Greek E-Commerce Market 2026: Trends, Opportunities & Foreign Brand Entry Strategy

1. The Greek E-Commerce Market — €7B+ GMV in 2026

For years Greek e-commerce was characterised as "small but loyal" — a sub-€2B niche relative to Italy or Spain. That description no longer holds. Between 2020 and 2026, Greek e-commerce roughly tripled, lifted first by pandemic-era habit formation, then sustained by a structural shift: card and mobile-wallet penetration crossed 80%, IRIS instant payments matured, and a generation of Greek shoppers who had been holdouts (the 45+ cohort) moved online for groceries, pharmacy and home goods.

The headline numbers for 2026:

• ~€7 billion annual GMV — multiple industry trackers (eCommerce Foundation, GRECA, Statista) converge in the €6.8–7.3B range for 2026
• 6.5 million online shoppers — roughly 75% of Greek internet users, in a country of ~10.4M residents
• 9–12% year-on-year growth — well above the Western European average (5–7%) and roughly in line with Poland and Portugal
• €1,000+ average annual spend per shopper — close to Italian and Spanish levels, well above Bulgaria or Romania
• Mobile share ~62% — Greek shoppers are heavily mobile-first, especially under 40

Category Mix

The dominant categories by GMV in 2026 are:

• Electronics & appliances — historically the #1 vertical, driven by Plaisio, Public, You.gr and Kotsovolos / Cosmote-e-Value cross-sell
• Fashion & footwear — Zalando, AboutYou and domestic Factory Outlet have moved a substantial share online
• Beauty & personal care — Hondos Center, Pharmacy295 and a long tail of niche cosmetics
• Home & garden — IKEA Greece, Praktiker, Leroy Merlin and local DIY chains
• Online grocery — AB Vassilopoulos, Sklavenitis and efood (Glovo) — fastest-growing sub-vertical in 2026–2026
• Pharmacy — pharmacy295.gr and a regulated set of online pharmacies; strong growth post-2023

Why Greece Is Underrated

Three structural factors make Greece more attractive than headline GDP suggests:

• Tourism uplift — 30M+ international visitors per year shop both during their stay and post-return; brands with a Greek storefront capture both flows
• Diaspora demand — significant Greek diaspora in Germany, Australia, the US and the UK drives cross-border purchases from Greek-domain sites
• EU-currency advantage — EUR pricing simplifies cross-border listings and OSS reporting versus PLN, HUF or RON markets

2. Greek Consumer Expectations — What Foreign Brands Get Wrong

Successful Greek market entry is less about scale than about meeting a specific set of consumer expectations that differ materially from Western EU norms. Foreign brands that simply translate their German or French storefront into Greek typically underperform by 40–60% in the first year.

Trust Comes First, Always

Greek shoppers, especially the 30+ cohort, are distinctly trust-sensitive. The economic instability of 2010–2018 left a durable preference for visible, verifiable seller signals. A Greek phone number that someone actually answers, a returns policy written in clear Δημοτική (Modern Greek), the AADE VAT number in the footer, and a physical address (even a small fulfillment warehouse) measurably move conversion.

Δημοτική (Modern Greek) — Not English, Not Katharevousa

Product titles, descriptions, error messages and customer-support chat must be in Δημοτική — the everyday modern Greek dialect — not English, not the archaic Katharevousa form, and not robotic machine translation. Greek shoppers detect MT instantly and bounce. Native Greek copy is non-negotiable for premium positioning.

Greeklish in Search

A meaningful share of Greek search queries — especially on mobile — come in Greeklish (Greek typed in Latin characters: "spitiko" for σπιτικό, "kafes" for καφές). SEO that only targets proper Greek diacritics misses this traffic. Good Greek SEO normalises diacritics, ignores accents in URL slugs, and indexes Greeklish synonyms in product metadata.

Pricing Transparency

Hidden shipping costs are the #1 cart-abandonment cause in Greece. Free shipping above a clearly stated threshold (typically €30–50) plus an upfront island-shipping disclosure outperform "calculate at checkout" by ~25% in cart-completion rates.

Customer Service Hours

Greek shoppers expect human customer service during local business hours (09:00–21:00 EET) and on Saturdays. Chatbots are tolerated for tracking lookups but resented for complaint handling. A Greek-speaking human reachable by phone is one of the most powerful trust signals.

3. The Six Greek Marketplaces You Need to Know

Unlike Poland or Germany, the Greek marketplace landscape is concentrated: Skroutz is, by some distance, the centre of gravity, and a small handful of others cover the remaining verticals. The cards below summarise each platform — keep them nearby as you read the deeper notes.

Skroutz Deep Dive

Skroutz is, by almost every measure, the centre of gravity of Greek e-commerce. Founded in 2005 in Athens by a small team that originally built it as a side-project price comparator, it has grown into the platform every Greek shopper checks before making a non-trivial purchase. By 2026 Skroutz claims 12M+ unique monthly visitors — comfortably more than Greece's entire adult population, indicating diaspora and tourism traffic on top of domestic.

The Skroutz product stack is wider than most foreign brands appreciate:

• Skroutz Comparator — the original product, comparing offers from thousands of Greek merchants
• Skroutz Marketplace ("Skroutz Buy") — checkout happens on Skroutz; sellers pay commission + listing fees
• Skroutz Last Mile — own courier network with Skroutz Boxes (parcel lockers) and same-day delivery in Athens / Thessaloniki
• Skroutz Smart — loyalty / membership programme with free delivery, cashback and exclusive offers
• Skroutz Food — food delivery competing with efood / Wolt in Greek metros
• Skroutz Trusted Reviews — verified-purchase review system that has become the gold standard for Greek e-commerce trust

For foreign brands, the Skroutz playbook is non-negotiable: be present in the comparator, list on Skroutz Marketplace for incremental conversion, and accumulate Trusted Reviews aggressively. A brand without a Skroutz footprint is essentially invisible in 2026 Greek e-commerce.

e-shop.gr — The Legacy Generalist

e-shop.gr is Greece's oldest major e-commerce destination, founded in 1998 by Aris Krevatas and team. For nearly a decade it was synonymous with online shopping in Greece. While Skroutz and Public have eaten its mindshare in some categories, e-shop.gr remains a major IT and electronics specialist, with strong loyalty among the 35+ demographic and a particularly loyal base in PC components, gaming hardware, photography and computing peripherals. Its own-warehouse logistics and direct-to-customer model still convert well in tech.

Public — Books, Electronics, Lifestyle

Public launched in 2006 and is Greece's #1 bookseller. The chain runs 50+ omnichannel stores including the flagship Syntagma Square store in Athens, and the online property covers books, electronics, gaming, music and lifestyle. The MyPublic loyalty programme has 1.8M+ members. Public Group also operates You.gr (lifestyle) and has partnerships with multiple international brands for Greek distribution. Strong category for any brand selling books, premium electronics, board games, gaming or gifting.

Plaisio — Heritage Greek Electronics

Plaisio Computers was founded in 1969 by the Gerardos family and is one of Greece's oldest continuously-operating retail brands. Listed on the Athens Stock Exchange (ATHEX: PLAIS), Plaisio operates 24+ stores and a strong online channel. It is dominant in B2B office supplies and IT, and a top-3 destination for B2C electronics, particularly home appliances, white goods, smartphones and computing. For brands in those categories, Plaisio is a high-trust placement.

AB Vassilopoulos — Online Grocery

AB Vassilopoulos ("Άλφα Βήτα") is the Greek arm of Ahold Delhaize (the same group as Albert Heijn in the Netherlands and Delhaize in Belgium). With 600+ physical stores nationwide and a robust online grocery platform with same-day click-and-collect, AB is the #1 online grocery destination in Greece. For FMCG, beverage, household and pet brands seeking direct DTC presence, AB's marketplace and ranging programmes are increasingly important.

You.gr — Lifestyle Marketplace

You.gr is operated by Public Group and targets the 18–34 lifestyle, gaming and gadget audience with a distinctly more contemporary, mobile-first UX than the parent Public.gr. Strong in gaming consoles & accessories, audio (headphones, speakers), small kitchen appliances, beauty and tech gadgets. Foreign brands aiming at the Greek youth and young-professional audience should treat You.gr as a top-priority placement.

4. Trust Signals — Why Skroutz Trusted Reviews Decide Sales

Greek e-commerce is, more than any other major EU market, a trust economy. Sellers without visible trust signals routinely underperform identical sellers at identical prices by 40–60%. The good news: trust signals are explicit, accumulative and largely under your control.

The Skroutz Trusted Reviews Standard

Skroutz Trusted Reviews is Greece's gold-standard review system. Only verified purchasers can submit reviews, Skroutz validates the purchase through its order graph, and the review carries a "Trusted" badge. Listings with 50+ Trusted Reviews convert 3–5× better than zero-review listings at identical price; the curve flattens around 200 reviews. For a foreign brand entering Greece, the first six-month goal should be accumulating Trusted Reviews aggressively — incentivise post-purchase feedback through follow-up emails and product inserts.

Visible Greek Phone Number

A Greek mobile (+30 6xx) or landline (+30 21x for Athens, +30 23x for Thessaloniki) number, prominently displayed in the header and on every product page, lifts conversion measurably. Greek shoppers will call to confirm SKU availability, shipping windows and warranty terms before completing high-ticket orders. Hidden phone numbers signal "foreign drop-shipper" and tank trust.

Greek-Language Returns Policy

EU law mandates a 14-day right of withdrawal across the bloc, but the policy must be communicated in clear Greek. A returns policy in Δημοτική, with concrete numbers (return shipping cost, refund window, who pays), is one of the most powerful and least-effort trust upgrades.

AADE VAT Number Displayed

Displaying your AADE-issued VAT number (ΑΦΜ — Αριθμός Φορολογικού Μητρώου) in the website footer is both legally required and a powerful trust signal. Greek shoppers literally check the VAT number against the AADE public registry for high-ticket purchases.

Physical Address or Pickup Point

Even a small fulfillment address or pickup point in Athens or Thessaloniki, displayed on the contact page, signals "real Greek operation" and lifts B2C conversion. Foreign sellers using OSS-only structures should consider a virtual office address and a partnership with an ACS Smart Point for in-person returns.

5. Greek Localization — Δημοτική, SEO, and the Greeklish Layer

Localization for Greece is more layered than just "translate the site". Done right, it compounds into a 2–3× organic traffic uplift versus an English-only or machine-translated baseline. Done wrong, it produces uncanny-valley copy that Greek shoppers actively avoid.

Δημοτική, Not Katharevousa

Modern Greek exists in two registers: Δημοτική (Demotic) — everyday spoken Greek used in all contemporary writing — and Καθαρεύουσα (Katharevousa) — an archaic literary form rarely used today outside legal and ecclesiastical contexts. All e-commerce copy must be in Δημοτική. Machine translation tools sometimes default to overly formal phrasing that drifts toward Katharevousa; native Greek review is essential.

Diacritics and the Tonos

Modern Greek uses a single accent mark called the tonos (´) — for example, καφές, σπίτι, αθήνα. Older texts may use the polytonic system (multiple accents and breathing marks: καφές → καφές with different diacritics). For e-commerce, monotonic (single tonos) is the universal standard. SEO must handle diacritic-insensitive matching: search for "kafes" or "καφές" or "καφες" (no accent) should all return the same product.

The Greeklish Layer

Greeklish is Greek written in Latin characters — common on mobile keyboards, older email systems and casual messaging. Many search queries arrive as Greeklish: "akoustika bluetooth", "kalogerikos kafes", "spitiko fagito". Greek SEO captures these by indexing Greeklish synonyms in product metadata, alt text and structured data, and by mapping Greeklish URL slugs to canonical Greek URLs.

Category and Color Translations

Color names, sizes, units and category labels need careful local treatment. "Black" → "Μαύρο", "Small" → "Μικρό" or "S" (both common), "Large" → "Μεγάλο" or "L". Shoe sizes use EU sizing; clothing uses EU sizing with a tilt toward Italian/French conventions. Dimensions in centimeters and kilograms are universal.

Currency, Date and Number Formats

• Currency: EUR with the symbol after the amount in formal Greek (29,90 €) — but symbol-first (€29,90) is widely accepted and works fine for e-commerce
• Decimal separator: comma (29,90), not period
• Thousands separator: period (1.299,00) — opposite of the English convention
• Date format: DD/MM/YYYY (10/06/2026) — never US-style MM/DD/YYYY
• Phone: +30 prefix, 10-digit total (e.g. +30 210 1234567 for Athens)

6. myDATA Compliance — The 2026 Reality

What myDATA Is

myDATA (my Digital Accounting and Tax Application) is the Greek tax authority's mandatory e-bookkeeping platform, operated by AADE (Independent Authority for Public Revenue — Ανεξάρτητη Αρχή Δημοσίων Εσόδων). Every business invoice, receipt and accounting record must be transmitted to myDATA in near-real-time. The platform was introduced gradually from 2020 onward; by 2026 it is fully mandatory for every VAT-registered business operating in or invoicing Greek customers.

What Gets Transmitted

• Sales invoices — every B2B and B2C invoice, including marketplace orders
• Retail receipts — including online B2C retail receipts (παραστατικά λιανικής)
• Purchase invoices — to claim VAT deductions, purchases must be matched against supplier myDATA submissions
• Accounting classifications — every line item is categorised against AADE's standardised chart of accounts
• Payroll, depreciation, year-end entries — full e-bookkeeping coverage

How It Is Submitted

Submissions go to AADE via one of three channels:

• Direct API integration — the technical path for high-volume merchants and ERPs. Real-time XML/JSON submission with a returned MARK (Μοναδικός Αριθμός Καταχώρισης) identifier per document.
• Certified ERP / accounting software — many Greek ERPs (Softone, Singular Logic, Entersoft, Epsilon Net) have native myDATA modules
• Certified provider / e-invoicing service — turnkey providers like Epsilon Smart, Vivasolutions, RetailLink, Cosmos Business Systems route submissions for SMEs

Marketplace Implications

Every marketplace order that requires a Greek invoice (essentially every B2C and B2B order to a Greek customer) must produce a myDATA submission within the AADE's regulatory window. Manual issuance is impractical at marketplace volumes. Zunapro's myDATA module issues structured invoices and submits them to AADE automatically the moment a marketplace order is received, stores the returned MARK alongside the order, and surfaces the invoice number to the customer and to Skroutz / Public / Plaisio / e-shop.gr seller portals.

Penalties for Non-Compliance

AADE has progressively tightened enforcement. Non-submitted invoices incur per-document fines (typically €100–500), VAT input cannot be deducted on purchases not matched against supplier myDATA records, and habitual non-compliance triggers audits. For any seller doing real volume in Greece, myDATA is not optional.

7. RGPD + HDPA — Greek Data Protection in Practice

GDPR's Greek Implementation

GDPR (Regulation EU 2016/679, known as RGPD in French/Spanish and "GDPR / ΓΚΠΔ" in Greece) applies directly across the EU. Greece's local implementation came via Law 4624/2019, which adapts GDPR to Greek civil and administrative law and assigns enforcement to the Hellenic Data Protection Authority — HDPA (Αρχή Προστασίας Δεδομένων Προσωπικού Χαρακτήρα, ΑΠΔΠΧ).

What Law 4624/2019 Adds

• Strict marketing consent — explicit, granular opt-in for direct marketing; pre-ticked boxes are explicitly invalid
• Employee data rules — additional restrictions on workplace monitoring (CCTV, email surveillance, biometric clock-in)
• Children's data — parental consent required for users under 15 (some EU members use 13 or 16)
• DPO triggers — Greek-specific thresholds for mandatory Data Protection Officer appointment
• Data breach notification — 72-hour HDPA notification window aligned with GDPR; some sector-specific shorter windows

HDPA Enforcement Trends 2024–2026

HDPA fines have risen sharply in the 2024–2026 window, including several seven-figure penalties against telecom operators, banks and e-commerce platforms. Common e-commerce triggers:

• Cookie banners without granular consent (rejecting tracking must be as easy as accepting)
• Newsletter sign-ups that pre-tick the "accept marketing" box
• Failing to honour data-subject access or deletion requests within one month
• Transferring data to non-EU processors without Standard Contractual Clauses
• Inadequate breach disclosure when payment card or order data is exposed

Practical E-Commerce Checklist

• Cookie banner with clear "Accept" / "Reject" / "Customize" options of equal prominence
• Greek-language privacy policy (Πολιτική Απορρήτου) covering data categories, retention, processors, transfers
• Newsletter opt-in as a separate unticked checkbox, with explicit purpose
• Documented DSAR (data subject access request) workflow with a 30-day SLA
• Data processing agreement with every marketplace, courier and payment provider
• Breach playbook with a 72-hour HDPA notification trigger

8. ACS Courier Dominance — Greek Last-Mile in 2026

ACS Courier — The Default

ACS Courier (ACS Athens Courier Services) is by far the dominant Greek last-mile carrier, with 850+ branches nationwide and 700+ ACS Smart Point parcel lockers. ACS is owned by Quest Holdings (ATHEX-listed: QUEST) and integrates natively with every major Greek marketplace and e-commerce platform. For domestic B2C parcels in 2026, ACS captures roughly 40% of marketplace shipments.

Skroutz Last Mile

Skroutz Last Mile is Skroutz's own courier network, built out aggressively since 2019. It now operates Skroutz Boxes (Skroutz's own parcel lockers, branded orange) and a same-day delivery service in Athens, Thessaloniki and the major regional capitals. For Skroutz Marketplace orders, Skroutz Last Mile is the default and integrates seamlessly with Skroutz Smart's free-delivery offer.

Other Couriers

• ELTA Courier — Greek Post's courier arm; widest rural reach including the smallest islands; slower SLAs but lowest cost for low-priority parcels
• Geniki Taxydromiki — long-established generalist, strong in Northern Greece and B2B
• Speedex — competitive challenger with a focus on next-day SLAs in metros
• DHL Express / FedEx / UPS — international shipping; expensive but the only realistic option for cross-border express from Greece to Cyprus or beyond
• BoxNow — parcel-locker challenger (founded 2021) growing fast in Athens, Thessaloniki and the larger Aegean cities

Cost and SLA Reality

Typical 2026 cost ranges for a 1 kg parcel within mainland Greece:

• ACS Courier — €3.50–5.00 with next-day SLA in metros, 1–3 days regionally
• Skroutz Last Mile — €2.50–4.50 with same-day in Athens/Thessaloniki, next-day mainland
• ELTA Courier — €2.80–4.20 with 1–4 days SLA, widest island coverage
• BoxNow — €2.50–3.50 with locker-only model, fast-growing footprint

Practical Shipping Stack 2026

The pragmatic 2026 shipping stack for a Greek marketplace seller is: Skroutz Last Mile as default for Skroutz Marketplace orders, ACS Courier as default for everything else (with broad mainland and island coverage), ELTA Courier for the smallest island ZIPs (often the only economical option), and BoxNow as a price-competitive locker alternative for younger demographics. Zunapro's logistics module routes each marketplace order to the optimal carrier based on weight, destination postcode and selected delivery service.

9. The Aegean Islands Strategy — Greece's Hidden Conversion Lever

Why Islands Matter More Than Foreign Brands Realize

Roughly 1.4 million Greeks live on the Aegean and Ionian islands year-round, and an additional 20+ million tourists pass through them every summer. Islanders are heavy e-commerce users — often more than mainlanders, because physical retail is thinner and shipping in non-perishables is rational. Yet the majority of Greek and foreign sellers either:

• Apply punitive island surcharges (€10–20 above mainland rates)
• Refuse delivery to "remote" postcodes outright
• Quote unrealistic SLAs (7–10 days when 3–4 is the norm)

Each of these approaches loses real revenue. The merchants who offer transparent, reasonable island delivery convert 20–30% better with island shoppers and earn outsized loyalty.

Island Logistics Reality

The actual cost and SLA picture is less dramatic than many sellers assume:

• Larger islands (Crete, Rhodes, Lesvos, Chios, Kos, Corfu) — daily ferry / air freight; 24–48h additional vs mainland; surcharge typically €1–3
• Medium islands (Naxos, Paros, Santorini, Mykonos, Samos, Kefalonia) — 2–4 days SLA; surcharge €2–5
• Small islands (Folegandros, Anafi, Lipsi, smaller Cyclades) — 3–7 days SLA depending on ferry schedule; surcharge €5–8
• Very small / remote (Kastellorizo, Othonoi) — weekly ferry; 7–10 days SLA; surcharge €8–15

ACS Courier and ELTA both cover the vast majority of islands. ELTA wins on the smallest islands; ACS dominates the larger ones with branch networks.

The "Tourist Loyalty" Effect

Tourists who shop online during a Greek holiday — for villa staples, beach gear, local artisanal products — and have a positive delivery experience often re-order from the same merchant after returning home (especially diaspora and frequent visitors). This is a measurable, repeatable loyalty channel many sellers ignore. A simple post-purchase email saying "If you loved your Naxos villa essentials, we ship to your home country too" converts at 4–8% on follow-ups.

Practical Island Strategy

• Transparent island surcharge tier — disclose upfront, ideally only €2–5 for non-bulky items
• Realistic island SLA — quote 3–5 days for medium islands rather than vague "extra time required"
• Aegean-focused range — surface beach, kitchen, household and outdoor SKUs in summer to capture tourist demand
• Multi-language landing pages — English alongside Greek captures both islanders' diaspora family and tourist shoppers
• ACS + ELTA hybrid routing — ACS for larger islands, ELTA for the very small ones; let Zunapro pick automatically

10. Cross-Border from Greece — Cyprus and the Balkans

Why Greece Is a Regional Hub

Greece sits at a useful geographic and linguistic crossroads. To the east, Cyprus shares the language, the currency, the legal framework and a sizable cross-border trade flow. To the north, the Balkans — Bulgaria, North Macedonia, Albania, Serbia, Romania — host 30M+ consumers with growing online adoption and longstanding trade links via Thessaloniki. A Greek e-commerce operation is naturally positioned to expand into both axes.

Cyprus — The Natural Extension

Cyprus is the easiest cross-border move from Greece in 2026:

• Same language — Greek is the official language; only mild dialect differences
• Same currency — EUR; no FX overhead
• EU member state — OSS / IOSS covers VAT; no customs friction
• 900K+ population with one of the highest e-commerce per-capita spends in South-Eastern Europe
• Skroutz, Public, e-shop.gr already ship to Cyprus natively
• Direct flights and frequent shipping lanes from Athens / Piraeus to Limassol

Practical setup: enable Cyprus shipping rules in your marketplace settings, add EUR pricing (already done), update your privacy policy to cover Cyprus's CySEC / OCPDP DPA, and add a Cyprus delivery FAQ section to your help center.

The Balkans — Bigger, Harder, Higher Reward

The Balkan opportunity is larger but more operationally complex:

• Bulgaria — 6.5M population, EU member, BGN currency (pegged to EUR), Speedy and Econt couriers, eMag dominant marketplace
• Romania — 19M population, EU member, RON currency, eMag dominant (40%+ market share), Sameday and FAN Courier last-mile
• North Macedonia — 2M population, non-EU, MKD currency, small but growing online market
• Albania — 2.8M population, non-EU, ALL currency, early-stage e-commerce
• Serbia — 6.8M population, non-EU, RSD currency, Limundo and Kupujem Prodajem are local marketplaces

Thessaloniki is the natural Balkan hub: Greek e-commerce operators expanding into Bulgaria and Romania typically run last-mile fulfillment from Thessaloniki warehouses, with Speedy or Sameday handling the cross-border leg.

The Cross-Border Sales Stack

• Catalog: master SKUs in Zunapro, mirrored to Greek marketplaces + Cyprus + eMag RO/BG
• Pricing: EUR base with FX rules for RON/BGN and country-specific price overrides
• Compliance: myDATA for GR, VIES VAT validation, OSS for cross-border EU VAT, country-specific VAT registration for Romania/Bulgaria if thresholds exceeded
• Logistics: ACS / Skroutz / ELTA for GR, Speedy / Econt for BG, Sameday / FAN for RO
• Customer service: Greek + English baseline, Romanian and Bulgarian language coverage for serious Balkan ambitions

How to Enter Greece as a Foreign Brand — 2026 Step-by-Step

1. Choose Your Marketplace Mix (Decision Tree)

• Any category, maximum discovery → Skroutz (mandatory)
• IT, gaming, photography, computing → e-shop.gr + Plaisio + Skroutz
• Books, board games, premium gifts → Public + Skroutz
• Lifestyle, beauty, gadgets, 18–34 → You.gr + Skroutz
• FMCG, beverages, household, pets → AB Vassilopoulos + Skroutz
• Heritage electronics, white goods → Plaisio + Public + Skroutz

The typical winning configuration for foreign brands in 2026 is Skroutz + 2–3 vertical-specialist marketplaces, all mirrored from one master catalog.

2. Legal Entity Setup

Three realistic options:

• EU entity + OSS — keep your existing EU company, register for One Stop Shop VAT, sell into Greece with no Greek establishment. Easiest for testing the market.
• Greek tax representative — non-EU sellers can appoint a Greek tax rep to handle VAT and AADE compliance without setting up a Greek company. Common path for Turkish, UK, US brands.
• Greek IKE / OE / EPE — Greek limited-liability companies (IKE is the modern, simplified form, ~€1 minimum capital). Establishment takes 2–4 weeks; gives you a Greek AFM, a Greek IBAN and full local credibility.

3. myDATA + AADE Integration (Mandatory)

Whichever entity you choose, myDATA compliance is non-negotiable. The integration involves:

• Obtain AADE credentials and certify a sender (your ERP, certified provider, or Zunapro)
• Map your product catalog to AADE's standardised chart of accounts
• Submit every B2B and B2C invoice to myDATA within the regulatory window
• Store the returned MARK identifier per document
• Reconcile monthly VAT returns against myDATA aggregates

Zunapro handles all five steps automatically when your marketplace orders are received.

4. Courier Integration — ACS + Skroutz Last Mile

Open accounts with ACS Courier (the universal default) and Skroutz Last Mile (required for Skroutz Marketplace orders). Configure pickup at your warehouse or use ACS's Smart Point network for drop-off. Zunapro maps every marketplace order's delivery method to the correct courier service code, including island routing logic.

5. Localization Sprint — Δημοτική + Greeklish

Allocate two weeks for a native Greek localization sprint covering:

• Product titles, descriptions, attribute labels in Δημοτική
• Greeklish synonyms indexed in product metadata
• Returns, shipping, privacy and T&C pages
• Email and SMS templates (order confirmation, dispatch, delivery, review request)
• Customer-service chatbot intents and macros

6. Connect via Zunapro (10-Minute Integration)

1. Sign in to Zunapro and open the Greece module
2. Connect each marketplace — paste API keys / OAuth into the Skroutz, e-shop.gr, Public, Plaisio, AB Vassilopoulos and You.gr tiles
3. Map your master catalog — Zunapro auto-suggests Greek category mappings; you confirm with a few clicks
4. Enable myDATA + ACS Courier — single toggle each
5. Go live — first sync completes in roughly 10 minutes for a 1,000-SKU catalog

Greek E-Commerce FAQ 2026