ECommerce in Spain

IAB Spain, the leading association in the digital advertising sector in Spain, has published various reports on the state of eCommerce in Spain, updated for 2024 (IAB Spain - eCommerce Study 2024).

E-commerce in Spain continues to grow steadily. According to recent data from CNMC - eCommerce Statistics, over 76% of Internet users between 16 and 74 years old shop online, reaching 28 million online buyers in Spain. This increase reflects a significant shift in consumer habits over the past decade.

The fashion sector remains the most prominent in online sales, accounting for 69% of digital buyers who purchased products in this category last year. It is closely followed by sectors such as consumer electronics, transportation tickets, and tourism. Additionally, there has been a surge in emerging markets such as food and subscription services (Statista - Online Shopping in Spain 2023).

Among the top-performing eCommerce platforms in Spain, Amazon stands out, followed by El Corte Inglés, Zara, Aliexpress, and MediaMarkt. These giants account for a significant portion of online sales thanks to their broad product offerings, presence in multiple categories, and effective marketing strategies (Statista - Top eCommerce in Spain).

Marketplaces play a key role in eCommerce in Spain. It is estimated that around 60% of online purchases are made through marketplaces such as Amazon, Aliexpress, and eBay, which act as large aggregators of products and services, providing consumers with access to a wide range of options (Ecommerce News - Marketplaces in Europe).

The main reasons driving online purchases continue to be competitive prices, convenience, and exclusive offers. Additionally, buyers increasingly value sustainability and fast shipping options.

In terms of digital marketing, understanding the customer journey to eCommerce is crucial. According to the IAB Spain 2023 report, 58% of buyers access eCommerce sites directly by typing their URL, 52% do so through search engines like Google thanks to SEO, and 38% arrive via social media, with platforms like Instagram and TikTok emerging as key channels.

An interesting fact is that mobile device usage has grown exponentially: 67% of users make purchases via smartphones, thanks to improvements in apps and optimized mobile websites. However, 30% of buyers still prefer computers for more complex or higher-value purchases (PwC - Consumer Insights Survey).

Finally, in terms of payment methods, PayPal and credit cards continue to lead, although options like Bizum and payments using cryptocurrencies are beginning to gain traction (Kantar - eCommerce Insights 2023).

E-commerce in Spain shows sustained growth and significant diversification, adapting to the new demands of digital consumers and technological innovations.