E-commerce in Greece

E-commerce

E-commerce market: According to a study by the Greek E-Commerce Association (GR.EC.A.), online retail turnover amounted to EUR 4 billion in 2017, almost 2% of the country’s GDP. There are more than 6,500 e-shops in Greece. Popular e-shops include Amazon, eBay, Amazon third parties, e-shop, Plaisio, Public, and Skroutz. More specifically, Amazon and its third party merchants continued to lead internet retailing in Greece, recording a combined value share of 12%, followed by eBay at 8%. Cross-border commerce in Greece accounts for 30% of total online purchases and estimates show that 54% of buyers prefer e-shops based in the UK, followed by China (47%), the U.S. (34%), and Germany (21%) (US Department of Commerce).
Social media: In 2017 Greece had 5.3 million active social media users (+10% from the previous year), slightly below half of the entire population. Of these, 4.4 million access social media through smartphones (+16% since 2016). According to a survey by the Reuters Institute, Greeks have the lowest levels of trust in news and express concerns about business and political influence over editorial content, which is the main reason why they often recur to social media to obtain information. Facebook is the main social network with around 5 million active users (of which the majority - 53% - are male). According to an annual research study on social media and digital marketing conducted by the Economic University of Athens (ELTRUN), 19% of the population interact with businesses’ pages on Facebook. Another very popular social media platform is YouTube, while the popularity of Twitter is also increasing. The most used messaging platform is Messenger, followed by WhatsApp.

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