Online shopping has experienced a significant surge in Greece, with the percentage of consumers making purchases online increasing from 39% in 2019 to 58% in 2023. This growth is fueled by rising internet access and accelerated adoption during the pandemic. As more Greeks embrace digital shopping, e-commerce is poised to become a major force in the country’s retail landscape.
Key factors driving this trend include:
- Rising Internet penetration: The percentage of the population with Internet access has steadily increased in recent years, providing more consumers with the opportunity to shop online.
- Pandemic-induced acceleration: The COVID-19 pandemic forced many consumers to rely on online shopping for essential goods and services, leading to a surge in e-commerce adoption.
- Growing consumer confidence: As more consumers become familiar with online shopping and experience its benefits, such as convenience and competitive prices, they are increasingly confident in making purchases online.
Despite this growth, there are still challenges to overcome:
- Limited infrastructure: In some areas of Greece, internet connectivity and payment infrastructure may still be underdeveloped, hindering the adoption of e-commerce.
- Consumer concerns: Some consumers may still have concerns about online security, privacy, and delivery reliability, which could limit their willingness to shop online.