Online shopping continued its upward trajectory in 2025, with digital purchases recording strong growth across categories, regions and consumer segments, according to new data released by Skroutz, Greece’s leading online marketplace.
The momentum of Greek e-commerce was reflected in a 21% year-on-year increase in the number of orders, compared with 2024, while the average order value exceeded 52 euros.
Skroutz Plus members fuel platform growth
A key driver behind this expansion was the rapidly growing Skroutz Plus subscriber base. Plus members completed an average of 18 purchases during 2025, with their average annual spend five times higher than that of non-subscribers.
The data shows that Plus users increasingly rely on the platform for most of their shopping needs, as their orders now account for 46% of Skroutz’s total order volume, a sign of deepening customer loyalty.
Regional demand remains broad-based
Geographically, Attica and Thessaloniki once again led online shopping activity in 2025. The top five regional units with the highest number of purchases nationwide were completed by Serres, Heraklion and Kozani, followed by Achaia, Rethymno, Larissa, Pieria and Kilkis.
By the end of 2025, Skroutz Points were available in more than 2,000 locations across Greece, offering access to over 69,000 smart lockers. As a result, 38.9% of all orders were collected via Skroutz Points last year, up sharply from 27.1% in 2024.
Popular searches and fastest-growing categories
Mobile phones emerged as the most searched product category on Skroutz in 2025, followed by sneakers and sports shoes. The strongest-performing categories were Health & Beauty: +22% compared to 2024, Home & Garden: +21%, Technology: +19%, and Fashion: +12%.
The platform’s AI Assistant processed more than 5 million messages during the year, providing personalized recommendations and product comparisons. Notably, 18.2% of users who interacted with the AI Assistant went on to add a product to their cart.
Business revenues on Skroutz continue to rise
For merchants operating on the platform, 2025 was another strong year. Average business turnover increased by 22%, while more than 1,400 companies surpassed €100,000 in annual sales through Skroutz.
A significant boost came from the adoption of Fulfilled by Skroutz (FBS). Over 405 participating stores recorded an average revenue increase of 41.2%, generated exclusively through FBS sales, compared with similar businesses that had joined the service a year earlier.
