Exploring the effect of online shopping motivations on purchase intention applied

Number of devices per person in Portugal 2012-2015 
Although the rising number of internet users and buyers in Portugal, the number of companies 
that have an online presence is still low (32%) and the number decreases to 10% when 
considering the companies that own an online store (Figure 3) (ACEPI, Economia Digital em 
Portugal, 2015). 
Figure 3 - Presence of Portuguese companies online 
According to Google Consumer Barometer (2015), the number of devices per person has also 
been rising with 2.3 devices in 2015, a 35% growth since 2013 (Figure 4). Moreover, 6 out of 
10 consumers are smartphone users. Smartphones are being used through the consumer 
journey and specially for seeking information. 
When it comes to the cosmetics category, it happens frequently for consumers to search 
online and purchase offline. When purchasing hair care products, consumers 36% of 
consumers use internet to gather information but only 3% research and purchase online. When 
buying make-up, 8% of consumers research and buy online (Google Consumer Barometer, 
2015). Euromonitor International statistics showed that e-commerce and m-commerce are 
growing the fastest among retail platforms in the world. In 2015, 6.4% of the beauty industry 
sales were made through online platforms. 
29% 
20% 
10% 
3% 
8% 
Own a website 
Present in Social 
Media 
Sell online in their 
own store 
Sell online in third 
parties stores 
Companies has an 
app 
Presence of Portuguese companies online 
Figure 4 - Number of devices per person in Portugal 2012-2015 

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2.2.2 eCommerce trends
2.2.2.1 Omnichannel 
With consumers increasingly adopting online platforms to make purchases, physical stores are 
struggling to find ways to maintain and grow its sales. The fast shifts in the consumers’ 
behavior are forcing companies to adopt the omnichannel strategy for their businesses. 85% 
of online shoppers go through several devices during its shopping journey, often finishing it 
in a different one from the one it started in. This creates a new shopping experience for 
consumers where online and offline shopping becomes a seamless experience. Moreover, 
multi-channel consumers are stated to shop more often and spend three times more than the 
single-channel shoppers. With this, physical owners are trying to expand their businesses to 
the online platforms and the online-stores players are seeking to establish physical store 
presence through partnerships and pop-up stores (Deloitte, 2016; EuroITGroup, 2016).