Significant preference for digital payments, mainly for transactions over 20 euros, shows Gen Z in Greece, according to a research assigned by VISA at the ERC Institute for the evolving landscape of digital payments and the behavior of Greek consumers aged 17-30 years.

Specifically, more than half of the respondents (56%) combine markets from both the internet and in physical stores. In terms of payment methods, almost 8 out of 10 use digital payments mainly, while cash is still used by about 40% of those who choose to shop in physical stores.

Significant preference in digital payments for transactions over 20 euros

While cards and cash are preferred almost as much for transactions up to 20 euros, digital payments have a significant lead for amounts of 21 euros or more. Specifically, they are selected by 75% for purchases between € 21-50 (compared to 25% of cash), with this percentage increasing to 82% for purchases between 51–100 euros and 84% for purchases over 100 euros.

Regular purchases on the internet and individual research

The survey also highlights the growing trend for online markets by Gen Z, with 28% of respondents shopping 1 or more times a week and 42% once or twice a month. Although 38% tends to shop via social media, this is not done systematically.

Among the key factors affecting purchasing behavior are personal research on websites and shopping platforms with 35%, followed by social media ads (16%) and store ads (16%).

According to respondents, traditional advertising (newsletters, television ads, push notifications in applications), as well as influencers have a lesser influence on the markets of this age group.

65% feel insecure about purchases from unknown or new websites

In terms of online transactions, 65% of participants feel insecure when purchasing “unknown or new websites”. Following are markets from international marketplaces and social media, with 9% and 12% respectively, as the least reliable channels.

THE Nikos PetrakisVisa’s country manager in Greece, said: “For us in Visa, understanding Gen Z’s special purchasing habits and preferences is a matter of vital importance. This generation shapes the future of trade and we are here to provide experiences tailored to its needs. With innovative and secure payment solutions, we aim to make their purchases not only comfortable but also pleasant. Our goal is to create an environment of uninterrupted and safe markets that respond to Gen Z values ​​and ambitions and helps businesses remain competitive. “

“It is encouraging to discover that Gen Z chooses, to a large extent, digital payments as the main transaction method for the speed and ease they provide no matter where it is shopping, while online markets and social media shows important commercial opportunities here to support.”

OR Valia AranitouScientific Director of the ESEE Institute and Associate Professor of the NRC, said: “Digital payment media are highlighted in a major protagonist in the daily life of Gen Z, regardless of a category of consumption, both in physical and online stores. This generation is particularly familiar with online markets, with the majority of having no difficulty in completing them. At the same time, convenience and speed are very important factors for both those who mainly shop online and those who combine markets from physical and online stores. Finally, what is of particular interest is that Gen Z is mainly based on individual internet research on its markets, with social media to follow less intensity. International marketplaces markets seem to be of a non -systematic nature. “

Research methodology

The survey was conducted by the ERC Institute on behalf of Visa Greece, with the aim of examining consumer habits and ways of paying Greeks of Gen Z, aged 17 to 30 years. With nationwide coverage and a sample of 600 people, the data was collected by telephone interviews from 3 – 25 February 2025.