New survey: Eight in ten Greeks shop on online platforms based outside the EU
A nationwide survey conducted by NielsenIQ on behalf of the Hellenic Retail Business Association (SELPE) reveals that a significant majority of Greek consumers are purchasing products from online marketplaces based outside the European Union, with Asian platforms showing particularly high penetration.
According to the findings released by SELPE, 94% of respondents made online purchases over the past 12 months. Of those, 85% reported buying from at least one platform headquartered outside the EU—equivalent to roughly eight in ten Greek consumers.
Key findings of the survey include:
- Temu and Shein are the most recognizable and widely used platforms, with very high levels of consumer awareness.
- Around three in ten users of each platform make purchases at least once a month.
- The most commonly purchased items include clothing, household goods, small accessories, electronics, and gadgets.
- Low prices are by far the dominant motivation for shopping on non-EU platforms, outweighing all other criteria.
The survey shows that users of Asian platforms spend more online overall than non-users. Average annual spending on non-EU marketplaces amounts to €244, representing 45% of these users’ total online expenditure.
While four in ten users report high satisfaction with their purchases, overall trust remains moderate, accompanied by notable reservations. Non-users express very low levels of trust in such platforms.
Quality and safety remain major concerns. Six in ten consumers consider European quality and safety standards to be “very important,” while seven in ten users of non-EU marketplaces acknowledge that these platforms may not comply with EU standards. Despite this awareness, low prices continue to prevail as the main purchasing incentive.
The survey also indicates that nearly 40% of users would stop shopping on these platforms if prices increased due to tariffs. Meanwhile, about one in three consumers—primarily non-users—support the introduction of a special fee per order.
Regarding country of origin, most consumers correctly identify Temu and Shein as Asian platforms, while recognition is lower for Trendyol and AliExpress. Country of origin has limited influence on buyers but plays a greater role in the attitudes of non-buyers.
About half of users research platforms before making a purchase, while non-users seek significantly more information. Primary sources include Google searches, online reviews, sellers’ websites, and online communities.
According to the survey, the strong presence of non-EU platforms in Greece is driven mainly by aggressive low-price policies and extensive promotion through social media. Despite widespread use, consumers maintain serious concerns about product quality, transaction security, and personal data protection.
SELPE President Kostas Gerardos commented that the findings confirm what the retail sector is already experiencing as a structural distortion.
“The low prices are achieved through the absence of rules,” he said, noting that European and Greek retailers operate under heavy taxation, strict controls, and full compliance with EU regulations. “In contrast, many non-EU marketplaces operate outside this framework, without equivalent obligations or responsibility for the products they place on the European market.”
Gerardos added that targeted regulatory interventions could significantly influence consumer behavior, demonstrating the need for coordinated action at the European level.
“We are calling for equal rules for all—effective controls, tax and customs parity, and guarantees that every product entering the European market meets the same quality and safety standards,” he said. “Consumer protection and the sustainability of European retail cannot be addressed piecemeal; they require a unified, coherent, and effective European framework.”
