Food and Drink E-Commerce in Greece

PROSPECTS

Food and drink e-commerce to continue recording strong growth

Food and drink e-commerce recorded very dynamic current value growth in 2019, which is expected to continue throughout the forecast period. Food and drink internet retailing is relatively new in Greece, so the growth potential remains very high for the 2019-2024 period.

Food and drink e-commerce consumers tend to be younger people

According to a survey by IELKA (Research Institute of Retail Consumer Goods), consumers of food and drink e-commerce in Greece are mainly younger people in the 25-40 age group. They tend to be families with small children, young couples or bachelors living in big urban areas, although, to a certain extent, this is due to the fact that e-supermarkets mainly serve the big cities, as well as people on the lookout for offers, deals and discounts.

While food and drink e-commerce still has limited penetration, it has great potential

Food and drink e-commerce still has relatively low penetration levels in Greece, but is seen as having great potential. The rapid growth of online foodservice delivery – which can be considered as a major competitor for food and drink e-commerce – at the end of the review period, and its potential for further strong growth over the forecast period, both in Greece and globally, are indicative of the momentum of the channel.

COMPETITIVE LANDSCAPE

AB click2shop the leading food and drink e-commerce platform

Alfa-Beta Vassilopoulos is a well-established grocery retailer that operates the online platform AB click2shop. This was launched in 2017, driving the channel’s sales since then and increasingly persuading competitors in modern grocery retailers to set up their own such operations.

My Market expanding its operations across Greece

My Market has been in a strategic partnership with welovesupermarkets.gr – the first Greek online supermarket – since 2017 and has also since set up eshop.

Greek Supermarkets Sklavenitis to launch an e-shop

Greek Supermarkets Sklavenitis, the leading supermarket/hypermarket operator in Greece, is planning the immediate launch of its e-shop. In early 2019 the company launched its B2B (cash and carry) online shop, The Mart, and was planning to launch its retail online supermarket by the end of 2019, so as to gain from the strong momentum in food and drink e-commerce, particularly among younger consumers, and to ultimately claim a share similar to that it holds in physical stores.

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