According to studies and surveys conducted world‐wide, government incentives and current legal frameworks, private initiatives and investments, technology available at a reasonable price, and public acceptance of the internet as an efficient medium for buying goods and services are driving ecommerce growth. Academics, information technology experts and even politicians in Greece are aware of these essential requirements as well. However, although internet access has grown significantly and the digital foundations are there, ecommerce is yet to reach measurable levels in Greece. This paper attempts to explain the reasons why and suggests corrective actions by all those actively involved with Greek ecommerce.
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