The emergence of the pandemic and all subsequent restrictions that ensued as the local government attempted to control the spread of the virus, accelerated the development of e-commerce in Portugal, with sales increasing in 2020 at levels that most players traditionally expected to achieve over the course of four or five years. Many national companies were forced to turn digital to support sales that were severely impacted by restrictions on trading and lack of footfall in their physical stores in order to survive.
The pandemic accelerated e-commerce’s penetration and brought Portugal more in line with Europe. The market expanded, leading to greater opportunities.
With the limitations that the pandemic imposed on the physical shopping experience, retailers have had to reduce face-to-face customer support. It is for this reason that an increasing number of companies have embraced chatbot and personal assistant technologies.
In line with the further penetration of e-commerce within retailing and predictions for double-digit value growth (at constant 2021 prices) over the forecast period, it would appear that consumer expectations both for delivery times as well as services will continue to increase, as they search for faster and at times, same-day deliveries and services that they perceive to offer specific value. In a highly dynamic channel, logistics will be increasingly important in defining successful players.
The pandemic has sparked a digital revolution in Portuguese retailing with many players entering the channel and many consumers experiencing online shopping for the first time as they were unable to visit non-essential stores for some periods during the pandemic. This will substantially expand e-commerce’s penetration in the coming years.
As e-commerce continues to evolve, partnerships and players with a presence on an online marketplace are likely to further grow, with the latter becoming important sales vehicles, and not only for smaller players. Worten and Fnac are likely to remain two of the most popular marketplaces for national companies to utilise to ensure a greater consumer reach.
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Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.See All of Our Definitions
This report originates from Passport, our E-Commerce (Goods) research and analysis database.
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