E-commerce in Portugal - statistics & facts

Overshadowed by neighboring heavyweights Spain, France, and the UK, the e-commerce industry in Portugal is often overlooked. Besides golden beaches and extensive vineyards, the country is home to a little over five million digital buyers who are responsible for more than four billion U.S. dollars in retail e-commerce revenue, according to 2021 estimates. These figures put Portugal among the smallest European e-commerce markets, with annual revenues barely below Greece and just above Romania. The Belgian online shopping market, for instance, nearly doubles Portugal in size, even with a similar amount of population. Yet Portuguese e-commerce contributes to around three percent of the country’s GDP, a much higher share than many other European counterparts, and is set to grow steadily in the next few years.

More online shoppers than ever

More than five of every ten inhabitants in Portugal were estimated to make online purchases in 2021. The COVID-19 pandemic played a big role in luring Portuguese consumers to buying on the internet. In 2020, for the first time in history, the share of e-commerce users who bought something online in the previous three months exceeded 35 percent. However, these rates are usually lower than the European average. In Portugal, users still rely on the physical shopping experience to define their purchases. According to a recent survey, over one third of Portuguese consumers wanted to see an item before buying it, and one quarter missed the in-store experience when shopping online.

Main e-commerce players and startups

Spanish companies such as El Corte Inglés and Zara, but also global giants Amazon and Apple, are among the leading online stores in Portugal based on net e-commerce sales. When it comes to e-retailers headquartered in the Iberian country, Worten - Equipamentos para o Lar S.A. is a clear leader, most notably in the electronics and media segment.

In recent years, Portugal has also spawned a generation of successful e-commerce startups. Barkyn, an online marketplace for dog care and wellness products based in Porto, for instance, has raised a total of 10.5 million euros in investments since its founding in 2017. Kitch and EatTasty are also good examples of online food delivery startups made in Portugal that have managed to scale operations after raising several millions of euros in capital.

Key figures

The most important key figures provide you with a compact summary of the topic of "E-commerce in Portugal" and take you straight to the corresponding statistics.

Categories

Consumer behavior

COVID-19 impact

Interesting statistics

In the following 7 chapters, you will quickly find the 37 most important statistics relating to "E-commerce in Portugal".

E-commerce in Portugal

Dossier on the topic

All important statistics are prepared by our experts – available for direct download as PPT & PDF!
TOP SELLER

E-commerce in Portugal - statistics & facts

Overshadowed by neighboring heavyweights Spain, France, and the UK, the e-commerce industry in Portugal is often overlooked. Besides golden beaches and extensive vineyards, the country is home to a little over five million digital buyers who are responsible for more than four billion U.S. dollars in retail e-commerce revenue, according to 2021 estimates. These figures put Portugal among the smallest European e-commerce markets, with annual revenues barely below Greece and just above Romania. The Belgian online shopping market, for instance, nearly doubles Portugal in size, even with a similar amount of population. Yet Portuguese e-commerce contributes to around three percent of the country’s GDP, a much higher share than many other European counterparts, and is set to grow steadily in the next few years.

More online shoppers than ever

More than five of every ten inhabitants in Portugal were estimated to make online purchases in 2021. The COVID-19 pandemic played a big role in luring Portuguese consumers to buying on the internet. In 2020, for the first time in history, the share of e-commerce users who bought something online in the previous three months exceeded 35 percent. However, these rates are usually lower than the European average. In Portugal, users still rely on the physical shopping experience to define their purchases. According to a recent survey, over one third of Portuguese consumers wanted to see an item before buying it, and one quarter missed the in-store experience when shopping online.

Main e-commerce players and startups

Spanish companies such as El Corte Inglés and Zara, but also global giants Amazon and Apple, are among the leading online stores in Portugal based on net e-commerce sales. When it comes to e-retailers headquartered in the Iberian country, Worten - Equipamentos para o Lar S.A. is a clear leader, most notably in the electronics and media segment.

In recent years, Portugal has also spawned a generation of successful e-commerce startups. Barkyn, an online marketplace for dog care and wellness products based in Porto, for instance, has raised a total of 10.5 million euros in investments since its founding in 2017. Kitch and EatTasty are also good examples of online food delivery startups made in Portugal that have managed to scale operations after raising several millions of euros in capital.

Interesting statistics

In the following 7 chapters, you will quickly find the 37 most important statistics relating to "E-commerce in Portugal".

Contact

Get in touch with us. We are happy to help.
Statista Locations
Contact Vianny Gutierrez-Cruz
Vianny Gutierrez-Cruz
Sales Manager– Contact (United States)

Mon - Fri, 9am - 6pm (EST)

Contact Ziyan Zhang
Ziyan Zhang
Customer Relations– Contact (Asia)

Mon - Fri, 11:30am - 10pm (IST)

Contact Kisara Mizuno
Kisara Mizuno
Customer Success Manager– Contact (Asia)

Mon - Fri, 9:30am - 5:30pm (JST)

Contact Lodovica Biagi
Lodovica Biagi
Director of Operations– Contact (Europe)

Mon - Fri, 9:30am - 5pm (GMT)

Contact Catalina Rodriguez
Catalina Rodriguez
Key Account Manager - LAC– Contact (Latin America)

Mon - Fri, 9am - 6pm (EST)