Insights into the growth of Portugal ecommerce profiling payment methods, target audiences, marketing, social media, economy and logistics
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.
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.
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?
Internet and Device Usage
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.
Digital advertising spend has grown significantly over the last decade reaching €185 million (approximately US$220 million) in 2019.
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.