DIGITAL & TRENDS

E-commerce in Spain
 Table of Contents

01 Overview Leading online marketplaces in Spain 2022, based on visit share 22

Leading groceries websites in Spain 2022, based on visit share 23
E-commerce as share of total GDP in Europe 2022, by country 04
Popular grocery delivery services Spain 2022, by age 24
Domestic and cross-border e-commerce revenue share 2023, by country 05
Social networks used for online shopping in Spain 2021 25
E-commerce penetration rate in select European countries 2017-2025 06
Most downloaded shopping apps in Spain 2021 26
Revenue of the e-commerce industry in Spain 2018-2027 07
Most downloaded food and grocery delivery apps in Spain 2022 27
E-commerce transaction volume in Spain 2011-2021, by quarter 08
Revenue per user of e-commerce in Spain 2018-2027 09
04 Shopping behavior
Number of users of e-commerce in Spain 2018-2027 10
Number of internet users who bought online in Spain 2021, by age 29

02 Segments Leading reasons to shop online rather than in stores in Spain 2022 30
Devices used for online shopping in Spain 2022 31
E-commerce revenue in Spain 2017-2025, by segment 12
Online shopping frequency in Spain 2022 32
Online vs. offline purchases by category in Spain 2022 13
Average spending per online shopper in Spain 2022, by range 33
Leading products and services bought online in Spain 2021 14
Attitudes towards online shopping in Spain 2022 34
Leading products and services bought via mobile in Spain 2021 15
Reasons why online shoppers in Spain returned an item 2022 35
Main product categories bought in marketplaces in Spain 2021 16
Main items purchased online in Spain after a live stream 2022, by age 17
05 Payment preferences

03 Sites and apps Most popular payment methods for online shopping in Spain 2021 37
Most used online payments by brand in Spain 2022 38
Spain: Top 10 online stores 19
Trust level in online payments using intermediaries in Spain 2021 39
Leading e-commerce companies in Spain 2019-2020, by revenue 20
Mobile payments by situation in Spain 2022 40
Leading e-commerce and shopping websites in Spain 2022, based on visit share 21

1
 Table of Contents

Most used mobile payments by brand in Spain 2022 41

2
CHAPTER 01

Overview
 E-commerce spending as percentage of total GDP in Western and Central Europe as
of 2022, by country
E-commerce as share of total GDP in Europe 2022, by country

Share of total GDP

0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10%
United Kingdom 9.3%

Denmark 7.3%

Greece 5.9%

Sweden 5.8%

Spain 5.7%

France 5.2%

Finland 5.2%

Portugal 4.8%

Czech Republic 4.7%

Norway 4.6%

Poland 4.4%

Netherlands 3.6%

Germany 3%

Hungary 3%

Austria 3%

4 Description: As of January 2022, e-commerce accounted for 9.3 percent of the United Kingdom's gross domestic product. Of the Western and Central European countries included in the study, Denmark and Greece followed, with 5.9 and 5.8 percent of their GDP,
respectively. Read more
Note(s): Europe; January 2022
Source(s): PPRO
 Distribution of domestic and cross-border e-commerce revenues in 2023, by country
Domestic and cross-border e-commerce revenue share 2023, by country

Share of revenue

Cross-border Domestic

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Japan 2% 98%
Sweden 3% 97%
United States 3% 97%
Brazil 3% 97%
Canada 3% 97%
China 3% 97%
South Korea 3% 97%
Finland 4% 96%
Germany 4% 96%
United Kingdom 4% 96%
Argentina 5% 95%
Indonesia 6% 94%
Mexico 6% 94%
Spain 7% 93%

5 Description: The Statista Digital Market Outlook estimates that the share of cross-border e-commerce retail revenue in 2023 will be only around two percent in Japan. The United States and China also had a relatively low share of cross-boarder revenue, at three
percent. Belgium and Austria, on the other hand, had a significantly higher share of their e-commerce revenue generated cross-border, at 32 and 19 percent, respectively. Read more
Note(s): Worldwide; estimates
Source(s): Statista; Statista Digital Market Insights
 E-commerce penetration rates in select European countries from 2017 to 2025
E-commerce penetration rate in select European countries 2017-2025

United Kingdom Germany Spain France Italy

90%

85%

80%

75%
Penetration rate

70%

65%

60%

55%

50%

45%

40%
2017 2018 2019 2020 2021 2022 2023 2024 2025

6 Description: The penetration rate of the e-commerce market across Europe was highest in the United Kingdom and Germany in 2021. Spain and France rank slightly lower with 74.1 and 63.4 percent. E-commerce penetration is lowest in Italy. The Statista Digital
Market Outlook estimates that the penetration rate in all countries will increase. In the UK, the rate is expected to increase to around 84.2 percent by 2025. Read more
Note(s): Europe
Source(s): Statista; Statista Digital Market Insights
 Revenue of the e-commerce market in Spain from 2018 to 2027 (in billion U.S. dollars)
Revenue of the e-commerce industry in Spain 2018-2027

60
56.36
52.53
49.19
50

42.95
Revenue in billion U.S. dollars

40 37.62
34.82
30.34
30 28.32

20 18.98
15.94

10

0
2018 2019 2020 2021 2022 2023 2024 2025 2026 2027

7 Description: The revenue in the e-commerce market in Spain was forecast to continuously increase between 2023 and 2027 by in total 18.7 billion U.S. dollars (+49.71 percent). The revenue is estimated to amount to 56.36 billion U.S. dollars in 2027.Find other key
market indicators concerning the e-commerce market in Spain, such as number of users and user penetration. Read more
Note(s): Spain; 2018 to 2027
Source(s): Statista; Statista Digital Market Insights
 Number of e-commerce transactions in Spain from 1st quarter 2011 to 3rd quarter
2021 (in millions)
E-commerce transaction volume in Spain 2011-2021, by quarter

350

300
Volume in million transactions

250

200

150

100

50

0
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
'11 '11 '11 '11 '12 '12 '12 '12 '13 '13 '13 '13 '14 '14 '14 '14 '15 '15 '15 '15 '16 '16 '16 '16 '17 '17 '17 '17 '18 '18 '18 '18 '19 '19 '19 '19 '20 '20 '20 '20 '21 '21 '21

8 Description: In 2020, the COVID-19 outbreak generated strong growth in the number of e-commerce transactions in Spain. From nearly 227 million in the first quarter of 2020, the number of online transactions exceeded 300 million by the end of the year. Even
after businesses reopened as the crisis subsided, the volume of e-commerce transactions remained above pre-pandemic levels in 2021. Read more
Note(s): Spain; Q1 2011 to Q3 2021; cross-border and domestic transactions*; * The source refers to Spanish commercial transactions with foreign countries, foreign commercial transactions with Spain, and transactions within Spain. Figures prior [...] Read more
Source(s): Comisión Nacional de los Mercados y la Competencia
 Revenue per user of the e-commerce market in Spain from 2018 to 2027 (in thousand
U.S. dollars)
Revenue per user of e-commerce in Spain 2018-2027

1.5
1.41
1.4 1.36
Average revenue per user in thousand U.S. dol-

1.33
1.3
1.21
1.2 1.17
1.11
1.1
1
1.0 0.95
lars

0.9

0.8
0.7
0.7
0.62
0.6

0.5
2018 2019 2020 2021 2022 2023 2024 2025 2026 2027

9 Description: The average revenue per user (ARPU) in the e-commerce market in Spain was forecast to continuously increase between 2023 and 2027 by in total 0.3 thousand U.S. dollars (+27.03 percent). The revenue per user is estimated to amount to 1.41
thousand U.S. dollars in 2027.Find other key market indicators concerning the e-commerce market in Spain, such as revenue and user penetration. Read more
Note(s): Spain; 2018 to 2027
Source(s): Statista; Statista Digital Market Insights
 Number of users of e-commerce in Spain from 2018 to 2027 (in millions)
Number of users of e-commerce in Spain 2018-2027

45
40.1
40 38.51
36.91
35.36
35 33.82
31.93
Number of users in millions

29.64
30 28.26
27.25
25.62
25

20

15

10

0
2018 2019 2020 2021 2022 2023 2024 2025 2026 2027

10 Description: The number of users in the e-commerce market in Spain was forecast to continuously increase between 2023 and 2027 by in total 6.3 million users (+18.63 percent). After the fourth consecutive increasing year, the user number is estimated to reach
40.1 million users and therefore a new peak in 2027. Notably, the number of users of the e-commerce market was continuously increasing over the past years.Find other key market indicators concerning the e-commerce market in Spain, such as [...] Read more
Note(s): Spain; 2018 to 2027
Source(s): Statista; Statista Digital Market Insights
CHAPTER 02

Segments
 Retail e-commerce revenue in Spain from 2017 to 2025, by segment (in billion U.S.
dollars)
E-commerce revenue in Spain 2017-2025, by segment

Fashion Electronics Food

Beauty, Health, Personal & Household Care Toys, Hobby & DIY Furniture
Media Beverages

70

60
Revenue in billion U.S. dollars

50

40

30

20

10

0
2017 2018 2019 2020 2021 2022 2023 2024 2025

12 Description: In 2021, the electronics segment in the e-commerce market in Spain generated the highest revenue at a value of 9.66 billion U.S. dollars. However, in the following years, the fashion segment is expected to overtake it and generate the highest revenue
compared to the other segments. According to estimates of the Statista Digital Market Outlook, the beverages segment generated the least revenue at 1.4 billion U.S. dollars. The revenue in each segment is expected to increase in the [...] Read more
Note(s): Spain
Source(s): Statista; Statista Digital Market Insights
 Online vs. offline purchases by category in Spain in 2022
Online vs. offline purchases by category in Spain 2022

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35% 40%
Clothing 40%

Consumer electronics (e.g. TV, smartphones) 38%

Books, movies, music & games 34%

Shoes 31%

Household appliances 27%

Bags & accessories 26%

Cosmetics & body care 22%

Accessories 18%

Sports & outdoor products 17%

Stationery & hobby supplies 15%

Bags & luggage 14%

Drugstore & health products 14%

Furniture & household goods 14%

Pet products 14%

DIY & garden products 12%

13 Description: 40 percent of Spanish respondents answer our survey on "Online vs. offline purchases by category" with "Clothing". The survey was conducted in 2022, among 2,033 consumers. Read more
Note(s): Spain; four waves from 06 January 2022 to 12 December 2022; 2033 respondents; 18-64 years
Source(s): Statista Consumer Insights
 Leading product and service categories purchased online in Spain in 2021
Leading products and services bought online in Spain 2021

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80%
Fashion 72%

Leisure (tickets, books, music...) 71%

Footwear and accessories 67%

Health and beauty 60%

Telecommunications (smartphone, tablet, accessories...) 59%

Travel (airline tickets, hotels, bus...) 58%

Food 57%

Home appliances/IT/consumer electronics 54%

Sports (Textile, fitness machines...) 49%

Furnishing and decoration 45%

Toys 45%

Gaming 41%

Education 33%

Cars/car accessories 28%

Resting items 25%

14 Description: A survey conducted in late 2021 found that the most popular category of products and services purchased online in Spain was fashion. Of those who made an internet purchase in the 12 months before the study, more than seven out of ten said they
had purchased clothing and apparel. Leisure products ranked second, followed by footwear and accessories, with 71 percent and 67 percent of respondents, respectively. Read more
Note(s): October 21 to November 7, 2021; 2,200 respondents; 18-65 years; among those who purchased online in the last 12 months
Source(s): CanalSondeo; El Observatorio Cetelem
 Leading product and service categories purchased via mobile devices in Spain in 2021
Leading products and services bought via mobile in Spain 2021

Share of respondents
0% 10% 20% 30% 40% 50% 60%
Fashion 55%

Leisure (tickets, books, music...) 53%

Footwear and accessories 46%

Travel (airline tickets, hotels, bus...) 41%

Health and beauty 39%

Food 38%

Telecommunications 31%

Toys 31%

Sports (Textile, fitness machines...) 28%

Gaming 26%

Home appliances/IT/consumer electronics 25%

Furnishing and decoration 20%

Baby products 14%

Education 13%

Cars/car accessories 11%

15 Description: A survey conducted at the end of 2021 revealed that the main category of online mobile shopping in Spain was fashion, mentioned by 55 percent of the participants. Leisure items came in second place, with 53 percent of respondents, followed by
footwear and accessories with 46 percent. Read more
Note(s): October 21 to November 7, 2021; 2,200 respondents; 18-65 years; among those who purchased online in the last 12 months
Source(s): CanalSondeo; El Observatorio Cetelem
 Leading product categories purchased in marketplaces in Spain in 2021
Main product categories bought in marketplaces in Spain 2021

Share of respondents
0% 10% 20% 30% 40% 50% 60%

Mobile devices and accesories 54%

Furniture and technology 52%

Gaming 48%

Homeware 43%

Bikes and bike accessories 41%

Beds and bedding sector 38%

Sports 36%

16 Description: Mobile devices and their accessories were the most purchased category in marketplaces in Spain in 2021, with 54 percent of respondents reporting buying these items over this channel. Furniture and technology ranked second with 52 percent of
respondents, followed by gaming items with 48 percent. Online marketplaces offer products and services from multiple third parties. In 2021, Amazon was by far the marketplace with the highest net sales in Spain. Read more
Note(s): October 21 to November 7, 2021; 2,200 respondents; 18-65 years; among those who purchased online in the last 12 months
Source(s): CanalSondeo; El Observatorio Cetelem
 Main products bought online following a live streaming session in Spain in 2022, by
age group
Main items purchased online in Spain after a live stream 2022, by age

Clothing or shoes Personal care products, cosmetics or fragrances Consumer electronics

Furniture or homeware Jewelry Other

60%

50%
Share of respondents

40%

30%

20%

10%

0%
18-24 25-34 35-44 45-54 55+

17 Description: In 2022, personal care products, cosmetics, and fragrances were popular products purchased over live commerce in Spain, regardless of age. Yet, a survey showed that adults between 35 and 44 years old were the most likely to buy in this category
influenced by a live stream session, with more than 57 percent of Spanish respondents in this age range making such purchases. Of the other products listed, clothing/shoes and consumer electronics also had a large share of respondents in each [...] Read more
Note(s): Spain; February 17 to 20, 2022; 182 respondents; 18 years and older
Source(s): YouGov Spain
CHAPTER 03

Sites and apps

 Top online stores in Spain in 2021, by e-commerce net sales (in million U.S. dollar)
Spain: Top 10 online stores

E-commerce revenue in million U.S. dollar

0 1,000 2,000 3,000 4,000 5,000 6,000

amazon.es 5,347

elcorteingles.es 2,190

pccomponentes.com 721

mediamarkt.es 682

shein.com 590

carrefour.es 581

apple.com 535

zalando.es 489

zara.com 487

mercadona.es 438

19 Description: Amazon.es is leading the Spanish e-commerce market, with e-commerce net sales of US$5,347 million in 2021 generated in Spain, followed by elcorteingles.es with US$2,190 million. Third place is taken by pccomponentes.com with revenues of
US$721 million. Mediamarkt.es is the fourth biggest online store in Spain with net sales of US$682 million in 2021. Read more
Note(s): 2021
Source(s): ecommerceDB.com; Statista
 Leading e-commerce companies in Spain in 2019 and 2020, by annual revenue (in
billion euros)
Leading e-commerce companies in Spain 2019-2020, by revenue

2019 2020

9
8.43

8 7.57

7
Sales value in billion euros

4
3.04
3
2.13
2 1.63
1.32
0.81 0.92 0.82
1 0.71

0
Amazon AliExpress El Corte Inglés Carrefour Mediamarkt

20 Description: Largely due to the boost in e-commerce generated by the COVID-19 pandemic, all the major online retailers in Spain saw revenues increase in 2020. Amazon remained at the top, grossing some 8.4 billion euros that year. AliExpress ranked second with
more than three billion euros, followed by El Corte Inglés with approximately 1.6 billion. Read more
Note(s): Spain; 2019 and 2020
Source(s): E-Show Magazine; Marketing 4 Ecommerce
 Most popular e-commerce and shopping websites in Spain in May 2022, based on
share of visits
Leading e-commerce and shopping websites in Spain 2022, based on visit share

35%
32.95%

30%

25%
Share of visits

20%

15%

10% 8.55%

5.79%
4.53%
5% 3.85%

0%
amazon.es aliexpress.com wallapop.com amazon.com elcorteingles.es

21 Description: In May 2022, amazon.es was the most popular e-commerce and shopping website in Spain. During the measured period, the sprawling platform accounted for roughly a third of desktop traffic on sites in this category. Second place went to Alibaba's
international shopper site, aliexpress.com, with almost 8.6 percent of visits. Read more
Note(s): Spain; May 2022; desktop only; category: E-commerce and shopping
Source(s): SimilarWeb
 Most popular online marketplaces in Spain in May 2022, based on share of visits
Leading online marketplaces in Spain 2022, based on visit share

60%
55.78%

50%

40%
Share of visits

30%

20%
14.47%

10% 7.66% 6.52%

2.9%

0%
amazon.es aliexpress.com amazon.com elcorteingles.es carrefour.es

22 Description: In May 2022, amazon.es was the most visited marketplace in Spain, accounting for 55.78 percent of desktop visits, while Amazon's international platform accounted for another eight percent approximately. AliExpress came in second place,
representing nearly 14 and a half percent of the visits in this category. Read more
Note(s): May 2022; desktop only; category: E-commerce and shopping - Marketplace
Source(s): SimilarWeb
 Most popular groceries websites in Spain in May 2022, based on share of visits
Leading groceries websites in Spain 2022, based on visit share

Share of visits
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%

telepizza.es 18.19%

dia.es 17.16%

vinoseleccion.com 5.31%

lasirena.es 2.23%

nestle.es 1.92%

23 Description: The Spanish site of Telepizza was the most visited grocery portal in Spain in May 2022, accounting for approximately 18.2 percent of desktop traffic. The website of the supermarket chain Dia made up just over 17 percent of visits, ranking second in
this country in terms of groceries. Read more
Note(s): Spain; May 2022; desktop only; category: Food and drink- Groceries
Source(s): SimilarWeb
 Most used grocery delivery services in Spain in 2022, by age group
Popular grocery delivery services Spain 2022, by age

Amazon Prime now Mercadona

Quick commerce services (e.g. Glovo, Getir, Gorillas) Carrefour
Ulabox Deliberry
Tu Club de Compras Other

70%

60%

50%
Share of respondents

40%

30%

20%

10%

0%
18-24 25-34 35-44 45-54 55+

24 Description: Amongst all age groups surveyed in Spain, Amazon Prime now was the most popular grocery delivery service used in the 12 months leading up to February of 2022. The only age group with less than 50 percent of respondents reporting the use of
Amazon Prime now over that period was those 55 and over. Read more
Note(s): Spain; February 17 to 20, 2022; 753 respondents; 18 years and older
Source(s): YouGov Spain
 Social networks used for online shopping in Spain in 2021
Social networks used for online shopping in Spain 2021

Twitter 3% Other 1%
YouTube 3%

Facebook 49%
Instagram 44%

25 Description: In a 2021 survey, nearly half of social commerce shoppers expressed using Facebook for this activity. Instagram was the second most popular platform for social media shopping, with 44 percent of respondents. Far behind were YouTube and Twitter,
each with three percent. Read more
Note(s): October 21 to November 7, 2021; 2,200 respondents; 18-65 years; among those who purchased online in the last 12 months
Source(s): CanalSondeo; El Observatorio Cetelem
 Leading shopping apps in Spain in 2021, by number of downloads (in millions)
Most downloaded shopping apps in Spain 2021

Number of downloads in millions

0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0
AliExpress 4.69

SHEIN-Fashion Shopping Online (Android only) 3.76

Wallapop - Buy & Sell Nearby 3.49

Amazon - Shop & Pay 2.97

Vinted: Sell vintage clothing 2.73

Zalando - online fashion store 2.44

SHEIN - Online Fashion (iOS only) 1.93

Too Good To Go: End Food Waste 1.84

Milanuncios: Segunda mano 1.81

Shopee: 7.7 Aniversário 1.69

Lidl Plus 1.58

Zalando Lounge - Shopping Club 1.46

ZARA 1.38

Wish - Shopping Made Fun 1.35

ABOUT YOU Online Fashion Shop 1.27

26 Description: In 2021, AliExpress was the leading shopping app in Spain, recording some 4.7 million downloads. While SHEIN's app for Android devices ranked second, when combined with the downloads of the iOS app, the Chinese fast fashion retailer took the top
spot as the most popular shopping app among Spanish consumers. Read more
Note(s): 2021; includes downloads from the Apple App Store and Google Play Store
Source(s): AppMagic
 Leading food and grocery delivery apps in Spain in 2022, by number of downloads (in
1,000s)
Most downloaded food and grocery delivery apps in Spain 2022

Number of downloads in thousands

0 500 1,000 1,500 2,000 2,500 3,000

Glovo: Food Delivery and More 2,801.16

getir: groceries in minutes 1,502.69

Uber Eats: Food Delivery 1,114.7

Just Eat ES Comida a Domicilio 1,088.03

Telepizza España 927.43

Just Eat - Food Delivery 644.6

Gorillas: Grocery Delivery 254.5

Gopuff-Alcohol & Food Delivery 205.93

Deliveroo: Food delivery 147.28

Buo el supermercado más barato 146.92

27 Description: In 2022, Glovo was the most downloaded food delivery app in Spain. While mobile users downloaded Glovo's app approximately 2.8 million times, Getir's downloads amounted to some 1.5 million that same year. Uber Eats ranked third, with 1.1
million downloads. Read more
Note(s): Spain; 2022; includes downloads from the Apple App Store and Google Play Store
Source(s): AppMagic
CHAPTER 04

Shopping behavior
 Number of internet users who shopped online in Spain in 2021, by age group (in
millions)
Number of internet users who bought online in Spain 2021, by age

6
5.49 5.38

5
4.47
Number of users in millions

4
3.39 3.33

2
1.41

0
16-24 25-34 35-44 45-54 55-64 65-74

29 Description: In 2021, nearly 5.5 million people aged 35 to 44 purchased products or services online in Spain. In contrast, younger and older internet users were those who registered the lowest number of e-commerce users. Read more
Note(s): 2021; 25,620 households; 16-74 years; online buyers in the 12 months prior to the study
Source(s): INE (Spain)
 Main reasons for consumers to shop online rather than in physical stores in Spain in
2022
Leading reasons to shop online rather than in stores in Spain 2022

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Comfort 44%

Better prices/discounts/offers 22%

Not communiting/Home delivery 11%

Product availability 10%

Travel distance to the store 7%

Simple/easy process 7%

Speed 7%

30 Description: The main reason why Spaniards preferred to purchase a particular product online rather than in a physical store in 2021 was the comfort, according to 44 percent of online buyers surveyed. Meanwhile, 22 percent of respondents said they shopped
online because of better prices, discounts, and offers. Although there has been an increase in independent stores in the last few years, approximately 60 percent of Spanish consumers still prefer to do their shopping in big retail chains. The reason [...] Read more
Note(s): Spain; April to May 2022; 1,096 online buyers; 16-70 years
Source(s): Elogia; IAB Spain; Marketing 4 Ecommerce
 Devices used for online purchases in Spain in 2022
Devices used for online shopping in Spain 2022

90%

80% 78%

70%

59%
60%
Share of respondents

50%

40%

30%

20% 15%

10% 6%

0%
Desktop computers Smartphones Tablets Smart TV and consoles

31 Description: According to a 2022 study, desktop computers remained the primary device for online shopping in Spain, used by more than three-quarters (78 percent) of online shoppers surveyed. However, mobile phones have gained popularity for this activity,
coming close with 59 percent of respondents. Read more
Note(s): Spain; April to May 2022; 1,096 online buyers; 16-70 years
Source(s): Elogia; IAB Spain
 Frequency of online shopping in Spain in 2022
Online shopping frequency in Spain 2022

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35%

Once a day or more 1%

3 to 4 times a week 6%

Once a week 19%

Once every two weeks 24%

Once a month 30%

Less than once a month 21%

32 Description: In 2022, approximately 30 percent of online shoppers in Spain did this activity monthly. Although e-commerce has become increasingly popular in recent years, the proportion of Spanish buyers who use this shopping channel several times a day or
week remains low. Read more
Note(s): Spain; April to May 2022; 1,096 online buyers; 16-70 years
Source(s): Elogia; IAB Spain
 Average e-commerce spending per online shopper in Spain in 2022, by range
Average spending per online shopper in Spain 2022, by range

50%
45%
45%

40%

35%
Share of respondents

30% 27%
25%

20%

15% 13%
10%
10%
5%
5%

0%
Less than 25 25 to 50 51 to 100 101 to 150 151 to 500

Online spending in euros

33 Description: According to a 2022 survey, nearly three-quarters (72 percent) of e-commerce users in Spain reported spending between 25 and 100 euros shopping online. Meanwhile, about 15 percent of Spanish users said they spent between 101 and 500 euros on
internet purchases. Read more
Note(s): Spain; April to May 2022; 1,096 online buyers; 16-70 years
Source(s): Elogia; IAB Spain
 Attitudes towards online shopping in Spain in 2022
Attitudes towards online shopping in Spain 2022

Share of respondents
0% 10% 20% 30% 40% 50%

When I plan a major purchase, I always do some research on the internet first 50%

Customer reviews on the internet are very helpful 49%

I prefer to purchase goods from various sellers through the same online market place (e.g.
32%
Amazon)
When I order an item, I prefer express shipping 25%

I usually manage habitual / recurrent orders directly via my smartphone or tablet 23%

I want to see and touch an item before I buy it 22%

I miss the shopping experience when I shop online 14%

When I buy an item, I want to hold it in my hand the same day 14%

I usually make major new purchases directly via my smartphone or tablet 12%

Sometimes I deliberately order more items than I want to keep 12%

None of the above 8%

34 Description: When asked about "Attitudes towards online shopping", most Spanish respondents pick "When I plan a major purchase, I always do some research on the internet first" as an answer. 50 percent did so in our online survey in 2022. Read more
Note(s): Spain; four waves from 06 January 2022 to 12 December 2022; 2033 respondents; 18-64 years
Source(s): Statista Consumer Insights
 Reasons for returning an online order according to shoppers in Spain in 2022
Reasons why online shoppers in Spain returned an item 2022

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Item was not as described 42%

Item was faulty or damaged 38%

No longer wanted the item 13%

Poor quality 12%

Issues with delivery 10%

Ordered more than one unit of an

10%
item

Other 15%

35 Description: In Spain, the leading cause for shoppers to return an online order in 2022 was that the item was not as described, with more than 40 percent of respondents noting this problem. Receiving a faulty or damaged item was the next most common reason
Spanish shoppers returned an online purchase. Read more
Note(s): Spain; February 17 to 20, 2022; 340 respondents; 18 years and older
Source(s): YouGov Spain
CHAPTER 05

Payment preferences
 Most popular payment methods for online purchases in Spain in 2021
Most popular payment methods for online shopping in Spain 2021

Share of respondents
0% 10% 20% 30% 40% 50% 60%

Debit or credit card 54%

PayPal or similar 39%

Direct payment through my bank 2%

Cash on delivery 2%

Mobile app 1%

Invoice 1%

Other, don't know 1%

37 Description: Buying and selling goods online has become quite common in the last decade. Spain is no exception to this trend, with its population growing increasingly comfortable with paying for transactions on the internet. According to a 2021 survey, more than
half of e-commerce users in Spain preferred to pay for their purchases via their debit or credit card, while almost 40 percent were inclined to use online payment systems such as PayPal as their chosen payment method. In contrast, only two [...] Read more
Note(s): Spain; 2021; 1,042 online shoppers; 15-79 years
Source(s): Nepa; PostNord
 Most used online payments by brand in Spain in 2022
Most used online payments by brand in Spain 2022

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
PayPal 89%

Amazon Pay 23%

Google Pay 23%

Apple Pay 11%

Masterpass 4%

Paysafecard 4%

Klarna 3%

Skrill 2%

AstroPay 1%

Neteller 1%

Trustly 1%

Other 10%

38 Description: We asked Spanish consumers about "Most used online payments by brand" and found that "PayPal" takes the top spot, while "Trustly" is at the other end of the ranking. Read more
Note(s): Spain; four waves from 06 January 2022 to 12 December 2022; 1179 respondents; 18-64 years; respondents who used online payment methods (Health, Finance, Insurance)
Source(s): Statista Consumer Insights
 Level of trust in online payments using intermediaries in Spain in 2nd half 2021
Trust level in online payments using intermediaries in Spain 2021

Little/no trust 17.3%

A lot/quite a lot of trust

48.3%
Neither little nor a lot
of trust 34.4%

39 Description: According to data from the second half of 2021, almost half (48.3 percent) of users in Spain have a lot or a fair amount of confidence in online payments through intermediaries such as PayPal or similar services. In contrast, slightly over 17 percent said
they have little or no confidence in these payment types. Read more
Note(s): July to December 2021; 3,400 households; PayPal and similar services
Source(s): Instituto Nacional de Ciberseguridad de España; Ministerio de Asuntos Económicos y Transformación Digital de España; Observatorio Nacional de Tecnología y Sociedad (Spain)
 Mobile payments by situation in Spain in 2022
Mobile payments by situation in Spain 2022

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35% 40%
I would like to pay with my smartphone all the time 40%

For food and drinks in restaurants 15%

For food and drinks in bars and cafés 14%

For public transportation tickets 14%

For admission tickets 13%

For everyday purchases (e.g. food) 13%

For minor purchases (e.g. decoration items) 11%

For travel booking 10%

For major purchases (e.g. washing machine) 8%

I don't want to pay with my smartphone at all 19%

Other 2%

Don't know 8%

40 Description: When asked about "Mobile payments by situation", most Spanish respondents pick "I would like to pay with my smartphone all the time" as an answer. 40 percent did so in our online survey in 2022. Read more
Note(s): Spain; four waves from 06 January 2022 to 12 December 2022; 2035 respondents; 18-64 years
Source(s): Statista Consumer Insights
 Most used mobile payments by brand in Spain in 2022
Most used mobile payments by brand in Spain 2022

Share of respondents
0% 10% 20% 30% 40% 50% 60%
Bizum 58%

PayPal 42%

Apple Pay 25%

Google Pay 20%

CaixaBank Pay 19%

BBVA Wallet 18%

Samsung Pay 8%

Santander Wallet 8%

Bankia Wallet 4%

Abanca Pay 3%

Sabadell Wallet 3%

Orange Pay 2%

Ruralvía Pay 2%

TWYP 2%

Fitbit Pay 1%

41 Description: We asked Spanish consumers about "Most used mobile payments by brand" and found that "Bizum" takes the top spot, while "LK-Pay / LABORAL Kutxa Pay" is at the other end of the ranking. Read more
Note(s): Spain; four waves from 06 January 2022 to 12 December 2022; 518 respondents; 18-64 years; respondents who used mobile payment in restaurants, stores and other points of sale in the past 12 months (Health, Finance, Insurance)
Source(s): Statista Consumer Insights
 Sources

AppMagic
CanalSondeo
Comisión Nacional de los Mercados y la Competencia
ecommerceDB.com
El Observatorio Cetelem
Elogia
E-Show Magazine
IAB Spain
INE (Spain)
Instituto Nacional de Ciberseguridad de España
Marketing 4 Ecommerce
Ministerio de Asuntos Económicos y Transformación Digital de España
Nepa
Observatorio Nacional de Tecnología y Sociedad (Spain)
PostNord
PPRO
SimilarWeb
Statista
Statista Consumer Insights
Statista Digital Market Insights
YouGov Spain

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