Infobank Hellastat has reported a significant growth in recent years in the domestic online market, mainly due to lower prices compared to conventional stores, and Greek consumers’ gradual familiarization with technology. An ELTRUN survey cited in Infobank Hellastat’s study, shows that in 2013 the sales in Greek and foreign e-shops by Greek consumers amounted to 3.2 billion euros, showing a 25% increase compared to the previous year while the market has grown even further in 2014, as the number of products bought by Greek consumers online increase by 10% throughout the year. Moreover, the frequency of on-line purchases has also increased from one per month in 2013, to three per two months in 2014. On-line consumers amounted to about 2.2 million in 2013, while in 2012 their number stood at 1.9 million, representing 35% of Internet users, compared with 70% in Western Europe. Furthermore, 60%-65% of purchases are made on Greek websites while 90% of European consumers prefer national websites for their purchases. Greek e-shops have upgraded their websites in regards to security of transactions, alternative payment methods, functionality, services and friendliness towards the consumer. According to ELTRUN, in 2014, 70% of Greek e-shops cite the transactions terms and conditions compared to 61% in 2012, while 68% of e-shops clearly state the privacy policy compared to 60% in 2012. In contrast, 10% of Greek e-shops have been deemed unsafe for transactions due to lack of corporate information. These deficiencies are causing many consumers to be suspicious of online shopping. Furthermore, payment upon delivery is the most common payment method — applied by 91% of e-shop, revealing the buyers distrust regarding secure transactions. Finally, 81% of Greek e-shops provide the possibility to use a credit card and 72% provide the possibility to use a debit card, both percentages have shown significant increase compared to 2012.
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