Online shopping has become a defining part of everyday life in
Online shopping has become a defining part of everyday life in Greece, with 97% of internet users making purchases electronically, according to the annual e-commerce report by Nexi Greece, part of the Nexi Group.
Debit cards lead the way
Debit cards have surged as the most popular payment method, accounting for 57% of transactions in 2024, up from just 9% in 2023—a 48% increase. PayPal follows with 49%, while digital wallets such as Apple Pay and Google Pay are steadily gaining ground. Security (71%), speed (56%), and ease of use (49%) rank as the top factors influencing payment choices.
What Greeks buy online
Fashion tops the list of online purchases, with 50% of consumers buying clothing. Food delivery and takeaway come next (45%), followed by pharmacy products (37%). Beyond preferences, spending patterns also reveal strong growth: in 2024, online spending in Greece reached €29.4 billion. Of this, €9.1 billion went to travel and accommodation, €6.5 billion to services, €5.6 billion to fashion, €5.1 billion to household items, and €3.1 billion to everyday products.
Strong preference for local e-shops
Greek consumers are increasingly supporting domestic online retailers. In 2024, 78% reported preferring local e-shops, compared with 49% in 2023.
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