How to Sell Fashion Online in Greece (2026): Skroutz, BestPrice, Public & Zalando GR Seller Guide
Greece's dominant marketplace did not start life as a marketplace at all. Skroutz began in 2005 as a price-comparison engine — a tool built to line products up side by side and show Greek shoppers who was cheapest.
It then did something clever: it became the marketplace itself. Today Skroutz offers more than 12 million products from roughly 9,000 merchants to around 2.5 million active users, running a vertically integrated operation that spans the marketplace, its own last-mile logistics, fulfilment services, a licensed fintech arm, and a growing retail-media business.
And in May 2026, Blackstone — the world's largest alternative asset manager — announced it was acquiring a majority stake in Skroutz from CVC Capital Partners, explicitly to fund continued growth and European expansion. The founders keep a stake and keep running it. The deal is expected to close in the second half of 2026, subject to regulatory approval.
Translation: Greece's dominant platform is about to get significantly bigger, better capitalised, and more international. If you are going to enter Greece, this is a good moment to be early.
But it is Skroutz's origin that should shape your strategy — because comparison DNA never really leaves a platform.
On a price-comparison marketplace, your product sits in a row next to your competitors', with the prices visible. Greek buyers arrive price-anchored. And here is the thing every seller eventually learns the hard way: on a comparison engine, price competition converges. Everyone shaves margin until the prices are effectively level — and then price stops being a differentiator at all.
So what breaks the tie? The listing. The images. The completeness. Whether your dress looks like something worth buying, or like a rectangle of fabric photographed on a floor.
Comparison-led marketplaces reward sharp pricing and complete, accurate listings. Once you have matched the price — and you will — presentation is the only lever you have left.
FEATURED SNIPPET
How do you sell fashion online in Greece?
Greece's ecommerce runs overwhelmingly through Skroutz, the country's leading marketplace and price-comparison platform — founded in 2005, offering 12+ million products from around 9,000 merchants to roughly 2.5 million active users, with its own last-mile logistics, fulfilment, fintech and retail-media operations. In May 2026, Blackstone announced it was acquiring a majority stake from CVC to fund growth and European expansion. Skroutz Marketplace lets you sell with or without an existing e-shop, listing directly through the platform. Commission is set by category on Skroutz's published pricelist, with handling fees applying per order, and Skroutz has stated it will introduce a reduced commission pricelist for international partners whose business is not based in Greece. Other channels include BestPrice (comparison-led, 2,000+ merchants), Public (books, media, electronics, lifestyle), e-shop.gr, Zalando Greece, Spartoo and Vinted. Because Skroutz and BestPrice are comparison-led, prices converge fast — meaning listing quality and imagery become the real differentiator. AI model photography tools like Studiofy, generating photorealistic on-model images and 4, 6 and 8-second video ads from a single product photo, directly address that tiebreaker.
Studiofy At a Glance
Why Comparison Marketplaces Make Imagery Decisive
This is the strategic core of the Greek market, and it deserves to be understood properly rather than skimmed.
A conventional marketplace (Amazon, eMAG, Allegro) shows a shopper a grid of products from different sellers, with prices implied rather than lined up for direct comparison. A comparison-led marketplace — Skroutz, BestPrice — does the opposite. It puts your product directly next to the same or similar product from other merchants, with the prices explicitly side by side. That is literally what the platform was built to do.
Trace what happens next. Sellers see they are being undercut. They cut price. Competitors see the cut. They match it. Repeat. Prices converge. Margin evaporates. Nobody wins. And now the shopper is looking at several near-identical prices.
At that point, price has stopped being a decision-making input. The buyer has to choose on something else.
That something else is your listing.
Does your product have on-model images — or a flat lay on a bedspread?
Can they see how the dress falls — how the jacket sits, what the fabric actually does?
Are your images complete — front, back, detail, worn?
Does your listing look like a brand — or like a person clearing out a stockroom?
Industry guidance on Greek marketplaces makes this explicit: comparison-led platforms like Skroutz and BestPrice reward sharp pricing and complete, accurate listings. The pricing part is a race everyone eventually ties. The listing part is where you actually win. This is the single clearest expression of Studiofy's value in the entire series. Not "better images help you convert" — but rather: on a comparison marketplace, once price is level, images are the only remaining variable.
Skroutz: Greece's Everything Platform
The scale
Founded 2005 — Athens
12+ million products
~9,000 merchants
~2.5 million active users
Greece's leading online marketplace and price-comparison site
The Blackstone acquisition (May 2026)
On 11 May 2026, Blackstone announced a definitive agreement to acquire a majority stake in Skroutz from CVC Capital Partners Fund VII. The stated purpose: to support continued growth and European expansion. Skroutz's founders sell part of their holding but retain a stake and continue to lead the business. The transaction is expected to close in H2 2026, subject to regulatory approvals.
Why this matters to you as a seller: Blackstone has a track record backing marketplace and digital-platform businesses (Adevinta, Property Finder among them). Capital plus a mandate for European expansion means Skroutz is likely to grow its reach, its logistics, and its ambitions. Sellers who establish themselves now do so before that expansion — and before the platform gets more crowded.
Vertically integrated — which is unusual and useful
Skroutz does not just run a marketplace. It operates proprietary last-mile logistics, fulfilment services, a licensed fintech offering, and a growing retail-media business (i.e. advertising). For a seller, that means logistics, payments and advertising can all sit inside one relationship — a genuine convenience in a market Greece's size.
You can sell without an e-shop
This is a genuinely low barrier and worth highlighting: Skroutz Marketplace lets you sell your products online with or without an existing e-shop — directly through Skroutz. If you are a boutique, a designer, a small manufacturer, or a brand without the appetite to build and run a full ecommerce site, Skroutz is a complete route to market on its own. You do not need to build a shop first.
Commissions and fees
Skroutz publishes a commission pricelist by category on its merchants portal — always check the current schedule for your specific category rather than relying on any third-party figure.
Handling fees per order — For the Skroutz Marketplace partnership model, a handling fee reportedly adjusted by €0.50 for orders from core users. For the FBM partnership model, a handling fee of €1.00 per suborder
Standalone packages available — Data & Insights, Brand Booster, and Smart Finance
Reduced international pricelist coming — Skroutz has stated that a new, reduced commission pricelist — covering all categories, including advertising commission — will be announced and will apply to international partners whose business is not based in Greece
That last point is a live opportunity. Skroutz is explicitly working to make itself more attractive to non-Greek sellers, and states its goal is to balance seller needs with maintaining a competitive marketplace. If you are an international brand considering Greece, check the current international pricelist before you assume the economics do not work.
The Rest of the Greek Landscape
BestPrice.gr — the other major comparison-led marketplace, working with over 2,000 merchants across electronics, fashion, books and groceries, with price comparison, reviews and cashback. Price competition is highly visible here — which means, again, that presentation is your differentiator once price levels out
Public — a well-known Greek retail name, strong in books, media and electronics, and extending into lifestyle. Strong brand trust and physical-store presence
e-shop.gr — a large general Greek marketplace with comparison tools
Zalando Greece — Zalando operates in Greece as part of its ~25-market European footprint, with Europe's strictest fashion image standards: white packshot, model images on plain light grey, mandatory front and back crops, and the model must be wearing shoes. One partnership opens ~25 markets
Spartoo — an international fashion and footwear marketplace operating across several countries including Greece, which can make cross-border selling simpler
Answear — the CEE multibrand fashion platform, also serving Greek buyers
Vinted — resale, increasingly mainstream. Photo-driven and on-model-friendly
Amazon — Greece has no dedicated Amazon marketplace. Greek sellers reach Amazon via Amazon Global Selling into other European sites
Shein and Temu — the same price pressure as everywhere. And on a comparison marketplace, that pressure is visible on the page. You will not out-price them. You must out-present them
Greek Marketplace Comparison
Priority Greek Fashion Categories
Γυναικεία Μόδα (Women's Fashion) — the largest opportunity. Φορέματα above all — including Βραδινά Φορέματα (evening dresses), Maxi Φορέματα, Mini Φορέματα — plus Μπλούζες, Tops, T-Shirts, Πουκάμισα, Hoodies, Sweatshirts, Πουλόβερ, Ζακέτες, Σακάκια, Φούστες, Παλτό, Jeans, Παντελόνια, Κολάν, Φόρτσες, Σορτς, Ολόσωμες Φόρμες, Σετ, Μαγιό, Αντηλιακά, Πιτζάμες
Ανδρική Μόδα (Men's Fashion) — T-Shirts, Πουκάμισα, Polo Shirts, Hoodies, Πουλόβερ, Σακάκια, Φούστες, Παλτό, Jeans, Chinos, Κοστούμια, Σορτς
Παιδική Μόδα & Βρεφικά — Βρεφικά Ρούχα, Bodysuits, Παιδικά Φορέματα, Παιδικά T-Shirts, Παιδικά Παντελόνια, Παιδικά Φούστες. A strong, trusted Greek category
Μαγιό and Resort Wear (Swimwear) — Greece's signature category, and it is seasonally enormous. Greece is one of the world's great beach and island destinations, with a tourism economy to match. Μαγιό, beachwear, cover-ups, sandals and resort dressing spike hard through the season. And swimwear is the single most on-model-dependent category in fashion. Nobody has ever bought a bikini from a flat lay. Fit, cut, coverage and how it actually sits on a body are the product
Κοσμήματα (Jewellery) — a top-priority Greek category with genuine heritage. Χρυσά Κοσμήματα (gold), Ασημένια Κοσμήματα (silver), Διαμαντένια Κοσμήματα (diamond), Δαχτυλίδια (rings). Greek jewellery — from classical-inspired goldwork to handmade island silver — carries real export credibility. Jewellery needs both macro detail shots and on-model context that communicates scale, which is one of the most common causes of jewellery returns
Βραδινά Φορέματα and Wedding Wear — Greek weddings, baptisms and celebrations are major, formal, heavily-photographed occasions. Evening and occasion wear is high-value — and entirely on-model-dependent
Παπούτσια (Footwear) — including the sandals that define Greek summer style
Τσάντες και Αξεσουάρ
Activewear / Sportswear
Μεγάλα Μεγέθη (Plus Size) and Maternity Wear — under-served and growing
Βιώσιμη Μόδα (Sustainable Fashion) — a growing Greek purchase driver
Localisation: Greek, Properly
All listings must be in Greek — titles, descriptions, οδηγός μεγεθών (size guides), materials, care instructions. Greek uses its own alphabet, and machine-translated Greek is immediately obvious and damaging to trust.
One useful nuance: Greek shoppers frequently search using a mix of Greek and English terms — English words like Jeans, Hoodies, Sweatshirts, Tops, Polo, Chinos, Activewear and Loungewear are used natively alongside Greek vocabulary. The category list reflects exactly this: Φορέματα and Μπλούζες sit right next to Jeans and Hoodies. Effective Greek listings use both.
Categories: Γυναικεία Μόδα · Ανδρική Μόδα · Παιδική Μόδα & Βρεφικά · Κοσμήματα · Φορέματα · Βραδινά Φορέματα · Maxi Φορέματα · Mini Φορέματα · Μπλούζες · Tops · T-Shirts · Πουκάμισα · Hoodies · Sweatshirts · Πουλόβερ · Ζακέτες · Σακάκια · Φούστες · Παλτό · Jeans · Παντελόνια · Chinos · Κοστούμια · Κολάν · Φόρτσες · Σορτς · Ολόσωμες Φόρμες · Σετ · Μαγιό · Αντηλιακά · Πιτζάμες · Παπούτσια · Τσάντες · Αξεσουάρ · Μεγάλα Μεγέθη · Βιώσιμη Μόδα
Jewellery: Χρυσά Κοσμήματα · Ασημένια Κοσμήματα · Διαμαντένια Κοσμήματα · Δαχτυλίδια
Photography: Φωτογράφιση προϊόντων · Φωτογραφία προϊόντος · Φωτογράφιση με μοντέλο · Φωτογραφίες με μοντέλο · Μοντέλο · Λευκό φόντο · Οδηγός μεγεθών · Μοντέλα AI · Τεχνητή Νοημοσύνη
Business: Πώληση στο Skroutz · Έμπορος / Πωλητής · Προμήθεια · ΑΦΜ · Ηλεκτρονικό κατάστημα / e-shop · Αποστολή · Επιστροφές
How Studiofy Helps Greek Fashion Sellers
Skroutz and BestPrice are comparison-led — Your price sits next to your competitors'. Price converges. It always does
When price is level, the buyer decides on the listing — and on a fashion product, the listing is the imagery
Skroutz explicitly rewards complete, accurate listings — and its Blackstone-funded expansion means the platform — and the competition on it — is about to grow
Μαγιό and resort wear, Greece's signature seasonal category — cannot be sold from a flat lay. Neither can βραδινά φορέματα
Κοσμήματα need on-model context to communicate scale
Zalando GR requires on-model photography — to Europe's strictest spec
Photograph your garment cleanly
A flat lay, hanger shot, or φωτογραφία σε λευκό φόντο works as the input. Our lighting guide, flat lay guide and white background guide cover the input side.
Upload to Studiofy and choose your model and setting
Select an appearance, pose and setting suited to your brand and your Greek buyer — a resort-wear label and a βραδινά φορέματα designer want very different imagery.
Generate your φωτογραφίες με μοντέλο
Photorealistic on-model images from your real garment — its true colour, cut, drape and texture. This is the tiebreaker on a comparison page where every price looks the same.
Generate short video for Instagram, TikTok, Skroutz retail media and paid social
From the same product image, Studiofy produces 4-second, 6-second, and 8-second product videos.
Build a complete listing and verify
Complete, accurate listings are what comparison marketplaces reward. Combine your clean product shot, on-model images, detail shots, and an accurate οδηγός μεγεθών. Then verify the colour against the physical garment.
An honest note on AI imagery compliance — and why comparison marketplaces sharpen the argument. No major marketplace, Greek or otherwise, has issued a blanket ban on AI-generated imagery as of 2026. What every platform applies — equally to AI images and photographs — is its accuracy standard: the image must faithfully represent the actual product. And on a comparison marketplace, that honesty is doubly in your interest. Skroutz and BestPrice run on reviews, ratings and visible merchant reputation — your listing sits next to competitors, and so does your rating. An image that oversells a garment buys you one sale and costs you a review, a return, and a permanent, publicly-visible dent in the one asset a comparison marketplace makes impossible to hide. Show your real product, accurately, on a model. That is exactly how Studiofy is designed to be used.
Common Mistakes Selling Fashion in Greece
Trying to win on price on a comparison marketplace — You are playing a game that ends in a tie, with your margin gone. Match the price, then win on the listing.
Incomplete listings — Comparison-led platforms explicitly reward complete, accurate listings. Missing images, missing sizes, missing detail — that is you handing the sale to the merchant beside you.
Flat-lay swimwear — Μαγιό is Greece's signature category and the most on-model-dependent product in all of fashion. A flat lay will not sell it.
Flat-lay evening wear — Βραδινά φορέματα live or die on drape.
Jewellery without scale — Κοσμήματα need on-model context so buyers can judge size — one of the most common causes of jewellery returns.
Machine-translated Greek — Immediately obvious. Greek buyers notice.
Writing only in Greek, or only in English — Greek shoppers search bilingually — Φορέματα and Jeans, Μπλούζες and Hoodies. Use both.
Assuming you need an e-shop first — You do not. Skroutz lets you sell directly, with or without one.
Ignoring the international pricelist — Skroutz has said reduced commissions are coming for partners based outside Greece. Check before you rule the market out.
Waiting — Blackstone is funding Skroutz's expansion. The platform is about to get bigger — and more crowded.
Frequently Asked Questions
When Price Ties, Pictures Win
Greece's dominant marketplace was born as a price-comparison engine, and that DNA still runs the market. Your product sits in a row. Your price sits next to theirs. And everyone in that row is doing the same arithmetic you are — shaving margin until the numbers level out and nobody has an advantage at all.
Then the buyer looks up from the price and looks at the picture.
That is the entire Greek market in one sentence. Not "good images help." When price ties, pictures win. And with Blackstone now funding Skroutz's expansion, that row is only going to get longer.
So show them the dress. Not folded on a floor — worn. Show the μαγιό on a body, because that is the only way anyone has ever bought one. Show the βραδινό φόρεμα moving. Show the κόσμημα at the size it actually is.
Studiofy does it from a single product photo. Upload your flat lay, hanger shot, or φωτογραφία σε λευκό φόντο. Choose your model. Generate photorealistic φωτογραφίες με μοντέλο — your real garment, its true colour and drape — plus 4-, 6-, and 8-second video ads for Instagram, TikTok and paid social.
Καμία φωτογράφιση. No studio. No model booking.
Upload your product. Generate your model images. Win the tiebreaker.
Look Like a Brand.
Start creating Skroutz-ready AI model images and video ads today.