Price remains the most important factor for online shoppers in Portugal. A majority of 73 percent of consumers in Portugal said that competitive pricing is the main driver behind their purchase decisions. For 71 percent, promotions and discounts are the main drivers.
This is according to a new report from ConsumerChoice, a brand and company valuation system in Portugal. The data shows that Portuguese online shoppers are price sensitive. This is also reflected in research behavior, as 51 percent use price comparison websites before buying something.
‘Ecommerce is growing with higher standards’
In addition to price, shoppers are also looking for convenience and ease of use of digital platforms. “The data shows an increasingly rational consumer, who seeks the best price and values promotions, but who does not relinquish trust when making decisions. There is a clear price sensitivity, but also a perception of risk that influences behavior”, said Nassrin Majid, Managing Director of ConsumerChoice. “In this sense, ecommerce is growing, but it is growing with higher standards. And that means that today it is not enough to be competitive, you need to be trustworthy.”
‘Today, it is not enough to be competitive, you also need to be trustworthy’
Consumers prefer platforms they trust
The research also looked at places where consumers shop most often. As mentioned before, Portuguese shoppers prefer easy-to-use platforms. In addition to that, there is a preference for platforms and websites that are associated with greater recognition and trust.
Marketplaces are the leading channel, used by 81% of consumers
For example, online marketplaces are the main online shopping channel (used by 81 percent of consumers). They are followed by official brand websites, used by 54 percent of consumers. In third place come physical retailer websites (41 percent).
32% shop online every month
Shopping online has become more of a habit for Portuguese consumers. A majority (63 percent) said that they have increased their online purchases over the last two years. And about 32 percent of consumers said that they shop online every month.
