The “eCommerce Research 2026,” conducted by the Greek eCommerce Association (GRECA), the ELTRUN Business Center of the Athens University of Economics and Business, under the auspices of the eQuality NGO, confirms that online shopping has become deeply embedded in the daily lives of Greeks.
Based on a survey of 600 online shoppers, the study highlights a mature and demanding digital market where e-commerce has evolved into a primary shopping channel.
The research reveals that 77% of Greek consumers now make online purchases “often” or “very often,” marking a continued upward trend from last year. The main incentives driving this digital shift remain convenience and lower cost.
Specifically, 75% of consumers report that online shopping frees up their time for other activities, 74% believe online shopping offers consumers better prices, while 64% enjoy the ease and speed of purchasing online.
Greek consumers show distinct preferences in their digital shopping carts. The most popular online purchase categories are clothing and footwear (76%), accommodation (73%), travel services (69%), ready-to-eat food delivery (65%), event tickets (63%), personal care items (59%), tech and gadgets (56%), as well as vitamins and food supplements (53%).
While the majority of shoppers spend up to €500 (about $580) monthly, there is a growing segment of consumers spending significantly more, with 6% spending between €1,000 (about $1,161) and €2,000 (about $2,322) a month.
To meet demands for speed and flexibility, fulfillment methods in Greece have evolved. Lockers have surged to become the most frequent delivery choice in Greece at 73%, surpassing traditional home delivery at 52%.
For payments, debit cards remain dominant at 67%, but mobile solutions like Apple Pay and Google Pay are experiencing rapid growth, and are now used by 34% of shoppers.
Trust remains a critical currency in the digital marketplace. Shoppers are most likely to trust e-shops backed by a known brand or large retail chain (73%).
Online shoppers in Greece also expect businesses to be able to provide customer service during and after a purchase (67%), have a well-designed and user-friendly website (67%), and maintain positive reviews across blogs and forums (64%), as well as clear terms of use and return policies (60%).
