Greek consumers are buying from Chinese online marketplaces at a higher rate than any other consumers in the Eurozone, according to new research by the European Central Bank (ECB), highlighting the continuing pressure of household budgets in Greece despite easing inflation.
The ECB study found that nearly eight in ten Greek consumers had made at least one purchase from Chinese e-commerce platforms during the previous year, placing Greece ahead of all other Eurozone countries surveyed.
Platforms such as Temu, Shein, and AliExpress have rapidly expanded across Europe in recent years by offering products at prices often significantly below those available through European retailers.
Price Remains the Decisive Factor
According to the ECB’s Consumer Expectations Survey conducted in April 2026, affordability was the main reason Greek consumers turned to Chinese platforms, followed by the wider variety of products available online.
The findings suggest that cost-of-living pressures continue to shape spending habits in Greece, where many households remain highly sensitive to price increases despite inflation slowing from the peaks recorded during the energy crisis of recent years.
Lower and middle-income households were found to be the most frequent users of Chinese marketplaces, reflecting broader concerns over purchasing power across parts of Southern Europe.
Greece Stands Out in the Eurozone
While consumers throughout the Eurozone increasingly use Chinese online marketplaces, Greece recorded the highest level of adoption among participating countries.
The ECB research points to a clear geographical divide within Europe, with southern member states generally reporting higher usage rates than wealthier northern economies.
Economists have noted that ultra-low-cost imports have helped consumers offset rising prices in categories such as clothing, household goods, accessories, and small electronics, although the trend has also intensified concerns among European retailers facing competition from overseas sellers.
Europe Moves to Tighten Rules on Low-Value Imports
The findings come as the European Union introduces new measures aimed at addressing the rapid growth of imports from non-EU online marketplaces.
Beginning this month, low-value parcels entering the EU are subject to a new customs handling charge intended to cover inspection and processing costs associated with the sharp rise in direct-to-consumer shipments from outside the bloc.
European policymakers have argued that the measures are necessary to ensure fair competition and strengthen product safety oversight, while critics warn that additional charges could disproportionately affect consumers already struggling with higher living costs.
For Greece, the ECB findings underline how strongly price considerations continue to influence consumer behavior and how deeply Chinese online marketplaces have become embedded in everyday purchasing habits.
Related: How Much You Need to Earn to Live Comfortably in 2026
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