The ecommerce market in Portugal is growing. Most Portuguese consumers prefer buying from local online stores. In 2024, at least 49 percent of the population placed online orders. The market was worth a total of 4.1 billion euros in that year.
To read more about the Portuguese online retail industry, please check out our information page about ecommerce in Portugal.
Price remains the most important factor for online shoppers in Portugal. A majority of 73 percent of consumers in Portugal said that competitive pricing is the main driver behind their purchase decisions. For 71 percent, promotions and discounts are the main drivers.
Consumers sold goods worth 10.8 billion euros on second-hand marketplace Vinted in 2025. That is an increase of almost 50 percent, compared to 2024. The company’s revenue reached 1.1 billion euros, also a record high. According to CEO Thomas Plantenga, Vinted delivered strong results across every growth vector. One of these is its delivery services for external clients.
Flaconi, a German online retailer of perfumes and beauty products, is rapidly expanding internationally. The company, already active in twelve European markets, is entering the United Kingdom and Spain – two of the leading ecommerce markets in Europe. Launches in five additional countries have also been announced.
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.
A new study shows that almost 40 percent of Portuguese consumers now shop online at least once a week. A year ago, only 24 percent of consumers in the country said that they shopped online with the same frequency. The remaining 62 percent now shop online once or several times a month.
Online shopping in Portugal had a strong performance during the Christmas period of 2025. New data from SIBS Analytics shows that ecommerce purchases increased 19 percent in the number of transactions when compared to the same period in 2024. The total value of online purchases also increased around 14 percent.
Portuguese consumers have now spent around 11 billion euros on online shopping so far in 2025. This is about 1 billion euros more than last year. The estimate comes from the Associação de Economia Digital (AED).
InPost is increasing its logistics capacity to handle up to 500,000 daily shipments during the high season. This represents a 220 percent rise compared to last year, as the company gets ready for increasing ecommerce demand across the Iberian Peninsula.
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.
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.
