In 2025, Portugal reached a complete of 5.8 million internet buyers. This was a rise of just about 4 p.c in comparison with a 12 months earlier. Worth and free supply are the principle elements influencing on-line procuring choices in Portugal.
These insights come from the latest version of the E-commerce Barometer by Marktest. Round 6,000 residents in Portugal aged 15 and older have been interviewed. The examine tracks how Portuguese shoppers use on-line channels to purchase services.
Based on the examine, free supply acquired the best rating amongst all elements that affect on-line purchases, forward of reductions, loyalty factors, and proposals from mates or household within the Portuguese ecommerce market. On the identical time, influencers and public figures have a a lot smaller impression on buying choices, rating among the many least influential elements within the examine.
Virtually 70% of the inhabitants store on-line
The report additionally exhibits that in 2025, greater than two-thirds of the inhabitants (67.9 p.c) shopped on-line. A 12 months earlier, that share was nonetheless 64.2 p.c. Because of this in complete, Portugal had 5.8 million internet buyers final 12 months. This was 313,000 extra individuals than in 2024.
A big majority of the net consumers (77.2 p.c) are between 15 and 54 years previous. Nevertheless, increasingly shoppers over 64 years previous are additionally beginning to store on-line. In 2025, they represented 9.8 p.c of the overall internet buyers within the nation. Between 2022 and 2025, the quantity of individuals amongst this age group who stated that they store on-line elevated from 13.4 p.c to 24.4 p.c.
‘Final 12 months, virtually 10% of all internet buyers in Portugal have been over 64 years previous’
Worth and delivery prices form on-line choices
Worth continues to be crucial issue when shoppers select a web based retailer. Based on the analysis, 60.6 p.c of Portuguese internet buyers say decrease costs are the principle motive for selecting the place to purchase.
Nevertheless, delivery prices additionally play a decisive function. Round 42 p.c of consumers say the absence of supply charges is a key issue when choosing a web based retailer, exhibiting how delicate shoppers are to additional prices.
Moreover, 73.5 p.c of shoppers stated that they deserted on-line purchases as a consequence of excessive supply prices. Different causes embrace lack of belief within the on-line retailer (65.3 p.c) and better costs in contrast with rivals (62.2 p.c).
‘Excessive delivery prices stay the principle motive for deserted on-line carts’
