Nexi research shows preferences of Greek online consumers
Payments through cards total 57%, followed by Pay Pal (49%), while digital wallets (Apple Pay, Google Pay) are registering a rising trend. The choice of payment rests mostly on security (71%), speed (56%) and ease of use (49%) as the most important reasons.
Online consumption in Greece relates to fashion (50%), followed by takeout and delivery food (45%) and pharmaceuticals (37%). At the same time, 78% of users says they prefer Greek e-shops and 64% are concerned about the environmental impact of their online purchases, with an emphasis on reduced packaging (54%), and more environmentally friendly return policies (36%).
According to the research report, the comparative data confirm the fast maturity of e-commerce in Greece.
Beyond the 3-percentage point rise in the number of Internet users who are making their purchases online, credit cards registered an impressive rise of 48% (57% in 2024 against 9% in 2023) and became established as the main payment method. At the same time, PayPal use rose by 11%, while the digital wallets of Apple and Google rose 12% each. Also impressive is the change in preference toward domestic online shops, with the number of consumers preferring them rising from 49% in 2023 to 78% in 2024 (a 29% rise).
The total value of e-expenditures is assessed at 29.4 billion euros in 2024, of which 9.1 billion euros relate to travel and accomodation, 6.5 billion euros to services, 5.6 billion euros to fashion and clothes, 5.1 billion euros to home goods, and 3.1 billion euros to products of daily use. E-commerce's strong economic imprint establishes it as a key pillar of the Greek economy.
"The results of this year's research confirm that e-commerce is now established as a dominant way of purchases in Greece," said Eleni Argyropoulou, head of Commercial at Nexi Greece. The company remains committed to its mission to "offer innovative and reliable solutions of digital payments, that cover the rising needs of the market," she added.
The research was conducted by Teleperformance for Nexi and is part of a wider report in countries where Nexi is present. In Greece, a total of 2,604 Internet users aged 18 go 79 took part.
AMNA
