Press Release: 2018 Ecommerce Report: Spain



 The Spanish market continues to grow despite the political situation in Catalonia

Turnover of €28 billion in 2018


The Ecommerce Foundation marks the launch of the 2018 Spain Ecommerce Report. This wide-ranging study demonstrates Spain’s continued growth, with an overall unemployment rate falling and a promising internet penetration growth rate. It also showcases consumer behaviour, consumer trends and interviews with leading retail & logistic experts.

The following summary provides an overview of the most critical and interesting observations found in the report.


Growth & upcoming markets


The B2C ecommerce turnover grew to € 23,905 billion pushed along by a growth rate of 25.23%. While this data is set to rise in the coming year, with forecasted turnover of just below € 28 billion, the forecasted growth rate is expected to be 17%.

Travel and holiday accommodation represents the largest share of e-retail purchases in Spain (37%), closely followed by clothes and sports goods (31%), with most online purchases happening in the €100 - € 499 price range.
 AliExpress & Wallapop are the most popular retail apps across mobile devices.


Consumer behaviour in Spain


When looking at the share of the total population shopping online, this is steadily increasing, and expected to be 62% in 2018.

Interestingly enough, men spend on average more (€91€) than women, with nearly the entirety (95%) of users shopping on desktop.  

When it comes to social media, Facebook is the market leader in Spain, with nearly 30% of the population having an account. However, the official website of the brand remains the main influential source when shopping, with 51% of consumer looking at it before buying, compared to 27% across all social medias.

With 83% of online purchases happening within the country, Spanish consumers strongly prefer shopping from Spanish webshops. When it comes to cross-border shopping, while percentages of purchases from EU and non-EU countries remained fairly similar since last year, purchases from unknown origin countries surprisingly raised to 10%.


Opportunities & Challenges


With a high level of internet penetration (88%), and a substantial demographic increase expected, potential for ecommerce is high. Even though we still can’t predict what the political situation with Catalonia will bring, it doesn’t look like having affected the ecommerce trade so far and Spain remains the biggest online market of Southern Europe.

Spanish consumers seem to be quite satisfied with their usual online stores, encountering fewer problems compared to the EU average. The main reason (98%) why people shop online is convenience. Price and economics factors are also the main drivers when it comes to choosing a webshop.

Spanish consumers know that they live in a big country, for this reason 2-3 days delivery time are normal and expected. If a fast delivery process is not as important as in other countries, delivery cost is top priority for Spanish consumers and definitely something to take in consideration as an e-retailer.

When looking at online payments, there is a heavy preference (77%) for third party online payment services such as Paypal.

This factor, together with a strong acceptance of online security protocols, states a relatively high lack of trust from Spanish consumers. Therefore, cybersecurity and data protection should be a core concern for online retailers aiming to sell in Spain.


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