The digital revolution has changed the way Portuguese consumers shop, in turn challenging players to innovate and adapt via the adoption of an omnichannel strategy and increasing focus on social media platforms such as Facebook, Pinterest and Instagram. On the supply side, the number of sellers and products has grown, driven by this need to adopt an omnichannel approach as well as the rising importance of online giants such as eBay, AliExpress and Amazon.
The importance placed on the consumer’s purchasing experience is growing as competition intensifies. Lack of clear information with regard to overall costs, a dearth of delivery options, insufficient information about delivery and a lack of information about returns policies have all been pinpointed by consumers as the main reasons for not going through with a purchase.
After much speculation, Amazon finally entered Portugal during the second half of 2018, opening an office in Lisbon. The company has established an AWS (Amazon Web Services) office, which it says will support start-ups and some of the oldest companies in the country, following its transition to AWS Cloud.
Online marketplaces are growing in importance in Portugal as retailers view platforms such as Amazon and eBay as an opportunity to expand their customer base. For consumers, marketplaces offer a very wide range of products and increasingly competitive unit prices.
The share of foreign e-commerce increased over the review period, with players as eBay, Amazon and Alibaba Group significantly driving sales. With regard to demand, apparel and footwear remained the most valuable internet retailing category, while pet care recorded the strongest value sales growth, supported by the increasing pet humanisation trend.
With a good reputation in internet retailing, Fnac Portugal is investing in the improvement of its services to boost sales and differentiate itself from its competitors. According to company sources, the fnac.
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