Current E-commerce Trends in Greece

Published on September 29, 2025 and written by Cyril Jarnias

E-commerce in Greece is experiencing significant growth, rapidly transforming the country’s commercial landscape. Despite past economic challenges, the Greek e-commerce market shows promising momentum, driven by evolving consumer behaviors and technological innovations. Both Greek and international companies are adapting to this new reality, offering compelling opportunities for visionary entrepreneurs. Let’s take a closer look at the key trends shaping the future of e-commerce in Greece.

The Shopping Habit Revolution: The Greek Consumer in the Digital Age

The modern Greek consumer is fully embracing online shopping, profoundly changing their purchasing habits. This evolution is marked by a significant increase in online purchases, with an expected annual growth of 7.8% until 2029. This trend is explained by several factors:

First, the convenience offered by e-commerce platforms is increasingly appealing to Greeks. The ability to compare prices, read reviews, and shop 24/7 perfectly meets the expectations of an increasingly connected population.

Second, trust in online transactions has significantly strengthened. Greek consumers, once hesitant, are now more comfortable with electronic payments and purchases from foreign websites, thereby expanding their shopping options.

Finally, there is a growing demand for local and sustainable products. Greek consumers show particular interest in products of Greek origin, especially in the wellness and beauty sectors. This trend offers excellent opportunities for local businesses to stand out in the e-commerce market.

Innovation at the Heart of Growth: Technologies Revolutionizing Greek E-commerce

The rapid adoption of new technologies plays a crucial role in the rise of e-commerce in Greece. Companies are heavily investing in innovative solutions to enhance customer experience and optimize their operations.

Artificial intelligence (AI) and machine learning are transforming the personalization of the shopping experience. AI-based product recommendations, chatbots for customer service, and demand forecasting systems are becoming commonplace, enabling Greek e-commerce businesses to better meet their customers’ expectations.

Augmented reality (AR) is also making its entry into Greek e-commerce, particularly in the fashion and furniture sectors. This technology allows consumers to visualize products in their environment before purchase, thereby reducing returns and increasing customer satisfaction.

Moreover, the growing adoption of mobile payment solutions and e-wallets facilitates online transactions. Greek companies are increasingly integrating these payment options, responding to consumer demand for fast and secure payment methods.

Finally, big data analytics allows Greek e-commerce businesses to refine their marketing strategies and optimize inventory management. This data-driven approach is becoming a major competitive advantage in an increasingly competitive market.

Reinvented Logistics: Delivery and Inventory Management in the Digital Age

Logistics and delivery are crucial elements for the success of e-commerce in Greece. Faced with consumers increasingly demanding speed and delivery flexibility, market players are constantly innovating.

Home delivery remains the preferred delivery method for Greek consumers[3]. It offers significant time savings and appreciated comfort, especially for bulky items. E-commerce businesses are investing in optimizing their distribution networks to reduce delivery times and improve package traceability.

Simultaneously, there is a rise in alternative delivery solutions. Pickup points and automated lockers are gaining popularity, offering increased flexibility for consumers who can retrieve their packages at their convenience.

Warehouse automation and the use of robots for order preparation are also becoming strong trends. These technologies speed up order processing and reduce errors, thereby improving customer satisfaction.

Finally, sustainability is becoming a major issue in Greek e-commerce logistics. Consumers are increasingly sensitive to the environmental impact of their online purchases. In response, many companies are adopting eco-friendly delivery practices, such as using electric vehicles or optimizing delivery routes.

Digital Marketing: New Strategies to Conquer the Greek Consumer

In an increasingly competitive e-commerce market, digital marketing strategies are rapidly evolving to capture the attention of Greek consumers. Companies are adopting innovative approaches to stand out and retain their customer base.

Social media plays a predominant role in the marketing strategies of Greek e-commerce businesses. Instagram, Facebook, and TikTok are becoming essential platforms for customer engagement, product promotion, and even direct sales via social commerce. Brands are heavily investing in creating attractive content and influencer marketing to reach their target audience.

Personalized marketing is taking on a new dimension through advanced use of customer data. Greek e-commerce businesses are developing highly targeted campaigns, offering customized promotions and product recommendations. This approach significantly improves conversion rates and customer retention.

Email marketing and SMS marketing remain effective channels, with growing adoption of push notifications. According to a recent study, these channels generated 35 million euros in revenue for French brands in 2024, a trend also reflected in the Greek market.

Finally, video content and live streaming are gaining importance in digital marketing strategies. Live product demonstrations, tutorials, and interactive Q&A sessions allow brands to create stronger connections with their audience and boost sales.

Future Outlook: An Expanding Market

Forecasts for the Greek e-commerce market are extremely positive, revealing excellent opportunities for entrepreneurs and investors. Several factors contribute to this sustained growth:

According to projections, online sales in Greece are expected to experience annual growth of 7.8% until 2029, reaching a market share of 21% of total retail sales. This significant progression demonstrates the growing maturity of the market and the widespread adoption of online shopping by Greek consumers.

The international expansion of Greek e-commerce businesses also represents a major trend. More and more local companies are seeking to conquer foreign markets, particularly in the European Union and the Balkans. This internationalization is facilitated by the adoption of advanced technological solutions and global sales platforms.

The m-commerce (mobile commerce) sector is expected to experience particularly strong growth. With increased smartphone usage and improved mobile shopping applications, a growing share of online purchases will be made via mobile devices.

Finally, the emergence of new business models, such as subscriptions, dropshipping, and specialized marketplaces, offers new opportunities for Greek entrepreneurs. These models help reduce entry barriers and explore promising market niches.

Conclusion: A Promising Future for Greek E-commerce

E-commerce in Greece is at a turning point in its development, driven by increasingly connected consumers, constant technological innovations, and a favorable economic environment. Companies that can capitalize on these trends by offering personalized shopping experiences, efficient logistics solutions, and innovative marketing strategies will be best positioned to succeed in this dynamic market.

For entrepreneurs and investors, the Greek e-commerce market presents attractive opportunities. Whether in developing technological solutions, creating strong local brands, or international expansion, the growth potential is considerable.

However, succeeding in this competitive environment requires a deep understanding of the local market, a well-defined strategy, and the ability to quickly adapt to industry developments. Companies that manage to combine innovation, service quality, and knowledge of the Greek consumer will be best equipped to thrive in this rapidly changing e-commerce landscape.