The marketplace landscape in Greece
The Greek e-commerce market has shown remarkable growth, reaching over €16 billion in value. Greek consumers are highly digital-savvy, with over 70% of internet users shopping online regularly. The marketplace ecosystem in Greece is distinctive, with local platforms dominating over international giants in many categories – a pattern quite different from most other EU markets.
Skroutz
Skroutz is the undisputed king of Greek e-commerce. With over 8 million monthly visitors, it functions as both a price comparison engine and a full-featured marketplace. Nearly every Greek online shopper checks Skroutz before making a purchase, making it the most influential platform in the market. Categories spanning electronics, fashion, home goods, health and beauty, and even groceries make it a generalist platform with exceptional reach. The Skroutz Marketplace model with integrated checkout has been growing rapidly, now handling a significant portion of total Greek e-commerce volume.
BestPrice.gr
BestPrice.gr is Greece's second-largest price comparison platform, offering a model similar to Skroutz. It provides detailed product specifications, user reviews and price history charts that Greek consumers find particularly valuable for researching purchases. BestPrice.gr tends to have lower CPC costs than Skroutz, making it an attractive complementary channel for merchants seeking broader visibility. The platform also offers BestPrice Pay for integrated checkout functionality.
Public.gr
Public is Greece's leading electronics and entertainment retailer, operating both a chain of physical stores and a growing online marketplace. Public.gr has expanded beyond its own retail catalog into a full marketplace, allowing third-party sellers across multiple categories. Its strong brand recognition among Greek consumers and its physical store network for returns and pickups give it a unique omnichannel advantage in the Greek market.
Shopflix
Shopflix is a newer Greek marketplace backed by Fourlis Group (IKEA's franchise partner in Greece). It offers a curated marketplace experience across home, lifestyle, beauty and electronics categories. Shopflix provides fulfillment services, buyer-friendly features and a premium shopping experience, positioning itself as a quality-focused marketplace option. Its connection to the Fourlis retail ecosystem gives it built-in logistics capabilities.
Amazon.de and cross-border options
While Amazon does not operate a dedicated Greek marketplace (amazon.gr), many Greek consumers regularly shop on Amazon.de and Amazon.it for products not readily available from local merchants. Sellers targeting Greek customers can reach them through these platforms, especially for niche, international or premium products. Greek consumers are accustomed to cross-border shopping within the EU and generally comfortable with English and German-language interfaces.
Multi-marketplace strategy
For maximum coverage of the Greek market, a multi-channel approach is essential: Skroutz as the primary channel (non-negotiable for serious Greek e-commerce), supplemented by BestPrice.gr for broader price comparison reach, and Public.gr or Shopflix for specific categories or brand positioning. Managing product feeds, pricing and inventory across multiple platforms requires integration tools that synchronize data in real time to avoid overselling and pricing inconsistencies.
Zunapro centralizes all Greek marketplace operations in a single dashboard, synchronizing stock, prices and orders across Skroutz, BestPrice.gr, Public.gr and Shopflix in real time.
