A study from the DPD Group on the current state of Portuguese e-commerce revealed a variety of illuminating statistics regarding its online consumers. Although the number of online consumers in Portugal increased to 48%, the number is still below the European average of 54%. A vast majority of consumers describe their latest online shopping experience as positive (76%), and consider using e-commerce an "easy" process. Online purchasing habits in Portugal have shifted from books and CDs to high-tech electronics, cosmetics/health, and fashion.
The DPD Group study also revealed that 56% of millennials purchase online using smartphones and 83% choose to buy on foreign websites. Born between 1984 and 2000, this generation of consumers will reach 47% of the world's active population by 2025. Portugal has the second highest "cross border" buyer average, demonstrating that there is a lot of volume
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