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According to the annual study of Greek online consumers carried out by the E-Commerce Laboratory (ELTRUN) of the Athens University of Economics and Business, Greek online consumers increased the number of categories they purchased online in 2014 by 10%, resulting in a booming e-commerce industry in 2014. In the September–October 2014 period, 1197 online consumers participated in the online poll, which has been done annually for the past five years.

The Number of online purchases has increased from one every month in 2013 to three every two months in 2014, demonstrating the expansion. The Forecast for 2015 is promising, with just one out of every ten online shoppers anticipating a reduction in the value of their online transactions in 2015.
Travel services (airline tickets, for example), lodging, event tickets (which rose to third place from fifth place last year), computer equipment, apparel/footwear, and electronic devices/mobiles are the goods/services with the highest customer preferences. According to the proportion of online shoppers, the following categories saw the most rise in 2014: travel, services, event tickets, insurance, para-pharmaceuticals, and retail / S-M.

This has to do with the excellent online services provided for travel, tickets, and insurance. The growth in the other two sectors is a result of substantial expenditures made by experts (like pharmacists) or new business owners (like the insurance industry) in online services.

Very important are the criteria that influence the consumer’s confidence to choose an online store. According to the survey, the Greek online consumer has elements of maturity and not only security issues (although secure payment remains the main reason) but also service / product coverage, usability / usability of the site, low prices / information, proper review / recommendations and finally branding / advertising. So online stores have a complex environment to deal with and positively influence the online consumer.

Online shoppers’ multi-channel and omnichannel behavior is another significant development. For 1/3 of online consumers, physical purchases made after researching prices and comparing products online exceed 30%. The opposing tendency, while less evident, does show a rising trend as 40% of internet shoppers have at some time purchased some items from online retailers after studying them in physical locations (using the senses of smell, taste, etc.). For the retail industry, which must adapt to this multi-channel trend, these two movements present an intriguing and challenging business situation.

The transfer of physical goods and data security are related to the key worries of online consumers. According to the findings, 1 in 4 online shoppers believe that shipping costs account for a sizable portion of the total cost of the product, 1 in 5 believe that the current legal system does not protect them in the event that there is a problem with the transport of goods, and 1 in 6 believe that there is a problem with the security and protection of personal data. The above can, to a significant extent, be addressed by providing online consumers with the right information from industry institutions.

Greek consumers are gradually turning to the internet for their purchases, according to the Electronic Commerce Laboratory (ELTRUN) of the Athens University of Economics and Business.

(Source: REUTERS/John Adkisson – Vima) !

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