Ecommerce continues to expand rapidly in Portugal. According to the 2025 E‑Shopper Barometer by Geopost, 75 percent of Portuguese consumers now buy online, and nearly half are considered regular online shoppers. Each Portuguese online shopper makes around 39 online purchases per year, a slight increase from 2023 but still below the European average of 49.
Just like in other European markets, recommerce is becoming popular in Portugal. About 67 percent of online shoppers in Portugal buy used products, seven percentage points more than last year. The habit, once limited to niche buyers, has now become part of mainstream digital behavior. While cost savings are the main motivation, sustainability and waste reduction are increasingly shaping consumer choices.
Price remains the top priority
For 78 percent of Portuguese shoppers, price is the most important factor when shopping online. This is well above the European average of 68 percent. This drives many toward cross-border purchases, with 43 percent of online consumers buying from websites in Spain, China, or the UK in search of better deals and variety.
‘Around 14% of Portuguese shoppers use parcel lockers, which is an increase compared to last year’
Around 14 percent of Portuguese buyers use parcel lockers, up from last year, but still lower than Europe’s 27 percent average. Consumers are placing more trust in well-known logistics partners and want greater visibility into who handles their deliveries. For many, reliability and transparency now matter as much as speed.
Younger shoppers shape the future
While nearly all Gen Z users browse and discover products on social media, only 39% have completed purchases directly through social channels. Social media remains more of a discovery tool than a sales channel — but its influence on buying decisions continues to expand.
‘Ecommerce in Portugal is increasingly guided by convenience, trust and innovation’
Américo Mendes argues that “the results of the E-Shopper Barometer 2025 are a clear sign of the direction that ecommerce is taking in Portugal: increasingly guided by convenience, trust and innovation”. For the Managing Director of Business at DPD Portugal, the “growth of out-of-home solutions, in particular lockers, and the growing weight of Generation Z show consumers who are shaping new rules and demanding more flexible, sustainable solutions in line with their expectations.”
