E-commerce Revolution in Greece: Platforms, Trends, and Digital Market Opportunities

Reading time: 12 minutes

Table of Contents

• The Current E-commerce Landscape in Greece
• Leading Greek E-commerce Platforms
• Emerging Digital Commerce Trends
• Payment Methods and Logistics Solutions
• Market Challenges and Growth Opportunities
• Your Digital Commerce Roadmap
• Frequently Asked Questions

Ever wondered why Greek e-commerce is experiencing explosive growth while traditional retail struggles? You’re witnessing a digital transformation that’s reshaping how Greeks shop, sell, and connect with global markets.

The Greek e-commerce market has evolved from a cautious digital experiment to a €3.2 billion powerhouse, driven by necessity during the pandemic and sustained by changing consumer behaviors. Let’s dive deep into the platforms, trends, and opportunities that are defining Greece’s digital commerce future.

The Current E-commerce Landscape in Greece

Greece’s digital transformation story isn’t just about technology—it’s about resilience. Following years of economic challenges, Greek businesses discovered that online sales could provide stability and growth opportunities that traditional brick-and-mortar stores couldn’t match.

Market Size and Growth Trajectory

The numbers tell a compelling story. Greek e-commerce revenue jumped from €1.8 billion in 2019 to €3.2 billion in 2023—a staggering 78% increase. This growth trajectory positions Greece among the fastest-growing e-commerce markets in Southeast Europe.

Key Market Indicators:

• Online penetration rate: 68% of Greek adults shop online regularly
• Mobile commerce accounts for 45% of all online transactions
• Cross-border purchases represent 32% of total e-commerce volume
• Average order value increased by 23% between 2022-2023

Consumer Behavior Shifts

Greek consumers have fundamentally changed their shopping habits. Where once they preferred cash transactions and in-person purchases, today’s Greek shoppers embrace digital payments and expect seamless online experiences. The pandemic accelerated this shift, but sustainable growth patterns suggest these changes are permanent.

Consider Maria, a 45-year-old teacher from Thessaloniki. Before 2020, she rarely shopped online. Today, she orders groceries through Skroutz Market, buys books from Public, and even purchased furniture online. Her story mirrors millions of Greeks who discovered the convenience and often better prices of e-commerce.

Leading Greek E-commerce Platforms

Understanding Greece’s platform ecosystem is crucial for anyone looking to tap into this market. Unlike many countries dominated by international giants, Greece maintains a healthy mix of local champions and global players.

Skroutz: The Greek Amazon

Skroutz dominates Greek e-commerce with over 7 million monthly active users. Originally a price comparison site, it evolved into a full marketplace that Greeks trust implicitly. Their success lies in understanding local preferences: detailed product information, extensive reviews, and reliable delivery tracking.

Skroutz’s winning formula:

• Comprehensive product catalogs with local supplier networks
• Competitive pricing transparency
• Skroutz Market for same-day delivery in major cities
• Integration with local payment methods

Platform Performance Comparison

International Giants and Local Adaptation

Amazon entered the Greek market in 2021, but adoption has been slower than expected. Greek consumers prefer platforms that offer local customer service in Greek and understand cultural nuances. This preference has created opportunities for platforms that blend international scale with local expertise.

Emerging Digital Commerce Trends

Social Commerce Revolution

Instagram and Facebook Shopping have transformed how Greek businesses reach customers. Small boutiques in Athens and Mykonos leverage social media to showcase products and process orders directly through messaging apps. This trend is particularly strong in fashion, handmade goods, and local food products.

Subscription Economy Growth

Greeks are embracing subscription models, particularly for digital services, beauty products, and food delivery. Companies like Box Now (subscription boxes) and local meal kit services are seeing 40% year-over-year growth. This trend reflects changing attitudes toward convenience and predictable pricing.

Sustainable E-commerce Practices

Environmental consciousness is driving demand for sustainable shipping options and eco-friendly products. Greek e-commerce platforms are responding with carbon-neutral delivery options and dedicated sections for sustainable products. This trend particularly resonates with younger consumers and those interested in buy home in greece who value environmental responsibility.

Payment Methods and Logistics Solutions

Payment Landscape Evolution

The Greek payment ecosystem has undergone radical transformation. Cash-on-delivery, once accounting for 60% of e-commerce transactions, now represents just 25%. Digital wallets and bank transfers have gained significant traction, driven by improved security and convenience.

Current Payment Method Distribution:

• Credit/Debit Cards: 45% (Visa and Mastercard dominate)
• Bank Transfers: 20% (especially for higher-value purchases)
• Cash on Delivery: 25% (declining but still significant)
• Digital Wallets: 10% (PayPal, Apple Pay, Google Pay)

Logistics Infrastructure Improvements

Greece’s logistics infrastructure has improved dramatically. Same-day delivery is now available in Athens and Thessaloniki, while next-day delivery covers 80% of the country. Companies like ACS Courier and Speedex have invested heavily in automated sorting facilities and tracking systems.

The island connectivity challenge remains real but manageable. Ferries and small aircraft now carry significant e-commerce cargo, making online shopping viable even in remote locations like Santorini or Crete.

Market Challenges and Growth Opportunities

Overcoming Traditional Retail Resistance

Many Greek consumers still prefer touching and examining products before purchase, particularly for clothing and electronics. Successful e-commerce businesses address this through generous return policies, detailed product descriptions, and virtual try-on technologies.

Take the case of Attrattivo, a Greek fashion retailer. They solved the “touch and feel” problem by offering free returns within 30 days and providing detailed size guides with customer photos. Their online sales grew 150% in two years.

Cross-Border E-commerce Potential

Greek products have international appeal—olive oil, honey, cosmetics, and artisanal goods find eager buyers across Europe and North America. However, many Greek businesses struggle with international shipping logistics and multilingual customer service.

Export Opportunity Categories:

• Gourmet food products (olive oil, wine, herbs)
• Natural cosmetics and skincare
• Handmade jewelry and crafts
• Tourism-related services and experiences

Technology Infrastructure Gaps

While major cities enjoy excellent internet connectivity, rural areas still face challenges. However, government initiatives and EU funding are rapidly improving broadband access, creating new opportunities for rural e-commerce businesses.

Your Digital Commerce Roadmap

Ready to capitalize on Greece’s e-commerce boom? Here’s your strategic action plan for navigating this dynamic market successfully.

Immediate Actions (Next 30 Days):

1. Market Research Deep Dive: Analyze your target products on Skroutz and identify pricing gaps or underserved niches
2. Platform Strategy: Choose between marketplace entry (Skroutz, eBay) or independent store (WooCommerce, Shopify)
3. Payment Setup: Integrate at least three payment methods including cards, bank transfers, and cash-on-delivery

Medium-term Development (3-6 Months):

1. Social Commerce Integration: Develop Instagram and Facebook shopping capabilities
2. Logistics Partnerships: Establish relationships with ACS Courier or Speedex for reliable delivery
3. Customer Service Excellence: Implement Greek-language support and understand local customer expectations

Long-term Growth Strategy (6-12 Months):

1. Cross-border Expansion: Target Greek diaspora communities in Germany, Australia, and North America
2. Subscription Models: Explore recurring revenue opportunities in your product category
3. Sustainability Integration: Develop eco-friendly packaging and carbon-neutral shipping options

The Greek e-commerce landscape rewards businesses that combine international best practices with deep local understanding. Success isn’t just about having the right products—it’s about creating trust, convenience, and genuine value for Greek consumers who are increasingly sophisticated and demanding.

What unique value proposition will you bring to Greece’s digital marketplace? The opportunity window is wide open, but competitive advantage belongs to those who act strategically and swiftly.

Frequently Asked Questions

What are the most popular product categories in Greek e-commerce?

Electronics and technology lead with 28% market share, followed by fashion and apparel (22%), home and garden products (18%), and books/media (15%). Food and beverage e-commerce is rapidly growing, particularly gourmet and specialty items that showcase Greek culinary traditions.

How important is mobile optimization for Greek e-commerce sites?

Mobile optimization is crucial—45% of Greek online purchases happen on mobile devices, with this percentage rising to over 60% among users under 35. Greek consumers expect fast-loading mobile sites with easy navigation and secure mobile payment options. Sites that aren’t mobile-optimized lose significant potential revenue.

What are the biggest mistakes international businesses make when entering the Greek e-commerce market?

The most common mistakes include underestimating the importance of Greek-language customer service, not offering cash-on-delivery payment options, and failing to understand local shipping expectations. Many international businesses also overlook the importance of building trust through customer reviews and local partnerships, which are particularly valued by Greek consumers.

Article reviewed by Arthur Pembridge, Agricultural Land Investor | Sustainable Farming & Timberland, on June 4, 2025