According the report to the 2018 annual e-Commerce outlook study by the Eltrun Laboratory of the Athens University of Economics and Business, four million Greeks are expected to buy more than 5 billion EUR worth of goods and services online in 2019.
In 2019, 4 million Greeks are expected to create 5 billion EUR in e-commerce transactions. In the next few years, the Greek e-commerce market prospects for good development, is expected to break through the 5 billion EUR bottleneck.
The country’s online shopping population accounts for only 40% of the population, while in Europe’s mature e-commerce market, the proportion is more than 70%-75%.
Greek favorite online shopping category
The top online shopping categories included: accommodation (50%), travel services (46%), ready-to-eat food (43%), clothing (41%), electronics (40%), event tickets (39%), books (37%), household goods (36%), personal care (30%) and insurance (26%). No major changes are expected in the 2019 rankings.
The fastest-growing sales in 2018 were ready-to-eat food, which has created a 500 million euro online purchase. That’s because the Greeks ‘ latest online eating habits: 50% of online shoppers order food/coffee at home and 30% of online shoppers order at work. Other reasons include the eating habits of the new millennial generation, significant investments in digital services by large food delivery companies, and the effective expansion and delivery channels of smaller food delivery companies.
According to the Athens University of Economics and Business Report, more than 7,000 companies in Greece will now operate organized digital sales channels, 2/3 of which are medium or large enterprises (more than 10 employees) and 1/3 are digital as the main sales channel of small enterprises.
The further development of Greek digital commerce has also been confirmed. Nowadays, 85% of Greek online shoppers have more than 80% of their online shopping orders from Greek online shops. This situation is a huge leap from the mere 60% per cent in 2016.