40% Portuguese consumers shop online weekly
In a significant shift in consumer behavior, a recent study reveals that nearly 40% of Portuguese consumers now engage in online shopping at least once a week. This marks a notable increase from just 24% a year ago. The findings come from the second edition of the study “Online Consumption in Portugal 2026,” published by Webloyalty, which provides valuable insights into the evolving landscape of ecommerce in Portugal.
Growth of Online Shopping in Portugal
The surge in online shopping habits among Portuguese consumers is closely linked to the increasing accessibility of the internet across the country. According to a recent report by DataReportal, approximately 86% of the Portuguese population regularly uses the internet, translating to around 8.84 million active internet users.
Mobile Shopping Dominance
One of the most striking trends identified in the Webloyalty report is the dominance of mobile devices in online shopping. In 2026, a remarkable 66% of online purchases in Portugal were made using mobile phones, reflecting an increase of 8 percentage points compared to 2025. In contrast, purchases made via computers accounted for 31.4%, while tablets were used for only 2.2% of transactions.
Reasons for Online Shopping Preference
The report also delves into the reasons behind the growing preference for online shopping among Portuguese consumers. Convenience emerged as the primary factor, with 62% of respondents citing it as their main motivation. Other significant reasons include:
- Price comparison (55%)
- Access to promotions (53%)
- Detailed product information (30%)
- Customer reviews (14%)
Popular Product Categories
When it comes to the types of products purchased online, clothing and accessories lead the pack, accounting for 66% of online purchases. This is followed by technology products at 39% and health and beauty items at 38%. Additionally, travel services and event tickets are frequently sought after by online shoppers in Portugal.
Store Location Preferences
The research also explored consumer preferences regarding store locations. Interestingly, 61% of online shoppers stated that the location of a store does not significantly influence their purchasing decisions. While about a quarter of consumers prefer to shop from Portuguese online stores, 13% opt for cross-border online stores. This indicates a growing openness among consumers to shop beyond national borders.
Conclusion
The findings from the “Online Consumption in Portugal 2026” study highlight a transformative shift in the shopping habits of Portuguese consumers. The increasing internet penetration, coupled with the convenience of mobile shopping, has made online shopping a regular part of life for many. As ecommerce continues to evolve, understanding these trends will be crucial for businesses aiming to thrive in this dynamic landscape.
Frequently Asked Questions
According to the latest study, approximately 40% of Portuguese consumers shop online at least once a week.
The most popular product categories for online shopping in Portugal include clothing and accessories (66%), technology products (39%), and health and beauty items (38%).
Mobile shopping is dominant in Portugal, with 66% of online purchases made via mobile phones, compared to 31.4% on computers and only 2.2% on tablets.
Note: The data presented in this article is based on the “Online Consumption in Portugal 2026” study by Webloyalty and other relevant reports.
