A large number of stores engaged in the retail of electric and electronic home appliances operate in Greece. Τhe network of the large organized chain stores has expanded at an intense rate over the last two decades.
The decrease in turnover, increased operating expenses and reduced liquidity have brought about changes in the retail market map of electric and electronic home appliances, a fact which is more intense in the case of buying groups.
The overall sales of electric and electronic home appliances (via chain stores) has reported an upward trend during the period 2000-2008, at an average growth rate of 5.8%. However, during 2009-2016, the market registered a fall (excluding 2014), with an average annual reduction rate of 6.3%, influenced by the sharp deterioration of the domestic economy. In 2017 the market showed signs of recovery (8% increase compared to 2016) which continued in 2018 (6.7% rise) and 2019 (2.8%). Regarding 2020, the coronavirus pandemic halted the market growth rate (marginal increase of 1.4%).
As regards the breakdown of sales among the wider appliance categories in 2020 White Appliances and Air-Conditioners accounted for 35% and Mobile & Fixed Telephony - IT equipment for 30%. Electronic Appliances (TV, consoles, etc.) accounted for 18%, Small household appliances for 13%, while the share of other products (including photography and office equipment) was estimated at 4%.