For the first time, this study systematically examines the extent of use, motivations, consumer habits, and perceptions of Greek consumers regarding purchases from platforms based outside the European Union (EU).
The key findings reveal that 94% of participants made online purchases in the past twelve months, with 85% of these having bought from at least one platform outside the EU—equivalent to roughly 8 out of 10 Greek consumers. Among the platforms, Temu and Shein demonstrate the highest recognition, with approximately 3 in 10 users of each platform making purchases at least once per month.
The products most frequently purchased from these platforms include clothing, household items, small personal goods, electronics, and gadgets. Price emerges as the decisive factor, clearly dominating as the primary purchasing criterion.
The study further indicates that users of Asian platforms spend more on e-commerce overall compared to non-users. The average annual expenditure on marketplaces outside the EU is €244, accounting for 45% of these users’ total online spending.
Despite widespread use, consumer trust remains moderate. Four in ten users report high satisfaction with their purchases; however, overall trust is measured as moderate, with notable reservations. In contrast, non-users express very low trust toward these platforms.
Notably, 6 in 10 consumers consider European quality and safety standards “very important,” while 7 in 10 users acknowledge that platforms outside the EU may not fully comply with these standards. Nevertheless, low prices continue to dominate as the primary motivation for purchases.
In the event of potential price increases due to tariffs, nearly 40% of users indicate they would cease purchasing from these platforms. Simultaneously, approximately one in three consumers expresses support for the imposition of a special per-order fee, primarily among those who already do not use these platforms.
The research also highlights that consumers largely recognize the Asian origins of Temu and Shein, while awareness is lower for Trendyol and Aliexpress. The country of origin has a limited influence on buyers but a significantly greater impact on non-buyers.
Approximately half of users seek information prior to making a purchase, relying on sources such as Google, online reviews, seller websites, and online communities. Non-users appear even more diligent in their information search.
Commenting on the findings, Kostas Gerardos, President of SELPE, describes the emergence of a “parallel commerce,” in which low prices are achieved through the absence of equivalent regulatory standards. He notes that European and Greek retail businesses operate under strict tax and regulatory frameworks, unlike many marketplaces outside the EU, which function without comparable obligations.
“The research confirms that targeted regulatory interventions can significantly influence consumer behavior,” Gerardos emphasizes, underlining the need for equal rules, robust controls, and ensuring that every product entering the European market meets consistent quality and safety standards. He concludes that consumer protection and the sustainability of European retail require a unified and coherent European framework.
