Quick Facts
- Austrian online shoppers
- Expats living in Austria
- Budget-conscious consumers seeking local alternatives
- Amazon controls 40% of Austrian online spending with €4.3 billion GMV
- Shop Apotheke is the fastest-rising retailer offering significantly lower prices than physical pharmacies
- Zalando dominates fashion with superior app experience and hassle-free returns
- XXXLutz holds 36% market share in furniture after competitor exits
While Amazon dominates for speed and convenience, Austrian shoppers can find better deals by using specialized local retailers: Zalando for fashion, Shop Apotheke for healthcare products, and XXXLutz or IKEA for furniture.
Forget generic statements about a “thriving landscape.” If you are shopping online in Austria right now, the reality is stark: one giant is eating the market, while specialized local players fight for the scraps.
As of December 2025, Amazon alone controls 40% of all online spending in Austria. However, smart shoppers know that for specific categorieslike pharmaceuticals, fashion, and furniturelocal specialists often offer better deals, faster shipping, and superior service.
We’ve analyzed the latest verified revenue data to bring you the actual top 10 list. Here is where Austrians are really spending their money.
1. Amazon.de (The Undisputed King)
There is no close second. Amazon is the absolute leader in Austria, generating a staggering €4.3 billion in Gross Merchandise Volume (GMV). With approximately 42.6 million monthly visits, it serves as the default search engine for Austrian consumers.
The Practitioner’s View: While the prices are competitive, the real lock in is Prime. Since Amazon uses its German infrastructure to serve Austria, delivery times are incredibly fast (often 24 hours to Vienna). If you need it tomorrow, this is usually your only safe bet.
2. Zalando (Fashion Leader)
Zalando remains Austria’s #1 destination for fashion, securing the second spot overall with a GMV of €607 million. Unlike general retailers, Zalando wins on user experiencetheir app usage (41%) significantly outpaces competitors like H&M.
If you want a detailed breakdown of their service, check out our full review of Zalando. Their “try now, pay later” options and hassle-free returns make them the safest place to experiment with new styles.
3. Shop Apotheke (The Rising Giant)
This is the biggest mover on our list. Shop Apotheke has surged to become the 3rd largest webshop in Austria, generating over €199 million in direct net sales. As health costs rise, Austrians are flocking here for over the-counter meds and beauty products at prices significantly lower than physical pharmacies.
4. Otto
The Otto Group is a powerhouse in the DACH region. Ranking #6 in the latest market report with €172 million in revenue, Otto.at appeals to the household manager. They excel in furniture, home textiles, and fashion. Unlike the chaotic marketplace of Amazon, Otto offers a more curated, traditional catalog experience that many Austrians still prefer.
5. Universal
Running neck and-neck with its sister company Otto, Universal generated €169 million in revenue. Universal is particularly strong in flexible payment options. If you are looking to furnish a home on a budget with installment plans, this is a top-tier option. They often carry budget fashion options similar to what you might find in neighboring Germany.
6. Ikea.com
IKEA has successfully cracked the code on selling bulky items online. In the 2024/25 financial year, their online share of sales held steady at 27%, bringing in roughly €164.3 million via the webshop. The “Click & Collect” service is particularly popular in Austria, allowing you to skip the warehouse maze and just pick up your boxes.
7. MediaMarkt
MediaMarkt remains the #1 electronics retailer in the country, though its online specific revenue ranks it at #9 overall (approx. €158 million). It is the go-to spot for major appliances and gaming consoles. Before buying, it’s always wise to check comparing console prices across the border, but MediaMarkt Austria often matches aggressive pricing to keep customers local.
8. XXXLutz
Following the market exit of competitors like Kika/Leiner, XXXLutz has solidified its dominance with a massive 36% market share in the furniture sector. Their webshop (ranking #11 overall) is huge. If you want high-end furniture without the IKEA aesthetic, this is the market leader.
9. H&M.com
While Zalando holds the crown, H&M is still a heavyweight, sitting at #12 in the top 100 list. They remain a staple for basics and affordable trends. Their app usage is high (39%), proving that brand loyalty in Austria remains strong despite the influx of pure online players.
10. Electronic4you
Don’t sleep on the local specialists. Electronic4you ranks #14 overall with €78.1 million in revenue. Unlike generalist stores, they focus purely on tech enthusiasts. Whether you are looking for trusted electronics brands or high-end camera gear, they often have stock when the big retailers are sold out.
