Considering investing in the Portuguese market?
Not sure if it’s worth it, or whether you really need to translate into European Portuguese?
Let us explain why Portugal is an excellent place to do business. And how quality content can help you break into the market.
Portugal ranks number one when it comes to trading across borders. Being part of the EU, it benefits from free movement of people and goods across member countries, and a competitive business environment.
Despite Covid-19 restrictions, the Portuguese economy is faring well. And ecommerce is booming. Growing by 9% per year on average, the Portuguese ecommerce market is predicted to reach US$5 billion by 2024, with 6 million users. That’s a lot of potential customers.
Portuguese consumers have plenty of disposable income. In fact, as much as 34% of online shoppers in Portugal have a high household income, more than in the UK.
Portuguese consumers are open to buying from non-Portuguese sites, with an impressive 12% of the country’s ecommerce net sales attributed to cross-border sales in 2019.
So there are millions of Portuguese consumers out there with cash to splash. But how can you reach them? And crucially, how can you convert browsers into customers? Through quality content written in their language. Content that speaks to them and addresses their needs. Let us explain why it’s worth the investment.
Portuguese consumers research online
Even if you focus on bricks and mortar sales, you can’t neglect your online content. Because the internet is where people come to research and weigh up their options before buying. A whopping 75% of Portuguese shoppers research online before a major purchase.
People buy in their own language
Two-thirds of Portugal’s population only speak Portuguese. And even those that do speak English prefer to buy in their own language. In fact, a European Commission study found that 43% of Europeans would only purchase something online if the website was in their native language.
European Portuguese to convince the Portuguese consumer
Brazilian Portuguese is distinct from European Portuguese. They differ in terms of grammar, syntax, vocabulary, and spelling, not to mention cultural references. And when it comes to converting and convincing Portuguese consumers, localising your content into European Portuguese is a must. It shows that your company cares, helping to build trust. It also hints that you understand what makes these customers tick, and will be able to meet their needs.
(Read more about the differences between Brazilian and European Portuguese.)