Despite electronic commerce in Greece having grown by about 25 percent on a yearly basis in the first nine months of the year, the sector remains particularly small in this country, at just 3.2 billion euros, at a time when the entire European market is worth some 350 billion euros, according to an annual survey conducted by the E-Business Research Center of the Athens University of Economics and Business (ELTRUN).
The eCommerce survey, which has been conducted annually over the last five years, estimates that the turnover of the market could rise to 6 billion euros under certain conditions. It has found that over one in three (35 percent) Internet users in Greece has made at least one online purchase this year. Most of the purchases were in the services sector, concerning travel services, accommodation, car insurance, telecommunications, event tickets etc.
The average value of online transactions amounted to 1,500 euros per user, while Internet consumers now have experience of five-and-a-half years on average. Two in every five users (40 percent) say they intend to increase their online purchases, while 20 percent say they will reduce them due to the financial crisis.