e-Commerce Market Analytics

The eCommerce market in Greece

Greece is the 48th largest market for eCommerce with a revenue of US$3.6 billion in 2021, placing it ahead of Romania and behind Peru.

With an increase of 20%, the Greek eCommerce market contributed to the worldwide growth rate of 15% in 2021. Just like in Greece, global eCommerce sales are expected to increase over the next years. As new markets are emerging, global growth will continue over the next years. This development will be propelled by East and Southeast Asia with their growing middle class and their lagging offline infrastructure.

With a yearly growth rate of 8% between 2021 and 2025, Greece is even expected to outperform the global average of 6%.

The eCommerce market in Greece

Top online stores

The biggest player in the Greek eCommerce market is kotsovolos.gr. The store had a revenue of US$181 million in 2021. kotsovolos.gr is followed by zara.com and public.gr as the second- and third largest stores with US$137 million and US$135 million, respectively. Altogether, the top three stores account for 10% of online revenue in Greece.

Store rankings include 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 maccosmetics.gr. The store achieved online net sales of about US$5 million in 2021. Its revenue growth amounted to 105% in the previous year.

More information on the top 100 online stores in Greece can be found in our ecommerceDB Country Report.

Growth champions:
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Top online eCommerce stores in Greece by eCommerce net sales 2021 in million US$

# Store
1. public.gr
US$135.4m
2. zara.com
US$103.5m
3. e-shop.gr
US$100.3m
4. plaisio.gr
US$95.4m
5. hm.com
US$82.7m

The eCommerce market in Greece

Market size and growth rate

Revenue in 2021
US$4,259.2m
REVENUE
CAGR 2021-2025
10.6%
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.

Visit Statista.com

The eCommerce market in Greece is expected to increase over the next few years, as indicated by the Statista Digital Market Outlook. It has been predicted that the compound annual growth rate for the next four years (CAGR 21-25) will be 8%. Compared to the year-over-year growth of 20% between 2020 and 2021, this decrease in yearly growth suggests a moderately flooded market. However, an indicator of growth potential is the online penetration of 47% in Greece; in other words, 47% of the Greek population have bought at least one product online in 2021.

Five categories are considered by ecommerceDB. Fashion is the largest segment in Greece and accounts for 31% of the eCommerce revenue in Greece. It is followed by Electronics & Media with 24%, Food & Personal Care with 20%, Toys, Hobby & DIY with 16%, and Furniture & Appliances with the remaining 9%.


The eCommerce market in Greece

Top shipping service providers

In Greece, ACS is the most frequently offered delivery service provider among online stores. Of those stores indicating which service they use to transport their goods, 32% cited ACS as one of their providers. Moreover, Geniki Taxydromiki and ELTA are among the top three shipping service companies offered by online retailers in Greece, at rates of 16% and 14%.

Shipping information is based on orders from the store's main country, which is defined as the one where the store generates most of its online revenue. As a result, only stores that generate more net sales in Greece than in any other country are taken into account. Furthermore, only stores that provide information about their shipping providers can be considered.

Competitor analysis of shipping service providers in Greece

# Shipping service provider
1. ACS
32.0%
2. Geniki Taxydromiki
16.0%
3. ELTA
14.0%