eCommerce: Guide to setting up an online shop in 2025

Portuguese e-commerce is going through a significant transformation. With more than 6 million active MB Way users and 70 million monthly transactions, the national digital market is increasingly mature. Projections indicate that the sector should reach 9.3 billion euros by 2025, representing a substantial opportunity for companies of all sizes.

WooCommerce has established itself as a dominant force on the global e-commerce scene. Responsible for 17% of all ecommerce sites worldwide, this open-source platform stands out for its philosophy of providing total control over the digital operation.

In the Portuguese context, there are approximately 10,500 online shops developed in WooCommerce, ranging from small family operations to complex corporate structures. This significant adoption reflects the unique characteristics of the national market and the need for solutions that can be adapted to local specificities.

The preference for WooCommerce in Portugal is based on three strategic dimensions that respond to the specific challenges of the Portuguese market.

Adaptability to Local Requirements

The ability to integrate natively with the preferred payment methods is a key differentiator. Payment by Multibanco reference remains the dominant preference of Portuguese online consumers, complemented by MB Way, which has risen to second place with 42% of adoption among buyers. International SaaS platforms often have significant limitations when it comes to implementing these critical integrations.

Sustainable Economic Model

A comparative analysis of costs reveals substantial differences between models. Typical SaaS platforms impose fixed monthly fees plus commissions on transactions - often 2.9% plus fixed fees per operation. For a company with a monthly turnover of €10,000, this represents approximately €320 in monthly commissions, totalling around €4,000 per year.

The WooCommerce model eliminates these recurring commissions, allowing capital to be directed towards strategic investments in marketing, development or expansion. This advantage increases in proportion to the growth in turnover.

Digital Sovereignty and Regulatory Compliance

Full ownership of data is a key strategic asset. Direct control over all customer transactional and behavioural information facilitates not only compliance with the General Data Protection Regulation (GDPR), but also enables advanced analysis and the implementation of marketing strategies based on proprietary data.

Defining the investment needed to implement a professional WooCommerce solution requires consideration of multiple variables. The complexity of the project, the volume of products, the integrations required and the specific business requirements determine the scope of the investment.

Basic Implementation (3.500€ - 5.000€)

This category is suitable for companies looking to validate business concepts or operate with limited catalogues. The investment includes setting up a functional structure with a professional theme, integrating essential payment methods (Multibanco and MB Way through certified suppliers), and basic training for autonomous management. The implementation period is estimated at between 8 and 16 weeks.

Professional Solution (from €8,000)

Aimed at established companies that want a robust and scalable digital presence. This level of investment allows for substantial customisation of the interface, integrations with existing business systems (ERP, CRM), advanced search engine optimisation, and the development of specific functionalities such as differentiated price management by customer segment. The development period varies between 12 weeks and 6 months.

The correct implementation of payment methods is a critical success factor for any e-commerce operation in Portugal. The Portuguese digital payments ecosystem processes more than 70 million transactions a month through MB Way, highlighting the importance of aligning payment options with the preferences of Portuguese consumers.

Despite growing digitalisation, the Multibanco system retains its central position in the Portuguese payment ecosystem. Historical trust and universal access make this method indispensable for any serious e-commerce operation.

The technical implementation, carried out by certified organisations such as IFTHENPAY or Eupago, has competitive costs - typically between €0.25 and €0.50 per transaction - substantially lower than the fees charged by international card operators.

The growth of MB Way represents a paradigm shift in payment habits, particularly relevant for the mobile commerce segment and younger consumers. Integrating this method has become essential to maximise conversion rates on mobile devices.

Optimisation for MB Way goes beyond simply making the method available. It requires adapting the interface for use on mobile devices, simplifying the checkout process and strategically positioning this option in mobile payment interfaces.

References

1. ACEPI - Digital Economy Association (2023). Report on E-commerce in Portugal.
2. Marketeer.pt - National E-commerce Trends 2023.
3. INE - National Statistics Institute data on e-commerce.
4. Bank of Portugal - Digital Payments Statistics 2023.
5. WooCommerce Usage Statistics - BuiltWith Technology Lookup.