The latest trends, habits and expectations of Greek consumers in online markets are recorded by ‘E -Commerce Research 2025’, conducted by the Hellenic E -Commerce Association (GRECA) and the Electron Business Lab (Eltrun) of the Athens University of Economics and Business, under the auspices of Equality NGO. The survey was conducted through an electronic questionnaire on a sample of 800 Greek consumers making online shopping.

According to the results of the survey, 55% of consumers states that would not buy from a store that does not inspire confidenceeven if it had lower prices. Necessary elements: clear terms, telephone support, return capability, secure payments.

At the same time, “mature buyers” determine the strategy. This consumer group spends up to 80% more on online shopping and chooses on experience, service and reliability – not just the offer.

At the same time, 8 out of 10 e-shoppers first visited a physical store before the online purchase, while 7 in 10 purchased a physical store with first research online.

The conclusions of the survey show that immediate and effective service against and after the purchase is considered critical by 65% ​​of the public and 72% of mature users.

Although almost half consumers find interesting products via social media, 62% do not trust purchases through them, confirming the need for security and certification.

In her statement, Dr. Katerina Fraidakis, President of the Board of Hellenic E -Commerce Greca said: “This year’s annual e -commerce survey conducted by Greca, the E -Commerce Laboratory – Eltrun, with the support of Equality, is coming to a critical parameter for their marketplace. One of the key conclusions of this year’s study is the enhanced importance of mature online buyers – consumers who have experience, familiarity with digital media and clear expectations of their purchasing experience. “