\n<\/p>\n
According to the report, European B2C e-commerce reached \u20ac911 billion in 2025, marking a 7% increase.<\/p>\n
In 2026, turnover in European B2C e-commerce is expected to rise by 5% to \u20ac961 billion, with growth forecast to slow across several regions.<\/p>\n
In Greece, according to FocusBari data, eight in 10 Greeks shop online regardless of age. Some 80% of Greek internet users aged 16-64 made an online purchase in the past six months.<\/p>\n
Millennials make the most purchases (29 in average) over a six-month period, while also recording the highest overall spending, at \u20ac1,159 \u2014 about 34% more than Gen Z. Gen X follows with \u20ac989.<\/p>\n
Clothing, footwear and food delivery are common online shopping categories across all three generations, with clothing ranking first (44% of Gen Z, 41% of Millennials and 43% of Gen X).<\/p>\n
Beyond these categories, however, digital shopping baskets vary by generation, with Gen Z showing a stronger preference for transport and travel, spending an average of \u20ac305 on air tickets.<\/p>\n
Millennials and Gen X show a preference for buying electronics online, spending an average of \u20ac263.<\/p>\n
Debit cards remain the main payment method across all three generations, while Gen Z stands out for its use of digital wallets (41%), compared with 34% among Millennials and 26% among Gen X.<\/p>\n