Amazon leads in Portugal, Decathlon in the spotlight

According to a survey conducted by research institute MultiDados between December 21, 2021 and January 21, 2022, Amazon is in the leading position among e-commerce platforms in Portugal, with 27.3% of respondents choosing it as their preferred brand for shopping.

In terms of spontaneous awareness, Amazon also has the highest share, accounting for 25.2%; Facebook ranks second , accounting for 17.1%; followed by Aliexpress and Dott , accounting for 15.8% and 12.4% respectively .   .

In terms of online stores, sports retailer Decathlon is one of the most popular online stores among Portuguese people. The MultiDados survey found that 27.4% of respondents said they liked the brand, especially free delivery and product variety as its most outstanding advantages.

The report mentioned that among consumers’ online shopping methods, 62.1% purchase through brand official websites or applications; and 30.6% purchase through both official platforms and markets.

The most popular online shopping items for Portuguese consumers are fashion apparel, accounting for 59.1% ; followed by books, accounting for 53.1%; the proportions of electronic devices and travel goods are not far behind, at 47.9% and 42.5% respectively; the proportions of cosmetics, entertainment and home decorations are 37.7%, 33.6% and 31% respectively.

Regarding the frequency of online shopping, 91.7% of the respondents made purchases in the past two months; the majority of people shop online once a month, accounting for around 60.4%; 18.2% choose to shop online once a week; and only 9.8% shop once a year.

The main way of online shopping is using computers, accounting for 66.1%; 30.7% of people use mobile phones to shop online; and only 3.2% use tablets to shop.

The report also mentioned that among those who have never shopped online, 54.5% are worried about personal data being stolen; 25% are worried about not receiving the product; and 13.6% are worried about encountering counterfeit and phishing websites. Therefore, sellers should also pay attention to these aspects when planning the local market.

Although countries like Portugal, where e-commerce development is relatively slow, are "niche" countries with relatively few sellers, with the promotion of the epidemic in the past two years, local people have also realized the convenience of online shopping, and more and more people have joined the online shopping team.

Such a market is like a piece of unpolished jade waiting to be developed , which contains infinite opportunities and possibilities. Interested sellers may wish to learn more about the market and consumer preferences based on these local survey reports and make plans in advance. At the same time, they should also learn the local minority language and understand the customs, so as to capture the hearts of local consumers and have a good opportunity to make money.

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