E-commerce is growing and maturing, with Greek consumers making a marked presence in the sector, ELTRUN, the e-commerce laboratory of the Athens Economics University said in its annual survey.
The survey was based on a sample of 1,910 Greek online consumers and showed that a 29 percent of online consumers made more than 50 percent of their total purchases online in 2016, up from 25 percent in 2015 and 9.0 percent in 2014.
The survey also showed that six out of 10 consumers made more than 80 percent of their online purchases from local e-shops in 2016, up from five out of 10 in 2015.
This increase is attributed to the imposition of capital controls and the dynamic operation of thousands of local e-shops in all categories of products and services. Greek consumers, however, enjoyed one of the highest percentages of purchases in Europe from foreign e-shops, with around 30 percent. Also 51 percent of consumers used credit cards for their online purchases in 2016, up from 44 percent in 2014.
The five top categories for online purchases remained unchanged from 2015. Travel services topped the list with an 84 percent, followed by hotel reservations at 70 percent, equipment and accessories at 69 percent, entertainment tickets at 69 percent and clothing/footwear at 62 percent.
Online food delivery grew 5.0 percent this year, while payment of bills rose 9.0 percent, car rental grew 7.0 percent and supermarket sales rose 6.0 percent.
The majority of online consumers, 73 percent to be exact, said they preferred online purchases because they could find better prices. However, three out of 10 online consumers said they made a purchase through an e-shop but never returned for purchases again.