The online shopping penetration rate in Spain is as high as 76%.

According to foreign media Retail Actual, recently, in order to understand the development of the Spanish e-commerce market and conduct in-depth research on people’s current online shopping habits, the Spanish Advertising, Marketing and Digital Communications Association ( IAB ) and other research institutions jointly released a "2021 E-commerce Research" report.

The report pointed out that the penetration rate of online shopping in Spain continued to grow . Among the 16-70 age group, the proportion of online shopping was as high as 76% , an increase of 4% over last year . This means that approximately 25.8 million people in Spain have participated in online shopping.

The survey pointed out that the COVID-19 pandemic in 2020 has accelerated the development of the Spanish e-commerce market, and more and more Spanish people have joined the trend of online shopping. Among them, the group with the highest online shopping penetration rate is young users under 34 years old , with a penetration rate of up to 83%.

In addition, in 2021, the frequency of online shopping and the average online shopping amount of the Spanish people also increased year by year. The frequency of online shopping in 2021 was 3.8 times/month and the average online shopping amount was 89 pounds ( 3.5 times/month and 68 pounds in 2020 , 3 times/month and 64 pounds in 2019 ).

Among them, technology /communications (60%), entertainment and culture (59%), food (56%) and fashion (56%) are the most sold product categories in e-commerce in 2021 .

It is worth noting that when Spanish people shop online, friends /blogs and some surrounding information will greatly influence their purchasing decisions. 37% of online shopping respondents said that they have used voice assistants or chatbots for online shopping.

Moreover, when shopping online, most Spaniards will choose both "products sold only on the website" and "products sold both on the website and in physical stores". Moreover, they will use products from platforms such as Amazon, eBay or Aliexpress as important reference information.

Overall, Spanish e-commerce users have a high level of purchase satisfaction, with an average score of 7.8 points . The positive reviews mainly focus on price, convenience of purchase and return, product quality and delivery time.

In terms of marketing motivation, exclusive offers and promotions are the most important choice drivers, followed by convenience (ease and convenience, time saving and fast delivery). In addition, " trust and secure payment methods " also largely influence whether people decide to buy.

As for online shopping devices, 79% of Spaniards choose computers, while only 59% choose smartphones . The main reasons for not choosing mobile phones are inconvenience and small screens.

In short, the Spanish e-commerce market still has great potential. Merchants can reasonably adjust their marketing strategies according to the online shopping habits of the Spanish people and strive to win the favor of Spanish consumers.

Spain

Online shopping

Market Research