16% of Austrian retail spend is now online. Here’s where it goes, which retailers win the click, and where brands still have room to grow.
The UK sells almost twice as much of its retail online. Austria’s curve has plenty of headroom.
Source: RegioData Research via Ecommerce News, Oct 2026
Electronics is already 43% online, nearly 3x the retail average.
Source: RegioData Research via Ecommerce News, Oct 2026
Most online spend crosses the border. Brands need to win on Amazon and with Austria’s local champions.
Source: RegioData Research via Ecommerce News, Oct 2026
Amazon takes 35% of online spend, yet just 20% of buy clicks from brand websites. Specialists win more than half.
Source: ChannelSight Where to Buy, Austria, 2026 YTD; excl. brand-owned stores
Amazon · MediaMarkt · Thomann · Music Store · Fotokoch · Red Zac · Expert · Electronic Partner
dm · Bipa · Spar
Bauhaus · Amazon
Online pet specialists
14 retailers across 4 categories. One “Buy now” has to reach all of them.
Amazon holds 35% of spend, but specialists and local chains win most brand-site clicks. Link to all of them.
Electronics is 43% online. Drugstore, pet and DIY at dm, Bipa, Spar and Bauhaus are still building theirs.
With most spend crossing the border, attribute revenue by retailer to see which listings actually sell.
Austria’s ecommerce market was worth about €12.4 billion in 2025, with more than 16% of retail spend made online, up from 14.9% in 2024.
Amazon, with 35.1% of Austrian online spend. Just over 40% of online spend goes to Austrian online stores.
Consumer electronics: 43% of category spend is online, followed by footwear (~36%) and personal goods (33%).
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