Spain and Portugal COD: differences that change how you operate
Matheus Figueiredo · 2026-10-07
Delivery and returns
In Spain, delivery times for COD (Cash on Delivery) orders generally range from 24 to 72 hours. Returns are faster, with most companies offering a streamlined process that can be completed within 14 days. In Portugal, delivery times are similar, but returns can be more complicated depending on the carrier. Having a clear and efficient return policy for each market is essential, since it directly impacts consumer trust.
Language and social proof
Although both countries speak Portuguese, the linguistic and cultural differences are significant. Portugal has expressions and slang that can confuse Spanish audiences, and vice versa. So adapting your marketing content and product descriptions is crucial. Social proof should also be tailored: in Spain, testimonials and reviews from local influencers can be decisive, while in Portugal, recommendations from consumers in the region may have a bigger impact.
Logistics
Logistics is one of the biggest challenges when operating in both countries. In Spain, there’s a lot of competition among carriers, which means you can find faster options at competitive prices. In Portugal, the market is smaller, and some regions—especially the islands—may come with extra costs and longer delivery times. Evaluating logistics partnerships in each country and adapting your operation is key to staying efficient.
Average order value
Average order values vary considerably. In Spain, the average order value is usually around 40 to 70 euros, while in Portugal, it ranges from 20 to 50 euros. This directly impacts your ad strategy and the type of product you should promote. Higher-priced products may perform better in Spain, while in Portugal, it’s better to focus on lower-priced items with higher volume.
When to enter pt before es
A good time to consider entering Portugal before Spain is when you already have a sales track record in Europe but still haven’t managed to break into the Spanish market. If your products are a strong fit for Portuguese communities or you have access to local influencers, this could be the ideal time. Plus, the cultural and geographic proximity makes it easier to transition and adapt your campaigns.
When planning your COD operation in both countries, keep these differences in mind to optimize your strategy and minimize risk.
What average order value and delivery time metrics do you already have for your operations?