Online shopping: Greek consumers buy food, coffee and electronics

The “internetization” of food is a fact in the Greek market as well. The pandemic seems to have radically changed the way we buy food, as 7 out of 10 Greeks order food and coffee online.

The percentage of those who buy electronics online is about the same. Today, 65% of Greek consumers buy electronics, such as PCs and laptops, from the internet and not from physical stores.

Specifically, food delivery with an index of 0.77 and electronic items (0.70) show a significantly greater transfer of markets to the online environment.

At the other end, purchases for pharmacy items (0.43), garden items (0.33), car / bicycle accessories, pet products (0.36), supermarkets (0.35) and alcohol delivery (0.31) are mainly carried out in physical stores, even if this happens for different reasons in each category (eg bulky items, unavailability, prescription drugs).

These are the findings of a study by the Hellenic E-Commerce Association (GR.EC.A) and Truberries.

E-commerce is a growing trend

The online markets that have been established due to quarantine, seem to continue their upward trend even in parallel with the operation of physical stores.

According to the survey, in the immediate aftermath of the removal of the lockdown (May 2021), consumers say they are ready to continue shopping from online stores (94%), while 14% of the total sample say they are ready to increase the frequency of purchases.

Purchase criteria

For the majority of consumers (60%), having the product at the cheapest possible price is not the main criterion for online store preference. Nevertheless, it is definitely considered as a criterion when choosing an online store for 63% of consumers. The consumer’s anxiety to be the product as shown on the site shows an index of 0.55, showing that this reason has almost the same influence as the price (0.63).

The power of the cheapest price is found in a wider range in the 45-54 age group. The 18-24 age group is the one in which the interest for free shipping of the order is maximized.

The reference to free shipping is mainly seen as a common / expected practice, rather than as a distinct competitive advantage for the store that promises 7 out of 10 consumers who can recall shipping costs for their latest online order, say they did not pay they, but the store did. So, as the important thing (ie the free shipping costs) is so widespread, it is not a differentiating element but almost a requirement.