85% of Greeks shop from Asian e-platforms: They defy the risks, prefer clothes, shoes, electronics and home goods

The picture is exacerbated by the volume of transactions: it is estimated that approximately 80,000 small parcels end up in Greece daily from platforms such as Temu, Shein and AliExpress, a figure that reflects a permanent and not occasional presence in e-commerce.

It is reasonable, then, for retail businesses to warn that the ongoing expansion threatens to derail the viability of a large part of the sector, while it can hardly be stopped by the imposition of the 3 euro fee per small parcel recently decided by the European Union alone.

Revealing study

The depth of this penetration is now reflected numerically. “Business Stories” today brings to the public a nationwide survey conducted by the Hellenic Business and Retail Association (SELPE) with the help of NielsenIQ on a sample of 800 people, where for the first time the penetration of Asian platforms and the behavior of Greek consumers are recorded in quantitative terms. And it reveals a phenomenon that is not only extensive, but also deeply entrenched in the consciousness and everyday life of users. According to the survey, 94% of consumers have made online purchases in the last 12 months, while 85% of them have already purchased from at least one platform outside the EU, such as Temu, Shein, AliExpress and Trendyol.

85% of Greeks shop from Asian platforms: They defy risks, prefer clothes, shoes, electronics and household goods
From the recent visit of a SELPÉ delegation to the European Parliament, where it had meetings with MEPs and Commission executives

Temu and Shein are the leaders in recognition, with almost 40% of participants spontaneously mentioning them as brands outside the EU - an indication that they have made a strong mark on the Greek market, mainly through social media and pricing.

Even more indicative is the frequency of purchases: 3 out of 10 users buy at least once a month from these platforms, with monthly purchase rates reaching 28.7% for Temu, 28.2% for Trendyol, 26.5% for AliExpress and 23.1% for Shein. Therefore, we are not talking about occasional use, but about a core of repeat customers, which creates a steady flow of orders - and combined with the 80,000 shipments per day, it shows the intensity of the phenomenon.

Preferences and wallet

The survey also captures the dominant product categories. Fashion and clothing are the strongest choice, accounting for 29.5% of purchases, with Temu and Shein dominating this field. This is followed by home and decoration items with 17.5%, accessories and small items with 12.6%, electronics with 10.6% -where AliExpress has the highest penetration- and beauty products with 9.2%.

In terms of spending, the picture is equally revealing: the average annual online spending of Greeks amounts to 519 euros, with 244 euros going exclusively to platforms outside the EU. In other words, 45% of the digital wallet of the Greek consumer leaves the European market!

85% of Greeks shop on Asian platforms: They defy the risks, preferring clothes, shoes, electronics and home goods

This shows something crucial, that these platforms are no longer an “alternative”, but have become the main low-cost shopping channel.

The paradox

Despite high usage rates, survey participants have significant concerns about product quality, safety and compliance:

■ 7 out of 10 buyers acknowledge that platforms may not comply with European standards.

■ 6 out of 10 consider these standards “very important”.

■ Trust is rated as moderate, with 4 out of 10 reporting high satisfaction but no corresponding trust.

Nevertheless, they respond that low cost remains the number 1 selection criterion! Buyers place greater importance on price, while non-buyers focus on security, quality and data privacy.

An interesting finding is the attitude towards potential regulations. Almost 40% say they would stop shopping if the price increased due to tariffs and 1 in 3 is positive about a special fee per order - mainly those who do not buy. In other words, the Greek consumer shows that he is aware of the risk, but accepts it as long as the price remains low!