Greece's social commerce sector has seen rapid growth, with revenues reaching €1.2 billion in 2026. The increasing adoption of social media platforms for shopping reflects the country's digital maturity and shifting consumer preferences. A significant portion of the population, approximately 3.8 million users, engages in social commerce, with an average spend of €315 per user, indicating robust market activity.
The social commerce market penetration now stands at 45%, demonstrating widespread acceptance among Greek consumers. Over the past four years, the sector has experienced a 22% annual growth rate, driven by mobile adoption and the expansion of social media marketing. This trend underscores Greece's transition towards a more digitally integrated retail environment, promising continued growth in the coming years.