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Austria Reaches A New E-commerce Milestone
Austria is on track to generate €12.3 billion in online sales this year, 3% more than in 2025. The Austrian Retail Association expects the number of online shoppers to remain stable at 5.8 million, while higher spending per customer will push the market to a new record.
Not all of that money stays in Austria, however. Around 47% of online spending, worth approximately €5.8 billion, is expected to go to foreign retailers.
Chinese marketplaces continue strengthening their position. Consumers are forecast to spend around €1.3 billion on Temu, Shein and AliExpress this year, giving the three platforms a combined 10.6% share of Austria’s e-commerce market. Amazon nevertheless remains the country’s largest online retailer.
Swiss E-commerce Keeps Growing
Switzerland recorded the strongest growth among the three markets. According to NielsenIQ, online sales increased by 6% last year to around €17.1 billion.
The research company expects e-commerce to grow again this year. Foreign retailers continue increasing their share of the Swiss market, although cross-border e-commerce is no longer expanding as quickly as it did a year earlier. Chinese marketplaces remain one of the main drivers of that growth.
Germany Stays The Largest Market
Germany remains by far the biggest e-commerce market in the DACH region. According to the HDE Online Monitor 2026, online sales reached €92.3 billion last year after growing 3.9%. HDE expects another 4.3% increase during 2026.
The federation describes e-commerce as the retail sector’s growth engine. It also estimates that Temu and Shein now account for around 5% of Germany’s e-commerce market. According to HDE, billions of euros in consumer spending leave the German economy through these platforms every year.
Growth Continues, But The Market Is Changing
The outlook remains positive across all three DACH countries, with e-commerce expected to expand further during 2026. At the same time, competition is becoming tougher as international marketplaces capture a larger share of online spending.
A separate study by ECDB and Mastercard paints a similar picture. It suggests e-commerce growth across Germany, Austria and Switzerland could exceed the forecasts published by national industry associations. However, the study also points out that most of this growth is being captured by the largest e-commerce companies, making it increasingly difficult for smaller online retailers to keep pace.
