Greek Marketplaces 2026: Where to Sell Online in Greece — Complete Guide

The 2026 Greek Marketplace Landscape at a Glance

Few European countries have a marketplace mix as distinctive as Greece's — heritage retailers from the mid-20th century coexisting with a 2005-born comparator that quietly became the country's default shopping start page. The chart below summarises the six platforms covered in this guide — keep it nearby as you read each deep-dive section.

1. Skroutz — Greece's Comparator Turned Marketplace

Skroutz at a Glance

Skroutz is, by almost every meaningful metric, the centre of gravity of Greek e-commerce. Founded in 2005 in Athens by Yorgos Hadjigeorgiou, Vasilis Stefanopoulos and Kostas Pantos, it began as a vertical-search engine for product prices — a Greek answer to Idealo (DE) or Kelkoo (UK). By 2026 the platform serves 12M+ monthly visitors, a number that comfortably exceeds Greece's resident population because of diaspora and tourist traffic. Independent surveys consistently place Skroutz's reach among Greek internet users at over 90% — a level only Amazon achieves in Germany or eBay achieves in the UK.

The platform's defining strategic move was its 2017 pivot from pure price comparator to "buy on Skroutz" marketplace, anchoring checkout, payment and dispute resolution inside its own walls. In 2019, private-equity firm CVC Capital Partners acquired a majority stake at a roughly €500M valuation — at the time, the largest tech transaction in Greek history. The CVC era funded the marketplace expansion, Skroutz Plus loyalty programme, and the 2023 launch of Skroutz Last Mile, the platform's own logistics arm.

For sellers, this matters because Skroutz's reach effectively shapes every other Greek marketplace: prices on Public, Plaisio and e-shop.gr are routinely compared against Skroutz listings, and "the Skroutz price" has become a domestic benchmark Greek shoppers explicitly look for.

Skroutz Plus — The Greek Prime

Skroutz Plus is Skroutz's free-delivery and exclusive-perks subscription, equivalent to Amazon Prime but priced for the Greek market. Subscribers (over 500,000 as of 2026) pay roughly €19.99 per year and unlock free Skroutz Last Mile delivery on eligible orders above a low minimum threshold, plus partner discounts (cinemas, food delivery, streaming). From a seller perspective, listings eligible for Skroutz Plus delivery earn priority placement and convert significantly better — internal Skroutz data suggests 2–3× higher conversion on Plus-eligible listings versus non-Plus.

Skroutz Last Mile — Own Logistics from 2023

Skroutz Last Mile launched in 2023 as Skroutz's own logistics layer — a fleet of vans, last-mile riders and an expanding network of pick-up points (Skroutz Point lockers and partner kiosks) across Athens, Thessaloniki and the larger islands. By 2026 Skroutz Last Mile handles a meaningful share of Skroutz marketplace orders end-to-end, competing with ACS Courier and BoxNow on cost and speed. Sellers who fulfil into Skroutz Last Mile drop-off points see the highest Plus-badge visibility and the fastest customer-facing SLAs.

Skroutz Commission Structure 2026

Skroutz's marketplace commissions in 2026 are tiered by category, with three broad bands plus optional per-listing visibility ("Boost") and Skroutz Ads promotional fees on top. The official commission schedule is published in the Skroutz Merchant Help Centre and updated periodically.

Skroutz Marketplace Quality Bar

Skroutz applies a relatively strict quality bar to onboarding: sellers need a valid Greek (or EU) VAT number, a tax-compliance certificate (Φορολογική Ενημερότητα), proven logistics capacity, and a customer-service Greek-language commitment. Refund and dispute SLAs are short — typically 24–48 hours for first response. Onboarding usually completes in 7–14 days; Zunapro pre-validates merchant data before submission to shave that time down.

2. e-shop.gr — Greece's Oldest Pure-Online Tech Retailer

The 1998 Pioneer

e-shop.gr was founded in 1998 in Athens as one of the very first Greek pure-online retailers — predating Amazon's expansion into mainland Europe and arriving before most Greek consumers had broadband. While many of its early peers pivoted away from pure-play e-commerce, e-shop.gr stayed disciplined: no brick-and-mortar stores, a tech-first catalog, and a relentless focus on stock accuracy and same-day Athens delivery. By 2026, the platform reports 3M+ registered customers and remains synonymous in Greece with "buying tech online" — much the way Newegg long signified the same in North America.

Catalog and Customer Profile

e-shop.gr's catalog is dominated by computers, peripherals, networking, mobile and small consumer electronics, with significant ranges in office supplies, gaming and smart-home. Customers skew slightly older and more technical than the average Skroutz shopper, with a meaningful B2B / SOHO segment that buys multi-unit orders for offices. The site's UX still echoes its late-1990s engineering roots — utilitarian, dense, search-driven — which has cultivated a loyal "no-nonsense" reputation among Greek buyers.

ACS Courier as the Preferred Last Mile

e-shop.gr's logistics backbone is ACS Courier, Greece's largest private courier network. Same-day Athens delivery and next-day reach into all major Greek cities are baked into the customer promise. From a third-party seller's perspective, listing on e-shop.gr's marketplace component generally requires ACS-compatible fulfilment or willingness to drop-ship from a Greek mainland warehouse with ACS pickup. Zunapro maps marketplace order delivery codes directly into ACS shipping labels.

e-shop.gr Commission Tiers 2026

3. Public — Greece's Cultural and Tech Marketplace

From a 1985 Bookshop to Olympia Group Anchor

Public traces its roots to a single Athens bookstore opened in 1985 by Andreas Lambrou, an entrepreneur who had previously imported books and music into Greece. Through the 1990s and 2000s Public expanded into music and tech — by the late 2000s it had become Greece's reference destination for the literate, tech-curious middle class, the kind of shopper who would buy Zorba the Greek by Kazantzakis and a Bluetooth speaker in the same basket. In 2014, the Olympia Group (controlled by George David) acquired Public, integrating it into a wider Greek and Cypriot retail-and-tech portfolio.

In 2018, Public acquired MediaMarkt Greece, absorbing its 13 large-format consumer-electronics stores and significantly deepening the tech catalog. By 2026 Public operates 60+ retail stores across Greece and Cyprus — a true omnichannel marketplace where in-store reservation, click-and-collect and home delivery are seamless.

Public Plus — 1.5M+ Loyalty Members

Public Plus is the loyalty programme — by 2026 it counts over 1.5 million members who earn points on every purchase, redeemable across the books, music, tech and lifestyle catalog. The membership skews demographically older and higher-income than the average Skroutz shopper, which makes Public particularly attractive for mid-to-premium SKUs in beauty, gifting and quality home goods, on top of its heritage book / music / tech core.

Categories

• Books & e-books — Public's heritage category, #1 nationally for Greek-language and English-import titles
• Music & vinyl — strong vinyl revival catalog plus exclusive Greek-artist releases
• Tech & consumer electronics — accelerated post-MediaMarkt; smartphones, laptops, TVs, gaming
• Toys & board games — strong omnichannel pickup in Public stores
• Beauty, gifts, stationery — high attach-rate categories at retail
• Lifestyle & home — growing marketplace 3P opportunity

Public Commission Tiers 2026

4. Plaisio — Greece's Oldest Tech Retailer (ATHEX:PLAIS)

55 Years Founder-Led — A Greek Rarity

Plaisio Computers was founded in 1969 in Athens by Georgios Gerardos as a small business-equipment shop on Stournara Street. More than half a century later, Gerardos still leads the company — a rare case of uninterrupted founder leadership at a publicly listed European retailer. Plaisio listed on the Athens Stock Exchange in 1999 under the ticker ATHEX:PLAIS, and by 2026 operates 25+ stores across Greece plus a national online catalog. Its central distribution hub is in Magoula, west of Athens.

Office Furniture — Plaisio's Distinctive Vertical

Unlike its competitors, Plaisio's catalog mixes tech, office equipment and a serious office-furniture line — desks, ergonomic chairs, filing cabinets, meeting-room tables and fit-out packages for small and medium businesses. This SOHO-oriented depth is unique among Greek marketplaces: a buyer outfitting a new office in Athens or Thessaloniki can build the entire project — desks, chairs, monitors, networking, printers, stationery — inside Plaisio's catalog. For furniture vendors, particularly ergonomic and office-grade ranges, Plaisio routinely outperforms generalist marketplaces on attach-rate.

Plaisio Express — Athens Last-Mile

Plaisio Express is the in-house Athens delivery service — same-day delivery on stocked SKUs across the Attica region, with cut-offs that mirror Amazon Prime in major Western capitals. Plaisio Plus is the loyalty programme, layered on top of Express, that gives members faster checkout, exclusive promotions and extended-warranty bundles. Together these create a premium-feel logistics experience that justifies Plaisio's slightly higher list prices in the Athens market.

Plaisio Commission Tiers 2026

5. AB Vassilopoulos — #1 Supermarket + AB World Marketplace

From a 1939 Athens Grocer to Ahold Delhaize

AB Vassilopoulos was founded in 1939 by Gerasimos Vassilopoulos as a single grocery store in Athens. Through the post-war decades it expanded into Greece's most recognised supermarket chain. In 1992 it was acquired by Royal Ahold (now Ahold Delhaize, AEX:AD) — the Dutch giant that also owns Bol.com, Albert Heijn, Stop & Shop and Delhaize. By 2026 AB Vassilopoulos operates 530+ stores across Greece, spanning AB hypermarkets, AB City and the AB Shop & Go convenience format. Central operations are headquartered in Gerakas, east of Athens, currently led by CEO Vassilis Stasinoulias.

AB World — The 2022 Marketplace Launch

AB World launched in 2022 as the marketplace extension of AB Vassilopoulos's online supermarket — opening the platform to third-party sellers across home, baby, beauty, pet supplies, small electronics, hobbies and grocery-adjacent categories. The marketplace inherits AB Vassilopoulos's massive existing customer base from grocery e-commerce, providing 3P sellers with audiences who already trust the brand for weekly basket spend. AB Yes! is the loyalty programme, layered across both grocery and AB World purchases.

Ahold Delhaize Synergy — Bol.com and Albert Heijn

The sister-brand synergy is a meaningful, under-discussed advantage. AB Vassilopoulos shares technology, supply-chain expertise and category know-how with Bol.com (the Netherlands' #1 marketplace, also part of Ahold Delhaize) and Albert Heijn (the Dutch market-leading supermarket). For AB World sellers this can translate into faster marketplace maturity, more sophisticated categorisation and clearer Mirakl-style operating standards than home-grown Greek competitors would manage in the same timeframe.

AB World Commission Tiers 2026

6. You.gr — The Thessaloniki Tech Specialist

Northern Greece's Tech Outpost

You.gr was founded in 2010 in Thessaloniki by Aktinotek, a Northern Greek group with a long history in mobile-telecoms distribution. Unlike the Athens-centric incumbents, You.gr explicitly leans into its Thessaloniki base — its catalog, marketing tone and shipping promises are calibrated for Macedonia, Thrace and the rest of Northern Greece, where overnight delivery from Athens is sometimes slower or pricier than a Thessaloniki-local fulfilment.

Smartphones, Wearables, You Mobile

You.gr's defining category is smartphones, accessories and wearables, often bundled with You Mobile — Aktinotek's MVNO telco service. This bundling lets the platform compete on total cost of ownership for SIM + handset packages in a way generalist marketplaces cannot. Strong secondary categories include audio (earbuds, headphones), small consumer electronics, smart-home and accessories.

You.gr Commission Tiers 2026

Commission Comparison Table 2026 — All Six Marketplaces

The single most useful artefact for choosing where to sell is a side-by-side commission view. The table below summarises 2026 commission bands and the platform's vendor / subscription fee structure.

Marketplace	Low Tier	Mid Tier	High Tier	Vendor / Subscription Fee
Skroutz	4% – 9%	9% – 14%	13% – 18%	Free account · Skroutz Ads optional · Boost slots optional
e-shop.gr	4% – 8%	8% – 12%	11% – 16%	Free account + commission only
Public	6% – 10%	10% – 14%	14% – 19%	Free account + commission only
Plaisio	4% – 9%	9% – 13%	12% – 17%	Free account + commission only
AB Vassilopoulos (AB World)	7% – 11%	11% – 15%	14% – 19%	Mirakl-style onboarding · per-category fees
You.gr	5% – 9%	9% – 13%	12% – 16%	Free account + commission only

Reading the table: Skroutz, e-shop.gr, Plaisio and You.gr cluster around similar tech-friendly bands and run roughly equivalent for electronics-heavy catalogs. Public is slightly higher on the upper end because of its cultural / lifestyle premium positioning. AB World sits structurally higher across the board, reflecting Ahold Delhaize's grocery-marketplace logistics cost base. None of the Greek marketplaces charge an Amazon-style monthly seller subscription — commission-only economics are the norm.

Greek Legal Framework 2026 — What Changes

VAT (ΦΠΑ) and AADE

Greece's VAT is called ΦΠΑ (Φόρος Προστιθέμενης Αξίας), administered by AADE (Independent Authority for Public Revenue). The standard rate is 24%; reduced rates of 13% and 6% apply to specific categories (basic groceries, hotels, books, pharmaceuticals). Marketplace sellers domiciled in Greece register for ΦΠΑ from their first invoice; there is no small-business turnover threshold equivalent to those in some other EU states for VAT registration. Cross-border EU sellers can use the OSS (One Stop Shop) regime to file all EU VAT through a single declaration.

myDATA — The Mandatory E-Invoicing Revolution

myDATA (My Digital Accounting & Tax Application) is the most significant ongoing compliance topic for Greek marketplace sellers in 2026. AADE requires every VAT-registered business to transmit structured electronic books — sales and expense data — to AADE's myDATA platform:

• Mandatory for B2B and B2C transactions — every marketplace order produces revenue lines that must reach myDATA
• Real-time / near-real-time submission windows depending on transaction type
• Structured data includes invoice headers, VAT classifications, payment method, customer VAT (for B2B), and unique transaction marks (MARK and IRN)
• Penalties for non-transmission — fines and disallowed expenses for buyers in the opposite leg

Every marketplace order — Skroutz, Public, Plaisio, AB World, e-shop.gr or You.gr — must produce a myDATA-compliant record within a tight regulatory window. Manual issuance is impractical at marketplace volumes. Zunapro's myDATA module auto-transmits the structured record the moment a marketplace order is settled, stores the returned MARK alongside the order, and surfaces it to the customer via the marketplace's standard invoice download.

EFKA Social Contributions

Self-employed Greek sellers (atomiki epicheirisi / sole proprietorship equivalents) and small-company directors must contribute to EFKA, Greece's unified social security fund. Monthly EFKA contributions are flat-banded — a meaningful fixed cost to factor into your Greek-market P&L on top of VAT and income tax.

Consumer Protection — GDPR / HDPA, Right of Withdrawal, Warranty

• GDPR — enforced in Greece by the Hellenic Data Protection Authority (HDPA). Marketplaces handle the shopper-data side, but sellers remain joint controllers for direct B2C contact data.
• 14-day right of withdrawal — Greek consumers may return any distance-purchased product within 14 days, no reason required (Law 2251/1994, transposing EU Directive 2011/83/EU).
• 2-year statutory warranty — Greek civil law imposes a mandatory two-year statutory warranty on B2C sales, independent of any commercial guarantee.

Sectoral Compliance — WEEE, REACH, CE

• WEEE — Greek implementation of the EU Waste Electrical and Electronic Equipment Directive; sellers introducing electronics, batteries or chemicals to the Greek market must register and file periodic reports.
• REACH — EU chemical-substance regulation; relevant to cosmetics, cleaning products and many DIY SKUs.
• CE marking — mandatory for regulated categories such as electronics, toys, PPE and machinery.

Logistics & Shipping in Greece — The ACS + BoxNow Stack

ACS Courier — The Domestic Workhorse

ACS Courier is Greece's largest private courier network — the de-facto B2C standard for Greek e-commerce. Most Greek marketplaces (Skroutz, e-shop.gr, Public, Plaisio) integrate ACS natively, with same-day Athens / Thessaloniki cut-offs and next-day reach into the major islands during peak season. Median delivery cost for a 2 kg parcel sits around €3.50–€5, well below international courier rates.

BoxNow — The Locker Revolution

BoxNow is Greece's fastest-growing parcel-locker network, backed by United Group. By 2026 it operates 3,500+ lockers across Athens, Thessaloniki and the larger islands — following the playbook InPost wrote in Poland. Skroutz, Public, e-shop.gr and most progressive Greek e-commerce platforms now offer BoxNow as a default option. Locker drop-off cuts shopper cost by roughly 30–40% versus courier-to-door and unlocks 24/7 pickup convenience.

The Other Carriers

• ELTA (Hellenic Post) — state postal operator; widest rural reach including remote islands, slower SLAs
• Geniki Taxydromiki — long-established private courier; competitive on B2B and large-parcel
• Speedex — competitive Athens / Thessaloniki courier; strong same-day options
• Skroutz Last Mile — Skroutz's own logistics arm since 2023; Skroutz Plus default
• Plaisio Express — Plaisio's own Athens last-mile; same-day on stocked SKUs

Practical Shipping Stack 2026

The pragmatic 2026 shipping stack for a Greek marketplace seller is: ACS Courier or BoxNow as the default for B2C parcels under 25 kg, Geniki Taxydromiki or Speedex as a price-competitive alternative on volume contracts, ELTA for remote-island ZIP codes (often the only economical option below a certain volume), and Skroutz Last Mile for Skroutz Plus orders where you want the badge. Zunapro's logistics module routes each marketplace order to the optimal carrier based on weight, destination postcode and selected delivery service.

Cross-Border Expansion from Greece

Skroutz Cyprus and Beyond

Skroutz has extended its marketplace to Cyprus with a dedicated storefront, capitalising on the shared Greek language and the meaningful trade ties between Athens and Nicosia. Bulgaria and other Balkan-EU markets remain on the longer-term roadmap. From a Greek seller's perspective, this means a single Skroutz seller account can begin serving the Cypriot market with minimal additional onboarding — the catalog, payment and dispute infrastructure carry across.

Ahold Delhaize Synergy — AB → Bol.com → Albert Heijn

AB Vassilopoulos's membership of Ahold Delhaize is a powerful, often-overlooked cross-border path. Sellers building strong AB World profiles can over time present credibly for Bol.com (Netherlands / Belgium) onboarding — the Dutch marketplace runs on similar Mirakl-style operating standards. Albert Heijn's grocery-adjacent third-party programme is another adjacent route. The result is a Greek-to-Benelux corridor that is structurally easier than Greece-to-DE or Greece-to-FR cold starts.

Olympia Group Multi-Vertical

Olympia Group's ownership of Public, plus its broader Greek and Cypriot retail-and-tech portfolio, creates internal synergies for sellers whose products span books, music, gaming and tech — single sales motions inside the group reach multiple verticals.

The Cross-Border Sales Stack

• Catalog: master SKUs in Zunapro, mirrored to Skroutz GR/CY, Public, Plaisio, AB World, e-shop.gr and You.gr
• Pricing: multi-currency rules (EUR base, BGN / RON for Balkan rollouts) with daily ECB rate sync
• Compliance: myDATA for Greek invoicing, OSS for cross-border EU VAT, country-specific WEEE / REACH registrations
• Logistics: ACS + BoxNow GR + ELTA Cyprus + Skroutz Last Mile fallback
• Returns: Greek-language CS team handling all Hellenic inbound, including Cypriot Greek

How to Start Selling in Greece — 2026 Step-by-Step

1. Choose Your Marketplace (Decision Tree)

• Maximum reach, any category → Skroutz
• Pure tech, B2B / SOHO buyers → e-shop.gr
• Books, music, lifestyle, gifts → Public
• Tech + office furniture, Athens premium → Plaisio
• Grocery-adjacent, home, baby, beauty → AB Vassilopoulos (AB World)
• Smartphones, wearables, Northern Greece → You.gr

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

2. Greek Company or EU VAT (OSS) Registration

You have three legal-entity options:

• Atomiki Epicheirisi (Sole Proprietorship) — Greek individual-trader status, fast to set up, lowest overhead, full EFKA contributions
• IKE (Idiotiki Kefalaiouchiki Etaireia — Private Capital Company) — modern Greek limited-liability vehicle, low minimum capital, suitable for growing online sellers
• Foreign EU entity + OSS — keep your existing company, register for One Stop Shop VAT, sell into Greece with no Greek establishment (myDATA still applies once invoicing into Greece)

3. myDATA Integration (Mandatory)

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

• Obtain AADE myDATA API credentials from the AADE portal
• Implement the structured XML schema for revenue and expense documents
• Submit each marketplace transaction to the myDATA API within the regulatory window
• Store the returned MARK and IRN alongside each order

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

4. BoxNow + ACS Courier Integration

Open accounts with BoxNow (locker network) and ACS Courier (door-to-door / B2B). Skroutz and e-shop.gr already include BoxNow / ACS as baked-in options, but for direct-to-shopper flows or for AB World / Plaisio you'll want direct API connections. Zunapro maps every marketplace order's "delivery method" field to the correct ACS / BoxNow service code and prints labels automatically.

5. 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 World and You.gr tiles
3. Map your master catalog — Zunapro auto-suggests category mappings; you confirm with a few clicks
4. Enable myDATA + BoxNow + ACS — single toggle each
5. Go live — first sync completes in roughly 10 minutes for a 1,000-SKU catalog

Greek Marketplace FAQ 2026