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Trends of e-Commerce in Portugal: A Survey on Business Strategies and Consumer Behavior

Author

Listed:
  • Marta Diogo António
  • João Carlos Lopes

Abstract

This paper addresses the topic of digital trade. Its central objective is to analyze the evolution of e-Commerce in recent years in Portugal and the European Union, and to understand how companies and consumers act in relation to this topic. The research is based on interviews with professionals linked to the sector and a survey conducted among Portuguese consumers, allowing a more comprehensive understanding of the digital world. The study highlights the main trends associated with consumption, the obstacles faced by companies, as well as the opportunities brought about by digital transformation. The results obtained contribute to the discussion about Portugal's position in the European landscape regarding digital commerce and offer valid recommendations for policymakers and economic agents.

Suggested Citation

  • Marta Diogo António & João Carlos Lopes, 2026. "Trends of e-Commerce in Portugal: A Survey on Business Strategies and Consumer Behavior," Working Papers REM 2026/0409, ISEG - Lisbon School of Economics and Management, REM, Universidade de Lisboa.
    • Handle: RePEc:ise:remwps:wp04092026
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    File URL: https://rem.rc.iseg.ulisboa.pt/wps/pdf/REM_WP_0409_2026.pdf
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    Keywords

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    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D22 - Microeconomics - - Production and Organizations - - - Firm Behavior: Empirical Analysis
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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