Amount of online shoppers increases in Portugal

In 2025, Portugal reached a total of 5.8 million online shoppers. This was an increase of almost 4 percent compared to a year earlier. Price and free delivery are the main factors influencing online shopping decisions in Portugal.

These insights come from the newest edition of the E-commerce Barometer by Marktest. Around 6,000 residents in Portugal aged 15 and older were interviewed. The study tracks how Portuguese consumers use online channels to buy products and services.

According to the study, free delivery received the highest score among all factors that influence online purchases, ahead of discounts, loyalty points, and recommendations from friends or family in the Portuguese ecommerce market.  At the same time, influencers and public figures have a much smaller impact on purchasing decisions, ranking among the least influential factors in the study.

Almost 70% of the population shop online

The report also shows that in 2025, more than two-thirds of the population (67.9 percent) shopped online. A year earlier, that share was still 64.2 percent. This means that in total, Portugal had 5.8 million online shoppers last year. This was 313,000 more people than in 2024.

A large majority of the online shoppers (77.2 percent) are between 15 and 54 years old. However, more and more consumers over 64 years old are also starting to shop online. In 2025, they represented 9.8 percent of the total online shoppers in the country. Between 2022 and 2025, the amount of people among this age group who said that they shop online increased from 13.4 percent to 24.4 percent.

‘Last year, almost 10% of all online shoppers in Portugal were over 64 years old’

Price and shipping costs shape online decisions

Price continues to be the most important factor when consumers choose an online store. According to the research, 60.6 percent of Portuguese online shoppers say lower prices are the main reason for choosing where to buy.

However, shipping costs also play a decisive role. Around 42 percent of buyers say the absence of delivery fees is a key factor when selecting an online store, showing how sensitive consumers are to extra costs.

Additionally, 73.5 percent of consumers said that they abandoned online purchases due to high delivery costs. Other reasons include lack of trust in the online store (65.3 percent) and higher prices compared with competitors (62.2 percent).

‘High shipping costs remain the main reason for abandoned online carts’