Online searching and shopping habits in Spain 2018-2023
Searching and then buying online was the most common habit among online shoppers in Spain in 2022, with about three-quarters of respondents shopping this way. Following a decline induced by the COVID-19 pandemic, there was a resurgence in the engagement of offline search and purchase in that year for the first time since 2019.
E-commerce in Spain
Every year, e-commerce in Spain generates billions of dollars, jumping from 13 billion U.S. dollars in 2017 to an estimated 37 billion U.S. dollars in 2024. Both the electronics and fashion sectors bring in the highest yearly revenues. In 2024, both segments are estimated to generate around nine billion U.S. dollars in e-commerce revenue. Other popular online shopping categories are personal care, food, and toys.
Why do Spanish consumers prefer online shopping?
Online shopping is becoming more and more popular, around 15 million Spanish consumers online shopped in 2019, and this number is expected to reach nearly 19 million in 2024. The main reasons why consumers are more inclined to purchase products online rather than in-store are comfort (25 percent), better prices (14 percent), product availability (11 percent), and home delivery (11 percent).
