Greek eGrocery 2019

Greek Online Grocery grew with an impressive 37% rate in 2019 according to aggregated data collected on Convert Group’s eRetail Audit platform and calculations from our Market Analysis team.

Grocery online spending amounted to €46,7M incl. VAT in 2019 from €34,1M incl. VAT in 2018. The figures are a very small fraction of the €11Β Greek Organised Grocery ecosystem (incl. Lidl that doesn’t publish annual statements) so we should consider this as a baseline to what is going to take place over the next 5 years in the industry.

You can download a free 8-slides summary report by filling the form on this page and contact us to order the complete 23-slides report for €749 (excl. VAT)

The contents of the full report include:

• List of Greek Online Supermarkets [also in free report]
• Online Grocery Market Size and Growth [also in free report]
• 2019 Insights
• Preview of Food & non-Food Categories & Year-On-Year Growth [also in free report]
• Online Sales across Market Seasonality
• 8 Basic Food & non-Food Categories Seasonality
• Fresh Food Weight & Y-o-Y Growth for subcategories [also in free report]
• Basic Packaged Food Weight & Y-o-Y Growth for subcategories [also in free report]
• Household Cleaning Products & Paper Weight & Y-o-Y Growth for subcategories [also in free report]
• Bottled Beverages, Soft Drinks, Water & Drink Mixes Weight & Y-o-Y Growth for subcategories [also in free report]
• Baby & Kids Care Weight & Y-o-Y Growth for subcategories
• Beauty & Personal Care Weight & Y-o-Y Growth for subcategories
• Frozen Foods Weight & Y-o-Y Growth for subcategories
• Bakery Weight & Y-o-Y Growth for subcategories
• Top 30 Food & non-Food Categories Seasonality
• Transactions, AOV & Conv. Rate for Desktop, Mobile & Tablet devices [also in free report]
• Peak days per week [also in free report]
• Peak hours per 24-hr day with Device Segmentation
• Transactions, AOV & Conv. Rate for Google CPC, Direct, Organic, Referrals, Newsletters, Social Media [also in free report]
• Transactions for Google CPC, Direct, Organic, Referrals, Newsletters, Social Media with Device Segmentation
• % of Promo SKUs sold in Fresh Food
• % of Promo SKUs sold in Basic Packaged Food
• % of Promo SKUs sold in Household Cleaning Products & Paper
• % of Promo SKUs sold in Bottled Beverages, Soft Drinks, Water & Drink Mixes
• % of Promo SKUs sold in Baby & Kids Care
• % of Promo SKUs sold in Beauty & Personal Care
• % of Promo SKUs sold in Frozen Foods
• % of Promo SKUs sold in Bakery
• 15 Top Categories Representation in the Basket across 2019, 2018, 2017
• Food & non-Food PL Penetration & Growth across 2019, 2018, 2017
• PL % share in Toilet Paper
• PL % share in Vegetables
• PL % share in Paper Towels
• PL % share in Cleaning Tools
• PL % share in Fruits
• PL % share in Fresh Fish & Seafood
• PL % share in Napkins
• PL % share in Grated Cheese
• PL % share in Fresh Packaged Cheese
• PL % share in Frozen Vegetables
• PL % share in Cheese Slices
• PL % share in Tissues
• PL % share in Minced Meat
• PL % share in Beef
• PL % share in Canned Tomatoes
• Penetration of Bio Products and Basket Characteristics in 2019, 2018, 2017 [also in free report]

5 Key Takeaways from the Free Report:

• €46,7M incl. VAT grocery online spending in 2019 (compared to €34,1M incl. VAT in 2018) is still a very small fraction of the €11Β Greek Organised Grocery ecosystem. We should consider this as a baseline to what is going to take place over the next 5 years in the industry
• 68% of online spend went to food categories with 32% to non-food categories. Fresh food contributes 28% of total online revenue, showing a steady Y-o-Y increase, whereas packaged food and cleaning products contribute 20% and 13% respectively
• 38,2% of orders were given through mobile phones & tablets in 2019, well below European, American and Asian averages, but 4,8 points compared to 2018
• 32% of transactions are affected by a Google ad in search or display on a last-click attribution
• 25% of online baskets included at least one bio product in 2019

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