Greece E-commerce - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2026-2031)

The greece e-commerce market size was valued at USD 34.63 billion in 2025 and estimated to grow from USD 37.88 billion in 2026 to reach USD 59.23 billion by 2031, at a CAGR of 9.38% during the forecast period (2026-2031). This report is Segmented by Business Model (B2C, B2B), Device Type (Smartphone / Mobile, Desktop and Laptop, Other Device Types), Payment Method (Credit / Debit Cards, Digital Wallets, BNPL, Other Payment Method), B2C Product Category (Beauty and Personal Care, Consumer Electronics, Fashion and Apparel, Food and Beverages, and More). The Market Forecasts are Provided in Terms of Value (USD).

Greece E-commerce Market Trends and Insights

Surge in Mobile Shopping Driven by Widespread 5G Roll-out

Fifth-generation networks now cover 86% of Greek urban areas, enabling high-resolution images, livestream demos, and instant in-app payments that keep shoppers on handheld devices for longer sessions. Retailers prioritise thumb-friendly page layouts, biometric login, and accelerated checkouts because mobile constitutes the majority of visits and revenue in the Greece e-commerce market. Delivery fleets integrate GPS tracking into apps, letting customers follow couriers in real time, which raises satisfaction and repeat purchase rates. Advertisers run location-aware push campaigns that convert footfall into digital traffic within minutes of store exposure. As network coverage extends to secondary cities by 2027, incremental users will deepen penetration across the Greece e-commerce market.

Government’s “Digital Bible” Tax Incentives Accelerating SME On-boarding

The 200% super-deduction for qualified digital expenses lowers entry costs for small merchants and creates a predictable payback period for web-store investments. Uptake has been strongest in electronics and fashion micro-retailers that previously relied on neighbourhood foot traffic. Cloud providers and payment gateways are bundling discounted packages to align with the subsidy rules, further easing adoption. Regional chambers of commerce report improved digital skills after the government funded targeted training courses. As more SMEs list products online, inventory variety on domestic marketplaces rises, encouraging consumers to consolidate spending within local platforms and boosting the Greece e-commerce market.

High Return Rates in Fashion Category Eroding Profitability

Return levels near 30% strain working capital, warehouse throughput, and sustainability targets. Size uncertainty and colour mismatch remain the top triggers, prompting retailers to pilot augmented-reality fitting rooms that overlay garments on user images. Some platforms reward shoppers who keep items with loyalty points, nudging behaviour while protecting margins. Courier firms are offering discounted reverse-logistics bundles to large merchants, yet smaller sellers bear higher per-unit costs. The issue underscores the importance of accurate product data and predictive sizing algorithms in protecting profitability across the Greece e-commerce market.

Other drivers and restraints analyzed in the detailed report include:

• Rapid Growth of Omnichannel Click-and-Collect Services
• Tourism-Led Luxury Spend Propelling Cross-Border Orders
• Persistent Preference for Cash-on-Delivery Elevating Costs

Segment Analysis

The B2C segment generates 87.44% of the Greece e-commerce market. Widespread mobile literacy, secure payment rails, and rich product content make online retail the default for electronics, groceries, and fashion. Consumer expectations for free returns and next-day delivery continue to climb, pressuring margins yet widening addressable demand. In contrast, B2B online procurement is valued lower today but is forecast to expand at a 12.35% CAGR as enterprises digitise sourcing and seek volume discounts through electronic catalogues. Government subsidies for SME digital platforms reduce the payback period for suppliers, and corporate buyers increasingly integrate e-invoicing, which streamlines reconciliation. Consequently, B2B will represent a rising share of the Greece e-commerce market size across the forecast window.

Large wholesalers adopt punch-out catalogues to interface with enterprise resource planning systems, cutting manual order entry. Freight forwarders negotiate dynamic pricing by pooling B2B volumes, improving delivery reliability to regional warehouses. Marketplaces are onboarding industrial supplies, safety equipment, and raw materials, moving beyond office stationery. Digital credit assessment tools shorten supplier onboarding cycles, while embedded financing options support bulk purchases. The interplay of automation and financing innovation positions B2B as a structural growth lever inside the Greece e-commerce market.

Smartphones account for 64.71% of transaction value in 2025. Retailers optimise imagery compression and biometric authentication to keep checkout within two taps. Push notifications with personalised promotions drive repeat traffic during off-peak hours, smoothing server loads. Larger screen real estate on foldable devices encourages higher average order values for furniture and electronics. Other connected devices, including wearables and voice-enabled home assistants, grow from a low base at a 12.74% CAGR as consumers embrace ambient commerce. Laptops remain relevant for complex B2B orders requiring detailed specification comparison, supporting a balanced device mix within the Greece e-commerce market.

5G edge computing supports augmented reality overlays that preview furniture in real scale through mobile cameras, improving conversion. Retailers integrate low-code app builders to iterate features rapidly and align with evolving OS guidelines. In-app wallets autofill loyalty points, while context-aware chatbots resolve queries without redirecting to desktops. These user-experience advancements reinforce mobile’s primacy and anchor the Greece e-commerce market size gains attributed to handheld devices.

Complete Report Scope:

• By Business Model
  • B2C
  • B2B
• By Device Type
  • Smartphone / Mobile
  • Desktop and Laptop
  • Other Device Types
• By Payment Method
  • Credit / Debit Cards
  • Digital Wallets
  • BNPL
  • Other Payment Method
• By B2C Product Category
  • Beauty and Personal Care
  • Consumer Electronics
  • Fashion and Apparel
  • Food and Beverages
  • Furniture and Home
  • Toys, DIY and Media
  • Other Product Categories

List of Companies Covered in this Report:

• Skroutz S.A.
• RetailWorld S.A.
• Plaisio Computers S.A.
• Kotsovolos (Dixons South-East Europe S.A.)
• e-shop.gr
• ABOUT YOU SE and Co. KG
• Inditex, S.A.
• Shein Group Ltd.
• Apple Inc.
• Amazon.com Inc.
• Temu (PDD Holdings Inc.)
• HandM Hennes and Mauritz AB
• Alibaba Group Holding Ltd. (AliExpress)
• Marks and Spencer plc
• JD Sports Fashion plc
• COSMOTE e-value S.A.
• Vicko S.A.
• IKEA (Fourlis Holdings S.A.)
• Notos Com Holdings S.A.
• Leroy Merlin (Groupe Adeo)

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support