General Overview
During 2022, eCommerce users reached nearly 32 million in Spain, representing a market penetration rate of 68%. Growth is expected to continue, as eCommerce users increase by another 25% to 40 million by 2025.
In 2022, approximately 22% of Spanish companies made sales online through websites and applications, an increase of more than 6% of previous year.
According to a press release by Spanish National Markets and Competition Commission (CNMC), eCommerce turnover in 2022 in Spain reached a total of $72 billion (€67 billion), up 25% from last year and totaling 5.7% of GDP.
In terms of geographical segmentation, 41.9% of revenue was originated in Spain (31.5% within Spain and 10.4% from abroad to Spain) and 58.1% from Spain to abroad.
Consumer-to-consumer online transactions has extended in Spain. There are currently numerous examples of applications like Wallapop, Vinted, Milanuncios, Vibbo. More than 30% of internet users are currently buying or selling through these channels.
Top Products
During the last quarter of 2022, the eCommerce sectors with the highest percentage of revenue were:
- travel agencies (7%)
- clothing (6.9%)
- air transportation (5%)
The activity sectors with the highest number of total eCommerce transactions were:
- gambling (7.4%)
- food/restaurants (6.6%)
- land transport of passengers (6%)
Other leading segments include telecommunications, home appliances, sports, toys, and health and beauty.
Legal & Regulatory
Please visit this website (https://digitalpolicyalert.org/countries/spain) concerning digital regulation in Spain.
Consumer Behavior
The gender split of online shoppers in Spain is 50% male and 50% female. In terms of age breakdown, the following groups of users were most heavily engaged in online transactions in 2022:
- 35 to 44 (5.5 million)
- 45 to 54 (5.4 million)
- 25 to 34 (4.5 million)
The frequency of online purchases are as follows:
- once a month (30%)
- once every two weeks (25%)
- once a week (19%)
Average expenditure for each purchase in online marketplace in Spain in 2022 was between $30 (€27.90) and $55 (€51.15) (39%) and $55 (€51.15) to $110 (€102.31) (34%). Usual payment method offered are debit cards, digital wallets (mainly Paypal), and credit cards.
2022 statistics on the most visited online marketplaces place three websites as controlling most customer hits:
- Amazon.es (54%),
- Aliexpress (18%), and
- El Corte Inglés (6%).
In terms of revenue, Amazon is also the leader of online marketplace sales in Spain, with the following statistics:
- Amazon - $5.3 billion (€4.9 billion),
- El Corte Inglés - $1.4 billion (€1.3 billion), and
- Shein - $858 million (€798 million).
Leading shopping apps in Spain in 2022 by number of downloads provide a slight different picture:
- Shein (6.3 million),
- Amazon (4.3 million),
- Wallapop (3 million),
- Vinted (2.4 million),
- Milanuncios (2.3 million), and
- Aliexpress (2.2 million).
Stated reasons by customers for purchasing through online marketplaces include diversity of products and brands, better prices, opinions of other buyers, convenience, and management of orders.