One in four consumers buy grocery online

While their great success may have been dictated largely by the pandemic, it seems that online supermarkets are here to stay. It is no coincidence the investments of supermarkets in 2021, too, mostly concern improving their e-stores and the creation of the necessary infrastructure.

According to the latest survey by the Research Institute of Retail Consumer Goods (IELKA), conducted in early November, 25% of Greeks now buy their groceries online, compared to less than 2% in 2019. Consumers appear to choose their groceries both from the e-stores of the major chains and the online platforms that cooperate with many food stores, such as efood, Wolt, Box, Delivery.gr etc.

At the same time these very platforms are also gaining ground when it comes to hungry or thirsty Greeks ordering hot meals, beverages and sweets to be delivered to their homes. The IELKA survey showed that...