As Europe’s westernmost country and gate to the Atlantic Ocean, Portugal has a long and successful history of trading and retailing. However, in recent times the country’s economy and retail landscape have been deeply affected by the recent development and expansion of the European Union as well as by the consequences of the global financial crisis. By analysing available market data and findings of recent research we aim to draw a current picture of Portuguese consumers, their purchase behaviour and the development of Portugal’s retail landscape. This gives retailers and marketers important insights when operating or entering the Portuguese retail market.