Find distributors and sales channels in Portugal

Identifying the top retail chains in Portugal where you can sell your products is relatively easy. Approaching and convincing them is a much bigger challenge.

It may be a better strategy to find a distributor first who can help you to get your products in smaller chains or individual stores, and then help you to get to the big names. Or to start online.

In this article you will find more information on the retail market and guidance on how to convince retailers and distributors to work with you.

The retail market in Portugal

Portugal may not be so big in Europe, but is especially interesting as a stepping stone to Brazil, as both countries speak Portuguese.

As of 2024, Portugal’s population is estimated to be about 10.22 million, marking a slight decline. The country has been experiencing a gradual decrease in population due to a low birth rate and net migration.

Portugal’s economy is diverse, with significant contributions from the service sector, technology, and tourism. It’s known for its wine production and has a growing technology sector.

Lisbon and Porto are the largest cities, with Lisbon being the capital and a significant hub for finance, commerce, and tourism.

Portugal has a rich cultural heritage, known for its historical architecture, music, and cuisine. It has a high literacy rate, with around 95.68% of the adult population being literate. The country also has a high life expectancy at birth, averaging around 78.5 years.

Distributor, retailer or web shop?

Most consumer products need at least one party in between. A distributor imports, stores and physically distributes your product, but rarely promotes it to consumers. A large retailer is the fastest route to the mass market, but is risk averse and often asks a listing fee.

A specialised web shop takes smaller volumes, but gives you reviews, pricing feedback and brand awareness within weeks.

Most exporters combine them: start where the barrier is lowest and use the sales data you gather there to convince the bigger names later.

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Finding a distributor in Portugal in three steps

Step 1

Map the channel

List 10 to 15 distributors and retailers that already carry comparable products. Check which regions and store types they serve, and which brands they represent.

Step 2

Build a partner pitch

Your consumer sales deck is not enough. Show margin, rotation, returns and the support they get from you, with concrete figures from your home market.

Step 3

Approach and agree

Contact five to eight of them, propose a trial order or a pilot region, and settle pricing, minimum volumes, exclusivity and marketing support.