In 2025, Portugal reached a complete of 5.8 million internet buyers. This was a rise of virtually 4 p.c in comparison with a yr earlier. Worth and free supply are the principle components influencing on-line purchasing choices in Portugal.
These insights come from the latest version of the E-commerce Barometer by Marktest. Round 6,000 residents in Portugal aged 15 and older had been interviewed. The research tracks how Portuguese shoppers use on-line channels to purchase services.
In line with the research, free supply acquired the very best rating amongst all components that affect on-line purchases, forward of reductions, loyalty factors, and suggestions from mates or household within the Portuguese ecommerce market. Â On the identical time, influencers and public figures have a a lot smaller impression on buying choices, rating among the many least influential components within the research.
Nearly 70% of the inhabitants store on-line
The report additionally reveals that in 2025, greater than two-thirds of the inhabitants (67.9 p.c) shopped on-line. A yr earlier, that share was nonetheless 64.2 p.c. Because of this in whole, Portugal had 5.8 million internet buyers final yr. This was 313,000 extra folks than in 2024.
A big majority of the net customers (77.2 p.c) are between 15 and 54 years outdated. Nonetheless, increasingly more shoppers over 64 years outdated are additionally beginning to store on-line. In 2025, they represented 9.8 p.c of the full internet buyers within the nation. Between 2022 and 2025, the quantity of individuals amongst this age group who mentioned that they store on-line elevated from 13.4 p.c to 24.4 p.c.
‘Final yr, virtually 10% of all internet buyers in Portugal had been over 64 years outdated’
Worth and transport prices form on-line choices
Worth continues to be crucial issue when shoppers select an internet retailer. In line with the analysis, 60.6 p.c of Portuguese internet buyers say decrease costs are the principle cause for selecting the place to purchase.
Nonetheless, transport prices additionally play a decisive function. Round 42 p.c of consumers say the absence of supply charges is a key issue when choosing an internet retailer, displaying how delicate shoppers are to additional prices.
Moreover, 73.5 p.c of shoppers mentioned that they deserted on-line purchases on account of excessive supply prices. Different causes embody lack of belief within the on-line retailer (65.3 p.c) and better costs in contrast with opponents (62.2 p.c).
‘Excessive transport prices stay the principle cause for deserted on-line carts’
