In Greece, online supermarkets are growing at more than three times the rate of physical stores, gradually shifting the balance in a market that still relies almost exclusively on sales from shop shelves.
In the nine months from January to September, online sales at six major chains rose 20.6%, compared with 6.5% at their physical stores, according to the latest NielsenIQ data.
The performance is even stronger compared with the same period in 2025. Online sales growth then “stood at” +10.9%, while physical stores recorded an increase of 8.3%.
In other words, in the space of a year, the online channel nearly doubled its growth rate, while the traditional network slowed.
According to NielsenIQ, online sales at Sklavenitis, AB Vassilopoulos, Masoutis, My Market, Chalkiadakis and ANEDYK Kritikos totalled €284.8m from the start of the year to 27 September, compared with €236m in the same period in 2025 and €212.8m in 2024.
Despite the acceleration, e-commerce accounts for just 3.2% of the six chains’ total sales. The corresponding share was 3% in 2025, 2.8% in 2024, 2.7% in 2023 and 2.6% in 2022.
For now, physical stores still account for almost €97 of every €100 spent at the six chains in the survey. However, the online channel is growing at more than three times the rate and gradually gaining share, even if that share remains in the low single digits.