"Portuguese people who are in the habit of shopping online are more influenced in their choices by the opinions of friends and family than by advertising on social networks or publications by celebrities and influencers", according to the barometer and reported by Notícias ao Minuto.

According to the most recent data, 'Recommendation from friends or family' is the most valued factor influencing online shopping by respondents, with an average weight of 3.7, on a scale of 0 to 5.

"Among the influencing factors evaluated in this study, only one factor has an average weight greater than 3: 'Information on the brand's website' occupies second place in the variables that influence online purchases, with an evaluation of 3.4".

Among the other options on the E-Commerce Barometer, 'Advertising on social networks' comes only in fourth position, behind 'Newsletters/promotional emails', with emphasis also being placed on the fact that 'Digital Influencers' and 'Opinions of the Famous' being the least valued influence factors for online shopping, with average weights of 2.2 and 1.9, respectively.

"With regard to the products actually purchased - regardless of the factors that influenced, or not, these choices - clothing, footwear and fashion continue to be the most purchased digitally: 66.7% of Portuguese people who buy online say they buy this type of products".