The Spanish e-commerce scene has expanded quite dramatically in the last few years. After lagging behind most other European countries, it is now starting to catch up. The number of e-commerce consumers, internet penetration and average spend per year is now more or less in line with the European average. The growth in the number of new e-commerce consumers has been very high, at 48 percent between 2014 and 2018. The products most commonly bought online in Spain are clothes and footwear, home electronics, and books.

Price an important factor

Spain recently underwent a financial crises, and this has led to price sensitivity among consumers and a burgeoning low-price sector. Spain is one of the countries in Europe where low prices are most highly valued when consumers choose which online shop to buy from. Also, of the markets in Europe, Spain is the one where consumers buy most low-price products from China. Two different payment methods are are dominant in Spain – PayPal and similar services, and credit cards.

Low delivery cost also essential

The Spanish interest in low prices is also reflected when it comes to choice of delivery. To nearly seven out of ten online consumers, it’s very important that shipping comes at no extra cost. A large majority of Spaniards also prefer home delivery. Another plus is if the seller can offer different times and places for parcel pick-up. This is more important in Spain than in any other country in our e-commerce survey.

Olof Källgren, Market Information Manager, Direct Link

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PostNord/Direct Link has conducted studies of the European e-commerce market since 2014, presenting its findings in the report “E-commerce in Europe”. The report is based on interviews with consumers in Belgium, Denmark, Finland, France, Germany, Italy, Netherlands, Norway, Poland, Spain, Sweden, and the United Kingdom. In a series of blog posts, we will take a closer look at the individual e-commerce markets covered by this year’s “E-commerce in Europe 2018”. The new 2018 report can be ordered free of charge.

For more in-depth information about consumer behavior in the Nordics, you can also order our report “E-commerce in the Nordics”.