9% increase in online supermarket sales in 2024

It is noted that this turnover does not include Q-Commerce players with their own warehouses, such as eFood Market & Wolt Market, which are steadily gaining market share in Greece.

Also noteworthy is the 6% increase in the average order value, reaching 85 euros. This increase is mainly attributed to a higher number of items per order (on average 34.3 items, compared to 32.8 in 2023), rather than inflation, as the increase in the average online price of goods was just 1%, compared to 8% in 2023.

These figures are included in the annual report published today by Convert Group. Specifically in Greece, Convert Group’s sample covered 83% of the market in 2024, and by 2025, it will cover 90% of the market with the addition of efresh and AB’s orders through e-food (excluding eFood Market and Wolt Market).

In comparison to 2023, the categories that saw an increase in the value of online purchases in 2024 were: +18% in pet products, +14% in beverages and soft drinks, +12% in frozen foods, while packaged foods increased by 9% and fresh foods by 8%.

It was also observed that the share of spending on private label products accounted for 15% of total online purchases made in the first half of 2024. Finally, Friday was the most popular day for online household shopping, as 16.8% of total orders were placed on this day by consumers.