In the financial year between 2024 and 2025, the European cross-border ecommerce market reached a turnover of 358.7 billion euros. And 247.5 billion euros, or 70 percent, of that was generated by online marketplaces.
Ecommerce continues to expand rapidly in Portugal. According to the 2025 E‑Shopper Barometer by Geopost, 75 percent of Portuguese consumers now buy online, and nearly half are considered regular online shoppers. Each Portuguese online shopper makes around 39 online purchases per year, a slight increase from 2023 but still below the European average of 49.
TikTok has launched Shop Local in the United Kingdom, a support scheme for small and medium-sized enterprises (SMEs). The competition promotes the sale of homegrown goods to British consumers, with packages to help local businesses set up and start selling on the platform.
Around 50 percent of online shoppers in Germany, France, Italy, Spain and the United Kingdom have shopped at Temu or Shein this year. Compared to a year ago, the amount of shoppers using those platforms has not changed much. It seems that Temu’s and Shein’s growth in Europe has slowed down.
Zalando has taken new steps in Southern Europe. The German company has launched a dedicated website for Portugal. Additionally, Zalando has started selling beauty products in Spain, which have not yet been part of the offering in the neighboring country.