eCommerce market in Portugal

Market development

eCommerce revenue development in Portugal

Portugal is the 43rd largest market for eCommerce with a predicted revenue of US$6,828.7 million by 2024, placing it ahead of Romania. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 8.6%, resulting in a projected market volume of US$9,515.2 million by 2028. With an expected increase of 11.4% in 2024, the Portuguese eCommerce market contributed to the worldwide growth rate of 10.4% in 2024. Like in Portugal, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Portuguese eCommerce market. Hobby & Leisure is the largest market and accounts for 24.0% of the Portuguese eCommerce revenue. It is followed by Electronics with 22.2%, Fashion with 19.0%, Furniture & Homeware with 11.5%, Care Products with 8.9%, DIY with 8.6%, and Grocery with the remaining 5.8%.

eCommerce revenue development in Portugal

in million US$

eCommerce revenue growth in Portugal

in %
20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)42.588.39.718.667.276.537.131.1

Online share

eCommerce online share in Portugal

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Portuguese retail market, the online share is 8.7% and will increase by an average of 8.6% to 12.1% by 2028.

eCommerce online share in Portugal

in %
20202021202220232024202520262027
Online share (in %)3.8%86.9%12.7%13.4%77.5%90.8%20.2%11.5%

Top stores

Top five online stores in Portugal by net sales 2023

The biggest player in the Portuguese eCommerce market is shein.com. The store had a revenue of US$327.1 million in 2023. 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 2023

in million US$
Filtered revenue / share
Global revenue
Growth
US$900.0m
20.7%
US$8,300.0m8.3%
US$550.0m
12.0%
US$4,600.0m12.4%
US$470.0m
3.9%
US$1,190.0m33.6%
US$430.0m
20.6%
US$2,122.0m18.0%
US$370.0m
20.7%
US$1,814.0m12.6%

Payment Methods

Top 5 offered payment methods in the Portuguese eCommerce market

The Portuguese eCommerce market in 2023 in terms of offered payment methods is fragmented and highly competitive with VISA (Cards) covering the largest share with 85.2% of all online stores checked. Other offered payment methods in the Portuguese eCommerce market in 2023 are Mastercard (Cards) with 84.0%, PayPal (E-wallets) with 83.3%, and Bank transfer/cash in advance (Bank transfer) with 54.3%. With 53.7% Multibanco (E-wallets) still has a considerable market share amongst the offered payment methods compared to VISA (Cards).

Top 5 offered payment methods in the Portuguese eCommerce market

in %

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Shipping Service Provider

Top 5 offered shipping providers in the Portuguese eCommerce market

Despite CTT Correios de Portugal's dominant position with 41.6% of online stores opting for its services, the Portuguese eCommerce market in 2023 remains diverse and competitive. Several other shipping service providers, including DPD, DHL, UPS (United Parcel Service), and SEUR, hold smaller but significant shares, contributing to a dynamic and fragmented market.

Top 5 offered shipping providers in the Portuguese eCommerce market

in %

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