Market Overview

The Greece Online Shopping Market has undergone a significant transformation over the last decade, evolving from a relatively modest e-commerce landscape into a robust digital ecosystem. Driven by increased internet penetration, mobile usage, digital payment infrastructure, and shifting consumer behavior, online shopping in Greece has become a key channel for both domestic and international retailers.

Post-pandemic habits, combined with improvements in logistics and trust in digital transactions, have led to a permanent shift in purchasing behavior. Consumers are increasingly opting for the convenience, variety, and often better pricing that online shopping provides across categories like fashion, electronics, groceries, beauty products, home goods, and services.

The Greek government’s investments in digital transformation, as well as EU-backed programs to support small businesses entering the e-commerce space, are also contributing to the market’s ongoing expansion.

Meaning

The online shopping market refers to the digital platforms, mobile apps, marketplaces, and e-commerce websites through which consumers purchase goods and services over the internet. In Greece, this includes:

• Pure e-commerce platforms (like Skroutz, Public.gr, e-shop.gr)

• Retailers with omnichannel strategies (e.g., IKEA, Zara, Kotsovolos)

• Marketplace giants (like Amazon EU, AliExpress)

• Service-based e-commerce (food delivery, ride-hailing, travel)

Online shopping encompasses all digital purchase journeys—from product discovery and payment to order fulfillment and delivery—spanning B2C, B2B, and C2C transactions.

Executive Summary

The Greece Online Shopping Market was valued at approximately USD 6.8 billion in 2024 and is projected to reach USD 11.2 billion by 2030, growing at a CAGR of 8.5%. The market is supported by a digitally savvy population, urban-centric lifestyles, a rise in mobile commerce, and increased participation of SMEs in digital retail.

While fashion and electronics remain top-selling categories, online grocery, health and wellness, and home improvement sectors are seeing rapid growth. Online payment methods, particularly debit/credit cards, digital wallets, and buy now-pay later (BNPL) schemes, are now widely trusted.

However, logistics constraints in remote areas, consumer trust issues in some product segments, and a relatively fragmented market pose challenges.

Key Market Insights

• Over 75% of Greek internet users have made an online purchase in the last 12 months.

• Mobile commerce (m-commerce) now contributes to over 55% of total online transactions.

• Cash on delivery (CoD) is declining, while contactless card payments and digital wallets are rising in adoption.

• Skroutz and Public.gr dominate the domestic platform landscape.

• Cross-border shopping remains strong, especially for fashion and electronics.

Market Drivers

1. Increased Internet and Smartphone Penetration
   With over 90% of Greeks accessing the internet and widespread smartphone ownership, online shopping is more accessible than ever.

2. Convenience and Variety
   Consumers enjoy browsing from thousands of product options without geographic limitations, leading to higher digital adoption.

3. Digital Payments Ecosystem
   The growth of contactless payments, Apple Pay, Google Pay, and local fintech solutions has removed friction from online purchases.

4. Pandemic-Driven Digital Shift
   COVID-19 accelerated e-commerce by several years, pushing even the most traditional shoppers toward digital alternatives.

5. Government Support for Digitalization
   Initiatives like the “Digital Greece” program and EU funding for digital skills and infrastructure development are supporting online commerce growth.

Market Restraints

1. Logistics Challenges in Remote Areas
   Greece’s islands and mountainous regions face delayed deliveries and higher shipping costs.

2. Consumer Trust Issues
   Concerns over product authenticity, delayed delivery, and inadequate after-sales support remain barriers for some users.

3. Small Business Digital Gaps
   Many small retailers lack the digital tools, budget, or skills to compete effectively online.

4. Fragmented Market Landscape
   The presence of numerous small e-commerce players limits economies of scale and market efficiency.

5. Return and Refund Complexities
   Lack of standardized return policies and logistics inefficiencies make returns difficult for consumers.

Market Opportunities

1. Growth of Online Grocery and Fresh Delivery
   Online grocery platforms are scaling, especially in urban centers like Athens and Thessaloniki.

2. Rise of Social Commerce
   Instagram, TikTok, and Facebook are becoming powerful sales channels, especially among younger demographics.

3. Omnichannel Retailing
   Retailers integrating online and offline experiences through click-and-collect, live chat, and virtual try-ons are winning customer loyalty.

4. Personalized Shopping and AI
   Leveraging customer data for personalized recommendations and targeted promotions enhances conversion rates.

5. Expansion into Rural Areas
   Improving rural internet connectivity and delivery services presents a growth opportunity for e-commerce players.

Market Dynamics

• Supply Side: Dominated by established retailers (Public.gr, Kotsovolos) and growing startups, supported by global platforms like Shopify and WooCommerce. Logistics partnerships with ACS Courier, Speedex, and Geniki Taxydromiki ensure last-mile delivery.

• Demand Side: Tech-savvy millennials and Gen Z consumers are driving demand, along with increasing participation from older demographics. Value, convenience, and return flexibility are top consumer expectations.

• Technology & Innovation: Emphasis on AR/VR in product visualization, AI for customer service, real-time delivery tracking, and automated warehouses is shaping the future of Greek e-commerce.

Regional Analysis

• Athens & Attica Region:
  The e-commerce hub of Greece, home to most major fulfillment centers, delivery infrastructure, and the highest concentration of online shoppers.

• Thessaloniki & Northern Greece:
  Rapidly catching up with Athens in terms of digital infrastructure and shopping volume, especially in fashion and tech categories.

• Crete & Aegean Islands:
  Increasing demand, but limited logistics capacity poses challenges for same-day or next-day delivery.

• Peloponnese & Central Greece:
  Urban centers like Patras and Larisa are emerging as key e-commerce markets with rising smartphone usage and online penetration.

Competitive Landscape

The market is moderately fragmented, with a mix of domestic platforms, international giants, and category-specific e-tailers. The competition is based on pricing, delivery speed, customer experience, product variety, and return policies.

Key Players:

• Skroutz – Greece’s leading price comparison and marketplace platform.

• Public.gr – A leading electronics and lifestyle e-commerce and omnichannel retailer.

• Kotsovolos (Dixons Group) – Strong in electronics and appliances with robust logistics.

• Plaisio – Offers office supplies, IT products, and gadgets with growing e-commerce strength.

• Amazon EU – Cross-border purchases, mainly electronics and books.

• AliExpress – Popular for low-cost fashion, electronics, and home goods.

• Zara, H&M, Decathlon – Global fashion brands with localized Greek e-commerce platforms.

Segmentation

1. By Product Category:

   • Fashion and Apparel

   • Electronics and Gadgets

   • Beauty and Personal Care

   • Grocery and Food

   • Home Appliances and Furniture

   • Books, Stationery, and Education

   • Baby Products and Toys

2. By Device:

   • Desktop/Laptop

   • Mobile/Smartphone

   • Tablet

3. By Payment Method:

   • Credit/Debit Cards

   • Digital Wallets (PayPal, Apple Pay, Viva Wallet)

   • Buy Now Pay Later (BNPL)

   • Cash on Delivery (declining)

4. By Delivery Channel:

   • Home Delivery

   • Click and Collect

   • Locker Pick-up

Category-wise Insights

• Fashion and Apparel:
  Most frequently shopped category, driven by regular discounting, size filtering tools, and return flexibility.

• Electronics and Gadgets:
  High-value purchases often researched via comparison sites (e.g., Skroutz) before checkout.

• Beauty and Personal Care:
  Growth driven by influencer marketing and unboxing trends on Instagram and TikTok.

• Online Grocery:
  Rapid growth post-pandemic, with players like e-Fresh.gr, AB Vassilopoulos, and Wolt expanding offerings.

• Home Goods and Furniture:
  IKEA, Praktiker, and Leroy Merlin are combining strong omnichannel strategies with online-exclusive deals.

Key Benefits for Industry Participants and Stakeholders

1. Retailers: Gain access to a wider consumer base, scalable inventory management, and detailed customer insights.

2. Logistics Providers: Increasing volumes present opportunities for last-mile, express, and regional warehousing services.

3. Tech Startups: Huge potential to offer SaaS, CRM, AI, and marketing solutions to e-commerce businesses.

4. Consumers: Better pricing, product variety, convenience, and access to international brands.

5. Policy Makers: Opportunity to digitize the economy, reduce informal trade, and support SME digitalization.

SWOT Analysis

Strengths:

• High digital literacy and smartphone usage.

• Mature urban delivery infrastructure.

• Strong domestic platforms with localized UX.

Weaknesses:

• Logistics constraints in remote areas.

• Low e-commerce penetration among elderly and rural population.

• Inconsistent return policies across vendors.

Opportunities:

• Expansion of voice and visual search shopping.

• Localized influencer marketing and affiliate commerce.

• Omnichannel retail investments and digital storefronts for SMEs.

Threats:

• Intense competition from global platforms.

• Cybersecurity and data privacy concerns.

• Economic fluctuations affecting consumer spending.

Market Key Trends

1. Buy Now, Pay Later (BNPL):
   Growing adoption by millennials for fashion and electronics.

2. Live Shopping and Social Commerce:
   Brands increasingly use Instagram Live and TikTok to host product demos.

3. Same-Day/Next-Day Delivery:
   Investment in fulfillment centers around urban areas is enabling faster deliveries.

4. AR and Virtual Try-Ons:
   Being adopted by cosmetics and fashion brands to reduce return rates.

5. Eco-Friendly Shopping:
   Demand for sustainable packaging and carbon-neutral delivery is rising.

Key Industry Developments

• 2024: Skroutz launched its own courier service for faster, in-house deliveries across Attica.

• 2023: Public.gr merged operations with MediaMarkt Greece to strengthen electronics market share.

• 2022: The Greek government offered digital transformation grants to over 10,000 SMEs entering e-commerce.

• 2021: Rapid expansion of Wolt and e-food into grocery and pharmacy delivery.

Analyst Suggestions

1. Focus on UX and Mobile Optimization: Mobile-first websites and apps are essential to tap into m-commerce growth.

2. Invest in Last-Mile Delivery Partnerships: Faster shipping can be a key competitive advantage.

3. Adopt Local Payment Solutions: Ensure integration with local favorites like Viva Wallet or PayByBank.

4. Offer Flexible Return Policies: Build trust and encourage trial purchases.

5. Leverage Data for Personalization: AI-powered recommendations and targeted offers can drive loyalty and AOV (average order value).

Future Outlook

The Greece Online Shopping Market is expected to maintain robust growth, powered by technological advancements, evolving consumer preferences, and supportive government initiatives. As more consumers shift toward digital-first lifestyles, and as logistics and payment systems continue to improve, Greece is on track to become a mature and diversified e-commerce market in Southern Europe.

Conclusion

The Greece Online Shopping Market is a vibrant and evolving space, offering immense opportunities for retailers, logistics players, and technology providers. From large urban centers to smaller islands, the trend of digital consumption is gaining ground across demographics. Players that focus on customer experience, logistics efficiency, and value-driven offerings will be best positioned to succeed in this dynamic and competitive market.