Insights into the growth of Portuguese eCommerce with payment methods, target audiences, marketing, social media, economy and logistics all profiled


Portugal is home to 10.32 million people with a total GDP of 204.84 billion USD and GDP per capita of 20,282 USD, which is expected to reach 22,719 USD by 2022.

Digital User Insights

There are currently 5.51 million eCommerce users in Portugal, with an additional 1.15 million users expected to be shopping online by 2022. Four years from now, these 7.66 million eCommerce users will spend an average of 650.51 USD online.

Portugal  Online

Internet usage

Dividing internet usage into age groups gives a better picture of the Portuguese eCommerce market – 98% of 16-24 year olds, 91% of 25-34 year-olds and 85% of 35-44 year-olds log on daily. The older generations also log on regularly with 45-54 year-olds and over 55s showing a 77% and 67% daily penetration rate, respectively.

Portugal  Usage

Product Categories

Total Portuguese eCommerce revenue across all product categories is 3.36 million USD, and is expected to grow to 5 million USD by 2022. Fashion is currently the leading product category in Portugal, accounting for 920.7 million USD market share, followed by Toys, Hobby & DIY, which generates 912.3 million USD in sales.

By 2022, Fashion will still be the most purchased online category, with an estimated value of 1.43 billion USD, and second favorite, Toys, Hobby & DIY will have an expected worth of 1.3 billion USD.

Portugal  Revenue


In 2016, Portugal was ranked 36th in the World Bank Logistics ranking.

Preferred Online Payments

62% of Portuguese shoppers like to pay with digital wallet when shopping online.

Portugal  Payments

Where does Portugal buy from?

Spain supplies Portugal with 20.1 billion USD in imports – ranging from cars to petroleum. Portugal’s other key import partners are Germany ($8.92 billion), France ($5.05 billion), China ($4 billion) and Italy ($3.89 billion).

Portugal  Imports

Internet and Device Usage

Internet penetration in Portugal is currently 69.5%, and should reach 72.5% by 2022. Smartphone penetration is a little less (58.4%), but is projected to grow to 64.4% in the next four years.

90% of online shoppers in Portugal buy via desktop, a stark contrast to the amount of smartphone (4%) and tablet (4%) shoppers.

Portugal  Devices


In 2015, 54 million USD of Portugal’s digital ad spend was spent on display advertising.

Portugal  Ad Spend

Social Media

6.25 million people in Portugal are active social network users, thanks to Facebook, Twitter, Pinterest and YouTube, which are the leading social networks.

Portugal  Social

For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets.

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