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In Portugal, the product most bought online in 2024 were physical products, a trend maintained since 2020. However, less e-commerce users purchased physical items in 2023 than in 2021, when the peak, of 98.7 percent of users, was achieved. The share of e-commerce users purchasing digital products and services has been increasing during the period considered. In 2024, 57 percent of respondents bought digital products online and 69 percent bought services online.

More and more people are stepping online

In 2024, the Southern European Country recorded the most significant percentage of e-commerce users purchasing digital products and services over the last few years. According to a 2024 survey, Portuguese online shoppers between 25 and 34 years old used e-commerce the most compared to other age ranges, at a 76 percent penetration rate.

Men vs. women: who shops the most?

The e-commerce serotonin boost displayed differences between men and women in Portugal. As of 2024, 51 percent of female respondents had purchased at least one item online in the previous three months, surpassing the 47 percent registered among men.

As online shopping becomes handier, the number of digital checkouts also increases. Another survey of 2023 showed that the largest percentage of e-commerce users in Portugal had made from three to five orders online in the previous three months, while 12 percent of respondents had ordered more than six items via the internet in the same period.