Austrian Retailers Face Growing Competition from Asian Online Platforms
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By Anya Berger | VIENNA – 2025/06/03 12:39:42
A recent study highlights growing concerns among Austrian retailers regarding competition from asian e-commerce platforms. According to Division chairman Rainer Treelik, while conventional retail remains important, Asian platforms are increasingly overshadowing domestic businesses, posing a threat to the Austrian trade landscape.
The study indicates that 72% of Austrian adults engage in online shopping, with clothing and shoes being the most frequently purchased items, followed by furniture and garden supplies. In comparison, only 11% of German consumers buy food online. A important 83% of Austrian online shoppers prefer home delivery, with package stations and post offices being less popular options. The return rate in austria is notably high, reportedly at 56%.
The Rise of Asian E-commerce
“The negative message is that asian platforms are increasingly overring us.And that is not a healthy development for Austrian trade.”
Online sales now account for 10% of total retail expenditure in Austria, with domestic online retailers capturing 35% of this market. However, the study emphasizes the increasing importance of Asian platforms, with 41% of respondents reporting purchases from these platforms in the past year.
Calls for Policy Changes
Retailers are advocating for changes to tariff regulations, specifically calling for the reduction of the 150-euro customs-free limit. They also emphasize the need for enhanced market monitoring, improved product safety measures, and a stricter approach to combating fake online stores. “They give the impression that it is indeed a renowned fashion boutique, lamp or watch company and advertise with sales due to business resolution or the like. but in truth, there are no business at all and it never existed,” says Treelik. He notes that these fraudulent sites often use addresses from China in their imprints.
Chairman Treelik cites a study by the Austrian Institute for Applied Telecommunications, revealing that “just 36,725 advertisements with an intention to fraud on Facebook and Instagram users were played out in Austria in the period 1. Range at almost 30 million. “
Frequently asked Questions
- Q: Why are Asian e-commerce platforms gaining popularity in Austria?
- A: Factors such as competitive pricing, diverse product offerings, and efficient logistics contribute to their growing popularity.
- Q: What are Austrian retailers doing to address this competition?
- A: Retailers are calling for policy changes, enhanced market monitoring, and stricter measures against fake online stores.
- Q: What percentage of Austrian adults shop online?
- A: 72% of Austrian adults engage in online shopping.
