Online Sales Grow 19% During Christmas in Portugal

Why It Matters

The rapid ecommerce and digital‑wallet growth signals a lasting shift toward online retail in Portugal, forcing merchants to prioritize digital channels during peak seasons.

Key Takeaways

• Ecommerce transactions rose 19% YoY during Christmas.
• Online sales value grew 14% versus 2024.
• Digital wallets surged 36% in online holiday purchases.
• Online sales comprised 18% of transactions, 21% value.
• Peak shopping hit 446 transactions per second on Dec 24.

Pulse Analysis

Portugal’s holiday ecommerce boom reflects broader European trends where consumers gravitate toward the convenience of online shopping. SIBS Analytics data shows a 19% jump in transaction count and a 14% rise in spend, pushing ecommerce to represent 18% of total sales and 21% of retail value. This acceleration outpaces in‑store growth, suggesting that Portuguese shoppers are increasingly comfortable purchasing gifts digitally, a shift that retailers can no longer ignore when planning seasonal inventory and marketing.

A parallel surge in digital‑wallet usage amplifies the transformation. MB WAY, Portugal’s leading mobile payment platform, recorded a 36% increase in online transactions, with one in five holiday purchases made via the app. This growth outstrips the 21% rise seen in physical stores, indicating that cashless, app‑based payments are becoming the default for younger, tech‑savvy consumers. For payment processors and fintech firms, the data underscores the importance of scaling secure, frictionless checkout experiences to capture this expanding market share.

The implications for merchants are clear: digital channels must be optimized for speed and reliability, especially during peak moments like the 446 transactions per second recorded on December 24. Retailers should invest in robust e‑commerce platforms, omnichannel fulfillment, and targeted digital‑wallet promotions to sustain momentum beyond the holiday season. As Portugal’s online retail share climbs, businesses that adapt quickly will capture higher customer lifetime value and gain a competitive edge in an increasingly digital marketplace.