A recent study highlighted the major ecommerce growth that Portugal is currently experiencing, even compared to just a year ago. In addition to covering the growth, it also went over what’s driving it, why these consumers are shopping online, what they generally buy, and more insights into the behaviors and preferences of online shoppers in Portugal.
Many Consumers in Portugal Shop Online Frequently
The study, which focuses on the online shopping behaviors of Portuguese consumers, found that nearly 40% of consumers in the region are shopping online at least once a week. This is a major jump from only a year ago, when only 24% said they shopped online that frequently.
But even those who don’t shop weekly are generally shopping online at least once or multiple times a month, showing the incredible popularity of e-commerce in the area.
However, this growth isn’t limited to just Portugal, as many other nations across Europe have experienced massive ecommerce market growth, as well.
Insights and Facts About Portuguese Online Shoppers
The report also covered many insights about the industry and facts about online shoppers in Portugal in general.
This growth in Portuguese ecommerce is closely linked to internet access. As 86% of the population uses the internet regularly, there are plenty of potential ecommerce customers in the area.
The high number of active mobile connections in the country also helps fuel the growth, as 66% of online purchases in 2026 were made using mobile phones. This is 8 percentage points higher than in 2025, showing that the shift to mobile commerce in Portugal is real.
As far as why those in Portugal generally shop online, 62% of them said they do it for convenience. Another 55% said they do it to be able to compare prices, 53% do it to access promotions, and 30% do it to see detailed product information.
The report also goes over the shopping categories that are most common in Portugal. Clothing and accessories lead the way, as up to 66% of purchases were in that category. Technology products are second at 39%, followed closely by health and beauty items at 38%.
These are not only the most popular categories in Portugal, but many of them are also among the most popular globally.
While people buy a variety of products online in Portugal, most aren’t too picky about buying local. In fact, 61% of online shoppers here say the location of a store is irrelevant to them when purchasing online, and only around a quarter of them prefer online stores located in Portugal.
With many Portuguese shoppers not being particularly loyal to stores from their own country, there’s plenty of opportunity for cross-border ecommerce to succeed in the area.
As a result, ecommerce brands that haven’t moved into the Portuguese market may want to consider it, as the market has shown plenty of growth and is open to purchasing from global brands. While the market may not be as large as some other places in the region, like the UK, France, or Germany, Portugal is certainly on the rise.
