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E-shopper Barometer 2021

Fun Facts

About  Aficionados

  1.  I can shop for nearly 100% of the products/services I need online

  2. 76% of aficionados in Portugal buy fresh food and beverages online

  3. Online orders for fresh food and beverages grew by 19%

Fun Facts

About  Aficionados

  1.  I can shop for nearly 100% of the products/services I need online

  2. 76% of aficionados in Portugal buy fresh food and beverages online

  3. Online orders for fresh food and beverages grew by 19%

Discover more e-shopping habits in our online tool.

Discover more e-shopping habits in our online tool.

Compare e-shoppers' behaviour here, in Europe and in the World.

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A shifting landscape

In 2021, 15.5% of all purchases in Europe were made online!

​As the world becomes more digitalised, consumerism is less and less hindered by technical, logistic and economic restrictions, speeding the emergence of a multi-faceted, omnichannel consumerism of New Commerce in which digital and traditional modes of shopping meet.

Discover our brochure now

A shifting landscape

In 2021, 15.5% of all purchases in Europe were made online!

​As the world becomes more digitalised, consumerism is less and less hindered by technical, logistic and economic restrictions, speeding the emergence of a multi-faceted, omnichannel consumerism of New Commerce in which digital and traditional modes of shopping meet.

Discover our brochure now

Key indicators

  1. E-shopping has become a part of everyday life with a key role to play in New Commerce.
  2. As e-shopping has become a normal habit, consumers’ expectations are increasing and e-shoppers are still very satisfied with the whole e-shopping experience (purchase, delivery, return).
  3. Sustainability has become a major expectation throughout the value chain, but e-shoppers associate a sustainable purchase mostly with the product itself. 
  4. Fresh food & beverages are the clear winners of product category sales, especially fresh and ready-to-eat food.
  5. Parcel lockers have gained popularity and are now as frequently used as parcel shops.

Today’s e-shoppers are confident in the online shopping experience and now expect a high level of service with every purchase. They are perfectly at ease buying food online and intend to keep doing so. They care about the environment, and, as ever, convenience is a key motivator. With these expectations in mind, it is the industry’s duty to meet them. 

Carmen Cureu, Market Research Director

e shoppers

Meet the e-shoppers!

epicuristas

Epicurians

Seek pleasure from an e-shopping experience​

Love simplifying their lifestyle​

Are willing to pay extra to facilitate their daily lives

seniors

Senior e-shoppers

  • Use e-commerce out of necessity ​

  • Prefer desktop/laptop for e-shopping​

  • Less likely to use social media

eco-seletivos

Eco-selective e-shoppers

  • Reactive to negative online feedback​

  • Sensitive to delivery fees​

  • Favor sustainable delivery solutions

aficionados

Aficionados

  • Smartphone in hand at all times​

  • Find e-shopping convenient and stress-free​

  • Seek for reviews and recommendations before buying

dirigidos pelo preço

Price-conscious buyers

  • Choose to buy online only when the price is right​

  • Prefer home delivery​

  • Often use lockers in order to pick parcels conforming their personal schedule

What about tomorrow's trends?

In Portugal

  1. 46% of Portuguese e-shoppers are regulars (more 11% than in 2019) and their online orders represent 11,6%

  2. Portuguese regular E-shoppers made 4,2 orders in a month (5,5 average in Europe)

  3. Fresh food and beverages is the category that most increased for Portuguese e-shoppers  (+16% vs 2019), with 35% of the weight in purchases