Undoubtedly, retail serves as a barometer of the economy’s health—consumer spending directly reflects GDP growth rates. According to recent Hellenic Statistical Authority (ELSTAT) data, the Greek retail sector recorded a total turnover of €74.85 billion in 2025. Yet it faces mounting pressure from persistently high inflation. It remains to be seen whether the recent escalation in the Middle East—which is expected to fuel another wave of price increases—will further strain the sector.
Structural Shifts Reshape Retail
In an interview with newsit.gr—conducted before the Middle East flare-up—Professor George Doukidis of the Athens University of Economics and Business explained that Greek retail has undergone profound structural changes. These include the rise of e-commerce, evolving consumer habits, and an intensified race for competitive pricing.
“In 2025, according to data from the Hellenic Federation of Enterprises (ESEE), the market remained stagnant—showing no overall growth. Large retailers posted a 5% increase in turnover, while small outlets saw a 5% decline. This has created two distinct speeds: one for organized retail and another for smaller, independent stores,” Doukidis explained.
This imbalance, he added, stems from several challenges facing small retailers: low productivity, limited bargaining power with suppliers, and regulatory measures targeting tax evasion—including mandatory electronic invoicing—which have raised their operational costs.
Changing Consumer Behaviour
As inflation persists, Greek consumers are adapting. They’re increasingly turning to private-label products, now accounting for 23–25% of total supermarket sales. Shoppers also visit stores more selectively—filling their baskets less impulsively and comparing prices more rigorously via digital platforms.
E-Commerce Comes of Age
Greek e-commerce has matured rapidly, reaching an estimated value of €20 billion—a figure that exceeds earlier expectations. As Doukidis emphasized, e-commerce dominance has spurred major investments in logistics infrastructure, making same-day deliveries—once considered unfeasible—routine across urban centres.
New Store Formats Gain Traction
Another notable trend is the expansion of large retail groups through compact, convenience-style outlets—such as ‘shop & go’ formats. Doukidis described this as an intriguing business model offering clear advantages for independent entrepreneurs: access to brand support, supply-chain efficiencies, and strong synergy with Greece’s booming tourism sector.
Rethinking the Sales Profession
Speaking about the sales profession—deeply tied to retail—Doukidis stressed that it is unfairly undervalued. While frontline sales roles are often overlooked or stigmatised, positions such as sales manager or commercial director remain highly sought after. Over the past two decades, the role has evolved significantly—demanding digital fluency, analytical insight, and customer-centric strategy—not just transactional skill.