Although e-commerce is still relatively new, its role is becoming increasingly relevant in the economy of many countries. It is the case in Spain, where e-commerce spending as a percentage of total GDP was one of the highest in Europe in 2021, at close to five percent. In addition, forecasts suggest a steady increase in the number of e-commerce users and the value of e-retail revenues through to 2025, implying an even greater contribution of online commerce to the Spanish economy in the coming years.
Trade-offs of going online
The convenience and affordability of e-commerce have led more and more Spanish consumers to satisfy their shopping desires online. Convenience, above all else, plays a determining role in deciding to buy over the internet, and in Spain, it is the leading driver of all internet purchases. However, for some shoppers, e-commerce has not yet been able to replace certain aspects of the in-person experience. In a 2022 survey on attitudes towards online shopping in Spain, roughly a quarter of respondents stated wanting to see and touch an item before buying it, and about 16 percent expressed missing the in-store shopping experience when ordering online.
A habit under construction
In Spain, consumers who opt for shopping online rather than in store, regardless of the reason, mainly do so via desktop computers. Smartphones follow close behind but have yet to pass as the most used device for online purchases in the Iberian country. Despite its growing popularity, online shopping frequency and spending remain relatively limited among Spanish shoppers. In 2022, three-quarters of them shopped online at most every two weeks, while more than half did not exceed an average ticket of 50 euros.
An increasingly interactive experience
Because the e-commerce landscape and consumer preferences are constantly changing, there is always room for new market trends to emerge. A prime example is a growing interest in livestream commerce and the increased use of social networks for online sales and purchases. In 2021, about half of Spanish internet users were interested in brands advertising and promoting their products through live streams, indicating how vibrant the e-commerce market is in this country.
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In the following 5 chapters, you will quickly find the 34 most important statistics relating to "E-commerce in Spain".