A recent E-commerce Report by Italian bank NEXI found that in 2023 Greeks prioritized physical goods, travel, and services in their online shopping habits. The findings indicated that e-commerce in Greece was catching on with more consumers opting to purchase products and services via online platforms.
The study, which examined e-commerce trends in various European regions, measured that Greek consumers spent a staggering €34.9 billion on online shopping last year, with 94% of internet users making regular monthly purchases.
Greek consumers frequently shopped from international websites, with 51% of internet users in 2023 having made at least one purchase from a foreign website in the previous 28 days. China was the most popular country of origin (29%), followed by Germany (12%), the UK (11%), and the USA, Italy, and France (5% each). The primary reasons for shopping abroad, according to consumers, included lower prices (70% of respondents), product unavailability in Greece (33%), and a wider range of options (33%).
Physical goods dominate e-commerce in Greece, accounting for 50% of total spending. Travel expenses, including flights, hotels, and travel packages, follow closely at 31%, while services represent 19% of online expenditures.
Top Monthly Online Purchases
- Clothing (48%)
- Food Delivery (43%)
- Beauty Products (39%)
- Shoes (37%)
- Pharmacy Items (33%)
- Home Electronics (31%)
- Computers and Mobile Phones (31%)
- Physical Media (24%) – CDs, books, movies, games
- Accessories (23%) – jewelry, watches, gloves, bags, hats
- Groceries (15%)
- Pet Products (14%)
- Children’s Clothing and Toys (14%)
- Automotive and Motorcycle Parts (12%)
- Sports and Recreation Equipment (11%)
e-commerce in Greece – Service Expenditures
Online services amounted to €6.7 billion in expenditures in 2023. The leading categories included:
- Insurance (€3.1 billion)
- Online Betting (€600 million)
- Tickets for Cultural and Sports Events (€600 million)
Travel Expenses
In regards to travelling, Greek spent a total of €10.7 billion online. The main categories were:
- Flights (€4.7 billion)
- Hotels (€3.7 billion)
- Travel Packages (€700 million)
