The country with the second highest growth rate in Europe in terms of e-commerce is Greece, according to the annual survey of E-commerce Europe, the European umbrella organization for Internet retailers. The growth rate of e-retail in Greece was 61% in 2012, in second place after Turkey, which recorded a growth rate of 75%. Overall, however, in Europe, the turnover from sales of products and services via the Internet increased by 19% in 2012 compared to 2011, reaching 311.6 billion euros, contributing 3.5% to the total GDP of Europe, a percentage that is projected to will double in 2016 and will triple in 2020. The economic crisis, which has significantly reduced the disposable income of Greek households, is mainly behind the large growth observed in the electronic markets. Products and services are often available at more affordable prices on the Internet than in traditional, conventional stores.
In addition, the consumer has the ability to conduct extensive market research on the Internet to find the cheapest and most suitable product for their needs. It is no coincidence that overall the European South (including Turkey) is now the third largest region in Europe in terms of online shopping turnover, with a share of 10.7% in 2012, after the West. and Central Europe, leaving the Nordic countries in fourth place.
In the case of Greece, the fact that more and more households have an Internet connection also plays a decisive role, while the penetration of the so-called "smart phones" (smartphones) and then of the tablets (tablets) is rapid. According to market data, the penetration of smartphones in Greece in 2012 amounted to about 30%, while 44% of mobile devices sold belonged to this category. To understand the importance of smartphones in the development of e-commerce, suffice it to say that based on the data of the E-commerce Europe research, the turnover made from e-shopping through the use of "smart mobile" is estimated to have risen in 2012 to across Europe at € 17 billion, at 5.5% of total online shopping.
Final consumer e-shop websites at the end of 2012 were estimated at 550,000 across Europe, recording an annual increase of 15% - 20%. They are expected to increase much more in the coming years, given the rapid growth of e-commerce in Southern and Eastern Europe.
The contribution of e-commerce to employment is also important, as it is estimated that the direct and indirect jobs in the sector amount to two million with the prospect of growth. In fact, there are many who argue that these jobs are not lost through traditional retail, as the two sectors operate mainly in a complementary rather than competitive way.
The most mature markets in Europe are the British (in 2012 the turnover amounted to 96 billion euros), the German (turnover in 2012 to 50 billion euros) and the French, with the turnover reaching in 2012 to 45 billion euros .
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