Fashion market in Portugal

The Portuguese Fashion eCommerce market is predicted to reach US$1,393.9 million by 2025 and accounts for 18.5% of the total eCommerce market in Portugal. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2025-2029) will be 5.8%, resulting in a projected market volume of US$1,745.0 million by 2029. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

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 Fashion retail market, the online share is 42.4% and will increase by an average of 9.1% to 60.1% by 2029.

With sales in the Portuguese Fashion market, shein.com generated a revenue of US$361.3 million in 2024, which means it is the leading online store in this market. The Fashion ranking of Portugal is based on all online stores that generated sales in this market in 2024. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.

The Portuguese Fashion eCommerce market in 2024 in terms of offered payment methods is fragmented and dominated by a few providers with VISA (Cards) covering the largest share with 88.9% of all online stores checked. Other offered payment methods in the Portuguese Fashion eCommerce market in 2024 are Mastercard (Cards) with 86.1%, PayPal (E-wallets) with 83.3%, and MB Multibanco (Bank transfer) with 45.8%. With 34.7% MB Way (E-wallets) has already a significantly smaller coverage compared to VISA (Cards).

Despite CTT Correios de Portugal's dominant position with 54.0% of online stores opting for its services, the Portuguese Fashion eCommerce market in 2024 remains diverse and competitive. Several other shipping service providers, including DPD, chronopost, DHL, and UPS (United Parcel Service), hold smaller but significant shares, contributing to a dynamic and fragmented market.

In the Portuguese Fashion eCommerce market, there is intense competition among various shop software solutions, leading to a highly fragmented landscape in 2024. None of the major shop software solution, including Salesforce Commerce Cloud, Magento, and WooCommerce, have been able to secure a market share exceeding 13.5%, suggesting a diversified market with numerous players holding smaller stakes.