E-Commerce Market in Portugal Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

Portugal E-commerce Market is Segmented by Application (Beauty & Personal Care, Consumer Electronics, Fashion & Apparel, Food & Beverage, Furniture & Home), B2B eCommerce. The market sizes and forecasts are provided in terms of value (USD billion) for all the above segments.

E-Commerce Market in Portugal Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

Portugal E-commerce Market Size

View Global Report
Portugal E-commerce Market Summary
Study Period 2019 - 2030
Base Year For Estimation 2024
Forecast Data Period 2025 - 2030
Market Size (2025) USD 6.54 Billion
Market Size (2030) USD 11.09 Billion
CAGR (2025 - 2030) 11.16 %
Market Concentration Low

Major Players

Portugal E-commerce Market Major Players

*Disclaimer: Major Players sorted in no particular order

Compare market size and growth of Portugal E-commerce Market with other markets in Technology, Media and Telecom Industry

Automation

Digital Commerce

Electronics

Information Technology

Media and Entertainment

Security & Surveillance

Portugal E-commerce Market Analysis

The Portugal E-commerce Market size is estimated at USD 6.54 billion in 2025, and is expected to reach USD 11.09 billion by 2030, at a CAGR of 11.16% during the forecast period (2025-2030).

The Portugal E-commerce Market has expanded rapidly in recent years, providing exciting potential for online retailers in various industries. According to Eurostat, Portugal is a developed economy, and internet penetration is significant in the nation, with 88.15 percent of households with internet access in Portugal. This suggests that the awareness of online shopping is substantial and contributes to market growth.

  • Due to e-commerce convenience, accessibility, and variety of product options, online shopping is becoming increasingly popular among Portugal customers. The popularity of e-commerce platforms has been propelled even further by the rise in disposable income, urbanization, and lifestyle changes. A dramatic change in consumer behavior due to the COVID-19 epidemic led to increased internet buying. To satisfy their demands while observing social seclusion policies and lockdown restrictions, consumers turned to e-commerce platforms. This behavior change has caused Portugal customers to develop new habits and rely more heavily on online shopping.
  • In addition, one of the latest trends reshaping the retail industry is the usage of social media platforms for buying and selling. Social media platforms such as Facebook, Instagram, YouTube, TikTok, and so on also hold a significant share in the sales medium and contribute to the e-commerce market in the country.
  • The increasing adoption of advanced technology has significantly influenced the growth of the e-commerce market in Portugal. As businesses continue to leverage the latest technological advancements, the e-commerce sector will likely experience consumers and drive overall economic growth in the country.
  • Concerns about data security are a restraining factor in the market. Data security is critical for businesses and consumers engaging in online transactions. Data breaches and cyber-attacks can erode consumer trust in e-commerce platforms.
  • The COVID-19 outbreak significantly increased online product sales because, due to governmental restrictions, lockdown, and safety purposes, it became the new normal as companies and customers went digital by offering products and services through e-commerce channels during the pandemic in Portugal. E-commerce advanced significantly, even among people over 60, during the pandemic. This transformation of buying behavior has compelled retail shops to go for online sales channels in the country, which has fueled the country's e-commerce market in the post-pandemic scenario.

Portugal E-commerce Industry Overview

The Portugal E-commerce Market is highly fragmented due to the presence of both global players and small and medium-sized enterprises. Some of the major players in the market are Amazon, Inditex Group (Zara Portugal), Apple, Worten, and Zalando. Players in the market are adopting strategies such as partnerships, sale announcements, and acquisitions to enhance their product offerings and gain sustainable competitive advantage.

In November 2023, CTT Correios de Portugal announced the establishment of a partnership with the Temu e-commerce platform in the Iberian Peninsula, which focuses on the online shopping experience for customers who purchase products on this platform.

Portugal E-commerce Market Leaders

  1. Amazon

  2. Inditex Group (Zara Portugal)

  3. Apple

  4. Worten

  5. Zalando

  6. *Disclaimer: Major Players sorted in no particular order
Portugal E-commerce Market Concentration
Need More Details on Market Players and Competiters?
Download PDF

Portugal E-commerce Market News

  • February 2023 - The representatives of the EU SME Centre signed a Memorandum of Understanding (MoU) with the Associação de Jovens Empresários Portugal-China (AJEPC). The new partnership agreement signed with a Portugal-based business support organization would enhance the outreach capacity and value-added activities provided to European SMEs looking to do business in China.
  • December 2022: Continente has a total of 77 stores in the Lisbon district and is currently planning to open shops in 3 new locations of Continente Modelo Estoril, in Cascais, Continente Bom Dia Av. de Paris, in Lisbon. Continente Bom Dia Vialonga, in Vila Franca de Xira, to strengthen its brand's position in the region and to create 160 new jobs.

Portugal E-commerce Market Report - Table of Contents

1. INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2. RESEARCH METHODOLOGY

3. EXECUTIVE SUMMARY

4. MARKET INSIGHTS

  • 4.1 Market Overview
  • 4.2 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.2.1 Bargaining Power of Suppliers
    • 4.2.2 Bargaining Power of Buyers
    • 4.2.3 Threat of New Entrants
    • 4.2.4 Threat of Substitute Products
    • 4.2.5 Intensity of Competitive Rivalry
  • 4.3 Key Market Trends and Share of E-commerce of Total Retail Sector
  • 4.4 Impact of COVID-19 on the E-commerce Sales

5. MARKET DYNAMICS

  • 5.1 Market Drivers
    • 5.1.1 Increase in the Adoption of Advanced Technology
  • 5.2 Market Challenges
    • 5.2.1 Data Security of Customers Online
  • 5.3 Analysis of Key Demographic Trends and Patterns Related to the E-commerce Industry in Portugal (Coverage to include Population, Internet Penetration, Ecommerce Penetration, Age & Income, etc.)
  • 5.4 Analysis of the Key Modes of Transaction in the E-commerce Industry in Portugal (Coverage to include prevalent modes of payment such as Cash, Card, Bank transfer, Wallets, etc.)
  • 5.5 Analysis of the Cross-border E-commerce industry in Portugal (Current market value of Cross-border & Key trends)
  • 5.6 Current Positioning of Portugal in the E-commerce industry in Europe

6. MARKET SEGMENTATION

  • 6.1 By B2C ecommerce
    • 6.1.1 Market Size (GMV)
    • 6.1.2 Market Segmentation - By Application
    • 6.1.2.1 Beauty & Personal Care
    • 6.1.2.2 Consumer Electronics
    • 6.1.2.3 Fashion and Apparel
    • 6.1.2.4 Food and Beverage
    • 6.1.2.5 Furniture and Home
    • 6.1.2.6 Other Applications (Toys, DIY, Media, etc.)
  • 6.2 By B2B ecommerce
    • 6.2.1 Market Size

7. COMPETITIVE LANDSCAPE

  • 7.1 Company Profiles*
    • 7.1.1 Amazon
    • 7.1.2 Inditex Group (Zara Portugal)
    • 7.1.3 Apple
    • 7.1.4 Worten
    • 7.1.5 Zalando
    • 7.1.6 Euronics
    • 7.1.7 IBS
    • 7.1.8 BonPrix
    • 7.1.9 El Corte Inglés
    • 7.1.10 Continente

8. INVESTMENT ANALYSIS

9. FUTURE OUTLOOK OF THE MARKET

**Subject to Availability
You Can Purchase Parts Of This Report. Check Out Prices For Specific Sections
Get Price Break-up Now

Portugal E-commerce Industry Segmentation

E-commerce involves activities that deal with the transaction of products and services over an internet-based platform. The Portuguese e-commerce market includes the revenue obtained through online transactions of products on e-commerce platforms in Portugal.

The Portugal e-commerce Market is Segmented by B2C e-commerce by application (beauty & personal care, consumer electronics, fashion & apparel, food and beverage, furniture & home), by B2B e-commerce. The market sizes and forecasts are provided in terms of value in USD for all the above segments.

By B2C ecommerce Market Size (GMV)
Market Segmentation - By Application Beauty & Personal Care
Consumer Electronics
Fashion and Apparel
Food and Beverage
Furniture and Home
Other Applications (Toys, DIY, Media, etc.)
By B2B ecommerce Market Size
Need A Different Region or Segment?
Customize Now

Portugal E-commerce Market Research FAQs

How big is the Portugal E-commerce Market?

The Portugal E-commerce Market size is expected to reach USD 6.54 billion in 2025 and grow at a CAGR of 11.16% to reach USD 11.09 billion by 2030.

What is the current Portugal E-commerce Market size?

In 2025, the Portugal E-commerce Market size is expected to reach USD 6.54 billion.

Who are the key players in Portugal E-commerce Market?

Amazon, Inditex Group (Zara Portugal), Apple, Worten and Zalando are the major companies operating in the Portugal E-commerce Market.

What years does this Portugal E-commerce Market cover, and what was the market size in 2024?

In 2024, the Portugal E-commerce Market size was estimated at USD 5.81 billion. The report covers the Portugal E-commerce Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Portugal E-commerce Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.

Portugal E-commerce Industry Report

Statistics for the 2025 Portugal E-commerce market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Portugal E-commerce analysis includes a market forecast outlook for 2025 to 2030 and historical overview. Get a sample of this industry analysis as a free report PDF download.