Greece’s eCommerce market was valued at roughly USD 34.63 billion in 2025 and is projected to reach USD 59.23 billion by 2031, growing at a compound annual rate near 9.38%. Mobile devices already drive the majority of transactions, B2C retail dominates spend, and tourism, SME digitalization, and improving payment infrastructure are pushing the market forward at a pace that outstrips many mature EU markets.
If you’re building a growth plan for Southeast Europe, you already sense that Greece behaves differently from its EU peers: island logistics, a tourism-driven shopping calendar, and a fast mobile-first consumer base all shape what actually converts. This guide walks through the market’s size and trajectory, who’s buying, how they pay, what they buy, and the regulatory and delivery realities you need to plan around before scaling into the Greek market.
- Greece eCommerce market size and data
- What percentage of Greek consumers shop online
- Why is mobile commerce growing in Greece
- Payment methods used in Greek online stores
- Which product categories sell best online in Greece
- What is driving ecommerce growth in Greece
- Greece eCommerce regulations and VAT rules
- Logistics and delivery challenges in Greek eCommerce
- How does Greek eCommerce compare to other European markets
Greece eCommerce market size and data
The latest Greece eCommerce market size and data point to one of the more resilient growth stories in Southern Europe. Mordor Intelligence valued the market at USD 34.63 billion in 2025 and estimated it to grow from USD 37.88 billion in 2026 to reach USD 59.23 billion by 2031, at a CAGR of 9.38% during the forecast period.[1] That trajectory is fueled by rising 5G coverage, decisive government digitalization policies, and a marked shift in consumer habits toward online shopping, alongside omnichannel click-and-collect models that are reshaping service expectations.[1]
You will see different headline numbers depending on which research firm you check, and that’s expected: some trackers measure narrow online-retail revenue, others measure gross merchandise value across every B2C vertical including travel and food delivery, and some include B2B procurement while others exclude it entirely. When building a market-entry business case, always confirm whether a quoted figure is GMV or revenue and whether services are counted – that definitional gap explains most of the spread between published estimates.
By business model, the B2C segment led with 87.44% of the Greece eCommerce market share in 2025, while B2B is forecast to post a 12.35% CAGR through 2031 as enterprises digitize sourcing and adopt electronic invoicing. For a broader read on where local operators see the next wave of opportunity, this analysis of the potential of the Greek eCommerce market is worth adding to your research list.
What percentage of Greek consumers shop online
A clear majority of Greek consumers now shop online, and the habit keeps intensifying. Findings from the latest Greek eCommerce Survey, conducted by the Hellenic eCommerce Association and the Electronic Business Laboratory, show that 77.6% of respondents purchase products or services online frequently or very frequently – a slight increase over the prior year’s reading.[4] Digging into Greek consumer online shopping habits, 75.4% agree that online shopping gives them more time for other activities, while 74.2% believe it helps them secure better value.
U.S. government trade research adds a broader lens, noting that 86 percent of Greeks are internet users and 58 percent are online shoppers, with 58 percent of consumers making at least one purchase per quarter.[5] Clothing and footwear top the list at 75.7%, followed by accommodation bookings, travel services, and food delivery – evidence that eCommerce has become a routine habit rather than an occasional convenience for most Greek households.
Why is mobile commerce growing in Greece
Mobile commerce adoption in Greece keeps accelerating because network infrastructure, payment rails, and shopper habits are converging at the same time. Smartphones captured 64.71% of transactions in 2025, a shift Mordor Intelligence links to fifth-generation networks that now cover between 94% and 99.8% of the Greek population, supporting richer product imagery, livestream demos, and near-instant in-app checkout.[1] Retailers are redesigning for thumb-friendly navigation, biometric login, and one-tap payment, because keeping shoppers on a handheld screen longer converts directly into more sales.
Social commerce is amplifying the same shift. Greek buyers increasingly discover products through short-form video before ever visiting a retailer’s website – a trend platforms are racing to capture, evident in the TikTok Shop launch in Greece, which gave local sellers an in-app checkout path. Rising adoption of BNPL among Greek Gen-Z shoppers is reinforcing mobile as the default entry point into the funnel.
Payment methods used in Greek online stores
Card payments still lead the mix of payment methods used in Greek online stores, but the balance is shifting. Cards accounted for 60.42% of transaction value in 2025, whereas digital wallets are projected to grow at a 13.65% CAGR through 2031 as biometric authentication and one-click checkout win over younger shoppers.[1] Greek payment provider Viva Wallet has moved to capture this shift directly, embedding buy-now-pay-later functionality into merchant checkouts to lift conversion among budget-conscious buyers.
Cash-on-delivery has not disappeared, and you should plan for it if you sell outside Athens and Thessaloniki: it remains the fallback for risk-averse, first-time shoppers in smaller towns and island communities, adding cash-handling costs and failed-delivery risk to fulfilment budgets until trust in prepaid methods grows further.
Which product categories sell best online in Greece
Food and beverages currently lead Greece eCommerce market segmentation by category. Food & beverages commanded 26.88% of the Greece eCommerce market size in 2025, and beauty & personal care is advancing at an 11.92% CAGR over the forecast period, helped by AI-driven skin-analysis tools that build personalized product bundles for shoppers who increasingly value ingredient transparency.[1]
Consumer electronics remain high-volume, sustained by flash-sale promotions and real-time inventory feeds, while fashion faces a structural headwind: return rates near 30% are pushing retailers toward 3D sizing guides and augmented-reality fitting tools to protect margins.
| Category | 2025 market position |
|---|---|
| Food & beverages | Largest share, about 27% of B2C value |
| Beauty & personal care | Fastest growth, about 12% CAGR |
| Consumer electronics | High-volume, flash-sale driven |
| Fashion & apparel | High return rates, near 30% |
What is driving eCommerce growth in Greece
Several forces are compounding at once, and the impact of tourism on Greek eCommerce sales is among the most distinctive. Foreign arrivals have pushed past pre-pandemic levels, and affluent visitors increasingly keep buying Greek goods online after returning home, prompting brands to add duty-paid international shipping and multilingual support; cross-border commerce now accounts for 30% of Greek online shoppers, with Germany, Italy, and China ranking as top source markets.[1]
With Greek SMEs shifting to online sales channels, digitalization incentives have become the second major lever. The 200% super-deduction for qualified digital expenses lowers entry costs for small merchants and creates a predictable payback period for web-store investments, and uptake has been strongest among independent electronics and fashion retailers that previously relied on foot traffic alone.[1] A recent survey of Greek online merchants found that over half spend under €1,000 on content production, leaning on paid advertising to drive growth instead – a pattern worth studying in this breakdown of Greek eCommerce merchant spending habits.
Among popular eCommerce platforms in Greece, local marketplace Skroutz anchors product discovery, while retailers such as Kotsovolos, Plaisio, and e-shop.gr compete alongside international entrants like Amazon, AliExpress, and Temu, sharpening both price competition and service quality across the market.
Greece eCommerce regulations and VAT rules
Any business selling online into Greece works under a layered EU-and-national compliance stack covering VAT, consumer protection, and platform governance. Since July 1st, 2021, the VAT eCommerce package has covered distance sales of goods to private consumers in shipments valued up to 150 euros, abolishing the VAT exemption for imports not exceeding 22 euros so that all imports of goods are now subject to VAT regardless of value.[2]
Sellers exceeding the EU-wide threshold of €10,000 for cross-border B2C goods or digital services must register for VAT or use the EU One-Stop Shop scheme.[3] Domestic sellers register and file through Greece’s TAXISnet/myAADE systems, and retail receipts must carry specific identification and VAT-rate details regardless of checkout language. Build VAT logic into your checkout flow early, since the standard rate applies unless a transaction qualifies for a reduced-rate exception.
Logistics and delivery challenges in Greek eCommerce
Fulfilling eCommerce orders across Greece means solving two very different problems at once: dense urban delivery in Athens and Thessaloniki, and fragmented, ferry-dependent delivery across dozens of inhabited islands. Automated parcel machine availability remains below European norms, at 712,170 inhabitants per unit, yet expansion plans target a 50% improvement by 2027.[1] Courier networks such as ACS are installing parcel lockers at commercial and public locations such as supermarkets, parking stations, and gas stations and shrink last-mile distances, while coastal and island regions still lag mainland delivery speed even as tourism drives premium demand in destinations like Mykonos, Santorini, and Crete.
For a practical look at how local operators are solving these exact bottlenecks, see this roadmap for turning local frictions into Balkan eCommerce success.
How does Greek eCommerce compare to other European markets
A side-by-side comparison of Greek eCommerce with other EU markets shows growth outpacing much of the region, even though online-shopper penetration still trails Western Europe. In 2025, while 95% of EU citizens aged between 16-74 years used the internet in the last 12 months, 78% bought or ordered goods or services online – up from 62% a decade earlier – while Greek participation sits meaningfully lower, reflecting a later digital-retail take-off.[6] What Greece lacks in penetration, it makes up in pace: a forecast CAGR near 9.38% through 2031 outpaces many mature Western markets already plateaued closer to single digits.
Against the wider Balkan region, Greece looks like a mature market bordering less-penetrated neighbors growing even faster off a smaller base – a dynamic explored in this strategic guide to Balkan market expansion. That gap is an invitation: infrastructure, payment habits, and consumer trust built here translate with only modest adaptation into neighboring Southeast European economies, making Greece a credible launchpad for your next expansion.
References
- Mordor Intelligence. Greece eCommerce Market Size, Forecast Report, Growth Trends 2026 – 2031
- ΑΑΔΕ (Independent Authority for Public Revenue). eCommerce
- Avalara. Greek VAT rates and VAT compliance
- Athens Times. Greek eCommerce Trends 2025
- International Trade Administration. Greece Country Commercial Guide: eCommerce
- Eurostat. eCommerce statistics for individuals