Insights into the growth of Portugal ecommerce profiling payment methods, target audiences, marketing, social media, economy and logistics
Economy
Portugal is home to 10.2 million people with a total GDP of US$238.7 billion. GDP per capita is currently US$25,064 and expected to reach US$31,789 by 2026. Portugal is ranked as the 42nd richest country by the World Bank GDP per capita rankings.
Digital User Insights
There are currently 5.3 million ecommerce users in Portugal. The average user spends US$708 online, which will grow to US$813 by 2025.
Product Categories
Total ecommerce revenue across all product categories is US$3.7 billion, expected to reach US$4.6 billion by 2025. Fashion is currently the leading product category, accounting for US$1.3 billion market share. Electronics and Media is a close second, accounting for US$932 million.
By 2025, Fashion will lead, valued at US$1.6 billion. Electronics and Media will also grow, reaching US$1.1 billion.
Logistics
In 2018, Portugal was ranked 23rd in the World Bank Logistics ranking, making it among the easiest countries to deliver to in the world. 66% of Portugal’s population reside in urban areas.
Preferred Online Payments
65% of online shoppers used cash on delivery, 5% used Bank Transfer, 15% used Credit Cards and 11% selected eWallets as their preferred method of payment.
Where does Portugal buy from?
Portugal imports from Spain (US$25.8 billion), Germany (US$11.7 billion), France (US$8.3 billion), Italy (US$4.8 billion), and Netherlands (US$4.26 billion).
Internet and Device Usage
Internet penetration in Portugal is currently at 75%, and should reach 78% by 2025. Smartphone penetration is 71% and is projected to grow to 78% by 2025.
In 2015 (latest data), 90% of online sales in Portugal were made via computer. 4% of purchases were made via tablet, and 4% via smartphone.
Marketing
Digital advertising spend has grown significantly over the last decade reaching €185 million (approximately US$220 million) in 2019.
Social Media
Portugal’s Social Media Penetration is 68% of the population, with this expected to reach 70% by 2025. Popular networks include Facebook, Hi5, Instagram, Youtube, and Twitter.
For more market insights, check out the ESW series of blogs covering a range of emerging ecommerce markets.
*Insights derived from ESW data, Statista, WorldBank, OECD and other industry sources.
