Ecommerce in Portugal

While the Portuguese ecommerce market is not as developed as the market in its neighbor, Spain, the market is growing steadily. It is expected that by 2029, up to 39 percent of consumers in the country will be shopping online. Compared to 2025, that is an increase of four percentage points.

Content:

• Ecommerce customers
• The ecommerce market
• Big online stores
• Latest ecommerce news from or about Portugal

Statistics

Portuguese online shoppers

Online shopping still needs to be discovered by many consumers in Portugal. In 2024, it was estimated that 33.8 percent of internet users ordered goods online. Thanks to the COVID-19 pandemic, in 2020, the share of online shoppers exceeded 35 percent for the first time. However, these rates are still a lot lower than the rate in most other European countries.

There are several convictions that are holding Portuguese consumers back from online shopping. According to a survey in 2024, 30 percent of consumers in the country want to see a product before buying it. And 18 percent want to physically hold a product on the same day they buy it.

PRODUCT CATEGORIES – Most of those consumers that do shop online buy physical products. In 2024, that share was 98.3 percent. And 68.5 percent also bought services online. Digital products were bought less often, with 56.9 percent of shoppers buying those online.

CROSS-BORDER – A large majority of online shoppers in Portugal bought from local sellers (82 percent). On the other hand, 45 percent of online shoppers bought cross-border from sellers in other European countries. A smaller group (of 23 percent) also placed orders at non-EU sellers.

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The online retail market

According to research by Statista, the ecommerce market in Portugal was worth 4.1 billion euros in 2024. Compared to a year earlier, that was an increase of 13.8 percent.

The research also estimated that the revenue of the market will increase between 2025 and 2029, by a total of 1.9 billion euros (2.2 billion dollars). This would be an increase of 40.9 percent.

When looking at how widely adopted selling online is amongst Portuguese companies, it is evident that it is becoming increasingly popular. Back in 2015, around 19.7 percent of enterprises in Portugal were selling online. In 2024, the share was 21.2 percent. The share of companies that sell online seems to fluctuate between those years, but it shows an overall increase.

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Big online stores in Portugal

The Portuguese ecommerce market is mostly dominated by international online sellers. In 2024, Shein was the leading store, in terms of sales. Its net sales reached an estimated 417.7 million euros (469.3 million dollars). Amazon Spain (Amazon.es) ranked second, with around 279.1 million euros (313.7 million dollars) in net sales that year.

Ecommerce in Portugal is domaniated by foreign sellers, but also has popular local stores

However, there are also local players in the market. Worten is an omnichannel seller of electronics and household appliances. Its online store is one of the most popular stores in the country. Fnac is also popular, and sells music, electronics, games and more. It is also an omnichannel seller. Wook is a popular Portuguese online bookstore, and Continente is a supermarket chain. Consumers can also order groceries online there.

Read all our articles about ecommerce in Portugal.