This year’s Black Friday in Greece is shaping up to be unlike any other. Once a key moment for local retailers to boost sales, the end-of-November shopping frenzy is now expected to be dominated by Chinese online platforms such as Temu, Shein, and Trendyol.
Within just a year of entering the Greek market, these platforms have captured an estimated 15% to 20% share of online sales in clothing, footwear, and everyday consumer goods. Their formula is simple but hard to beat: prices up to 70% lower than European competitors, an endless range of products, and aggressive social media marketing.
Industry observers note that “the players shaping the market are no longer found in the shop windows of Ermou Street or in logistics parks near Athens, but thousands of kilometers away—behind e-commerce screens.”
A Surge in Parcels and Concerns
Greece now handles 70,000 to 80,000 parcels a day ordered from these Chinese platforms, most valued under €30. Local retailers are alarmed. Traditional sales periods are losing traction, while in general some small businesses see their revenue slipping by 10% to 15% compared with last year.
“The problem isn’t just the move towards online shopping,” retail insiders say. “It’s that online sales are shifting away from Greek e-shops.”
Much of the concern centers on unfair competition. Chinese e-shops benefit from EU rules that exempt small parcels that are worth under €150, from customs duties and VAT. This allows them to bypass import taxes and quality checks, giving them a significant cost advantage over Greek businesses that must pay rent, wages, and taxes.
Calls for a Level Playing Field
Greek trade associations are demanding action. They want stricter checks on product safety and fair taxation for goods entering from outside the EU. Some have even proposed a €7 national levy on such parcels until new EU legislation comes into force in 2028.
“We’re not asking for protectionism, we’re asking for fairness,” said Makis Savvidis, vice president of the Athens Traders Association. He pointed to the example of the United States, which imposed a 110% tariff on Chinese e-commerce imports, effectively forcing platforms like Shein and Temu out of the US market after President Trump’s decision. According to Savvidis, this has led the Chinese behemoths, to push their products more aggressively on the European market instead.
Greek Retailers Prepare for the Battle of Black Friday
Despite the challenges, Greek retailers are gearing up for a competitive Black Friday. The event has become a major shopping milestone, and this year’s date -November 28, the last working Friday of the month, coincides with payday for many employees, raising hopes for increased spending.
Preparation started early. Many local chains began stocking up and launching promotions in early October. Several have embraced the idea of “Black November”, offering discounts weeks in advance to win over shoppers before the Chinese platforms do.
Some are focusing on customer loyalty programs, exclusive member offers, and faster delivery options such as click-and-collect. “Black Friday is no longer a single day. It’s an entire month,” Savvidis said. “The real battle will be fought not just on prices, but on reliability, speed, and service.”
A Changing Retail Landscape
The data on the rapid expansion of Chinese e-commerce platforms in Greece and across the EU come from the transparency reports that these platforms are required to publish under the Digital Services Act (DSA), the European Union’s directive governing digital services.
In 2024 alone, 4.6 billion low-value parcels entered the EU—three times more than in 2022. In Greece, total parcel traffic averages 550,000 shipments per day, with around 15% coming from China, a figure expected to rise to 20% by mid-2025.
Meanwhile, Shein’s monthly active users in Greece and Europe reached 2.65 million and 130 million, respectively, between August 2024 and January 2025.
