e-Commerce Market Analysis

The eCommerce market in Greece

Greece is the 46th largest market for eCommerce with a revenue of US$2 billion in 2019, placing it ahead of Hungary and behind Singapore.

With an increase of 16%, the Greek eCommerce market contributed to the worldwide growth rate of 13% in 2019. Revenues for eCommerce continue to increase. New markets are emerging, and existing markets also have the potential for further development. Global growth will continue over the next few years. This will be propelled by East and Southeast Asia, with their expanding middle class and lagging offline shopping infrastructure.

The eCommerce market includes online sales of physical goods to a private end user (B2C). Included in this definition are purchases via computer as well as mobile purchases via smartphones and tablets. Excluded from the definition of ecommerceDB are the following: digitally distributed services (e.g., travel tickets), online stores dedicated to digital media downloads or streams, online stores dedicated to B2B markets, and sales between private individuals (C2C) within the eCommerce market.

The eCommerce market in Greece

Top online stores

The biggest player in the Greek eCommerce Market is e-shop.gr. The store had a revenue of US$109 million in 2019. It is followed by public.gr with US$96 million revenue and plaisio.gr with US$79 million revenue. Altogether, the top three stores account for 10% of online revenue in Greece.

Store rankings are based on every store that generates revenue in Greece. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in Greece was considered.

One of the fastest-growing stores in the Greek market is jysk.gr. The store achieved sales of about US$10.9 million in 2019. Its revenue growth amounted to 150% in the previous year.

Top online The eCommerce market stores in Greece by eCommerce net sales 2019 in million US$ The table shows the stores that generate the highest revenue in the Greek market. For this evaluation, only revenue created in Greece was considered. Basis are all shops on eCommerceDB that operate in Greece.

# Store
1. e-shop.gr US$109m
2. public.gr US$96m
3. plaisio.gr US$79m
4. zara.com US$53m
5. kotsovolos.gr US$46m
The eCommerce market in Greece

Market size and growth rate

Revenue in 2019
US$2,302m
REVENUE
CAGR 2019-2023
12%
CAGR

Digital Market Outlook by Statista

The Digital Market Outlook presents up-to-date figures on markets of the digital economy. The comparable key figures are based on extensive analyses of relevant indicators from the areas of society, economy, and technology.
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Market expansion in Greece is expected to continue over the next few years, as indicated by the Statista Digital Market Outlook. It has been predicted that the compound annual growth rate (CAGR 19-23) for the next four years will be 12%. Compared to the year-over-year growth of 16%, this decrease suggests a moderately flooded market. Another indicator of market saturation is the online penetration of 69% in Greece; in other words, 69% of the Greek population have bought at least one product online in 2019.

Five categories are considered by ecommerceDB. Electronics & Media is the largest segment in Greece and accounts for 40% of the eCommerce revenue in Greece. This is followed by Toys, Hobby & DIY with 22%, Fashion with 16%, Furniture & Appliances with 16% and Food & Personal Care with the remaining 5%.

The eCommerce market in Greece

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