e-Commerce Market Analytics

The eCommerce market in Portugal

Portugal is the 45th largest market for eCommerce with a revenue of US$4.3 billion in 2021, placing it ahead of New Zealand and behind Ireland.

With an increase of 15%, the Portuguese eCommerce market contributed to the worldwide growth rate of 15% in 2021. Just like in Portugal, global eCommerce sales are expected to increase over the next years. As new markets are emerging, global growth will continue over the next years. This development will be propelled by East and Southeast Asia with their growing middle class and their lagging offline infrastructure.

With a yearly growth rate of 5% between 2021 and 2025, Portugal is expected to grow at a slower rate than the global average of 6%.

The eCommerce market in Portugal

Top online stores

The biggest player in the Portuguese eCommerce market is worten.pt. The store had a revenue of US$267 million in 2021. worten.pt is followed by zara.com and elcorteingles.pt as the second- and third largest stores with US$205 million and US$161 million, respectively. Altogether, the top three stores account for 15% of online 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.

One of the fastest-growing stores in the Portuguese market is thenorthface.pt. The store achieved online net sales of about US$2.5 million in 2021. Its revenue growth amounted to 127% in the previous year.

More information on the top 100 online stores in Portugal can be found in our ecommerceDB Country Report.

Growth champions:
Editorial tips:

Top online eCommerce stores in Portugal by eCommerce net sales 2021 in million US$

# Store
1. worten.pt
2. zara.com
3. elcorteingles.pt
4. ikea.com
5. continente.pt

The eCommerce market in Portugal

Market size and growth rate

Revenue in 2021
CAGR 2021-2025
Digital Market Outlook by Statista

The Digital Market Outlook presents up-to-date figures on markets of the digital economy. The comparable key figures are based on extensive analyses of relevant indicators from the areas of society, economy, and technology.

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The eCommerce market in Portugal is expected to increase over the next few years, as indicated by the Statista Digital Market Outlook. It has been predicted that the compound annual growth rate for the next four years (CAGR 21-25) will be 5%. Compared to the year-over-year growth of 15% between 2020 and 2021, this decrease in yearly growth suggests a moderately flooded market. However, an indicator of growth potential is the online penetration of 47% in Portugal; in other words, 47% of the Portuguese population have bought at least one product online in 2021.

Five categories are considered by ecommerceDB. Fashion is the largest segment in Portugal and accounts for 32% of the eCommerce revenue in Portugal. It is followed by Electronics & Media with 26%, Toys, Hobby & DIY with 21%, Furniture & Appliances with 11%, and Food & Personal Care with the remaining 11%.

The eCommerce market in Portugal

Top shipping service providers

In Portugal, CTT Correios de Portugal is the most frequently offered delivery service provider among online stores. Of those stores indicating which service they use to transport their goods, 26% cited CTT Correios de Portugal as one of their providers. Moreover, chronopost and UPS are among the top three shipping service companies offered by online retailers in Portugal, at rates of 14% and 12%.

Shipping information is based on orders from the store's main country, which is defined as the one where the store generates most of its online revenue. As a result, only stores that generate more net sales in Portugal than in any other country are taken into account. Furthermore, only stores that provide information about their shipping providers can be considered.

Competitor analysis of shipping service providers in Portugal

# Shipping service provider
1. CTT Correios de Portugal
2. chronopost
3. UPS