E-Commerce Trends: What Greeks Buy Online

Arecent 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.

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

1. Clothing (48%)
2. Food Delivery (43%)
3. Beauty Products (39%)
4. Shoes (37%)
5. Pharmacy Items (33%)
6. Home Electronics (31%)
7. Computers and Mobile Phones (31%)
8. Physical Media (24%) – CDs, books, movies, games
9. Accessories (23%) – jewelry, watches, gloves, bags, hats
10. Groceries (15%)
11. Pet Products (14%)
12. Children’s Clothing and Toys (14%)
13. Automotive and Motorcycle Parts (12%)
14. 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)