With the appearance of more and more companies and with the digital transformation dictating the future of organizations, online sales naturally rose.
Even so, Portugal is not in percentage terms with the other European countries, since the European average is 60% and only 40% of the Portuguese make online purchases. The reasons are related to the fact that: 23% of the population does not access the internet; there is no good broadband coverage in certain parts of the country; there is a strong presence of traditional retail and late closing times, which is not the case in other European cities.
But where is Ecommerce in Portugal?
Until about 2017, Ecommerce grew very slowly due to the digital absence of brands or businesses, but during 2019 the perspective changed. At the moment, in the Portuguese market there are brands that are growing around 300% in their e-commerce platform and, in some cases, reaching 600% when they also sell internationally.
With this number increasing, it is believed that other formats that simplify the steps of a purchase through the internet will be born, faster than expected, both for those who buy and for those who sell.
There is already the possibility to buy products through an immersive experience, as in Instagram Shopping, for example. Even in the 2019 social network, Tik Tok let itself be carried away by social commerce, having launched, last November, a feature that allows you to add a link in the description or in a publication, opening the browser still in your network, so that the user remains there to buy. This kind of formats will continue to be a trend for online commerce, let alone to make the product more credible and “push” the user to carry out an action.
What are the future prospects for Ecommerce in the Portuguese market?
Trends point out that Ecommerce in Portugal and worldwide is centered on experience, ease, simplicity and technology:
- Simpler payment methods, where the customer’s purchase can be made in the physical store and end with payment on the mobile application;
- Automation, so that there is a way to categorize customers by the value of their purchases and their acquisition channel, as well as to segment them for subsequent campaigns;
- With artificial intelligence it will be possible to personalize the product offer, based on the user’s digital footprint;
- Self-management will allow you to synchronize all contact points and dispersed records in one;
- And we are going to watch the professionalization of business between companies, namely through cloud platforms, with the objective of facilitating and automating task management, which is still manual. This also includes providing a customer experience that is as personalized and human as it has always been in B2C.
Although this is already a process adopted by many companies, we remember the advantages of having an online store for a business:
- Available anytime and anytime;
- No geographical or temporal limitations;
- Exhibition of products/services in an organized way;
- Product tracking;
- Opportunity to analyze data and metrics;
Due to technological advances, we will inevitably come across Ecommerce, which will have more and more adherence by the user and more importance for any business model, be it B2C or B2B.
From now on, it is important to remember that the user gives more and more importance to communication: the way it reaches him, before there is any action and, especially, monitoring his journey as a customer, expecting a quality service and attention, even if still exercised by people or bots – which is expected in the years to come.