMSIntegrate and DMSVerify can help Austrian sellers manage their presence on Amazon and other channels more efficiently, from product listings to compliance.