Yiannis Efthymiou, Marketing and Operations Manager at Skroutz, shares how one of the most recognizable e-commerce platforms in Greece and Cyprus is evolving from a price comparison service into a broader marketplace ecosystem built around trust, technology and customer experience.

In this episode of The Growth Circle by Cablenet, the podcast that opens a meaningful circle of conversations around the economy and the world of business, the discussion explores the challenges, opportunities and values shaping modern commerce. 

For Efthymiou, growth inside a marketplace is not limited to marketing performance or sales. It is connected to every part of the user journey, from the moment a customer searches for a product to the moment it arrives at their door. Maintaining a consistent experience is one of the biggest challenges on a platform that includes many different categories, sellers, products, and price points.

A central part of the conversation is trust. Price remains important, but it is no longer the only factor that defines the customer experience. Delivery, returns, customer service, product availability, reviews and platform reliability all play a decisive role in whether users return. 

The Cypriot market adds another layer of complexity. As an island, Cyprus has specific logistical realities, from transportation and delivery times to the need for strong local infrastructure. Adapting a successful model from Greece to Cyprus means understanding the market, building the right operational support and ensuring that the service feels relevant to local consumers and businesses.

Technology also plays a defining role in the platform’s development. Data helps the team understand behavior, track performance and make better decisions. Artificial intelligence, personalization and improved product presentation are becoming increasingly important tools in e-commerce, especially as customers expect platforms to understand their needs and make the shopping experience easier.

Efthymiou also highlights the importance of marketing as part of a wider 360 approach. For Skroutz, visibility across different channels helps keep the brand top of mind, while performance marketing supports more targeted activity based on user intent and behavior. The goal is not to show random ads, but to communicate in a way that is useful, relevant and connected to real customer needs.

Looking ahead, Efthymiou sees e-commerce continuing to grow quickly, especially as digital platforms, logistics networks and customer expectations become more advanced. Marketplaces may increasingly become more than places to buy products. They may evolve into broader ecosystems that combine commerce, logistics, technology and services.