Top Marketplaces in Portugal (2025)

Portugal’s e-commerce has accelerated through 2024–2025, with a larger share of the population buying online and marketplaces capturing ever more product searches. According to the Portuguese regulator ANACOM, 48.9% of people aged 16–74 made online purchases in 2024 (in the prior three months, +5pp vs. 2023). Traffic rankings for 2025 show marketplaces like Temu, Amazon.es, Worten, AliExpress and Fnac among the leaders (Similarweb). This guide highlights the top marketplaces in Portugal for 2025 and how to connect via Lengow.

Portugal at a glance

• Online shoppers: 48.9% of residents (16–74) purchased online in 2024; up 5 p.p. year-on-year.
• Marketplace traffic leaders (2025): Temu, Amazon.es, Worten, AliExpress, Fnac by visits in Portugal.
• Category depth: electronics & appliances (Worten, Fnac), fashion (Zalando, Vinted cross-border), sports (Decathlon), and generalist/value (Temu, Amazon, AliExpress) (Similarweb).

The top marketplaces in Portugal (2025)

1) Temu

Temu leads PT marketplace traffic in 2025 thanks to aggressive pricing, assortment breadth and app-led growth (Similarweb).

• Suits: value items, accessories, home, gadgets.
• Notes: cross-border logistics; set clear delivery/returns expectations.

2) Amazon.es (serving Portugal)

Amazon’s Spanish site is a top-visited destination for Portuguese shoppers and a crucial channel for brands selling into Portugal (Similarweb). In 2024, Amazon.es was the second leading online store, with approximately 313.7 million dollars in online sales (Statista).

• Suits: most categories; FBA and Prime improve conversion.
• Notes: price competitiveness and fulfilment speed drive Buy Box.

Connect via Lengow: Sell on Amazon with Lengow.

3) Worten Marketplace

Portugal’s leading electronics & appliances retailer operates an open marketplace with strong omnichannel support (store returns, customer service) (Worten Marketplace). Worten is one of the most popular online stores in the electronics and media segment, with a revenue of 81.5 million US dollars in 2024 (Statista).

• Suits: tech, small appliances, gaming, smart home, DIY.
• Notes: Mirakl-powered with retail media options via Mirakl Ads (Worten × Mirakl Ads).

Connect via Lengow: Sell on Worten with Lengow.
 

4) AliExpress

A constant top-five marketplace by visits in Portugal, with localised app experience and frequent promos.

• Suits: low- to mid-priced consumer goods, accessories, electronics.
• Notes: ensure compliance with EU DSA and product safety policies (EU oversight coverage).

5) Fnac.pt

Electronics, culture and entertainment marketplace with strict quality standards and a mature seller programme. In October 2025, Fnac.pt had 4,47 million visitors. It also operates a network of 35 Fnac stores in Portugal.

• Suits: electronics, books, gaming, small appliances, culture.
• Notes: Portuguese-language customer service expected.

Connect via Lengow: Sell on Fnac with Lengow.

6) KuantoKusta Marketplace

Price-comparison pioneer with an open marketplace that drives highly intent traffic in tech and household categories.

• Suits: tech, appliances, health & beauty, home.
• Notes: focus on sharp pricing and availability for visibility.

7) Dott

Portuguese generalist marketplace launched to accelerate merchants’ digitalisation, with dedicated seller onboarding support (Dott Parceiros).

• Suits: wide consumer catalogue (home, lifestyle, electronics, toys).
• Notes: local customer familiarity; leverage promos and content.

8) OLX Portugal (Pro)

Portugal’s biggest classifieds platform offering business tools and paid visibility to reach local demand.

• Suits: refurbished/value items, bulky goods, vehicles, local services.
• Notes: great for lead-gen and local reach; optimise creatives.

9) Decathlon Marketplace (PT)

Europe’s largest sports platform operates a selective marketplace in Portugal, prioritising quality and category fit (Decathlon PT marketplace).

• Suits: sports equipment, outdoor, cycling, apparel.
• Notes: invite/quality gate via Mirakl; EU stock and service KPIs (seller guide).

Connect via Lengow: Sell on Decathlon with Lengow.

10) Zalando (entering Portugal)

Zalando confirmed expansion to Portugal in 2025, adding a major fashion marketplace option for brands (Reuters).

• Suits: fashion, footwear, accessories, beauty.
• Notes: strict data/imagery; Partner Program powers listings (Partner Program markets).

Connect via Lengow: Sell on Zalando with Lengow.

Who should sell where?

• Generalist & value: Temu, Amazon.es, Dott.
• Electronics & appliances: Worten, Fnac, KuantoKusta.
• Fashion & lifestyle: Zalando (2025 entry), Amazon.es.
• Sports & outdoors: Decathlon, Amazon.es.
• Local & refurbished / lead-gen: OLX Portugal.

How to sell on Portuguese marketplaces

One feed, many channels. Lengow simplifies selling across marketplaces in Portugal. Manage product data, stock and prices centrally, automate category mapping, and sync orders into your OMS/ERP.

• Integrations: Amazon, Fnac, Zalando, Decathlon & more available via Lengow (all integrations).
• Automation: rules for pricing, stock hiding, and attribute enrichment reduce manual work.
• Localisation: Portuguese titles/descriptions and PT-specific shipping/returns improve conversion.