During the review period prior to the onset of the pandemic, mobile e-commerce retail current value sales expanded rapidly in Greece, but their rate of growth slowed significantly during 2020 and recovered only partially in 2021. As consumers spent much more time at home during 2020 and early 2021, they were more inclined to use tablets and desktop or laptop computers, rather than smartphones, to make online orders.
Viber is the most widely used instant messaging app in Greece, and it is frequently used by the likes of IKEA to communicate with consumers. A considerable number of consumers are willing to provide their mobile phone number to retailers in order to receive information on offers, discounts and new products.
As non-store based retailing remains underdeveloped in Greece in comparison with other Western European countries, many retail chains have yet to launch e-commerce apps, which impedes mobile e-commerce growth. However, digital loyalty apps are proliferating, with discounter Lidl particularly notable in this regard.
The rate of growth in mobile e-commerce will accelerate sharply during 2022 and remain in double digits for the rest of the forecast period. The current low penetration rate of mobile e-commerce provides significant room for growth.
Due to the growth potential for mobile e-commerce, and the increasing number of consumers using their smartphones to browse the internet and shop online, retailers are expected to increasingly invest in apps to facilitate shopping by consumers when they are on their phones. They will continue investing in their websites, upgrading them to be mobile-friendly and introducing easy to navigate apps for their customers to help boost transactions and overall sales.
Social networks like Facebook and messaging services like Viber, which are mainly accessed via smartphones, will increasingly be used to make online sales during the forecast period. These are particularly popular with younger consumers.
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Understand the latest market trends and future growth opportunities for the Mobile E-Commerce (Goods) industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Mobile Internet Retailing includes sales through mobile devices such as smartphones and tablets. Please note that these sales are also included in the Internet Retailing Channel. Mobile Internet Retailing is also known as m-commerce.See All of Our Definitions
This report originates from Passport, our Mobile E-Commerce (Goods) research and analysis database.
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