E-commerce in Portugal continues to expand rapidly. According to Geopost’s 2025 E-Shopper Barometer, 75 percent of Portuguese consumers now shop online, and almost half are considered regular online shoppers. Each Portuguese online shopper will make around 39 online purchases per year, a slight increase from 2023, but still below the European average of 49.
As in other European markets, recommerce is becoming popular in Portugal. About 67 percent of online shoppers in Portugal buy used products, which is seven percentage points more than last year. A habit once limited to niche customers 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 main 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 is driving many to shop cross-border, with 43 percent of online consumers shopping on websites in Spain, China or the UK in search of better deals and variety.
“Approximately 14% of Portuguese shoppers use parcel lockers, an increase from last year”
Around 14 percent of Portuguese shoppers use parcel lockers, which is more than last year but still less than the European average of 27 percent. Consumers trust well-known logistics partners more and want better visibility into who is handling their deliveries. Reliability and transparency are now as important to many as speed.
Young customers are shaping the future
While almost 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 purchasing decisions continues to expand.
“E-commerce in Portugal is increasingly driven by convenience, trust and innovation”
Américo Mendes claims that “the results of the E-Shopper Barometer 2025 are a clear sign of the direction that e-commerce is taking in Portugal: it is increasingly driven by convenience, trust and innovation”. According to the managing director of the DPD Portugal business, “the rise of out-of-home solutions, especially lockers, and the growing weight of Generation Z show consumers who are shaping new rules and demanding more flexible and sustainable solutions in line with their expectations.”