E-commerce in Greece is recording impressive growth, with total online transaction turnover reaching €29.4 billion in 2024. The largest category remains tourism, as consumers spent €9.1 billion on travel and accommodation. Breakdown by category:
- €9.1 billion on travel and tourism services
- €6.5 billion on services
- €5.6 billion on fashion and clothing
- €5.1 billion on household goods
- €3.1 billion on everyday consumer products
According to the Annual E-commerce Report by Nexi Greece, consumers choose online shopping for better prices, convenience, and the ability to purchase from home.
Payment methods and preferences
97% of internet users in Greece make online purchases. Debit cards dominate with 57%, followed by PayPal (49%). Digital wallets like Apple Pay and Google Pay are continuously gaining ground. The main factors for choosing payment methods are:
- Security (71%)
- Speed (56%)
- Ease of use (49%)
E-commerce in Greece shows it has become the new normal, with more and more consumers trusting online transactions for products and services across all categories.
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