Electrical and electronic goods’ value reached 3 billion euros in 2025

The Greek electrical and electronic goods market reached 3 billion euros in value and 15.9 million in units in 2025, showing a decrease of 3% in value and 1.4% in units compared to 2024, based on NIQ data.

In 2026, as industry executives emphasized to “N”, the market sees high cost of living and, above all, uncertainty that inhibits any willingness to consume. The industry’s expectations are therefore placed on spending on equipment for new homes and renovations, although a mild slowdown in investments in home equipment on Airbnb is observed.

Traders in the sector believe that the feeling of insecurity will increase, especially towards the end of 2026, which will further burden consumption. Under these circumstances, the strategy of companies – suppliers and retail networks – focuses on improving profitability by integrating services beyond the sale of products, since there are no signs of an increase in turnover. Already, organized networks are following a steady pace in terms of the number of their stores.

At the same time, foreign networks from abroad, not from Northern or Central Europe, but from the Balkans, are reportedly seeking to expand into the Greek market, which creates the right conditions for a new restructuring in the sector. From the supplier side, Chinese brands in the sector are making a dynamic push into large product categories such as white goods, which is expected to change the image on store shelves.