Spain B2C eCommerce Report 2018

06 June, 2018

With turnover of €28 billion in 2018, the Spanish market continues to grow despite the political situation in Catalonia.

This wide-ranging study demonstrates Spain’s continued growth, with an overall unemployment rate falling and a promising internet penetration growth rate. The report also showcases consumer behaviour, consumer trends and interviews with leading retail and logistics experts.

Growth & Upcoming Markets

B2C ecommerce turnover grew to €23,905 million pushed along by a growth rate of 25.23%. Clothes and sports goods represent a 31% share of online purchases in Spain, with most purchases in the €100 - €499 price range.

Consumer Behaviour in Spain

The share of the total population shopping online is steadily increasing and expected to reach 62% in 2018, with men spending on average more than women. The e-retailer’s website remains the main influence when shopping, with 51% of consumers looking at the site before buying, compared to 27% across all social media.

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 increased to 10%.

Opportunities & Challenges

With a high level of internet penetration (88%), and a substantial demographic increase expected, potential for ecommerce is high. While we still can’t predict what the political situation with Catalonia will bring, it does not appear to have affected ecommerce trade so far, and Spain remains the largest online market of Southern Europe.

The main reason Spanish consumers shop online is convenience, with price also being a key factor when choosing a webshop. Delivery cost is top priority for Spanish consumers and definitely something for e-retailers to take into consideration. Spanish shoppers have a heavy preference for third party online payment services such as PayPal.

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