E-commerce has become established in Portugal, and 38% of the population makes online purchases at least once a week, almost double the figure recorded in 2025 (24%), according to the second edition of the study "Online Consumption in Portugal 2026" by Webloyalty. The remaining 62% say they do so once or several times a month.
The report reveals that the use of mobile phones for online shopping continues to grow, reaching 66,2% in 2026, an increase of eight percentage points compared to 2025. Computers follow in second place (31,4%), while tablets account for only 2,2% of transactions.
Webloyalty's research also indicates that the Portuguese value above all convenience (62%), the possibility of comparing prices and products (55%) and access to discounts and promotions (53%).
The look and feel of a website is one of the aspects most valued by Portuguese consumers when buying online . In fact, for 30%, detailed product and service specifications are paramount. Easy navigation (22%) and reviews from other buyers (14%) are also important.
Regarding the most purchased product categories online , the top 5 is led by fashion and accessories (66%), followed by technology (39%), health and beauty products (38%), travel services or products (35%), and tickets or passes for events and concerts (34%).
Eduardo Esparza, VP General Manager of Webloyalty Iberia & LATAM, emphasizes that “ Portuguese consumers make online purchases intelligently and thoughtfully, seeking the best opportunity and greatest convenience. A significant fact is that, in addition, one in four Portuguese people prefer to buy from Portuguese online stores, compared to 13% who prefer international stores, or a vast 61% who buy regardless of origin .”
Retail media
The study also highlights the growing importance of retail media in e-commerce. According to Statista, spending on digital advertising reached $1.930 billion in Portugal last year, with retail media standing out as the fastest-growing segment in Europe.
According to Webloyalty, integrating solutions of this type into the online point of sale or the purchasing process allows retailers to generate additional revenue and be more competitive in a constantly changing and high-pressure market. “ Retail media is gaining so much traction because it allows for perfectly targeted advertising tailored to the specific needs of the consumer, adding an extra layer to the shopping experience. In fact, our study shows that one of the advantages most valued by Portuguese online consumers (73%) is precisely this: that stores offer personalized purchasing options or services that may be of interest to the consumer at a specific time and place ,” reveals Webloyalty.
