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Navigating the Evolution of Greek Online Grocery in 2024

A Closer Look at Basket Dynamics, Turnover Surge, and the Vital Role of E-Merchandising


In the transformative year of 2023, Greek online grocery shopping experienced a profound shift, redefining consumer behaviors and reshaping the retail landscape. This article delves into the intricate details of basket dynamics, the remarkable surge in turnover, and the pivotal role of brand importance, emphasizing the critical aspect of e-merchandising in ensuring a compelling and successful online presence.

1. Basket Size Evolution: Quality Over Quantity

Amidst the changing consumer landscape, 2023 witnessed a notable transformation in basket size dynamics. On average, consumers purchased 32.7 items per order, marking a 5% decrease compared to the previous year. This subtle shift suggests a strategic move towards quality over quantity, with consumers making more curated and selective choices in their online grocery baskets.

2. Notable Increase in Average Basket Value: A Testament to Brand Importance

Despite the reduction in the number of items per order, the average basket value surged to €80.6 in 2023, reflecting a 3% increase compared to the previous year. This upward trajectory underscores the growing importance of brands in the minds of consumers. The willingness to invest more per purchase highlights the significance of brand trust, quality, and product satisfaction in the online grocery shopping experience.

3. Turnover Soars to €306 Million with a 15% Growth: Brands at the Core

The overall turnover of Greek online grocery platforms reached a remarkable €306 million in 2023, demonstrating a robust 15% growth compared to the previous year. This surge in turnover is not merely a numerical achievement; it symbolizes the trust that consumers place in the brands available on online platforms. The diverse array of products offered by these brands plays a crucial role in shaping the financial success of the online grocery sector.

4. Fresh Food Category Takes Center Stage: Brand Quality Matters

A standout contributor to the growth story of Greek online grocery in 2023 was the Fresh Food category, experiencing a substantial 10% increase in sales value. Within this category, the importance of brand reputation and product quality becomes even more evident. Consumers demonstrated a heightened willingness to trust online platforms with the purchase of fresh, perishable items, underscoring the vital role of brands in guaranteeing the freshness and quality of products.

5. The Vital Role of E-Merchandising: Elevating Brand Presence

Beyond the core factors shaping the success of online grocery platforms, the role of digital shelf management, or e-merchandising, emerges as a crucial component. E-merchandising is vital for brands to curate and present their products in a visually appealing and user-friendly manner. A well-executed e-merchandising strategy enhances brand visibility, effectively showcases product offerings, and influences consumer purchasing decisions.

Effective e-merchandising ensures that products are strategically positioned, making them easily discoverable for consumers navigating online platforms. The arrangement of products on the digital shelf, the use of compelling visuals, and the integration of promotions or discounts contribute to a positive user experience, fostering brand loyalty and encouraging repeat business.


As we navigate the transformative landscape of Greek online grocery in 2024, the interplay between basket dynamics, the surge in turnover, and the importance of brands is complemented by the vital role of e-merchandising. For brands, digital shelf management is not just a technical aspect but a strategic imperative. By effectively leveraging e-merchandising, brands can elevate their online presence, captivate consumers, and play a pivotal role in shaping the future of the evolving Greek online grocery sector.
Is your Brand doing what it needs to win in the rapidly changing environment of Greek online grocery sector?
Contact us at info@msps.net and john.spanakakis@msps.net to further increase your brand’s online presence and maximize your growth.