Greek eGrocery S1 2021

Greek Online Grocery continues to grow with an astounding 122% Y-o-Y growth rate in the first semester of 2021 vs 2020, according to aggregated data collected on Convert Group’s eRetail Audit platform and calculations from our Market Analysis team.

Key Insights:

  • The total Online Grocery sector’s turnover is estimated to have reached €140,6M in the first semester of 2021, 122% higher compared to the same period last year.
  • The category with the highest sales growth in the first half of 2021 was “Pet Supplies” with a rate of +192%, followed by “Bakery” and “Bottled Beverages, Soft Drinks, Water & Drink Mixes” with rates of +179% and +173%, respectively.
  • The consumer basket remained mostly stable during this semester, containing 37,5 Items, valued at €78,70 on average. Overall conversion rate continues to be improved compared to the previous year. These indicate the persistent consumer habits and spending patterns in online grocery.
  • Direct traffic continues to expand its share of transactions, reaching 37% in the whole semester, with CPC (Google Ads) increasing its share to 27% and Organic traffic decreasing it to just 16%, in the second quarter of the year.

You can download a free teaser report by filling the form or contact us to order the complete full report.

The contents of the Full report include:

  • Executive Summary of S1 2021 [also in free report]
  • Greek B2C Online Grocery Landscape [also in free report]
  • Estimation for S1 2021 Online Grocery Turnover [also in free report]
  • Online Grocery Sector S1 2021 Growth in Sales Value [also in free report]
  • Categories Overview & Contribution to Growth [also in free report]
  • Mega Categories Y-o-Y Growth Evolution in Sales Value by Month [also in free report]
  • Category Analysis for Fresh Food
  • Category Analysis for Basic Packages Food
  • Category Analysis for Cleaning Products & Paper for Household use
  • Category Analysis for Bottled Beverages, Soft drinks, Water & Drink Mixes
  • Category Analysis for Beauty & Health Products
  • Category Analysis for Frozen Food
  • Category Analysis for Bakery Products
  • Category Analysis for Baby & Kids Products
  • Basket Metrics Evolution [also in free report]
  • Breakdown of an Average Online Basket [also in free report]
  • Top 20 Product Categories in Basket Penetration [also in free report]
  • Transactions per Device Type [also in free report]
  • Day & Time with the most transactions in S1 2021 [also in free report]

eRetail Audit is the world’s leading platform offering sell-out eCommerce Market Shares of FMCG & Consumer Healthcare products along with meaningful commercial, marketing & eCommerce insights.

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