The Greek e -commerce market continues its explosive career, with the total value of online spending reaching € 29.4 billion in 2024, according to the annual E -Commerce Report in Nexi Greece. The penetration of the e-commerce is now almost universal: 97% of Greek internet users say it has made online purchases in the last month, and even at ages 65-79 the rate reaches 93%.

97% of Internet users are shopping online – turning on debit cards, rise to digital wallets – 8 in 10 prefer Greek e -shops

In the daily lives of Greeks, online markets have been consolidated in key sectors. 50% of consumers say they bought clothes in the last month, while 37% turned to pharmacy items and 45% to food delivery. Here are categories such as beauty products (30%), shoes (37%) and home equipment, with emphasis on electrical appliances (23%) and pet products (15%)

Expenditure analysis, travel and accommodation hold the first place at € 9.1 billion, followed by services (€ 6.5 billion), fashion (€ 5.6 billion), household items (€ 5.1 billion) and daily use products (€ 3.1 billion) the fact that services such as travel, streams, e-commerce beyond traditional goods.

Turn to Greek e-shops

One of the most striking elements is the explosive rise of confidence in the domestic market: 78% of consumers choose Greek online stores, compared to 49% in 2023. The increase of 29 percentage points in one year highlights the progress of Greek e-shops in terms of service, prices.

This trend reinforces the turnover of small and medium -sized enterprises, which in 2024 took a significant step in digital acceptance of payments with the universal POS installation.

Payments change character

The debit card is now the dominant payment method used by 57% of consumers in online markets. This is a spectacular rise, as only 9% chose it in 2023. The penetration of alternatives is also important: 49% uses paypal, 19% revolut and 17% Apple/Google Pay. Cash on delivery, though traditional, remains at 21%.

Interestingly, I use ‘I use’ and another ‘I prefer’: 34% of users say they prefer paypal, 25% debit cards and 12% of cash on delivery. This shows that the psychology of trust still plays a role, with international platforms maintaining a lead.

Consumer priorities

Security is the key factor in choosing a payment method for 71%, followed by speed (56%) and convenience (49%). Price is still strong incentive: 31% of respondents consider online shopping more profitable due to lower costs, while 18% estimate time savings and 15% comfort

64% of consumers say they are interested in the environmental impact of their online shopping. Over half (54%) ask fewer packaging, while 36% prefers environmentally friendly return procedures. Smaller rates are willing to receive a bicycle deliveries (20%) or even longer delivery times (15%) for viability.