Insights into the growth of Portuguese eCommerce with payment methods, target audiences, marketing, social media, economy and logistics all profiled
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.
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.
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.
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.
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).
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.
In 2015, 54 million USD of Portugal’s digital ad spend was spent on display advertising.
6.25 million people in Portugal are active social network users, thanks to Facebook, Twitter, Pinterest and YouTube, which are the leading social networks.
For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets.