Understanding how people buy (how often, through which channels, and with what expectations) is essential for brands looking to compete in a rapidly changing digital ecosystem. The latest edition of the Barómetro e‑Commerce, conducted by Marktest (part of Minerva Insights Group), offers a detailed, evidence‑based view of how Portuguese consumers are evolving in their online purchasing habits.
With 5.8 million e‑shoppers in 2025, representing 67.9% of the population, online commerce has consolidated its role as a mainstream purchasing channel. This reflects a steady increase from 64.2% in 2024, adding 313,000 new online buyers in just one year.
A mature market, but still expanding
While the core of online buyers remains between 15 and 54 years old (77.2%), one of the most relevant dynamics shown in the study is the accelerated digital adoption among senior consumers.
Individuals 65+ now represent 9.8% of all e‑shoppers, and their online buying behavior has nearly doubled in three years: from 13.4% in 2022 to 24.4% in 2025.
This reinforces a broader trend: digital commerce is no longer the exclusive territory of digitally native generations.
E‑commerce as a monthly habit
Beyond reach, frequency is increasing.
75.1% of online buyers make purchases at least once a month, signaling a shift from occasional to habitual e‑commerce use. For brands, this means a more consistent touchpoint to influence consideration, loyalty, and cross‑category expansion.
Delivery preferences reveal evolving expectations
Home delivery remains the dominant choice, preferred by 64.5% of shoppers. However, the study reveals that click & collect is gaining traction, with a 35.7% growth compared with 2024.
This shift highlights consumers’ demand for flexibility, speed, and control; attributes that retailers must prioritize when designing omnichannel experiences.
Why this matters for the insights industry
The Barómetro e‑Commerce was launched in 2021 with a clear objective:
to provide a rigorous, recurring measurement of how real people use digital commerce: what they buy, where, how often, how they pay, and how satisfied they are.
Powered by 6,000 interviews with residents aged 15+, the study gives brands and retailers a reliable benchmark to:
- Detect shifts in digital adoption
- Anticipate emerging consumer segments
- Adjust channel and delivery strategies
- Refine UX, payment, and satisfaction journeys
- Support long‑term e‑commerce planning with real‑world data
At Minerva Insights Group, we believe that insights are strategic when they illuminate behavioral change and help organizations move ahead of it. The Barómetro is one of the ways we bring that mission to life: combining methodological rigor, industry knowledge, and the ability to translate data into action.
Want to explore the full findings?
If you want more information about the Barómetro e‑Commerce or how this data can support your decision‑making, our team will be happy to help.
