E-commerce growth slows in 2026

Α slowdown in the growth of e-commerce in Europe was recorded in the European E-commerce Report 2026.

According to the report, European B2C e-commerce reached €911 billion in 2025, marking a 7% increase.

In 2026, turnover in European B2C e-commerce is expected to rise by 5% to €961 billion, with growth forecast to slow across several regions.

The profile of the Greek online consumer

In Greece, according to FocusBari data, eight in 10 Greeks shop online regardless of age. Some 80% of Greek internet users aged 16-64 made an online purchase in the past six months.

Millennials make the most purchases (29 in average) over a six-month period, while also recording the highest overall spending, at €1,159 — about 34% more than Gen Z. Gen X follows with €989.

Clothing, footwear and food delivery are common online shopping categories across all three generations, with clothing ranking first (44% of Gen Z, 41% of Millennials and 43% of Gen X).

Beyond these categories, however, digital shopping baskets vary by generation, with Gen Z showing a stronger preference for transport and travel, spending an average of €305 on air tickets.

Millennials and Gen X show a preference for buying electronics online, spending an average of €263.

Debit cards remain the main payment method across all three generations, while Gen Z stands out for its use of digital wallets (41%), compared with 34% among Millennials and 26% among Gen X.

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