Key insights from Marktest’s “Os Portugueses e as Redes Sociais 2025” study on Social Media Shopping
As digital commerce continues to evolve, Social Media Shopping is becoming an increasingly significant touchpoint in the consumer decision journey. According to the 2025 edition of Os Portugueses e as Redes Sociais, developed by Marktest, nearly one in three users reports having made purchases directly through social networks.
A growing indicator, still below pandemic peaks
The study shows that 30.3% of users have already made purchases on social media. This marks a recovery compared with last year, although adoption remains below the peak levels seen during the pandemic period (2021–2022), when around 37% of users reported buying through these platforms.
This trend highlights that while social commerce is expanding at a steadier pace than in the years of accelerated digitalization, it continues to play a meaningful role within Portugal’s digital ecosystem.
Instagram overtakes Facebook for the first time
One of the most relevant findings of this edition is a shift in the preferred platform for social media purchases:
For the first time, Instagram has surpassed Facebook as the network where users made their most recent purchase.
Over the past decade, the trend has been consistent:
- Facebook has experienced a gradual decline in its relevance as a transactional platform.
- Instagram, supported by strong visual formats, integrated shopping features, and higher affinity with brands and creators, has shown sustained growth.
In 2025, this trajectory results in a milestone moment in consumer behavior.
Insights available on YumiAnalytics Web
These findings are part of Os Portugueses e as Redes Sociais and are fully accessible through the two dashboards available on YumiAnalytics Web, the platform developed by Markdata and TWA, both part of the Marktest Group:
- 2025 Dashboard
- 2015–2025 Trends Dashboard
Both tools enable deep exploration of how social media usage has evolved in Portugal and its impact on communication strategies, digital commerce, and the relationship between consumers and brands.
Interested in learning more?
For additional insights, tailored analyses, or to explore how these findings can support your strategic decision-making, we invite you to contact Marktest. The team is available to provide further information and help you unlock the full potential of this study for your organization.
