In 2026, Greece's average online order value has risen to €85, reflecting increased consumer confidence and a shift towards premium products. The total e-commerce revenue is projected to reach $12.5 billion, driven by expanding internet access and digital payment options. With over 4.2 million online shoppers, Greece's digital retail landscape is rapidly evolving, especially through mobile devices which account for 68% of transactions.
The e-commerce penetration rate stands at 52%, indicating that more than half of Greek consumers shop online regularly. The growth is supported by improved logistics infrastructure and government initiatives promoting digital commerce. As the market matures, local businesses are increasingly adopting innovative online strategies, further boosting the sector's potential for sustained growth over the next few years.