Electronics market in Portugal

The Portuguese Electronics eCommerce market is predicted to reach US$1,511.4 million by 2023 and accounts for 24.0% 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 2023-2027) will be 3.7%, resulting in a projected market volume of US$1,745.8 million by 2027. Within the Electronics market ECDB considers the following two sub-markets: Consumer Electronics and Electrical Appliances.

Market development

eCommerce revenue development in the Other Household Appliances market in Portugal

The Portuguese Other Household Appliances eCommerce market is predicted to reach US$37.3 million by 2023 and accounts for 8.7% of the Household Appliances 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 2023-2027) will be 3.2%, resulting in a projected market volume of US$42.2 million by 2027. The Other Household Appliances eCommerce market is a sub-market of the Household Appliances market. Further categories within the Household Appliances market are: Cookers & Ovens, Dishwashers, Refrigerators, Small Kitchen Appliances, Vacuum Cleaners, and Washing Machines.

eCommerce revenue development in the Other Household Appliances market in Portugal

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Other Household Appliances market in Portugal

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 25.8 48.9 78.0 37.2 28.3 67.0 0.0 2.3
AOV (in US$) 0.6 0.1 0.7 0.0 0.7 0.4 0.8 0.6
CVR (in %) 69.7 16.3 75.1 38.0 69.9 28.7 4.7 14.4
AOV: Average Order Value CVR: Conversion Rate

Online share

eCommerce online share of the total Other Household Appliances market 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 Other Household Appliances retail market, the online share is 40.0% and will increase by an average of 14.6% to 69.0% by 2027.

eCommerce online share of the total Other Household Appliances market in Portugal

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 98.4% 95.5% 42.8% 2.4% 95.0% 95.0% 0.4% 53.6%

Market definition

Definition of the Other Household Appliances market within the Electronics market

Market definition: Electronics > Electrical Appliances > Household Appliances > Other Household Appliances The category Other Household Appliances includes the online trade of air purifiers, humidifiers, dehumidifiers, and more. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Air Purifiers
  • Humidifiers
  • Dehumidifiers
  • Electric fans
  • Freezers
  • Irons
  • Dryers