Radiography of eCommerce in Portugal

There is no doubt that electronic commerce is a popular trend in all countries and, of course, Portugal is not far behind. The technological advances and the improvements in online payment security they contribute to the fact that more and more users join ecommerce in Portugal. The numbers of people using the Internet to shop online have risen sharply in recent years.

From 48% in 2009 it jumped to 73% at the end of 2017 and, by 2025, it is estimated that the percentage will exceed 91%, According to data from the annual study of. The eCommerce market in Portugal has an approximate value of 4,600 million euros. The Portuguese make about 15.2 shopping per year, in which they spend €51.5 on average Therefore, in total they spend 609.6 euros.

Although e-commerce activity has been increasing in Portugal, it only manifests itself as a 8.6% of the total general purchases made by the inhabitants.

eCommerce in Portugal: a promising market

According to the study carried out by the Digital Economy Association, Portuguese eCommerce will reach 8.9 billion euros in 2025.

Analyzing each of these numbers, it is shown that Portugal has a great future with electronic commerce. However, there is still a part of the market that needs to be explored.

Best sellers in e-commerce in Portugal

Portugal is one of the many European countries that have electronic check payments. PayPalfor example, is one of the most popular payment solutions among consumers due to its fast transactions.

Likewise, MBNet of MultiBank It is also widely used when making frequent credit card payments online. This ease of payment makes more people join this type of purchase.

In Portugal, the majority of internet users are between the ages of 25 and 45 years. 60% is female and the remaining 40% male. They have a medium and medium-high purchasing power because they are active workers.

Among the products with the highest acquisition volume, clothing and fashion accessories are positioned in first place, accounting for 49.6% of total purchases.

In second place are mobile devices with a small difference of 47.8%. Followed by this are computer products and tools with 35.1%. And, finally, online games and mobile applications with a figure of 15.2%.

According to various analyses, although purchases made through smartphones are gaining weight, laptops continue to be the preferred tool for users.

eCommerce in Portugal: most popular online stores

At the sales level, and according to data from , Amazon is the leader in eCommerce in Portugal. This would be the top 10, with the striking presence of Amazon.es in third position:

1. amazon.com
2. FNAC.pt
3. Amazon.co.uk
4. Worten.pt
5. zara.com
6. amazon.co.uk
7. gearbest.com
8. laredoute.com
9. Continent.pt
10. Jumbo.pt

Zalando is the most successful eCommerce in the country, followed by:

• amazon It is the second most successful online store in Portugal, with at least 30% participation from digital users. Other popular platforms in the country are:
• Euronics – Electrical appliances, computers and mobile telephony.
• bonprix.uk – Fashion
• Yoox.com – Fashion
• ebay.com – All types of consumer products
• Fnac.pt – Technology
• parfois.com -Fashion
• Salsajeans.com – Fashion

Keys to eCommerce in Portugal

For the consumers, price transparency on products, on-time delivery, guarantees and concise order detailsare key when making any online purchase.

The , an international parcel service, conducted a survey to find out the position of the Portuguese on eCommerce. Thus, among the conclusions, it was highlighted that timely returns are essential to strengthen user confidence when making an online purchase.

94% of Portuguese consumers said that those e-commerce platforms that do not accept returns and whose delivery time is longer than usual, should rethink their services to avoid dissatisfaction.

The digital revolution in Portugal

A few years ago, buying online was an innovative and different matter. Not many users dared to make the purchase for fear of being scammed. This delayed the commercial process of the companies.

However, the progressive increase in digital marketing has notably favored online advertising in Portugal. Nowadays, At least 61% of small and medium-sized companies rely on specialists in the advertising area.

Thanks to the era of digitization, e-commerce continues to expand in Portugal. The companies, through e-commerce, save costs and offer customers proximity and immediacy. And, in turn, digital marketing is strengthened within organizations.

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