Greece E-commerce Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

E-Commerce Market in Greece is Segmented by B2C E-commerce (Beauty and Personal Care, Consumer Electronics, Fashion and Apparel, Food and Beverage, Furniture and Home), and B2B E-commerce. The market sizes and forecasts are provided in terms of value in (USD) for all the above segments.

Greece E-commerce Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

Greece E-commerce Market Size

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Greece Ecommerce Market Size
Study Period 2019 - 2030
Base Year For Estimation 2024
Forecast Data Period 2025 - 2030
Historical Data Period 2019 - 2023
CAGR 10.12 %
Market Concentration Low

Major Players

Greece E-commerce Market Major Players

*Disclaimer: Major Players sorted in no particular order

Compare market size and growth of Greece E-commerce Market with other markets in Technology, Media and Telecom Industry

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Greece E-commerce Market Analysis

The Greece E-commerce Market is expected to register a CAGR of 10.12% during the forecast period.

  • In recent years, Greece's electronic commerce (E-commerce) had grown significantly, particularly during the current COVID-19 crisis, when the Greek government had made significant strides to modernize the country digitally. The Ministry of Digital Governance modified its digital strategy, known as the "Digital Transformation Bible," first introduced in the pre-COVID era and is now planned to be developed between 2020 and 2025.
  • Furthermore, according to World Bank, in 2021, about 13.42% of the Greek population fell into the 0-14-year category, 63.94% into the 15-64 age group, and 22.64% were over 65 years of age. Such a huge percentage of the population in the age group between 15 and 64 years will drive the studied market in the forecasted period, availing several E-commerce platforms, both end-user-centric and general ones.
  • Similarly, the increase in internet use will guide the steady growth of the market studied. According to Eurostat, the number of internet users that bought goods and services online has increased from 45% in 2017 to 59% in 2020, an increase of 31% from 2017 and expected to reach 63% in 2021. Such a rise in online purchases in the region will significantly create an opportunity for new players to enter the market and international players to expand their presence in Greece.
  • However, over the long term, companies must indulge in innovative measures to acquire new and retain old customers other than just discounting and taking a hit on the margins in the country. The introduction of new technologies, payment methods, growth of the different end users, image shopping, and Contextual and programmatic advertisements are expected to drive the Greece E-commerce market over the forecasted period.
  • The COVID-19 crisis measures, according to the latest data supplied by the Greek Electronic Commerce Association (GR.EC.A), significantly enhanced the rising trend in online sales. Consumer expenditure grew 107 percent faster in May 2020 than in 2019. According to a Nielsen study, 22% of Greek shoppers made their first online supermarket purchase during the pandemic quarantine. Only 4% of shoppers would switch stores before COVID, but that number has risen to 26%. This trend is bolstered by investments announced by several significant firms interested in developing their online marketplaces.

Greece E-commerce Industry Overview

Several competitors are present in the Greece E-commerce business, leading to a highly fragmented market and intense competition. Many local and worldwide firms have expanded in the E-commerce business, resulting in fierce competition. The well-established E-commerce platforms like eBay are also facing competition from new entrants, which cater to the needs of specific end-users, strengthening the overall competition.

  • July 2022 - Skroutz S.A. acquired the remaining 75% share capital of Greek fintech company, EveryPay, to complete the full buyout, which was initiated two years ago. The investment signifies Skroutz's strategy to offer an innovative and secure payment solution for its growing customer base. The partnership explores the possibilities for integration between E-commerce and fintech in the Greece E-commerce market.
  • April 2022 - The Catalan operator joins forces with Cellnex Telecom, Lenovo, and Red.es to develop a solution to alter E-commerce in local stores by providing virtual shoppers with an immersive shopping experience.

Greece E-commerce Market Leaders

  1. Kotsovolos

  2. Plaisio Computers

  3. Skroutz S.A.

  4. RetailWorld S.A. (public.gr)

  5. e-shop.gr (Shopping Experience SMPC)

  6. *Disclaimer: Major Players sorted in no particular order
eBay, Amazon, kotsovolos.gr, Zara, public.gr
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Greece E-commerce Market News

  • April 2022 - Heloo, a Croatian provider of outsourced specialized services, was bought by TaskUs. Heloo is a customer care provider for European technology companies, focusing on the E-commerce and gaming industries. TASK expands its European language capabilities, diversifies its client base, and helps scale its global operations by expanding into Eastern Europe. Cross-selling prospects with Heloo's clientele in Greece, Germany, Austria, Switzerland, Finland, and other countries will benefit TASK.
  • April 2022 - Swipbox partnered with Skroutz S.A. to launch the SwipBox parcel locker (battery-driven Infinity Lockers) network with Skroutz Last Mile at Skroutz checkpoint locations, offering last mile courier checkpoints for efficient delivery of nationwide shipments. The lockers were installed in March 2022 in Athens, and the parcel lockers will be located conveniently for end users, such as petrol stations, housing estates, shopping centers, etc.

Greece E-commerce Market Report - Table of Contents

1. INTRODUCTION

  • 1.1 Study Assumptions and Market Definitions
  • 1.2 Scope of the Study

2. RESEARCH METHODOLOGY

3. EXECUTIVE SUMMARY

4. MARKET INSIGHTS

  • 4.1 Market Overview
  • 4.2 Industry Attractiveness-Porter's Five Forces Analysis
    • 4.2.1 Bargaining Power of Suppliers
    • 4.2.2 Bargaining Power of Buyers/Consumers
    • 4.2.3 Threat of New Entrants
    • 4.2.4 Threat of Substitute Products
    • 4.2.5 Intensity of Competitive Rivalry
  • 4.3 Key Market Trends and Share of E-commerce of Total Retail Sector
  • 4.4 Impact of COVID-19 on the E-commerce Sales

5. MARKET DYNAMICS

  • 5.1 Market Drivers
    • 5.1.1 Growing Demand from Apparel and Footwear Industry.
    • 5.1.2 Penetration of Internet and Smartphone Usage
  • 5.2 Market Challenges
    • 5.2.1 Low Internet Penetration
  • 5.3 Analysis of Key Demographic Trends and Patterns related to E-commerce Industry in Greece (Coverage to include Population, Internet Penetration, E-commerce Penetration, Age & Income etc.)
  • 5.4 Analysis of the Key Modes of Transaction in the E-commerce Industry in Greece (Coverage to include Prevalent Modes of Payment such as Cash, Card, Bank Transfer, Wallets, etc.)
  • 5.5 Analysis of Cross-Border E-commerce Industry in Greece (Current Market Value of Cross-Border & Key Trends)
  • 5.6 Current Positioning of Greece in the E-commerce Industry in Europe

6. MARKET SEGMENTATION

  • 6.1 By B2C E-commerce
    • 6.1.1 Market size (GMV) for the Period of 2017-2027
    • 6.1.2 Market Segmentation - by Application
    • 6.1.2.1 Beauty & Personal Care
    • 6.1.2.2 Consumer Electronics
    • 6.1.2.3 Fashion & Apparel
    • 6.1.2.4 Food & Beverage
    • 6.1.2.5 Furniture & Home
    • 6.1.2.6 Others (Toys, DIY, Media, etc.)
  • 6.2 By B2B E-commerce
    • 6.2.1 Market Size for the period of 2017-2027

7. COMPETITIVE LANDSCAPE

  • 7.1 Company Profiles
    • 7.1.1 Skroutz S.A.
    • 7.1.2 RetailWorld S.A. (public.gr)
    • 7.1.3 Plaisio Computers
    • 7.1.4 Zara
    • 7.1.5 e-shop.gr (Shopping Experience SMPC)
    • 7.1.6 Kotsovolos
    • 7.1.7 ABOUT YOU SE & Co. KG
    • 7.1.8 Marks and Spencer plc
    • 7.1.9 Shein
    • 7.1.10 Apple, Inc.
  • *List Not Exhaustive

8. INVESTMENT ANALYSIS

9. FUTURE OUTLOOK OF THE MARKET

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Greece E-commerce Industry Segmentation

E-commerce is the buying and selling of goods and services over the internet through online shopping. However, this term is often used to describe all the seller's efforts in selling products directly to consumers. It begins when potential customers learn about a product, buy it, use it, and ideally maintain lasting customer loyalty.

The study also tracks key market metrics, underlying growth influencers, and significant industry vendors, providing support for market estimates and growth rates in the Greece E-commerce market throughout the anticipated period. The study goes on to look at Covid-19's overall influence on the ecosystem. The report's scope includes market size and forecasting for B2B and B2C segments, with the B2C channel being further split by application. 

The Greece E-commerce Market is also segmented into B2C E-commerce by application (Beauty and Personal Care, Consumer Electronics, Fashion and Apparel, Food and Beverage, Furniture and Home), and B2B E-commerce.

By B2C E-commerce Market size (GMV) for the Period of 2017-2027
Market Segmentation - by Application Beauty & Personal Care
Consumer Electronics
Fashion & Apparel
Food & Beverage
Furniture & Home
Others (Toys, DIY, Media, etc.)
By B2B E-commerce Market Size for the period of 2017-2027
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Greece E-commerce Market Research FAQs

What is the current Greece E-commerce Market size?

The Greece E-commerce Market is projected to register a CAGR of 10.12% during the forecast period (2025-2030)

Who are the key players in Greece E-commerce Market?

Kotsovolos, Plaisio Computers, Skroutz S.A., RetailWorld S.A. (public.gr) and e-shop.gr (Shopping Experience SMPC) are the major companies operating in the Greece E-commerce Market.

What years does this Greece E-commerce Market cover?

The report covers the Greece E-commerce Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Greece E-commerce Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.

Greece E-commerce Industry Report

The eCommerce market in Greece is experiencing significant growth, driven by various sectors and increasing user penetration worldwide. Notably, eCommerce in Greece is showing promising expansion, with a diverse range of market segments such as fashion, electronics, food and beverages, and beauty and personal care increasingly being purchased through digital channels. This growth is characterized by the sales of physical goods via desktop and mobile platforms to private end consumers (B2C), excluding digital media and B2B transactions. The market's evolution is supported by advancements in internet infrastructure, enhancing the reach and efficiency of eCommerce platforms and offering new opportunities for both existing businesses and new entrants. Key industries from retail to luxury goods are adapting to this digital shift, aiming to meet consumer demands for convenience and accessibility. For detailed insights into the eCommerce in Greece market, including share, size, revenue growth rate, and a forecast outlook, access a free report PDF download from Mordor Intelligence™ Industry Reports. This comprehensive analysis provides a historical overview and market forecast, essential for understanding the dynamic nature of the Greek eCommerce landscape.

Greece E-commerce Market Report Snapshots