Insights into the growth of Spain eCommerce with payment methods, target audiences, marketing, social media, economy and logistics all profiled
Spain is home to 46 million people with a total GDP of 1.2 trillion USD. GDP per capita is currently 27,921 USD and expected to reach 32,098 USD by 2021. Spain is ranked as the 44th richest country by the World Bank GDP per capita rankings.
Digital User Insights
There are currently 23.6 million eCommerce users in Spain, with an additional 5.6 million users to be shopping online by 2021. These 29.2 million eCommerce users will represent 73% of the total population. The average user spends 724 USD online, which will grow to 873 USD by 2021.
Dividing internet usage into age groups, gives a better picture of the Spanish eCommerce market. 97% of those aged 16-24, 96% of those aged 25-34, and 93% of those aged 35-44 log on daily. The older generations log on regularly with those aged 45-54 showing an 85% daily penetration rate, and 81% of those over 55 logging on daily.
Total eCommerce revenue across all product categories is 17 billion USD, expected to reach 25 billion USD by 2021. Fashion is currently the leading product category, accounting for 6.7 billion USD market share. Toys, Hobby & DIY is second, accounting for 3.8 billion USD.
By 2021, fashion will still lead the charge, valued at 11 billion USD. Toys, Hobby & DIY will also grow, reaching 4.8 billion USD.
Preferred Online Payments
60% of shoppers used cards when shopping online, and a further 35% used PayPal. Cash on Delivery and Transfer were also relatively popular online payment methods.
Where does Spain buy from?
Germany supplies Spain with 40.9 billion USD in imports. Other key import partners are France (33.7 billion USD), China (26.2 billion USD), Italy (19.7 billion USD) and the UK (13.8 billion USD).
Internet and Device Usage
Internet penetration in Spain is currently at 76%, and should reach 79% by 2021. Smartphone penetration is 65% and is projected to grow to 73% by 2021.
88% of online shoppers in Spain shop online via desktop. 4% of shoppers make purchases via tablet, and 7% made their most recent purchase via smartphone.
Total Marketing spend in Spain has risen in recent years, as advertisers steadily invest more in digital advertising. Digital has grown to the second highest market spend reaching 1.7 billion USD. Television is the highest market spend accounting for 2.5 billion USD.
For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets.
*Insights derived from eShopWorld data, Statista, WorldBank, OECD and other industry sources.