Greece retail sector faces declining summer sales and e-commerce pressure

Greek retailers report lower turnover during summer sales compared to last year. Nikos Kougioumtzis, Vice President of the Athens Chamber of Commerce and Crafts, notes that while tourism is high, visitors are prioritizing spending on accommodation, food, and transport over retail purchases.

Small and medium-sized enterprises face significant pressure from international Asian e-commerce platforms. These platforms operate under different tax and regulatory frameworks, creating an uneven playing field. Although a €3 fee was imposed on related parcels, trade representatives argue this is insufficient and call for these platforms to adhere to the same rules as European businesses.

Consumer behavior is also shifting; a Viber Greece survey of 37,000 users indicates that 54% of respondents cite travel as a primary cause of unexpected expenses, and 59% find setting a budget most effective for managing summer costs.

In the tourism sector, data from Travel Data + Analytics shows a 19% increase in last-minute bookings from Germany to Greece during June, contributing to a 3% rise in overall summer revenue. However, overall spending remains cautious due to the high cost of living.