Overview
Worten is the leading consumer electronics and home appliance retailer in Portugal, with stores across the country and a large online shop with a marketplace for third-party sellers. It is part of the Portuguese group Sonae. For an electronics, appliance or tech brand, Worten is the most important retail and marketplace channel in Portugal. In 2026 it stopped online sales in mainland Spain.
Who is behind Worten
Worten belongs to Sonae, Portugal's largest retail group, which also owns Continente. In 2025 Sonae reached record revenue of EUR 11.4 billion, and Worten's revenue passed EUR 1.5 billion, helped by market share gains and online growth: online sales rose to 20% of total sales, from 17% the year before. Worten also owns iServices, a phone and device repair chain with stores in Portugal and abroad, and launched the Worten Life loyalty programme in 2025. In the first quarter of 2026, Worten's revenue grew 8.9% to EUR 352 million. Minette Bellingan succeeded Miguel Mota as CEO in late 2025. See also our Continente page.
Changes in Spain
Worten has scaled back in Spain over several years. It sold 17 of its Spanish stores to MediaMarkt and closed others to focus on the Canary Islands and online sales. In July 2026 it went further: Worten stopped online sales in mainland Spain from 31.07.2026, informing its external marketplace sellers. Its operations in Portugal and the Canary Islands continue unchanged.
The Worten marketplace
Worten runs a marketplace where external sellers offer products next to Worten's own range, and Sonae has highlighted its continued expansion as a growth driver. It covers electronics and appliances as well as many other categories.
How selling on Worten works
- Professional sellers apply to join the marketplace.
- Portuguese content and delivery to customers in Portugal, plus the Canary Islands where relevant.
- Commission per sale, depending on the category.
- EU compliance, such as CE marking and WEEE for electronics.
- Integration through Worten's seller platform or multichannel tools.
Why Worten matters for brands
Worten is the leader in Portuguese electronics retail and one of the country's largest online shops, making it the natural first marketplace for brands entering Portugal.
How eBrands looks at Worten
eBrands works with brands on marketplaces across Europe and North America. If you are thinking about Portugal and want to see how Worten could sit alongside the channels you already use, we are happy to talk it through.
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