Online Shopping Now Dominates Consumer Habits in Greece

Online shopping has become a defining part of everyday life in Greece, with 97% of internet users making purchases electronically, according to the annual e-commerce report by Nexi Greece, part of the Nexi Group.

Debit cards lead the way
Debit cards have surged as the most popular payment method, accounting for 57% of transactions in 2024, up from just 9% in 2023—a 48% increase. PayPal follows with 49%, while digital wallets such as Apple Pay and Google Pay are steadily gaining ground. Security (71%), speed (56%), and ease of use (49%) rank as the top factors influencing payment choices.

What Greeks buy online
Fashion tops the list of online purchases, with 50% of consumers buying clothing. Food delivery and takeaway come next (45%), followed by pharmacy products (37%). Beyond preferences, spending patterns also reveal strong growth: in 2024, online spending in Greece reached €29.4 billion. Of this, €9.1 billion went to travel and accommodation, €6.5 billion to services, €5.6 billion to fashion, €5.1 billion to household items, and €3.1 billion to everyday products.

Strong preference for local e-shops
Greek consumers are increasingly supporting domestic online retailers. In 2024, 78% reported preferring local e-shops, compared with 49% in 2023. Environmental concerns also influence choices: 64% consider sustainability when shopping online, prioritizing reduced packaging (54%) and eco-friendly return processes (36%).

E-commerce as an economic pillar
The rapid expansion of e-commerce is cementing its role in the Greek economy. “The results of this year’s survey confirm that online shopping has become the dominant purchasing method in Greece,” said Eleni Argyropoulou, Head of Commercial at Nexi Greece. She highlighted Nexi’s commitment to innovative and secure payment solutions, including the Nexi XPay platform, to support both merchants and consumers.

The survey was conducted by Teleperformance on behalf of Nexi, with 2,604 internet users in Greece aged 18 to 79 participating.