Insights into the growth of Spain’s ecommerce profiling payment methods, target audiences, marketing, social media, economy and logistics
Spain is home to 46.5 million people with a total GDP of US$1.12 trillion. GDP per capita is currently US$31,178 and is expected to reach US$37,477 by 2025. Spain is ranked as the 34th richest country by the World Bank GDP per capita rankings.
Digital User Insights
There are currently 29.6 million ecommerce users in Spain, with an additional 7.3 million users to be shopping online by 2025. These 36.9 million ecommerce users will represent 74% of the total population. The average user spends US$804 online.
Total ecommerce revenue across all product categories is US$23 billion, expected to reach US$29.6 billion by 2025. Fashion is currently the leading product category, accounting for US$7 billion market share. Electronics and Media is second, accounting for US$5.7 billion.
By 2025, Fashion will still lead, valued at US$8.7 billion. Electronics and Media will also grow, reaching US$6.7 billion.
Preferred Online Payments
48% of shoppers used cards when shopping online, and a further 46% used PayPal. Cash on Delivery and Bank Transfer were also relatively popular online payment methods.
Where does Spain buy from?
Internet and Device Usage
32% of online shoppers in Spain shop online via desktop. 61% of shoppers make purchases via smartphone, 47% by laptop, and 25% made their most recent purchase via tablet.
Total Marketing spend in Spain has risen in recent years, as advertisers steadily invest more in digital advertising. Spain had the sixth-largest spend in digital advertising in Europe in 2019 at US$3.7 billion.
For more market insights, check out the ESW series of blogs covering a range of emerging ecommerce markets.
*Insights derived from ESW data, Statista, WorldBank, OECD and other industry sources.