Global e-commerce continues to grow, projected to have reached a global total of $2,8 trillion in 2018. This represents a 23% increase compared to 2017, and there are no signs of slowing down, with similar growth anticipated until the end of this year.
Although Portugal is naturally not among the top countries in the world for the highest use of this consumption channel, it has seen significant growth. According to Marktest, in 2018, supermarket shopping was the most popular (25%), followed by fashion (10%) and restaurants (8%).
The first netAudience data for 2019, referring to the month of January, reveals that, in terms of audience, two websites operated from Portugal occupy the top positions – Worten and Fnac – followed by three international websites – Aliexpress, Gearbest and Booking.
In the top 10, there are also two more brands with a national presence (Continente and Wook), bringing the total to four brands with this type of proximity to the Portuguese market.
As expected, this is a topic where male and female preferences show some relevant differences. Although the top brands in these two segments share most of the same profile, there are several noticeable differences. The biggest contrast occurs at Zara (10 positions further down the list, favoring women), La Redoute (8), and Gearbest (7, in this case favored by men).
The women's ranking catapults Continente to first place in e-commerce audiences. For men, Worten tops the podium. The greatest consensus is found in Fnac, Aliexpress, Amazon, and Decathlon, where the difference in ranking is only one position between the two genders.
In the first month of the year, 43% of Portuguese people aged 15 and over visited one or more e-commerce websites via computers, with the same figure for half of the men (49%) and slightly more than a third of the women (37%).
