Prior to the onset of the pandemic, working from home (WFH) had been a rare in Greece, but during March 2020, companies were advised to switch employees to WFH in an effort to contain the spread of COVID19. As not all companies provided computers and peripherals to their employees, this drove strong growth in demand for computers (laptops, tablets and desktops) and, to a lesser extent, printers – particularly entry-level models.
The fact that schools also closed in March 2020 provided an additional boost to demand for computers and peripherals, as did the subsequent shift to home schooling. This contributed to demand growth for laptops and tablets in particular.
Surging demand and international supply chain disruption led to a sharp increase in the rate of growth in the unit prices of laptops and particularly tablets during 2020. During spring 2020 in particular, product shortages for entry-level products were acute.
Having surged during 2020 and particularly in 2021, retail current value sales of computers and peripherals will decline steeply during 2022 and continue to fall at a diminishing rate for the remainder of the forecast period. Even in 2026, retail current value sales will continue to contract – albeit marginally.
E-commerce had emerged as a significant distribution channel for computers and peripherals even before the onset of the pandemic, which accelerated its growth. Despite the fact that non-essential retail outlets are once operating normally again, e-commerce will continue to grow in importance during 2021 – accounting for almost a third of retail volume sales of computers and peripherals.
It remains to be seen if the WFH trend will outlive the pandemic in Greece. For most companies, this is not their preferred model, and a majority of them are likely to request employees to go back to the office once the government lifts its WFH recommendation.
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Understand the latest market trends and future growth opportunities for the Computers and Peripherals industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Computers and Peripherals research and analysis database.
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