Online shopping in Portugal reaches 10 billion euros in 2021
the market e-commerce B2C grew 36.2% in 2021, reaching 10 million euros. The conclusion is from the 2022 CTT e-Commerce Report.
As explained in a statement, around five million Portuguese adults made online purchases in 2021, half a million more than in 2020.
There is a strong incidence in the age groups between 18 and 44 years. However, most new entrants belong to higher age groups. Equally important is the growing adherence of women to online shopping: women outnumber men and account for around 52% of total online purchases. Online shoppers continue to have a clearly higher socioeconomic profile than the national average.
On average, e-buyers made 20.6 physical purchases online. 73% of online shoppers make at least one purchase per month, and 13% shop online every week. With an average value of 54.50 euros, it is estimated that the amount spent per e-buyer is 1120 euros, which represents a growth of 12.6% compared to 2020. The weight of orders weighing less than 500 grams complied the downward trend (2.9% less than in the previous year).
Ease of purchase (68.2%) and the possibility of buying at any time (61.4%) are the main reasons, followed by those related to price: existence of promotions (60%) and lower online price (55 , 8%).
The most popular category among e-buyers is Clothing and Footwear (73% of e-buyers, 4.9% more than in 2020). The categories Electronic and Computer Equipment, Books and Films and Hygiene and Cosmetics are the categories that appear next.
the flap side
Practically half of the surveyed e-sellers (48.6%) expect an increase in online sales in the next year. Only 15.7% foresee a decrease in online sales, justified by the reopening of physical stores.
Estimates for 2022 point to a slight increase in the total value of online purchases, mainly supported by the sale of services, with a downward adjustment in the sale of consumption of products, due to the unrestricted reopening of commercial spaces this year (contrary to what had won in 2021).
Methodology
The 7th edition of the CTT E-commerce Report is based on the results of the market study on e-commerce in Portugal carried out by the CTT, which took place between August and September 2022. The market study is complemented with some of the most relevant results of the latest wave of the CTT e-commerce barometer and further enriched with the testimony of experts from relevant e-commerce brands in Portugal. 500 telephone surveys of online shoppers were carried out; 70 telephone surveys of online retailers and 13 face-to-face interviews with online retailers.
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