Agência para o Investimento e Comércio Externo de Portugal


Portugal’s e-commerce market, including both B2B and B2C operations, could be worth as much as €110.6 billion this year, up from €96 million in 2019, a new study has found.

According to the study, published by ACEPI in partnership with IDC, the growth reflects a change in consumer habits and the transformation of companies and businesses brought about by the COVID-19 pandemic.


Another driver is the continued growth of the internet penetration rate in Portugal, set to reach 81% of the population at the end of 2020, compared to 75% in 2019.


Changing Behaviour


The pandemic has led to significant changes to online shopping behaviour, with around 60% of online shoppers claiming to have increased the value of their online purchases.


Also increasing is the intensity of online shopping, with 73% of online shoppers making, on average, over three to five purchases per month.


The study also shows that internet users are buying more on Portuguese sites and less on international sites, mainly due to an increase in Portuguese retailers developing an online presence.


According to the study, Portuguese consumers tend to be trusting of online services, and they prefer online providers that can offer defined delivery times, either on the same day or the following day.