Insights into the growth of Spain’s ecommerce profiling payment methods, target audiences, marketing, social media, economy and logistics
Economy
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 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.
Product Categories
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.
Logistics
In 2018, Spain was ranked 17th in the World Bank Logistics ranking. 81% of Spain’s population reside in urban areas.
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?
Spain imports mostly from Germany (US$47.8 billion), France (US$40.8 billion), China (US$29.8 billion), Italy (US$26.7 billion), and Netherlands (US$16.5 billion).
Internet and Device Usage
Internet penetration in Spain is currently at 83%, and should reach 85% by 2025. Smartphone penetration is 82.9% and is projected to grow to 85% by 2025.
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.
Marketing
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.
Social Media
Spain’s Social Media Penetration is 49% in 2021. Facebook, YouTube, Wikipedia, Twitter and Google+ are the leading social networks.
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.
