E-commerce trends in Portugal

Digital commerce is a colossus of the modern world. For businesses and consumers, it has become an unavoidable part of the landscape, and the innovations it showcases, as well as its sheer scale, continue to advance at great speed. And so, many eyes are watching the latest developments closely.

In this article, we will explore some of the broad outlines that define the presence of e-commerce in Portugal and its future, from artificial intelligence to an emphasis on more efficient and sustainable delivery models.

Overview

The digital market in Portugal shares many characteristics with the international market. However, as it still has a comparatively smaller footprint, it tends to take on more traditional contours than elsewhere in the world.

Most people, however, report positive experiences and satisfaction with e-commerce, which is yet another reason to believe that it will continue to expand. The main reasons for using it are, in order, ease of purchase, attractive prices, flexible shopping hours, online promotions, product variety, and store variety.

The most important product types are clothing, electronics and IT equipment, and hygiene and cosmetics products. Seasonality is a fundamental characteristic, with Christmas and Black Friday being especially important moments for national companies.

To mention a particularly important issue for online retailers, most shopping cart abandonment situations are due to additional costs that only appear at the end. See in this article of ours how to reduce cart abandonment in your store.

Trends

These are 9 points to pay attention to in order to understand the current evolution of Portuguese e-commerce.

1. Growth

Online commerce, generally speaking, despite irregularities and uncertainties, has been growing for several years now, and this trend is expected to continue.

Curiously, the increase in its popularity among older customers, from the age of 45 onward, is very pronounced, and not just among younger age groups.

2. Innovation

This is a form of commerce that is far from having stagnated or stabilized. New developments are constantly emerging and carving out their place. For example, marketplaces are gaining ground, as is live selling. Social networks are becoming increasingly important, the (not to be redundant) influence of influencers seems to be established, and online reviews and ratings are a critical element.

3. Environmental awareness

Environmental problems are an increasingly important factor in public choices. Sustainability has become a priority in the modern world, and there is no context where this is more evident than in the digital one. Conventional parcel deliveries have raised concerns, as they constitute a growing source of pollution. This is one of the reasons why non-home deliveries have become increasingly popular. Find out here more about this and other ways to cultivate more nature-friendly behaviors as a consumer.

4. Artificial Intelligence

AI has established itself as a resource with great potential in various areas, from marketing and content creation to data analysis. This our article explores an example of a logistics innovation that seeks to make full use of AI and other current technologies, the smart warehouse.

5. Personalization

As a counterbalance to the emotional distance of technology, the effort to personalize and “humanize” marketing and contact with the public is fundamental. From basic care, such as addressing people by name, to special promotions based on purchase history, personalized messages, etc., the ways of valuing the customer and individualizing interactions have been and will continue to be increasingly crucial.

6. Returns

Returns are an ever-important consideration in e-commerce. Critical factors from the customer’s point of view are access to a broad network of locations where this can be done, the existence of a clear and simple policy, and costs. It is expected, however, that free returns may decrease in the future. InPost's service handles returns in a highly efficient way, through our extensive network of pickup points.

7. Growth of the second-hand market

The used-goods market has received a lot of attention, a trend that will probably continue. The main factors driving its growth are prices and concern for the environment. This form of commerce is associated with what is called the circular economy: many people sell products they no longer use online, extending their useful life.

8. Subscription shopping

It is possible that subscription shopping will become increasingly important in the future. This form of selling can offer major advantages for sellers and buyers. For stores, it provides a regular sales volume and a group of loyal customers. For consumers, besides the promotions and advantages that may potentially be involved in subscriptions, it is a way to establish a routine and have one less concern for the month.

9. Non-home delivery

Deliveries through pickup points or lockers have gained relevance in recent years. Although home delivery is still the most popular option, it is losing supporters. Some of the main reasons are the great convenience, speed, and efficiency of deliveries outside the home. They are also better environmentally, emitting a significantly lower amount of CO2. Be sure to visit our website to discover more about the advantages this type of delivery can offer you.