Portugal E-commerce Market Size
| Study Period | 2019 - 2029 |
| Base Year For Estimation | 2023 |
| Market Size (2024) | USD 5.88 Billion |
| Market Size (2029) | USD 9.98 Billion |
| CAGR (2024 - 2029) | 11.16 % |
| Market Concentration | Low |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Portugal E-commerce Market Analysis
The Portugal E-commerce Market size is estimated at USD 5.88 billion in 2024, and is expected to reach USD 9.98 billion by 2029, growing at a CAGR of 11.16% during the forecast period (2024-2029).
The Portugal E-commerce Market has expanded rapidly in recent years, providing exciting potential for online retailers in various industries. According to Eurostat, Portugal is a developed economy, and internet penetration is significant in the nation, with 88.15 percent of households with internet access in Portugal. This suggests that the awareness of online shopping is substantial and contributes to market growth.
- Due to e-commerce convenience, accessibility, and variety of product options, online shopping is becoming increasingly popular among Portugal customers. The popularity of e-commerce platforms has been propelled even further by the rise in disposable income, urbanization, and lifestyle changes. A dramatic change in consumer behavior due to the COVID-19 epidemic led to increased internet buying. To satisfy their demands while observing social seclusion policies and lockdown restrictions, consumers turned to e-commerce platforms. This behavior change has caused Portugal customers to develop new habits and rely more heavily on online shopping.
- In addition, one of the latest trends reshaping the retail industry is the usage of social media platforms for buying and selling. Social media platforms such as Facebook, Instagram, YouTube, TikTok, and so on also hold a significant share in the sales medium and contribute to the e-commerce market in the country.
- The increasing adoption of advanced technology has significantly influenced the growth of the e-commerce market in Portugal. As businesses continue to leverage the latest technological advancements, the e-commerce sector will likely experience consumers and drive overall economic growth in the country.
- Concerns about data security are a restraining factor in the market. Data security is critical for businesses and consumers engaging in online transactions. Data breaches and cyber-attacks can erode consumer trust in e-commerce platforms.
- The COVID-19 outbreak significantly increased online product sales because, due to governmental restrictions, lockdown, and safety purposes, it became the new normal as companies and customers went digital by offering products and services through e-commerce channels during the pandemic in Portugal. E-commerce advanced significantly, even among people over 60, during the pandemic. This transformation of buying behavior has compelled retail shops to go for online sales channels in the country, which has fueled the country's e-commerce market in the post-pandemic scenario.
Portugal E-commerce Market Trends
Increase in the Adoption of Advanced Technology Drives the Market Growth
- As internet penetration continues to expand in Portugal, more people have asses to online shopping platforms. This increased connectivity allows businesses to reach a broader customer base and consumers to shop conveniently from the comfort of their homes.
- According to Statistics Portugal, in Portugal, in 2022, 88 percent of households had an internet connection. The proportion of families with a fixed internet connection was approximately 83 percent, while mobile internet connections were about 48 percent. Broadband access reached 85 percent of households.
- The widespread use of smartphones and tablets has led to the rise of mobile commerce or m-commerce. Mobile apps and optimized websites make it easier for consumers to browse, shop, and make purchases on the go. This has significantly contributed to the growth of the growing e-commerce in Portugal, as it caters to the preferences of modern consumers who prefer mobile devices for shopping.
- The emergence of user-friendly e-commerce platforms and content management systems has made it easier for businesses to set up online stores. These platforms often have features like secure payment gateways, inventory management, and marketing tools, making it simpler for businesses to establish and manage their online presence.
- Advanced technology has facilitated the rise of social media as a marketing tool for e-commerce businesses. Social media platforms offer businesses to connect with their target audience directly, while influencer marketing has proven to be an effective way to promote products and drive sales.
Fashion and Apparel Application Segment is Expected to Hold Significant Market Share
- Fashion and apparel are analyzed to hold a significant share of the Portugal e-commerce market. The clothing and fashion industries encompass textiles and other clothes such as shoes, watches, jewelry, eyewear, bags, accessories, accessories, and boys, women, and girls. Portugal has witnessed a significant rise in internet penetration, paving the way for the surge in online shopping. Additionally, online sales promotions through mega sales, festive offers, and social media marketing have also contributed to the market growth rate.
- According to Statistics Portugal, In 2020, almost 40 percent of Portuguese e-commerce users placed online orders from EUR 100 (USD 109.56) to EUR 499 (USD 546.71). Over the observed years, the share of e-commerce users spending under EUR 50 online decreased, reaching 18 percent in 2021. In the same year, only 6.4 percent of the respondents said they spent one thousand euros or more online. In 2022, the share of people spending less than EUR 50 (USD 54.78) increased to 19 percent, but the percentage of people spending higher amounts also rose. The Proportion of persons aged 16 to 74 years using e-commerce clothes, shoes, or accessories is 65.9 percent.
- Furthermore, social media platforms have emerged as powerful influencers in the fashion and apparel industry. Portugal consumers frequently use social media channels for fashion inspiration and product discovery. Fashion brands and retailers leverage these platforms to showcase their offerings and engage with their target audience.
- The growth of the Portugal fashion and apparel segment in the e-commerce market has been supported by the emergence and expansion of local online platforms. These platforms provide a marketplace for established and emerging fashion brands to showcase their products and reach a broader customer base. These platforms offer diverse fashion and apparel options, facilitating secure transactions and reliable delivery services.
- Furthermore, the Portugal government has recognized the potential of e-commerce and has implemented initiatives to support its growth. The national e-commerce strategy focuses on enhancing digital infrastructure, improving payment systems, and fostering innovation. The government's commitment to digital transformation has enabled the fashion and apparel sector to thrive in the e-commerce industry.
- The growth of the Portugal fashion and apparel segment in the e-commerce market is a testament to the changing retail landscape and evolving consumer preferences. With increasing internet penetration, mobile commerce dominance, and social media's influential role, the fashion and apparel industry is well-positioned for sustained growth. The government's support and investment in digital infrastructure further bolster this growth trajectory. As Portugal's e-commerce ecosystem expands, the fashion and apparel segment will remain at the forefront of this dynamic industry.
Portugal E-commerce Industry Overview
The Portugal E-commerce Market is highly fragmented due to the presence of both global players and small and medium-sized enterprises. Some of the major players in the market are Amazon, Inditex Group (Zara Portugal), Apple, Worten, and Zalando. Players in the market are adopting strategies such as partnerships, sale announcements, and acquisitions to enhance their product offerings and gain sustainable competitive advantage.
In November 2023, CTT Correios de Portugal announced the establishment of a partnership with the Temu e-commerce platform in the Iberian Peninsula, which focuses on the online shopping experience for customers who purchase products on this platform.
Portugal E-commerce Market Leaders
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Amazon
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Inditex Group (Zara Portugal)
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Apple
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Worten
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Zalando
*Disclaimer: Major Players sorted in no particular order
Portugal E-commerce Market News
- February 2023 - The representatives of the EU SME Centre signed a Memorandum of Understanding (MoU) with the Associação de Jovens Empresários Portugal-China (AJEPC). The new partnership agreement signed with a Portugal-based business support organization would enhance the outreach capacity and value-added activities provided to European SMEs looking to do business in China.
- December 2022: Continente has a total of 77 stores in the Lisbon district and is currently planning to open shops in 3 new locations of Continente Modelo Estoril, in Cascais, Continente Bom Dia Av. de Paris, in Lisbon. Continente Bom Dia Vialonga, in Vila Franca de Xira, to strengthen its brand's position in the region and to create 160 new jobs.
Portugal E-commerce Market Report - Table of Contents
1. INTRODUCTION
1.1 Study Assumptions and Market Definition
1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET INSIGHTS
4.1 Market Overview
4.2 Industry Attractiveness - Porter's Five Forces Analysis
4.2.1 Bargaining Power of Suppliers
4.2.2 Bargaining Power of Buyers
4.2.3 Threat of New Entrants
4.2.4 Threat of Substitute Products
4.2.5 Intensity of Competitive Rivalry
4.3 Key Market Trends and Share of E-commerce of Total Retail Sector
4.4 Impact of COVID-19 on the E-commerce Sales
5. MARKET DYNAMICS
5.1 Market Drivers
5.1.1 Increase in the Adoption of Advanced Technology
5.2 Market Challenges
5.2.1 Data Security of Customers Online
5.3 Analysis of Key Demographic Trends and Patterns Related to the E-commerce Industry in Portugal (Coverage to include Population, Internet Penetration, Ecommerce Penetration, Age & Income, etc.)
5.4 Analysis of the Key Modes of Transaction in the E-commerce Industry in Portugal (Coverage to include prevalent modes of payment such as Cash, Card, Bank transfer, Wallets, etc.)
5.5 Analysis of the Cross-border E-commerce industry in Portugal (Current market value of Cross-border & Key trends)
5.6 Current Positioning of Portugal in the E-commerce industry in Europe
6. MARKET SEGMENTATION
6.1 By B2C ecommerce
6.1.1 Market Size (GMV)
6.1.2 Market Segmentation - By Application
6.1.2.1 Beauty & Personal Care
6.1.2.2 Consumer Electronics
6.1.2.3 Fashion and Apparel
6.1.2.4 Food and Beverage
6.1.2.5 Furniture and Home
6.1.2.6 Other Applications (Toys, DIY, Media, etc.)
6.2 By B2B ecommerce
6.2.1 Market Size
7. COMPETITIVE LANDSCAPE
7.1 Company Profiles*
7.1.1 Amazon
7.1.2 Inditex Group (Zara Portugal)
7.1.3 Apple
7.1.4 Worten
7.1.5 Zalando
7.1.6 Euronics
7.1.7 IBS
7.1.8 BonPrix
7.1.9 El Corte Inglés
7.1.10 Continente
8. INVESTMENT ANALYSIS
9. FUTURE OUTLOOK OF THE MARKET
Portugal E-commerce Industry Segmentation
E-commerce involves activities that deal with the transaction of products and services over an internet-based platform. The Portuguese e-commerce market includes the revenue obtained through online transactions of products on e-commerce platforms in Portugal.
The Portugal e-commerce Market is Segmented by B2C e-commerce by application (beauty & personal care, consumer electronics, fashion & apparel, food and beverage, furniture & home), by B2B e-commerce. The market sizes and forecasts are provided in terms of value in USD for all the above segments.
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| Market Size (GMV) | ||||||||
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| By B2B ecommerce | |
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Portugal E-commerce Market Research FAQs
How big is the Portugal E-commerce Market?
The Portugal E-commerce Market size is expected to reach USD 5.88 billion in 2024 and grow at a CAGR of 11.16% to reach USD 9.98 billion by 2029.
What is the current Portugal E-commerce Market size?
In 2024, the Portugal E-commerce Market size is expected to reach USD 5.88 billion.
Who are the key players in Portugal E-commerce Market?
Amazon, Inditex Group (Zara Portugal), Apple, Worten and Zalando are the major companies operating in the Portugal E-commerce Market.
What years does this Portugal E-commerce Market cover, and what was the market size in 2023?
In 2023, the Portugal E-commerce Market size was estimated at USD 5.22 billion. The report covers the Portugal E-commerce Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Portugal E-commerce Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
Portugal E-commerce Industry Report
Statistics for the 2024 Portugal E-commerce market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Portugal E-commerce analysis includes a market forecast outlook 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.
Portugal E-commerce Market Report Snapshots
