Portuguese consumers have filed almost 37,000 complaints about online shopping so far this year – a 64% jump compared to 2024. Around 10% of the cases involve alleged online scams, according to new data released by complaint watchdog Portal da Queixa, which is calling for urgent efforts to improve digital literacy nationwide.
The figures come ahead of “Dia das Compras na Net” (Online Shopping Day), celebrated on October 24, a date known for online discounts and promotions.
Between January 1 and October 19, 2025, the platform received 36,940 online commerce complaints, up from 22,523 in the same period last year. According to Portal da Queixa, the rise reflects both the rapid growth of e-commerce and the persistent of fragile and unsatisfying online shopping experiences.
The analysis shows that delivery failures remain the number one cause of dissatisfaction, accounting for 31.3% of all complaints. Shoppers report significant delays, missing parcels, or deliveries that never arrived, often linked to courier issues.
Other major causes include poor product or service quality (17.5%), suspected fraud (9.9%), payment problems (8.4%), and unauthorised charges (5.6%). Complaints about refunds and returns not being processed also remain common (5.56%).
Monthly complaints have climbed steadily throughout the year, with peaks in January (4,921 cases), July (4,405), and August (4,445), periods that coincide with major sales and holiday shopping, the portal points out.
The sectors attracting the most complaints are Mail, Transport and Logistics (30.2%), followed by Shopping, Fashion and Jewellery (14.4%), IT and Technology (10.8%), Hotels, Travel and Tourism (8.8%), Food and Beverages (7.4%), and Casinos and Betting (7.3%).
Lisbon continues to generate the largest share of online shopping complaints (29.7%), followed by Porto (17.8%). Most complainants are women (52%), aged between 25 and 44 – the most active group in e-commerce.
“The growth in complaints shows that digital progress cannot happen without knowledge and responsibility,” said Pedro Lourenço, founder of the Portal da Queixa. “It’s urgent to promote digital literacy in Portugal – not just to protect consumers, but to strengthen brands and the entire e-commerce ecosystem. Many people still struggle to identify fake websites or distinguish reliable sellers from risky platforms. At the same time, some companies underestimate the importance of transparency, effective communication and online credibility.”
“Investing in digital literacy means investing in confidence — and confidence is the foundation of any digital transaction,” Lourenço added. “Only with informed consumers and responsible brands can we have a truly safe, sustainable and competitive market.”
The Dia das Compras na Net, promoted by the Portuguese Digital Economy Association (ACEPI), brings together hundreds of online stores and marketplaces each year for a day of discounts in a bid to promote and stimulate Portugal’s digital economy, as well as increase consumers’ confidence in online shopping.
