80% of Greek consumers shop outside of the EU

A growing share of EU online shopping is flowing to marketplaces based outside the European Union. Greece has emerged as an extreme example of this shift. Recent survey data shows that roughly 80 percent of Greek consumers have purchased from at least one non-EU e-commerce platform, with Temu and Shein standing out as the most frequently mentioned marketplaces.
This development is more than a short-term consumer trend. It reflects bigger structural changes in European e-commerce, affecting price expectations, competitive dynamics, logistics, and regulatory priorities across the EU.