1.
EASILY SELL EVERYWHERE
USER GUIDES
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Portuguese
Ecommerce Outlook

2.
Ranking Southern Europe in turnover (€ million)
The Portuguese ecommerce
sales reached €2.9bn in 2014,
which means there has been a
13.3% ECOMMERCE GROWTH
IN 2014.
The share of ecommerce in
TOTAL RETAIL IS 3,1%.
At current rates, it is expected
that B2C ecommerce sales
will account for something between
5 AND 6 BILLION EUROS BY 2020.
A bright future
for Portuguese ecommerce market
EASILY SELL EVERYWHERE
Portuguese Ecommerce Outlook
1. SPAIN
2. ITALY
3. TURKEY
4. GREECE
5. PORTUGAL
6. CROATIA
7. CYPRUS
8. MALTA
16,900
13,278
9,800
3,850
2,945
280
170
28
Ecommerce sales in Portugal
in € bn (2011-2020e)
PORTUGAL IS THE
BIGGEST ECOMMERCE
MARKET IN EUROPE
19th
6
5
4
3
2
1
0
2011 2012 2013 2014 2015 2020

3.
Most popular online shopping categories
according to online consumers in Portugal
26%
24%
24%
24%
21%
18%
18%
18%
16%
16%
Mobile & electronics
Toys, children goods
Home furnishing,
art, decoration
Informatics
Books, magazines
Food, drinks, tobacco
Games/consoles
Health/Fitness
Sport/leisure
Fashion/jewelry/
lingerie
Major opportunities
In terms of spending per onlin
shopper, Portugal ranks among the
top of the Southern European
region.
After three consecutive
years of decline, retailing
in Portugal stabilised
during 2014. More and more
Portuguese retailers
start to provide
a multi-channel experience
to their clients.
Tickets
(music, sport…)
DVD/Videos
Watches, Glasses
Animals, gardening,
handiwork
Cosmetics, perfumes
Desk furnitures
CD/Music
Flowers/Gifts
Pictures and services
Online credit/
Financial products
Travels/Tourism
Others 34%
13%
13%
11%
8%
8%
8%
0%
0%
3%
5%
5%
In terms of unique
visitors per months,
is the largest B2C
e-commerce site in Portugal.
It is followed by
Other popular e-commerce
sites in Portugal are
and Portuguese online stores

4.
In total,
2.2 million
Portuguese consumers
bought goods and/or
services online last year.
Cross-border E.U. B2C
purchases represent
12%of total sales in Portugal
How Portuguese shop online
In total, they spent
€2.9bn
online.
THE AVERAGE SPENDING
PER ESHOPPER WAS
€1330(ranking Portugal above the most
influential countries in the region)
€1330
Each user visits an average
1341 web pages
and spends about
22.5 hours per month
browsing the Internet (2014)
By 2020 there will be more than
9 million Internet users
84%
of the
population
and
4.5 million e-shoppers
each one will spend
more than 1000€
In 2014,
there were 10.4 million
portuguese, of which
7 million
CONNECTED
TO THE INTERNET
66%penetration rate
Portuguese preferred online payment
method is the credit card, but
1.3 million Portuguese
also used the MB NET service
which generate temporary cards
for online payments
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