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Portugal’s online retail sector is experiencing a paradoxical moment: booming growth coupled with a record number of consumer complaints. Between January and 19 October 2025, a total of 36,940 complaints were registered regarding online purchases — a 64% increase compared with the same period in 2024, when the total stood at 22,523.
Around 10% of these complaints involve alleged scams or fraud — a worrying figure that exposes weaknesses in digital transaction security.
As for the reasons behind the surge, delivery issues top the list: transport problems and delays account for approximately 31.3% of all complaints, followed by poor product/service quality (≈17.5%) and difficulties with returns or refunds (≈5.6%).
The categories generating the highest levels of dissatisfaction are:
- Post, Transport and Logistics (~30.19%)
- Shopping, Fashion and Jewellery (~14.41%)
- Computing and Technology (~10.82%)
The largest concentration of unhappy consumers is found in Lisbon (≈29.72%) and Porto (≈17.79%), with a predominance of women (≈52.28%) and a digitally active age group (25–44 years; ≈56.6%).
Despite this scenario, Portuguese e-commerce continues its upward trajectory: studies predict the sector will surpass €9.3 billion in 2025, reinforcing the nation’s rapid digitalisation.
What’s behind the growth — and the discontent?
Trust remains the most valuable currency in the digital world. Logistical failures, post-sale inefficiency, and vulnerability to fraud undermine consumer confidence — directly impacting the competitiveness of Portuguese companies in the European market.
Moreover, today’s consumers are demanding, informed, and impatient: they expect speed, transparency, and responsive support. When these expectations are not met, complaints become their voice.
If 2025 has made anything clear, it’s that growth without structuring the experience is a risk — especially when the digital journey has become an integral part of the Portuguese lifestyle.
To reverse this trend, businesses must:
- Strengthen payment and cybersecurity systems
- Invest in logistics and traceability
- Communicate return policies clearly
- Train teams for omnichannel customer service
- Educate consumers on safer online shopping practices
Conscious consumption and premium experience must go hand in hand — and the online retail sector urgently needs to restore that balance.
