Slovenčina 
Čeština 
Shqiptare 
Österreich 
België 
български 
Bosanski 
Українська 
Eesti 
Македонски 
Türkçe 
Deutsch 
Dansk 
Español 
Français 
Suomi 
Ελληνικά 
Hrvatski 
Magyar 
Schweiz 
Italiano 
Lietuvių 
Latviešu 
Nederlands 
Norsk 
Polski 
Português 
Română 
Srpski 
Slovenščina 
Svenska 
According to the Skroutz Black Friday 2024 Report, overall order volume across the platform remained nearly stable compared to the 2023 report, with a modest +1% increase year-on-year. Yet, the composition of those orders reveals a deeper transformation: purchases made through online marketplace channels surged by 30.7%, reflecting a growing preference for unified, convenient shopping ecosystems.
The average shopping basket value showed a steady trend—from €99 in 2023 to €98 in 2024—indicating that consumers are spending more broadly across categories rather than concentrating solely on high-ticket electronics.
E-Commerce and Consumer Behavior in Greece
Greece’s e-commerce landscape has undergone remarkable development over the past five years. With broadband penetration increasing and digital payment adoption accelerating, online shopping has moved from occasional to habitual. Events like Black Friday no longer attract only bargain hunters but also well-informed buyers who prepare in advance, compare prices, and rely on trusted digital platforms for purchase validation.
Payment preferences in 2024 confirm this growing digital maturity:
- 74% of transactions were completed via card payments
- 19.8% with cash on delivery
- 3% through “Buy Now, Pay Later” services
This marks a continuing shift toward electronic payments — a key indicator of the sector’s modernisation.
Moreover, deliveries via pick-up points rose to 29% of total orders (from 22% in 2023), underscoring a Greek-specific trend toward flexible last-mile solutions, especially in urban areas where consumers seek control over the time and location of delivery.
Key Shopping Categories
In 2024, Greek consumers showed broad interests across several categories:
- Home & Garden accounted for roughly 35% of total orders, reflecting household investment trends
- Technology followed with 31%, continuing to dominate in total turnover (≈ 36%)
- Health & Beauty and Fashion categories recorded 26% and 21% of orders respectively, with Fashion showing the highest proportion of discounted purchases (≈ 37.5%)
Source: Skroutz
These figures suggest that Black Friday in Greece has evolved beyond electronics, with consumers diversifying spending into lifestyle and personal care products.
The Broader Economic Context
The stabilisation of overall order volumes in 2024 also reflects broader consumer sentiment in Greece. Despite moderate inflationary pressures, shoppers remain active — but selective. Rather than impulsive buying, they’re seeking reliable offers, trusted sellers, and transparent information. Retailers who focus on credibility and customer experience are seeing greater loyalty beyond the November sales period.
Looking Ahead
Black Friday in Greece has become more than a day of discounts – it’s a performance test for the entire e-commerce ecosystem. From infrastructure to communication and logistics, the event now measures how efficiently the Greek digital retail market can meet rising consumer expectations.
According to Skroutz data for 2024, trust, convenience, and preparation matter more than ever. For e-shops and providers, this means planning ahead, being transparent with pricing, and investing in seamless delivery and after-sales experiences. As the Greek market continues to mature, those who approach Black Friday strategically — not just competitively — will be best positioned to turn short-term buzz into long-term growth.
