Ecommerce continues to develop quickly in Portugal. In accordance with the 2025 E‑Shopper Barometer by Geopost, 75 p.c of Portuguese customers now purchase on-line, and practically half are thought of common internet buyers. Every Portuguese on-line shopper makes round 39 on-line purchases per yr, a slight enhance from 2023 however nonetheless beneath the European common of 49.
Identical to in different European markets, recommerce is changing into fashionable in Portugal. About 67 p.c of internet buyers in Portugal purchase used merchandise, seven proportion factors greater than final yr. The behavior, as soon as restricted to area of interest patrons, has now change into a part of mainstream digital conduct. Whereas value financial savings are the principle motivation, sustainability and waste discount are more and more shaping shopper decisions.
Value stays the highest precedence
For 78 p.c of Portuguese customers, worth is an important issue when purchasing on-line. That is properly above the European common of 68 p.c. This drives many towards cross-border purchases, with 43 p.c of on-line customers shopping for from web sites in Spain, China, or the UK in quest of higher offers and selection.
‘Round 14% of Portuguese customers use parcel lockers, which is a rise in comparison with final yr’
Round 14 p.c of Portuguese patrons use parcel lockers, up from final yr, however nonetheless decrease than Europe’s 27 p.c common. Customers are putting extra belief in well-known logistics companions and wish better visibility into who handles their deliveries. For a lot of, reliability and transparency now matter as a lot as pace.
Youthful customers form the longer term
Whereas practically all Gen Z customers browse and uncover merchandise on social media, solely 39% have accomplished purchases straight via social channels. Social media stays extra of a discovery device than a gross sales channel — however its affect on shopping for selections continues to develop.
‘Ecommerce in Portugal is more and more guided by comfort, belief and innovation’
Américo Mendes argues that “the outcomes of the E-Shopper Barometer 2025 are a transparent signal of the path that ecommerce is taking in Portugal: more and more guided by comfort, belief and innovation”. For the Managing Director of Enterprise at DPD Portugal, the “development of out-of-home options, particularly lockers, and the rising weight of Technology Z present customers who’re shaping new guidelines and demanding extra versatile, sustainable options according to their expectations.”
