A Marktest study reveals that 64 per cent of the population shops online, especially consumers aged between 35 and 54. The growth is evident: the number of consumers shopping via websites or digital platforms has exceeded 5.5 million for the first time. Fernando Félix, CEO of Webcomum, emphasised to Hipersuper that the sustained growth of e-commerce in Portugal reflects a natural evolution in consumer habits. And he has no doubts: ‘we are facing a structural transformation of the market’.
The number of Portuguese people shopping online has exceeded 5.5 million for the first time, according to the latest edition of the E-Commerce Barometer, produced by Marktest. This figure already represents 64 per cent of the population in Portugal and translates into a growth of more than 200,000 new online shoppers compared to 2023 data.
In a broader analysis, the evolution is even more significant: compared to 2022, the market has gained 300,000 new digital consumers, consolidating the growth trend of e-commerce in Portugal.
Analysing the data reveals a balanced distribution between men and women, with no significant differences in online consumption habits. When analysing age groups, the 35-44 and 45-54 year old segments stand out, each with more than 1.2 million active consumers. In total, 80 per cent of online shoppers are up to 54 years old, which highlights the strategic importance of this target audience for digital commerce.
As well as more Portuguese buying online, the frequency of purchases is also showing an upward trend. In 2024, 51 per cent of consumers said they shopped online up to three times a month, compared to 50 per cent in 2023. Although the increase is modest, the evolution is more significant when compared to 2022, with a rise of four percentage points.
Fernando Félix, CEO of Webcomum
‘To convert occasional shoppers into frequent consumers, it's essential to create incentives and improve the shopping experience’
The number of consumers shopping online in Portugal continues to grow steadily, reflecting a profound transformation in consumer habits. Fernando Félix, CEO of Webcomum Digital Business & Tech, an agency specialising in digital transformation, believes that the data from Marktest's E-Commerce Barometer confirms a structural change in the market.
‘The sustained growth of e-commerce in Portugal reflects a natural evolution in consumer habits, driven by various factors. The convenience of online shopping, the diversification of the offer and the increased digitalisation of society are key elements. In addition, the improvement of the user experience on digital platforms and greater confidence in electronic means of payment have played a fundamental role,’ he emphasised in a statement to Hipersuper.
Although the pandemic period was an important accelerant, Fernando Félix emphasises that ‘the figures now presented show that this was not a temporary trend, but a structural transformation of the market’.
With data from the E-commerce Barometer pointing to a greater concentration of online consumers in the 35-54 age group, Fernando Félix emphasises the importance of the sector adapting its strategies for this segment. ‘This age group values an intuitive, reliable and personalised shopping experience. The e-commerce sector should therefore focus on simplifying the purchasing process, offering diversified payment methods and creating loyalty programmes that add real value,’ he recommends.
Effective and segmented communication, capable of responding to the specific needs of this audience, will be decisive in consolidating the relationship of trust and encouraging repeat purchases, he emphasises.
The frequency of online purchases is growing, but the challenge for the sector is to turn occasional shoppers into regular consumers. According to Fernando Félix, personalisation based on data, intelligent recommendations and remarketing campaigns are some of the strategies that can make a difference. ‘To convert occasional shoppers into frequent consumers, it's essential to create incentives and improve the shopping experience. Strategies such as data-driven personalisation, smart recommendations and remarketing campaigns can have a significant impact. In addition, advantages such as fast and free shipping, subscription programmes and exclusive benefits for regular customers can reinforce the habit of buying online,’ he points out.
‘Transparency and efficient customer service also play a crucial role in ensuring that the experience is always positive and generates confidence for future purchases,’ he concludes.
The e-Commerce Barometer is a regular e-commerce study launched in 2021 by Marktest to identify and characterise the behaviour of the Portuguese in relation to this channel for selling products and services to individuals. The study carries out a global survey, and also of the most recent period, in relation to types of purchases of goods and services, the shops used, means of payment, preferences, quality assessment and level of satisfaction, and is carried out with a sample of 6,000 interviews, with the universe of residents in Portugal aged 15+.