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Online shopping in Portugal had a strong performance during the Christmas period of 2025. New data from SIBS Analytics shows that ecommerce purchases increased 19 percent in the number of transactions when compared to the same period in 2024. The total value of online purchases also increased around 14 percent.
The analysis looked at consumer payment data from cards and digital payments between December 1 and December 24. Overall, total purchases increased around 8 percent in 2025, with online shopping growing faster than in-store shopping.
Earlier research from the Associação de Economia Digital (AED) in November 2025, already indicated that consumers in Portugal had spent 11 billion euros online during that year, up until that point. This was approximately 1 billion euros more than a year earlier.
Digital purchases more popular in Portugal
The latest data shows that online shopping accounted for a larger share of all purchases this season. Ecommerce made up 18 percent of the total number of sales and 21 percent of the total value. This shows that more people are choosing to buy gifts and other items on the internet.
‘Ecommerce made up 18% of total retail sales and 21% of the total value’
December 24 was the busiest day for shopping, when there were up to 446 transactions per second. This was the peak moment of holiday shopping activity, with other busy days including December 22 and December 23, which also had higher numbers of purchases than usual.
Digital wallet payments grew 36% online
Digital wallet payments also experienced notable growth during the holiday season. Data from popular Portuguese digital payment system MB shows that one in five purchases in this period was made with MB WAY. These payments increased by 36 percent online and 21 percent in physical stores compared to the previous year.
‘Ecommerce remains an important part of holiday retail’
The increase in online shopping shows that ecommerce remains an important part of holiday retail. This trend reflects how customers continue to rely on digital channels for convenience and choice during busy shopping periods.