Greek online shoppers are increasingly turning to e-commerce platforms outside the European Union, with recent surveys revealing a significant shift in consumer behavior. Approximately 80% of Greek consumers now prefer shopping on non-EU platforms, with competitive pricing emerging as the primary driver.
Detailed data shows that 94% of Greeks engaged in online shopping over the past year, with 85% making at least one purchase from a non-EU retailer. Asian platforms like Temu and Shein have gained particular traction, with nearly 30% of users placing monthly orders. Price has surpassed traditional factors like brand reputation and product quality as the dominant consideration in purchasing decisions.
The trend coincides with notable changes in consumer habits. Frequent users of these Asian platforms demonstrate significantly higher daily internet usage compared to average shoppers, suggesting deeper integration of e-commerce into daily routines.
Further analysis reveals that Greek consumers spend an average of €244 ($287) annually on non-EU platforms, accounting for 45% of their total online expenditure. This substantial market share underscores the growing influence of international e-commerce players in Greece while presenting new challenges for EU-based retailers.
The data highlights an urgent need for European businesses to reassess their competitive strategies. With price sensitivity dictating market trends, EU retailers must innovate to enhance the appeal of their products and services against the backdrop of intensifying global competition.