Topic of the week – The eCommerce Market in Spain
The eCommerce market in Spain is already pretty high up in terms of worldwide rankings at the number five spot in 2022, for the worldwide percentage of total GDP eCommerce spending in Western and Central Europe. The growth of the Spanish eCommerce market is expected to soar in the coming years by about 45% between 2023 to 2027. It is also a relatively modern market in terms of trends like online payment methods and online grocery shopping. Carry on reading to find out more about what is spurring on the eCommerce market in Spain and why retailers should consider it as a top delivery destination.
The majority of online shoppers in Spain are aged between 35 to 44 years old. That’s 5.49m to be precise, out of a total 33.82m online users. 11.1% of online shoppers in Spain are aged between 18 to 24, and while that may sound like a relatively small amount, the influence of the younger demographics should not be underestimated. In fact it is the growing consumer preferences of younger demographics that are propelling new online shopping behaviours and trends forwards. A great example would be live stream shopping. This new style of online shopping has become a bit of a hit, as more and more online marketplaces like Whatnot emerge, and social media platforms like TikTok implement shopping sections with live streaming features. This new shopping type has become popular amongst younger buyers, with 47% aged 18 to 24 mostly purchasing clothing and shoes. In contrast older demographics prioritized personal care and cosmetics products, 39% of those aged 45 to 54 and 50% aged 55 and over.
In terms of the most popular online marketplaces, Amazon is still at the top and is the most popular across the board with the most revenue in Spain, and the most visits for both eCommerce shopping sites in general and the most visits out of all online marketplaces. AliExpress closely followed behind. However, it is not just the large, well know marketplaces that are popular in Spain. Spanish online marketplace, El Corte Ingles came in at 2nd behind Amazon in terms of revenue and is now the only remaining department store group in Spain, showing that there is still demand for local and Spanish businesses, not just the usual marketplaces like Amazon.
Another rising trend in Spain is online grocery shopping. The online grocery market has become fairly popular in Spain with the leading grocery apps being Glovo in first, followed by Getir and finally Uber Eats. This is not limited to younger shoppers though. The amount of groceries bought online were at similar levels across the board, for all age groups, however, while Amazon Prime Now was the most popular service used for all ages, it was most used by those aged 18 to 24 with a 60% share. Online payment methods are another sector that have seen a rise in modern trends with brands like PayPal dominating within the industry. While Card payment options are the most popular payment method at 54% amongst consumers, PayPal follows close behind at 39% share. Out of online payment brands like Apple Pay and Google Pay, while still popular, PayPal still holds the market share amongst 87% of respondents, so make sure you are offering alternative online payment methods.
If you are looking to start shipping to Spain, make sure that you consider these factors among others to ensure success within the Spanish eCommerce market.
In other news
Amazon have announced that they will now be rolling out a fleet of more than 300 customs made, electric delivery vans in Europe. The roll out will start in German, specifically Munich, Berlin and Dusseldorf within the next few weeks. These however, are not the only electric vans that Amazon uses within Europe. This project comes from a partnership between Amazon and electric vehicle manufacturer Rivian, having “built a state-of-the-art electric vehicle from the ground up, and unlike anything else on the road today,” stated Neil Emery, Amazon, Director, Global Fleet & Product. These customs built vans from Rivian have already been on the road in the USA from last year with over 3,000 vans delivering to over 500 cities and regions across the United States. The vehicles benefit from 360 degree visibility for enhanced safety as well as a range of sensors that provide adaptive cruise control, collision warnings and automatic emergency braking. The doors to the vehicle also open and close, locking themselves, automatically when the driver approaches as well as reinforced doors to protect their drivers. Being electric these vehicles produce zero emissions and all lights are powered by energy efficient, low cost batteries.
eCommerce Market Stats
See some statistics relating to this week’s topics in the eCommerce market below.
eCommerce in Spain
Market Stats
- 33.8 million eCommerce users projected in 2023
- 63% of the population shops online
- 49% of online stores in Spain among the top 250 are active in fashion
- Spain is projected to have a 7% share of cross-border revenue in 2023
- Total retail eCommerce revenue is projected to reach $46.81 billion dollars in 2023
Consumer Preferences
- Online shoppers in Spain are most price orientated about clothing and pay most attention to luxury products in the category ‘Smartphone’.
- 60% of online shoppers research online when planning a major purchase
Most Popular Purchase Categories by revenue (in billion USD)
- Electronics – 8.67
- Fashion – 7.43
- Beauty & Health – 4.32
Device Usage Split
- Desktop – 59%
- Mobile – 41%
*All statistics sourced from Statista
That’s all for this week…
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