Internet retailing continued to see single-digit growth in 2015, broadly in line with the performance of the past five years. This was the only channel to prove immune in recent years to the effects of the economic recession. The generalisation of internet access, lower prices of computers and mobile devices and the increasing development and sophistication of payment systems drove internet retailing sales growth. Portugal had 2.8 million internet subscribers in 2014, representing 46.3% growth over 2009, and sold more than 700,000 tablets and three million smartphones in 2015.
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The convenience of choosing online groceries and avoid queues boosted Portugalís leading grocery retailer Modelo Continente Hipermercados SA to number one position in the internet retailing channel in 2015. With its online store opened for more than 10 years, the enterprise continuously invested over the years in improved designs and delivery services as well as expanded product offerings. Modelo Continente continues to charge for deliveries, although during 2015 it conducted several "free delivery" promotions, during which its customers were invited to order their groceries online without having to pay for delivery. In 2015 the company also launched an SMS service that notifies customers 30 minutes in advance of the expected delivery time of online purchases.
Portugal registered considerable progress in terms of e-commerce and m-commerce over the review period, but compared with other European countries penetration of internet sales remained low in 2015, conferring the channelís greater potential to growth. Internet and mobile subscriptions are expected to increase over the forecast period, with internet subscriptions expected to achieve 3.6 million by 2030 Ė a rise of 20% over 2015.The increase in internet subscribers will underpin the strong forecast growth of internet retailing.
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The Internet Retailing in Portugal market research report includes:
* Analysis of key supply-side and demand trends
* Detailed market shares for international and locally-based retailers
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
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