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E‐Commerce » Trends, Tips & Facts, Country Focus | 02/11/2015

Trends in Spanish e-commerce


The evidence that Spain is waking up to e-commerce continues to build – as it could potentially double its revenues from online sales to €30bn by 2016.

The industry was worth €12.73bn in 2013, and sales in the last three months were up nearly 30 per cent on the year previous, according to the CNMC (the National Markets and Competition Commission).

Cross-border e-commerce helps to reveal the potential

In those three months, transactions made by Spanish consumers on other European websites accounted for 40 per cent of the country’s e-commerce turnover, while 14 per cent of sales came from overseas visitors shopping on Spanish websites.

The opportunities for catching up with the rest of Europe remain huge.

And although the proportion of Spaniards who have bought online remains low at 31 per cent, the Spanish statistics office points out the imbalance between somewhere like Madrid where that figure rises to 40 per cent and the Canary Islands where it’s only just above 20 per cent. Combined with a low average online spend in Spain (at €865, compared with the European average of €1243), the opportunities for catching up with the rest of Europe remain huge.

Leading e-commerce player Ratuken has highlighted some of the key trends in the market: including the rapid rise of online purchases being made in the open (from 5 per cent to 15 per cent in just one year) and in the number of purchases being made “out-of-hours” (most commonly between 6pm and midnight, but increasingly between 2 and 5am).

A recent survey from Nielsen has also shown Spain leading the UK, Germany, France and Italy when it comes to intentions to purchase online through mobile devices. 38 per cent of respondents in Spain claimed this was their intention, compared to 25 per cent in the UK.