Insights into the growth of Spanish eCommerce


Spain is home to 46.44 million people with a total GDP of 1.24 trillion USD and GDP per capita of 27,551 USD, which is expected to reach 31,614 USD by 2022.

Digital User Insights

There are currently 24.77 million eCommerce users in Spain, who spend $776.66 USD online annually. Four years from now, an expected 30.50 million Spanish online shoppers will spend approximately $894.07 USD.

Spain  Online

Internet usage

Dividing internet usage into age groups gives a better picture of the Spanish eCommerce market – 97% of 16-24 year olds, 96% of 25-34 year-olds and 93% of 35-44 year-olds log on daily. The older generations also log on regularly with 45-54 year-olds and over 55s showing an 85% and 81% daily penetration rate, respectively.

Spain  Usage

Product Categories

Total Spanish eCommerce revenue across all product categories is 19.24 billion USD, and is expected to grow to 27.27 billion USD by 2022. Fashion is currently the leading product category in Spain, accounting for 7.77 billion USD market share, followed by Toys, Hobby & DIY, which generates 4.01 billion USD in sales.

By 2022, Fashion will still be the most purchased online category, with an estimated value of 11.66 billion USD, and second favorite, Toys, Hobby & DIY will have an expected worth of 5.01 billion USD.

Spain  Revenue


In 2016, Spain was ranked 23rd in the World Bank Logistics ranking.

Preferred Online Payments

42% of Spanish shoppers like to pay via PayPal when shopping online.

Spain  Payments

Where does Spain buy from?

Germany supplies Spain with 44.5 billion USD in imports – ranging from petroleum to cars. Spain’s other key import partners are France ($36.6 billion), Italy ($23.2 billion), China ($21.3 billion) and Portugal ($14.6 billion).

Spain  Imports

Internet and Device Usage

Internet penetration in Spain is currently 66.2%, and should reach 68.8% by 2022. Smartphone penetration is a little less (65.6%), but is projected to grow to 72% in the next four years.

95% of online shoppers in Spain buy via desktop, a stark contrast to the amount of smartphone (37%) and tablet (20%) shoppers.

Spain  Devices


In 2018, it is estimated 2.06 billion USD of Spain’s ad spend will be spent on digital advertising.

Spain  Ad Spend

Social Media

49.94% of people in Spain are active social network users, thanks to WhatsApp, Spotify and Facebook, which are the leading social networks.

Spain  Social

For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets.