X-ray of eCommerce in Spain
Posted: Tue Feb 18, 2025 6:04 am
IAB Spain , the main association of the digital advertising sector in Spain, has published various reports on the state of eCommerce in Spain, updated for 2024 ( IAB Spain - eCommerce Study 2024 ).
E-commerce in Spain continues to grow steadily. According to recent data from the CNMC - eCommerce Statistics, more than 76% of Internet users between 16 and 74 years old make online purchases, reaching 28 million buyers in Spain. This increase reflects a significant change in consumer habits over the last decade.
The fashion sector remains the most prominent in online sales, representing 69% of digital buyers who purchased products from this segment in the last year. It is closely followed by sectors such as consumer electronics, transport tickets and tourism. Likewise, a boom has been detected in emerging markets such as food and subscription services (Statista - Online Shopping in Spain 2023).
Among the eCommerce stores that sell the most in Spain, Amazon stands out, followed by El Corte Inglés, Zara, Aliexpress and MediaMarkt. These giants concentrate a large part of online sales thanks to their wide range of products, presence in multiple categories and effective marketing strategies (Statista - Top eCommerce in Spain).
Marketplaces play a key role in eCommerce in Spain. It is estimated that around 60% of online purchases are made through marketplaces such as Amazon, Aliexpress and eBay, which act as large aggregators of products and dominican republic whatsapp data services, facilitating access to a wide range of options for consumers (Ecommerce News - Marketplaces in Europe) .
Competitive prices , convenience and exclusive offers remain the main drivers of online shopping . Additionally, shoppers increasingly value sustainability and fast shipping options.
In terms of digital marketing , understanding the customer journey to eCommerce is crucial. According to the IAB Spain 2023 report, 58% of buyers access eCommerce directly by typing its URL, 52% do so through search engines like Google thanks to SEO , and 38% arrive through social networks, highlighting platforms like Instagram and TikTok as new key channels.
An interesting fact is that the use of mobile devices has grown exponentially: 67% of users make their purchases through smartphones, thanks to the improvement in apps and the optimization of websites for mobile devices. However, 30% of buyers still prefer computers for more complex or higher-value purchases (PwC - Consumer Insights Survey).
Finally, in terms of payment methods, PayPal and credit cards continue to lead, although options such as Bizum and payment through crypto assets are beginning to gain ground (Kantar - eCommerce Insights 2023).
E-commerce in Spain shows sustained growth and significant diversification, adapting to the new demands of the digital consumer and technological innovations.
E-commerce in Spain continues to grow steadily. According to recent data from the CNMC - eCommerce Statistics, more than 76% of Internet users between 16 and 74 years old make online purchases, reaching 28 million buyers in Spain. This increase reflects a significant change in consumer habits over the last decade.
The fashion sector remains the most prominent in online sales, representing 69% of digital buyers who purchased products from this segment in the last year. It is closely followed by sectors such as consumer electronics, transport tickets and tourism. Likewise, a boom has been detected in emerging markets such as food and subscription services (Statista - Online Shopping in Spain 2023).
Among the eCommerce stores that sell the most in Spain, Amazon stands out, followed by El Corte Inglés, Zara, Aliexpress and MediaMarkt. These giants concentrate a large part of online sales thanks to their wide range of products, presence in multiple categories and effective marketing strategies (Statista - Top eCommerce in Spain).
Marketplaces play a key role in eCommerce in Spain. It is estimated that around 60% of online purchases are made through marketplaces such as Amazon, Aliexpress and eBay, which act as large aggregators of products and dominican republic whatsapp data services, facilitating access to a wide range of options for consumers (Ecommerce News - Marketplaces in Europe) .
Competitive prices , convenience and exclusive offers remain the main drivers of online shopping . Additionally, shoppers increasingly value sustainability and fast shipping options.
In terms of digital marketing , understanding the customer journey to eCommerce is crucial. According to the IAB Spain 2023 report, 58% of buyers access eCommerce directly by typing its URL, 52% do so through search engines like Google thanks to SEO , and 38% arrive through social networks, highlighting platforms like Instagram and TikTok as new key channels.
An interesting fact is that the use of mobile devices has grown exponentially: 67% of users make their purchases through smartphones, thanks to the improvement in apps and the optimization of websites for mobile devices. However, 30% of buyers still prefer computers for more complex or higher-value purchases (PwC - Consumer Insights Survey).
Finally, in terms of payment methods, PayPal and credit cards continue to lead, although options such as Bizum and payment through crypto assets are beginning to gain ground (Kantar - eCommerce Insights 2023).
E-commerce in Spain shows sustained growth and significant diversification, adapting to the new demands of the digital consumer and technological innovations.