The State of E-Commerce in Portugal

Sep 02, 2020

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Portugal is the 39th largest e-commerce market in the world, having recorded revenue of US$3 billion in 2019. Its e-commerce market is predicted to reach US$3.44 million by the end of 2020.

According to research by ecommerceDB, there were 7 million e-commerce users in Portugal in 2019. Data also shows that 65% of the Portuguese population made at least one online purchase during that year. 

This week we looked into the state of e-commerce in Portugal, and here’s what we found:

  • 1.5 days average transit time to first delivery attempt

    According to data from the World Bank, Portugal’s scored 4.13 on its timeliness of shipments in 2018. This is significantly higher than the average of 3.65 for the rest of the European region. Portugal’s logistics competence also ranks above average in Europe (3.21), with a score of 3.71. Coupled with the relatively short transit time average of 1.5 days, these findings indicate that logistics in Portugal is efficient and shipments are arriving on time compared to the rest of Europe.


  • 60% surge in parcel volumes during Christmas season

    According to the 2019 Deloitte study “Holiday Shopping Trends Survey”, Europeans were planning to spend an average of €461 for the winter season; 3.4% more than in 2018. In fact, Portugal is one of the top 5 holiday spenders, recording €387 per consumer in 2019. With the current e-commerce boom, we believe that this number will increase even more this year during the winter season, especially during Christmas and the upcoming holiday peak season.


  • 40% of international shipments are from Germany and Great Britain

    The top online stores in Portugal are Zalando, Amazon, Euronics, IBS, and BonPrix. 53% of people living in Portugal have made online purchases abroad/outside of the EU while 86% make online purchases from national sellers. In fact, cross-border commerce in Portugal was worth €163 billion in 2019 alone. As Portugal continues opening up to cross-border e-commerce, it is only a matter of time before we will see more retailers outside of Germany, Great Britain and the EU enter the playing field.

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