Portugal E-commerce Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

The Portugal E-commerce Market is Segmented by B2C eCommerce (Beauty and Personal Care, Consumer Electronics, Fashion and Apparel, Food and Beverage, Furniture and Home), and B2B eCommerce.

Market Snapshot

Portugal E-commerce Market Size
Study Period: 2020-2027
Base Year: 2021
CAGR: 5.2 %

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Market Overview

The Portugal E-commerce market is expected to register a CAGR of above 5.2% during the forecast period, 2022-2027. The European E-commerce market has been expanding rapidly in recent years, providing exciting potential for online retailers in various industries. The Portuguese B2C eCommerce market has gradually risen in recent years, with an estimated value of USD 3.740 billion in 2020. With a 30 percent gain in 2020, the Portuguese eCommerce market contributed to the global growth rate of 29 percent. In the first six months of 2020, eCommerce enjoyed unprecedented growth, with significant international and domestic digital shopping increases.

  • The business-to-consumer e-commerce maThe business-to-consumer e-commerce market in Portugal has been gradually developing and is predicted to do so until 2023. The market is dominated by younger generations, with fashion and technology as significant market sectors. Online payments are dominated by cards and open invoicing via Multibanco. As a result, international merchants who accept card payments using Multibanco as an additional option can reach the great majority of Portuguese internet shoppers.
  • Furthermore, E-commerce is also being promoted by the government and the national e-commerce organization ACEPI to people and domestic businesses. The government supports the Digital Trade Programme, which encourages online commerce, and the ACEPI provides tools for small and medium enterprises to construct e-commerce websites.
  • In addition, in recent years, consumers, merchants, and governments in Europe have been more concerned about sustainability, and internet retail has become more scrutinized. Concerns about the environmental consequences of cross-border purchases have grown, as have supply chain issues regarding human rights, labor conditions, and raw material collecting.
  • The COVID-19-driven surge in online sales has significantly increased the European eCommerce market's revenue and user base. As more customers transition from brick-and-mortar stores to online stores, Europe's eCommerce income is expected to establish a new high. According to Finaria, the European eCommerce market is predicted to generate $465 billion in revenue this year, up 30% before the epidemic.

Scope of the Report

E-commerce (electronic commerce) is purchasing and selling things over the Internet or through online services. Mobile commerce, electronic funds transfer, supply chain management, Internet marketing, online transaction processing, electronic data interchange (EDI), inventory management systems, and automated data gathering methods are examples of e-commerce technology. E-commerce, the largest sector of the electronics business, is driven by technological breakthroughs in the semiconductor industry.

The Portugal e-commerce market is segmented by B2C eCommerce and B2B eCommerce. By B2C eCommerce, the market studied is further subdivided into Beauty and Personal Care, Consumer Electronics, Fashion and Apparel, Food and Beverage, Furniture, and Home.

By B2C ecommerce
Market size (GMV) for the period of 2017-2027
Market Segmentation - by Application
Beauty & Personal Care
Consumer Electronics
Fashion & Apparel
Food & Beverage
Furniture & Home
Others (Toys, DIY, Media, etc.)
By B2B ecommerce
Market size for the period of 2017-2027

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Key Market Trends

Adoption and Utilization of Technology is Expected to Drive the Market Growth

  • E-commerce growth in Europe as a whole continues to be high. Mobile commerce is the primary growth driver, outpacing the whole e-commerce market by a wide margin. When it comes to online transactions, cards are still the most popular way of payment in the majority of markets.
  • Given the strong brand recognition of significant card payment companies like Visa and Mastercard and advancements in online anti-fraud technology like 3D Secure, it is projected that cards will continue to play an essential role in the payments landscape in the foreseeable future. Consumers will always have at least one card in their wallet; thus, merchants can profit from streamlining their card payment processes.
  • Consumers' anxieties about giving card details directly to retailers have been alleviated by digital wallets, which have become a popular payment option for e-commerce transactions. Advanced e-commerce economies have quickly adopted digital wallets.
  • Another primary subject is the significance of mastering smartphone-based payment methods. Paying via a mobile device has grown normal throughout European markets as time spent on smartphones increases and app-based payment systems rapidly proliferate. This is especially true in regions where mobile devices have become the primary means of accessing the internet.
Portugal E-commerce Market Share

Open Invoice would remain Portugal’s Primary Online Payment Method

  • Multibanco scheme has led to open invoicing being Portugal's preferred online payment method. The system was launched in 1985, allowing users to settle bills and invoices post-purchase at ATMs. The majority of Portuguese banks participate in the scheme. The card is the second-most popular payment method, accounting for 19% of payments. At 2 per capita, debit cards are in higher circulation than credit cards, at 0.85 per capita. High debit card penetration leads to the average consumer owning at least one card, making non-card methods of payment optional. Digital wallet providers PayPal and Paysafecard have collaborated with Multibanco to allow users to add credit to their digital wallet accounts using Multibanco.
  • Further, Digital wallets are expected to take a 19% share of the payments market by 2023. PayPalTM, with a market share of 8–12 %, is the most-used brand. Other digital wallets in the market include MB WAY, MEO Wallet, and Masterpass. Further, Smartphone penetration is good at 74% in Portugal, similar to neighboring Spain (72.5%). However, lower than major e-commerce economies such as the UK and France. The most popular device to access e-commerce in Portugal is desktops (at 62%), followed by smartphones (35%) and tablets (2%). The most popular e-commerce websites indicate that Portuguese citizens like to research and find a bargain: price comparison site olx is the most popular site, followed by marketplace worten and price comparison site custojusto. AliExpress comes in fourth.
Portugal E-commerce Market

Competitive Landscape

Competition in Portugal's e-commerce market is high due to the presence of many market players. Further, the number of local and global brands in the e-commerce market has increased competition. Apart from Amazon, eBay, etc., some retail brands, like Worten, already enjoy a considerable presence in physical retail and are gearing up in the e-commerce market, further intensifying the overall rivalry between players. Some key players in the Portugal e-commerce market are Amazon, eBay, and Apple.

  • January 2022 - Zalando, Europe's leading online fashion and lifestyle platform, has invested in Ambercycle Inc., a material science firm. Zalando, H&M CO: LAB, KIRKBI, Temasek, and BESTSELLER's Invest FWD participated in the company's Series A fundraising round. Ambercycle hopes to develop infrastructure and materials for circularity in the fashion sector with this additional funding.

Recent Development

  • March 2022 - El Corte Ingles, Spain's third-largest retailer and distributor, is planning to start its cryptocurrency exchange. The goal, according to reports, is to capitalize on the company's current client base, with an investor target already set. El Corte Ingles' clients are little savers who, the company believes, could be interested in investing in cryptocurrencies through a well-known company rather than going to younger brands.

Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Overview

    2. 4.2 Industry Attractiveness-Porter's Five Forces Analysis

      1. 4.2.1 Bargaining Power of Suppliers

      2. 4.2.2 Bargaining Power of Buyers

      3. 4.2.3 Threat of New Entrants

      4. 4.2.4 Threat of Substitute Products

      5. 4.2.5 Intensity of Competitive Rivalry

    3. 4.3 Key market trends and share of e-commerce of total Retail sector

    4. 4.4 Impact of COVID-19 on the e-commerce sales


    1. 5.1 Market Drivers

      1. 5.1.1 Increase in the adoption of advanced technology

    2. 5.2 Market Challenges

      1. 5.2.1 Data Security of Customers Online

    3. 5.3 Analysis of key demographic trends and patterns related to ecommerce industry in Country XX (Coverage to include Population, Internet Penetration, ecommerce Penetration, Age & Income etc.)

    4. 5.4 Analysis of the key modes of transaction in the ecommerce industry in country XX (coverage to include prevalent modes of payment such as cash, card, bank transfer, wallets, etc.)

    5. 5.5 Analysis of cross-border ecommerce industry in country XX (Current market value of cross-border & key trends)

    6. 5.6 Current positioning of country XX in the ecommerce industry in region YY


    1. 6.1 By B2C ecommerce

      1. 6.1.1 Market size (GMV) for the period of 2017-2027

      2. 6.1.2 Market Segmentation - by Application

        1. Beauty & Personal Care

        2. Consumer Electronics

        3. Fashion & Apparel

        4. Food & Beverage

        5. Furniture & Home

        6. Others (Toys, DIY, Media, etc.)

    2. 6.2 By B2B ecommerce

      1. 6.2.1 Market size for the period of 2017-2027


    1. 7.1 Company Profiles

      1. 7.1.1 Amazon

      2. 7.1.2 eBay

      3. 7.1.3 Apple

      4. 7.1.4 Worten

      5. 7.1.5 Zalando

      6. 7.1.6 Euronics

      7. 7.1.7 IBS

      8. 7.1.8 BonPrix

      9. 7.1.9 elcorteingles

      10. 7.1.10 continente

    2. *List Not Exhaustive


**Subject to Availability

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Frequently Asked Questions

The Portugal E-commerce Market market is studied from 2020 - 2027.

The Portugal E-commerce Market is growing at a CAGR of 5.2% over the next 5 years.

worten.pt, Apple, Amazon, Zalando, IBS are the major companies operating in Portugal E-commerce Market.

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