eCommerce market in Portugal
Portugal is the 49th largest market for eCommerce with a predicted revenue of US$5,879.4 million by 2023, placing it ahead of Iraq. Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 12.0%, resulting in a projected market volume of US$9,241.4 million by 2027. With an expected increase of 24.6% in 2023, the Portuguese eCommerce market contributed to the worldwide growth rate of 17.0% in 2023. Like in Portugal, global eCommerce sales are expected to increase over the next years. Five markets are considered by ecommerceDB within the Portuguese eCommerce market. Fashion is the largest market and accounts for 37.2% of the Portuguese eCommerce revenue. It is followed by Electronics & Media with 24.5%, Food & Personal Care with 15.5%, Toys, Hobby & DIY with 11.7%, and Furniture & Appliances with the remaining 11.0%.
Market development
eCommerce revenue development in Portugal
Portugal is the 49th largest market for eCommerce with a predicted revenue of US$5,879.4 million by 2023, placing it ahead of Iraq. Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 12.0%, resulting in a projected market volume of US$9,241.4 million by 2027. With an expected increase of 24.6% in 2023, the Portuguese eCommerce market contributed to the worldwide growth rate of 17.0% in 2023. Like in Portugal, global eCommerce sales are expected to increase over the next years. Five markets are considered by ecommerceDB within the Portuguese eCommerce market. Fashion is the largest market and accounts for 37.2% of the Portuguese eCommerce revenue. It is followed by Electronics & Media with 24.5%, Food & Personal Care with 15.5%, Toys, Hobby & DIY with 11.7%, and Furniture & Appliances with the remaining 11.0%.
eCommerce revenue development in Portugal
Note: Data shown is using current exchange rates and reflects market impacts of the Russia-Ukraine war
Source: Statista Market Insights, ecommerceDB
| 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | |
|---|---|---|---|---|---|---|---|---|
| Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
| Growth (in %) | 22.7 | 2.7 | 44.4 | 10.8 | 38.5 | 35.7 | 23.3 | 66.8 |
| AOV (in US$) | 22.1 | 66.6 | 14.7 | 31.8 | 33.9 | 28.8 | 58.3 | 88.5 |
| CVR (in %) | 22.7 | 2.7 | 44.4 | 10.8 | 38.5 | 35.7 | 23.3 | 66.8 |
Top stores
Top five online stores in Portugal by net sales 2021
The biggest player in the Portuguese eCommerce market is continente.pt. The store had a revenue of US$190.4 million in 2021. continente.pt is followed by zara.com and elcorteingles.pt as the second- and third-largest stores with US$166.6 million and US$156.1 million, respectively. Altogether, the top three stores account for 15.8% of the top 100 online stores' revenue in Portugal. Store rankings include every store that generates revenue in Portugal. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in Portugal was considered.
eCommerce net sales generated in Portugal in 2021
Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed
Source: Annual report, secondary sources, ecommerceDB analysis
| no-access-0 | no-access-1 | no-access-2 | no-access-3 | no-access-4 | |
|---|---|---|---|---|---|
| Filtered revenue (in mUS$) | 900.0 | 550.0 | 470.0 | 430.0 | 370.0 |
| Share of global revenue (in %) | 20.7 | 12.0 | 3.9 | 20.6 | 20.7 |
| Global revenue (in mUS$) | 8,300.0 | 4,600.0 | 1,190.0 | 2,122.0 | 1,814.0 |
| Growth global revenue (in %) | 8.3 | 12.4 | 33.6 | 18.0 | 12.6 |
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