In 2017, the Portuguese spent €4.6 billion on online shopping and that figure is expected to grow in 2018.
Amongst the reasons for the growth in e-commerce in Portugal in 2017 are the diversity and quality of products and the greater familiarity of users with the technology.
These statistics were taken from the latest Study of the Digital Economy in Portugal, conducted by Acepi in partnership with IDC. It concludes that 36% of Portuguese shopped online in 2017, a figure which has risen significantly from 13% in 2009. The number is expected to hit 59% in 2025 with sales volume rising to €8.9 billion.
As far as the number of Portuguese using the Internet is concerned, the figure stands at 73%, possibly rising to 91% by 2025. However, the study concludes that companies are still lagging behind, as 50% of online shopping is done outside Portugal, showing there is still a lot of room for Portuguese companies to raise their profile on the Internet and in e-commerce.
E-commerce trends 4.0
Many changes have taken place in e-commerce over recent decades, both in terms of supply and demand. Access via smartphone has been a major boon and the number of users has grown exponentially, thus also increasing buying habits. The customer’s experience is different, as is the way consumers communicate between themselves and the customer-brand interaction. Commercial transactions have also undergone significant changes.
“Showrooming” (visiting the physical shop and then buying online) and “Webrooming” (searching online and buying at a store) are becoming more common amongst buyers and this trend will allow shops to attract more users and create loyalty in the future.