Monthly spending on online purchases in Greece typically amounts to up to 500 euros, according to the “2026 E-Commerce Survey” conducted by the Hellenic E-Commerce Association (GR.EC.A) and the e-Business Laboratory (ELTRUN). However, at the same time, the percentage of those spending more than 500 euros per month is increasing.
It should be noted that as part of the survey, which was conducted under the auspices of the eQuality NGO, an online questionnaire was administered to a sample of 600 Greek consumers who shop online.
The findings indicate that e-commerce in Greece is continuing to mature, with consumers maintaining high levels of digital activity and steadily integrating online shopping into their daily lives. 77.6% state that they purchase products or services online “often” or “very often, ” a percentage slightly higher than in 2025, while just 0.5% state that they never shop online.
The main reasons driving online shopping remain time savings and better prices. Specifically, 75.4% agree that online shopping frees up more time for other activities, while 74.2% believe they get better prices. At the same time, 64.2% of participants rate the speed of online shopping positively.
Before making an online purchase, consumers primarily look for information on:
- Pages with user reviews
- Company websites
- Price comparison sites
- They ask their friends
- Social media
An interesting finding from the survey is that 1 in 2 shoppers uses price comparison websites and marketplaces for more than half of their purchases.
What do consumers trust most?
When it comes to trust, consumers appear to trust e-shops with a well-known name or affiliation with a large chain (72.8%) immediate pre- and post-purchase service (67.1%), a well-designed and user-friendly website (67%), as well as positive reviews on blogs and forums (63.7%). Certification by an independent body has increased significantly compared to 2025, reaching 46.5%, while the GRECA Trustmark is recognized as a trust factor by 29.3%.
Regarding payment methods, the debit card emerges as the most popular choice, as it is typically used by 67.3%, while the use of Apple Pay / Google Pay is notable at 34.4%.
What are the most popular shopping categories
At the same time, the most popular online shopping categories include clothing and footwear at 75.7%, lodging at 73.3%, and travel services at 68.5%. This is followed by ready-to-eat food orders at 64.5%, tickets for events and concerts at 62.7%, and personal care products at 58.9%.
On the other hand, regarding delivery methods, lockers are the most common option at 73.1%, surpassing even in-home delivery, which stands at 52.5%.
Overall, the survey indicates that e-commerce no longer serves as a supplementary channel but has become a primary shopping channel. Consumers appear to be seeking convenience, speed, better prices, and reliability. At the same time, trust is increasingly built through quality of service, transparency, reviews, and the online store’s reputation.