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A recovering market with strong focus on prices

Spain - key e-commerce indicators: Internet penetration 87%, E-commerce consumers: 85%, E-commerce consumers abroad: 69%, Average yearly purchase: EUR 786, Consumer growth since 2014: 30%

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Spain was one of the countries most severely affected by the 2008 financial crisis, and a number of fiscal measures to promote the economy were implemented. Despite all economic challenges, e-commerce has grown sharply in recent years, and the number of online consumers has steadily increased. The Spanish e-commerce market is dominated by marketplaces, both
international and domestic. The largest are Amazon and Elcorteingles.es.

Spanish consumers have the second highest expectations for fast delivery (the Netherlands is number one). One in four consumers expects to receive a product purchased online within one to two days, and willingness to pay for next day delivery is high. Flexible delivery is also high on the wish list.

The financial crisis made Spanish consumers extremely price conscious. Many online purchases are made from abroad and Spaniards buy products from China to a greater extent than consumers in other European countries. In order to offer faster delivery from China to Spain, this year the Spanish postal service Correos initiated a collaboration with logistics network Cainiao, where Chinese Alibaba is the principle owner.

The focus on low cost can also be seen in the trend in which 64 percent of Spanish online consumers consider free shipping to be important when choosing the store where they will shop, which is the highest percentage in Europe. Recognition is also important to Spanish consumers. In all, 41 percent want to know the company or brand where they shop, a higher figure than in most other countries.

Olof Källgren, Market Information Manager, Direct Link

Image and information above taken from the latest ”E-commerce in Europe” report.

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