To attract an increasingly connected and demanding consumer, the innovation capacity of each retailing brand to develop technological applications dedicated to their current needs – safety, convenience and well-being – is a differentiating factor in a challenging context for retail. The shopping experience of the future is definitely digital.
As local consumers become increasingly connected, it not only poses challenges for players but also generates opportunities to innovate and create specific shopping experiences. Digital forms of communication and purchasing are rising and new channels mean new consumers who inevitably require companies to adapt to content, platforms and processes.
In April 2021, department store El Corte Inglés invested in a mobile app for its credit card, which allows holders to use their mobile phones for purchases across the El Corte Inglés universe. Its initial goal was to have at least 10% of customers that own the card use the application by the end of the year.
Retail has been reinventing itself for years and the technological component is part of an omnichannel experience with the objective of satisfying the new needs of the most demanding consumers, particularly younger tech-savvy generations. The launch of increasingly innovative, intuitive and sophisticated smartphones combined with the development of payment methods, including greater mobile security and growing connectivity, has helped to boost sales of mobile e-commerce in Portugal.
There is a high share of consumers who search for products via their mobile devices but make a final purchase through their computers because they consider this to be a safer mode of shopping. In the coming years, the issue of cybersecurity will naturally be a pressing issue, but the launch of increasingly innovative, intuitive and sophisticated smartphones combined with the further development of payment methods including mobile security will help to increase conversion rates in the channel.
With service and purchasing experience gaining in importance, automation and chatbots will increase their influence and move from simple assistants to effective managers. Voice assistants are emerging and growing in popularity and therefore represent an opportunity for brands to establish a more personal link with customers while promoting loyalty.
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Understand the latest market trends and future growth opportunities for the Mobile E-Commerce (Goods) industry in Portugal with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Mobile E-Commerce (Goods) industry in Portugal, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Mobile Internet Retailing includes sales through mobile devices such as smartphones and tablets. Please note that these sales are also included in the Internet Retailing Channel. Mobile Internet Retailing is also known as m-commerce.See All of Our Definitions
This report originates from Passport, our Mobile E-Commerce (Goods) research and analysis database.
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