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Jan 7, 2019

94% of Portuguese consumers have already shopped online

Connected Commerce Report 2018 - Portuguese are increasingly using home meal deliveries


January 2019 - In an increasingly connected world, e-commerce has been gaining ground and conquering the world. shoppersboth globally and in Portugal. With the increase in consumer confidence and the notable development of the ecosystem of e-commerce in Portugal, 94% of Portuguese people with internet access have already made at least one purchase online within a wide range of categories, according to a new report developed by Nielsen.

According to Nielsen Connected Commerce Report 2018Portuguese people with internet access bought online especially travel, fashion products, event tickets, stationery and technology products. However, the dynamism is clear when it comes to the purchase of meals for home delivery, with this consumption having increased by 9% compared to 2017.

"Against a backdrop of growing confidence and a recovery in consumption, Nielsen has been observing a greater demand for solutions that offer a better quality of life and more time for leisure activities. Indeed, in e-commerce we are seeing this trend, with convenience solutions (such as meal delivery) and leisure solutions (such as travel) growing very noticeably," says Mafalda Silva Ferreira, Senior Client Development from Nielsen.

When it comes to buying online of packaged and fresh grocery products, Nielsen recorded increases of 3% and 2%, respectively, and the opportunities for growth are clear. This report reveals that consumers are more willing to buy online of grocery products when they are offered certain purchase options and quality guarantees. When asked what actions would encourage them to buy this type of item online, the Portuguese were particularly interested in the possibility of a return if the product doesn't meet their expectations (51%), the replacement of items on the same day (42%) and the free delivery service (42%).

While in the past e-commerce focused mainly on non-perishable products such as travel, fashion and books, we have recently seen a growth in purchases online in other categories. For Mafalda Silva Ferreira, "the opportunity of the e-commerce in Portugal exists and is also real for FMCG. The challenge for brands and retailers is precisely to meet the needs and shopping missions of the consumer. shopperdeveloping a specific offer for the purchase onlinebased on safety, assortment, convenience and simplicity".



About the study Connected Commerce Report 2018
O Nielsen Connected Commerce Report 2018 analyzes the behavior of the global connected consumer, their purchasing behavior and the evolution of the different categories, pointing out future growth prospects. This report also identifies the most sought-after and fastest-growing categories, as well as consumers' expectations in terms of their experience online. The insights will help FMCG companies formulate strategies to improve consumers' shopping experiences in the digital world.
About Nielsen
Nielsen Holdings plc (NYSE: NLSN) is a global measurement management and data analytics company that provides the most complete and reliable insight into markets and consumers around the world. Nielsen brings together its own data with data from other sources to help its clients around the world understand what is happening now and what will happen in the future, and how best to use that knowledge. For more than 90 years, Nielsen has been providing innovative, scientifically rigorous data and analysis, and continues to develop new ways of answering the most important questions facing the media industries. mediaadvertising, retail and FMCG are currently facing. Nielsen, a Standard & Poors 500 company, is present in more than 100 countries, representing more than 90 percent of the world's population. For more information, visit www.nielsen.com.


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