Spain eCommerce insights

 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.

Number of Users in Millions Spain eCommerce

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.

Daily Internet Usage by Age Group Spain eCommerce

Product Categories

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.

Projected eCommerce Revenue by Product Category Spain eCommerce


In 2016, Spain was ranked 23rd in the World Bank Logistics ranking. 80% of Spain’s population reside in urban areas.

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.

spain ecommerce 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).

Spain eCommerce Insights Imports

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.

devices recent purchase spain eCommerce


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.

Spain eCommerce Insights Advertising Spend

Social Media

Spain’s Social Media Penetration is 52% in 2017, with this expected to surpass 54% by 2021. Facebook, YouTube, Wikipedia, Twitter and Google+ are the leading social networks.

Spain Social Network Penetration

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.