E-commerce in Greece is evolving within a market with a continuously growing economic footprint, as online transactions expand, consumers become more comfortable with digital shopping, and businesses invest in developing new sales channels. Data collected by the FA.gr platform reflects a market that has moved well beyond the stage of supplementary activity and now forms a core segment of retail and services.
However, the growth of e-commerce comes with new pressures. Approximately 80% of consumers across Europe reportedly shop from platforms outside the European Union — primarily Chinese and American marketplaces — according to European Commission data. This trend creates fierce competition for Greek businesses, particularly in low-value product categories where price plays a decisive role.
Total online sales for 2025
Total online sales for 2025 are estimated at €36.1 billion. This figure encompasses not only retail but also services and broader digital transactions, meaning it is not directly comparable to data relating exclusively to B2C consumer spending. It does, however, illustrate the scale that the digital economy has reached and the gradual shift of a significant share of commercial activity to the internet.
Digital transactions on the rise
Among Greek consumers’ online purchases, tickets lead the way, chosen by 61.8% of shoppers. Travel follows at 53.6%, clothing at 48.2%, electronics at 42.5%, and food at 38.1%. When it comes to payments, cards are used by the overwhelming majority of online stores, with cash on delivery remaining particularly strong. Bank transfers and PayPal follow, while digital wallets have been adopted by 25% of users, and Buy Now, Pay Later (BNPL) solutions remain limited.
The outlook remains positive for the years ahead. The compound annual growth rate (CAGR) of e-commerce in Greece for the 2025–2027 period is estimated at 10.5%. If this forecast holds, the value of online transactions will continue to grow at a double-digit rate, benefiting both large, established players and smaller businesses that operate a functional online store.
More than 32,000 active e-shops are estimated to be operating in Greece. This number reflects both the wide dispersion of supply and the high degree of competition. Simply running an online store is no longer a competitive advantage in itself. The decisive factors are delivery speed, returns policy, ease of payment, accurate product presentation, and the ability to provide customer support at every stage of the purchase journey.
Online shopping becomes mainstream
At the same time, approximately 75% of Greek consumers now shop online. This figure shows that online consumption has entered the mainstream — without suggesting that growth potential has been exhausted. Purchase frequency, average order value, and the expansion of product categories bought online are the next key drivers of growth.
Mobile devices play a particularly important role, with 95% of users connecting via smartphone. For businesses, this means that online stores must be designed with mobile-first in mind. Slow pages, complex forms, and lengthy checkout processes can all lead to lost sales — even when the product and price are considered competitive.
The technological foundation of the market is already broad. Some 88.7% of Greek households have internet access, through fixed or mobile connections. Social media users are estimated at approximately 7.4 million, and 79.9% of adults over 18 are active on social platforms. The connection between social media and e-commerce is therefore growing ever closer. Instagram, TikTok, Facebook, and other platforms serve as spaces for product discovery, brand evaluation, and navigation toward online stores. This increases the importance of content creation, influencer partnerships, and direct consumer engagement.
The next phase of growth will be determined not only by how much online sales increase, but by how much of that growth stays within the domestic market. Investments in logistics, trustworthiness, faster deliveries, secure payments, and a seamless experience between physical and online stores will determine the winners of the next period.
Published in Money Pro by Parapolitika
