Austrians spent 16% of retail expenditure online

In 2025, more than 16 percent of Austrian consumer spending in retail was generated online. A year earlier, the online share of consumer retail spending came to 14.9 percent. This brings the market volume of ecommerce in the country in 2025 to approximately 12.4 billion euros.

This is according to an analysis by RegioData Research on Austrian online consumer spending. In 2025, Austrians spent around 1,400 euros per person annually on online purchases. When looking at different retail sectors, it becomes evident that some have a bigger online share than others.

Shares by sector

The consumer electronics sector has an online share of 43 percent of consumer spending. It is followed by footwear, with an online share of around 36 percent. Personal goods also have a large online share (33 percent), and so do clothing and books (each around 31 percent).

Consumer spending in other European countries

The report also looked at online consumer spending in other European countries. It seems that Austria is somewhere in the middle. The United Kingdom leads the ranking in Europe, with an online share of 29.3 percent. Austria’s online share is almost as high as the share in Germany (16.8 percent). Serbia, on the other hand, has one of the lowest shares with 6.7 percent.

Cross-border stores have majority market share

In Austria, just over 40 percent of online spending goes to local online stores. The majority goes to cross-border sellers. When looking at the top online sellers in the country, it becomes evident that Amazon has the biggest market share (35.1 percent). It is followed by Temu (5.1 percent) and eBay (4.1 percent). Chinese online sellers (Temu, Shein and AliExpress) have a combined market share of 7.9 percent.