F. Watty
Research Expert E-commerce
Online shopping behavior in Spain - statistics & facts
Whether for the comfort of buying from anyplace at any time or having products delivered for free, online shopping has become a popular alternative to traditional stores for consumers in Spain. The penetration rate of the e-commerce market shows promising opportunities for the future, and is expected to increase by 15 percentage points from 2025 to 2029, reaching almost 60 percent of the Spanish population. For this positive forecast to become reality, several shopping preferences need to be considered by retailers to persuade more customers into making online purchases.
While not everything about the online purchase experience is perfect, Spanish shoppers are still showing increasing interest in the e-commerce market and the convenience it provides. The number of Spaniards buying online is expected to continue growing, generating more revenue in the online sector and more opportunities for online retailers.
The Spanish e-shopper profile
In 2024, there were almost four hundred thousand more women shopping online than men in Spain. In 2023, almost 10 percent of women who bought online did it for the first time. While women made up more e-shoppers in the European country, men tended to spend more when buying online. The average annual online shopping expenditure was slightly higher for men in 2023. The vast majority of e-shoppers were also employed, surpassing the number of students purchasing online by almost 12 million. Despite these differences, e-commerce remained a popular option for all shoppers.Why shop online? Why not?
There are many differences between online and offline shopping, and every detail plays a role for Spanish shoppers when deciding where to make their next purchase. Over 65 percent of internet users in Spain mentioned free delivery as the main motivator to shop online in 2024, followed by coupons and discounts, as well as next-day delivery. These online purchase drivers align with the most valued characteristics of online shopping in Spain: comfort, saving time, and better prices. Additionally, there are still some deterrents to shopping online for Spaniards. Over 40 percent of consumers mentioned the difficulty of returning products as a negative aspect of online shopping. The difficulty of contacting customer support was also perceived as a downside of e-commerce.While not everything about the online purchase experience is perfect, Spanish shoppers are still showing increasing interest in the e-commerce market and the convenience it provides. The number of Spaniards buying online is expected to continue growing, generating more revenue in the online sector and more opportunities for online retailers.
