E-commerce gains ground thanks to the crisis

By Dimitra Manifava

Greek consumers are the biggest users of electronic commerce in the south of Europe despite the fact that the penetration of the Internet and of online shopping has been somewhat delayed in coming to Greece, according to a study by E-Commerce Europe – the association of European electronic sales firms – on electronic trade in the south of the continent.

The financial crisis appears to have radically changed Greeks’ consumer habits as ever more consumers are seeking bargains at electronic stores in or beyond Greece. Consequently, the average annual spending per Greek consumer in electronic trade in 2012 amounted to 1,347 euros, which is far above the region’s average per capita spending of 864 euros.

The margin for growth is huge, however, as e-commerce accounts for just 1.8 percent of all trade in the south of Europe, the same survey found.