The fast development of e-commerce, the increasing trust in online payment methods and the rise of mobile telephony are key aspects to the success of online clothing retailing. Specifically, cheaper prices and free shipping are attractive drivers for Spaniards to buy their clothes on the net. The average expenditure range on clothing items in Spain is very wide, but online fashion consumers normally spend between 50 and 100 euros per order. The sector’s most popularly purchased items are clothes, shoes, and children’s fashion, ahead of other accessories, such as handbags or watches.
Online fashion retailing has greatly benefited from large investments in advertising to increase the sector’s visibility on the internet. It is worth mentioning that influencer marketing also has an impact on fashion exposure and revenue, with the public figure Aida Domenech, also known as Dulceida on social media, topping the list of the most followed fashion accounts in Spain in 2019.