Online sales in Greece are expected to record high speeds, with the domestic e-commerce running for the fourth fourth pace in Europe for the next three years. According to the latest ECDB data (European Consumer Data Base), e -commerce in Greece, in the next three years, will increase at an average annual rate of 10.5%, a performance that places Greece among European champions on electronic sales.

ECDB data shows that Georgia (at 15.8%), Bulgaria (with 13.6%) and Malta (with 11.3%): The three markets are expected to achieve the highest e -commerce growth rates in Europe. The same report shows that Greece, like the other three markets, leave behind countries with e-commerce, such as Spain (10.1%), Ireland (10%), Poland (9.6%) and Turkey (9.3%).

According to ECDB (European Consumer Data Base), online sales in Greece will run at an average annual growth rate of 10.5% in the next three years – the fourth fastest in Europe

The Greek market is distinguished for the rapid increase in online penetration, but also for the growing variety of products and services, which are digitally available. The fact that our country is one of Europe’s top five in terms of increasing online sales is a strong advantage for domestic businesses, investing in their digital transition.

What do they shop online

In Greece, as in the rest of Europe, fashion and electronics categories are starring online sales. However, there is an increase in demand in other categories, such as home items, food and cosmetics. The flexibility of Greek businesses to adapt to new consumer trends is an important advantage. According to the ECDB report, fashion remains the leading category in European e -commerce, with revenue of $ 149 billion in 2024, followed by electronics with $ 145 billion.

Greek consumers are now turning to digital platforms not only for fashion and electronics products, but also for home species, food, and even services.

Despite significant progress, Greece is still facing challenges in the field of e -commerce. The market is characterized by a relatively high concentration, with few large players holding a significant share, as in other southern European countries. The challenge for small and medium -sized enterprises is to differentiate and use new technologies to compete effectively.

European performance

E -Commerce in Europe – as evidenced by ECDB data – recovers consistently after the pandemic, with total revenue exceeding $ 700 billion in 2024, reaching $ 760 billion in 2025 and estimated to reach $ 901 billion by 2028. 5.8%, while in 2025 there is an increase of 7.2%in 2025.

However, worldwide, Europe is showing the lowest growth rate in e -commerce between large areas, with a projected 27% increase between 2024 and 2028, when Asia is expected to run with 43%, the US with 36% and Africa with 53%.