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Online marketplaces in Spain - statistics & facts

The ease of purchase and competitive prices offered by multiple e-shopping channels have been central to the success of e-commerce in Spain. In 2021, more than two-thirds of Spaniards purchased products and services online. By providing a meeting place for sellers and buyers, online marketplaces are champions in bringing together a wide range of offerings in a single site, making it easy to compare before deciding on a purchase.

Marketplaces: synonym for shopping

The variety of products is precisely why most consumers buy on marketplaces in Spain. Even surpassing brand websites, online marketplaces are the preferred e-commerce channel among Spaniards. With a rapidly growing catalog, new product categories have plenty of room to thrive in this environment. In 2022, homeware and electronics made up the categories most purchased by marketplace shoppers in the European country.

Beyond being the most popular place for internet purchases, marketplaces such as Amazon, AliExpress, or eBay also rank among the top online sources of information consulted by Spanish users, surpassed solely by search channels and official store websites.

Amazon, a leader beyond the competition?

Amazon has played a fundamental role in the development of marketplaces across the globe. In Spain, the U.S. e-commerce behemoth is the online marketplace with the highest consumer penetration, irrespective of age. Furthermore, in 2021, Amazon accounted for more than half of all visits to leading online marketplaces in the Iberian country.

While Amazon enjoys success across the board, the rise of other e-commerce categories, such as home and food, has given brick-and-mortar stores such as Leroy Merlin, Carrefour, and El Corte Inglés the opportunity to up the ante on their digital channels. In 2022, those companies made the top three online marketplaces based on average spending in Spain. AliExpress, on the other hand, slightly surpassed Amazon in terms of frequency of use, with about 15 visits per year registered on the platform.

Interesting statistics

In the following 5 chapters, you will quickly find the 32 most important statistics relating to "Online marketplaces in Spain".


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