My Market

What My Market does

My Market is the online supermarket brand of METRO AEBE, a Greek public limited company (Anonymi Etairia) headquartered in Metamorphosis, Attica, at Sorou 1, 14452. It operates a proprietary e-commerce platform (mymarket.gr) that lists more than 15,000 SKUs across fresh produce, dairy, meat, fish, frozen foods, beverages, personal care, baby care, pet supplies, and household goods, and serves Greek consumers nationwide through home delivery, scheduled time slots, a Speedy 1-hour express delivery option, and a Saver Pass monthly subscription for unlimited deliveries. Ordering channels include the website, a mobile app (iOS and Android), and a telephone ordering service (210 6027 900) with a Call Back feature to reduce wait times.

The platform is built on standard e-commerce architecture with SSL-256bit encryption, account management, product catalog browsing, and barcode scanning via mobile camera, and integrates with Viva Wallet, Visa, Mastercard, and Alpha Bank for payments, with Google and Facebook for social login and Google Analytics for performance tracking. Beyond the digital storefront, METRO AEBE operates physical My market supermarkets and METRO Cash & Carry wholesale stores across Greece, plus a My market Local franchise program, giving the company a dual online/offline distribution model and a B2B/horeca tail in addition to its consumer base.

The business generates revenue primarily through grocery product sales via the e-commerce platform and physical stores, with ancillary streams from delivery fees, the Saver Pass subscription, and franchise royalties. Go-to-market is direct-to-consumer and product-led, supported by Super Deals and Super Choices promotional pricing, a €10 first-order coupon, recipe content, social channels (Facebook, Instagram, YouTube, LinkedIn, TikTok), and competitions. The company has invested over €75M in sustainability since 2014, holds ISO 50001, ISO 14064-1, ISO 14064-2, and ISO 14001 certifications, operates 93 photovoltaic stations, and has set a 2027 energy-neutrality target.

Name

My Market

Legal name

METRO AEBE

Website

https://mymarket.gr

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

My Market is the online supermarket brand of Greek retailer METRO AEBE, selling 15,000+ groceries and household products to Greek consumers via mymarket.gr, mobile app, and phone ordering, with home delivery, 1-hour Speedy express service, and a Saver Pass unlimited-delivery subscription, complemented by physical My market and METRO Cash & Carry stores.

Ownership category

akta.pro rank

Product category

Online Grocery Retail

NAICS

All Other Specialty Food Retailers (445298), Supermarkets and Other Grocery Retailers (except Convenience Retailers) (445110), General Line Grocery Merchant Wholesalers (42441)

SIC

Retail-Grocery Stores (5411), Wholesale-Groceries & Related Products (5140), Retail-Food Stores (5400)

akta.pro primary industry

Grocery & Specialty Food Marketplaces (CRAFABAE)

akta.pro secondary industries

On-Demand Grocery Delivery Marketplaces (AFAIAMAB), Traditional Grocery Stores (Small-Format/Corner Grocers) (CRAHAAAC), Cash-and-Carry Wholesale Grocers (Business/Trade Customers) (CRAHACAB)

Keywords

• Online grocery retail
• Home grocery delivery
• Supermarket e-commerce
• Grocery subscription delivery
• Cash and carry wholesale

Headquarters

HQ city

North Greece

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. E-commerce Online Sales: Revenue generated from consumer purchases made through the mymarket.gr online platform, including delivery fees and product markups. Subscription-style revenue via Saver Pass for unlimited deliveries.
2. Physical Retail Store Sales: Revenue from in-store purchases at My market and METRO Cash & Carry supermarket locations across Greece.
3. Franchise Fees (My market Local): Franchise model allowing independent operators to open My market branded stores under license.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

My Market is an online supermarket (mymarket.gr) operated by METRO AEBE in Greece, offering home delivery of groceries and household products across a catalog of 15,000+ SKUs. The platform is complemented by physical My market stores, METRO Cash & Carry wholesale outlets, a Saver Pass subscription for unlimited deliveries, Speedy 1-hour express delivery, and telephone ordering with callback service.

Product overview

My Market is an online supermarket operated by METRO AEBE, offering a comprehensive e-commerce platform for grocery and household products. The core offering is the My Market Online Supermarket platform (mymarket.gr) which provides access to over 15,000 products across categories including fresh produce, dairy, meat, frozen foods, beverages, and household items. The product portfolio includes the core online shopping service, enhanced by the Saver Pass subscription for unlimited deliveries, and the Speedy express 1-hour delivery option. The company also operates METRO Cash & Carry wholesale locations and offers telephone ordering and callback services for customer convenience. The ecosystem includes various branded product lines across food, beverages, personal care, and household categories.

Differentiator

Problem solved

Functional benefit

Brands

• Saver Pass: A membership/subscription service offering unlimited deliveries for subscribers.
• Speedy

Products and services

• My Market Online Supermarket Proprietary e-commerce platform (mymarket.gr) selling groceries and household products to Greek consumers with home delivery, covering 15,000+ SKUs across fresh produce, dairy, meat, fish, frozen, beverages, personal care, baby care, pet supplies, and household items.
• Saver Pass
• Speedy Express Delivery
• Telephone Ordering
• Call Back Service

Quantifiable outcome

• 34.58% reduction in greenhouse gas emissions in 2023 vs 2022, preventing 31,100 tonnes CO2 emissions (equivalent to 6,581 vehicles' annual emissions)
• +5 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core and major.

• nrg (incharge)coreStrategic or Co-development Partner · 1 January 2024Strategic cooperation between METRO AEBE and nrg for the installation of incharge fast electric vehicle chargers at My Market and METRO Cash & Carry stores. The investment is ongoing with 320 chargers already installed at 160 stores, targeting 250 locations with 500 total chargers for nationwide coverage. This partnership provides an added convenience service for customers who can charge their EVs while shopping.
• Metro Energy (Subsidiary)coreStrategic or Co-development Partner · 1 January 2024Metro Energy is a wholly-owned subsidiary of METRO AEBE responsible for designing, installing, maintaining, and monitoring photovoltaic systems and other green energy projects. It is constructing a photovoltaic park in Spatholaka, Achaia, and has obtained electricity storage licenses totaling 300MW.
• Wind Farm in Distomo, BoeotiamajorStrategic or Co-development Partner · 1 January 2024METRO AEBE has signed a 10-year bilateral Power Purchase Agreement (PPA) with a wind farm in Distomo, Boeotia, to procure renewable energy as part of its sustainability strategy.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• AB Vassilopoulos: Greek supermarket chain owned by Ahold Delhaize, operating physical stores and an online grocery platform. Comparable as a well-capitalized multi-format Greek grocer with e-commerce ambitions and international backing.
• Sklavenitis: Leading Greek supermarket chain with a strong physical footprint and a growing online grocery platform (sklavenitis.gr). Most directly comparable as a multi-format Greek grocer with home delivery and broad assortment competing for the same household basket.
• Picnic: Online-only grocery retailer with subscription-based unlimited-delivery model in the Netherlands and expanding across Europe. Comparable as a benchmark for the Saver Pass subscription mechanic, route-based fulfillment efficiency, and pure-play digital grocery economics.
• Lidl Hellas: Discount grocery operator in Greece with growing e-commerce presence. Comparable on assortment-driven hard-value competition and increasing digital investment targeting the same Greek household consumer.
• Caremarket: Greek online grocery retailer focused on home delivery. Comparable as a domestic online-grocery specialist competing for digital basket share without a comparable physical-store footprint.
• Rohlik Group: Central European online-grocery operator with broad assortments and own delivery network across multiple countries. Comparable as a multi-market online-grocery scale player demonstrating the playbook for catalog depth, private label, and last-mile density.

Broad incumbents

• METRO AG: Global wholesale and cash-and-carry group; shares the METRO brand identity used in Greece. Comparable as the broader incumbent parent group whose strategic priorities and capital allocation shape METRO AEBE Greece's trajectory.
• Ocado Retail: UK online grocery retailer and grocery e-commerce technology provider. Comparable as a reference point for the technical complexity of online grocery at scale (automated fulfillment, range, delivery promise) relevant to My Market's Speedy 1-hour and assortment strategy.

Emerging players

• efood: Greek online food-delivery marketplace (owned by Delivery Hero). Comparable as an adjacent channel for at-home food consumption, including grocery-adjacent orders, and a competitive threat for last-mile mindshare.
• Wolt Greece: On-demand delivery platform operating in Greece with growing grocery vertical. Comparable as a quick-commerce-style challenger competing for incremental digital basket share, particularly in urban centers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/mymarket
• YouTubeyoutube.com/channel/UCAz11s6Fb-EKZWv2UfjY6sQ
• Facebookfacebook.com/mymarket.gr
• LinkedInlinkedin.com/company/metro-aebe-greece/posts/?feedView=all
• Instagraminstagram.com/mymarketgr

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about My Market