This overview was first published in ‘eCommerce Insights and Trends Snapshot: Spain’, an eBook produced in association with our partner ACI Worldwide – and based on data from ACI Worldwide. Download your free copy of the eBook below to gain access to a comprehensive analysis of the insights that matter most when measuring the size and type of opportunities in the ecommerce market in Spain.
In Spain, 51.2% of the population shopped online in 2021 (compared to 42.1% in 2019), and the number of ecommerce users is expected to reach the 70% figure in three or four years. Moreover, the Spanish ecommerce sector grew from a share of 7.8% in 2019 (approximately EUR 24 billion) to 10.9% in 2021 (approximately EUR 33 billion), and recent global events played an important role in accelerating shopper adoption of digital channels.
The tendency towards digital was noticeable before the COVID-19 pandemic, but the lockdowns imposed throughout Spain sped up a multitude of changes in consumer behaviour, among which the increased popularity of online and omnichannel shopping is particularly significant.
Consequently, customers hold values such as authenticity or diversity in high regard, and they expect increasingly personalised shopping experiences. That is one of the reasons why social media has become more relevant in 2022, and social commerce started to gain more ground among Spanish shoppers.
47.9 million
0-14: 2015 – 15.2%, 2025 – 13.2%
15-64: 2015 – 66.3%, 2025 – 65.4%
65 and above: 2015 – 18.5%, 2025 – 21.4%
90.0
67.0
94.1
117.8
16-24: 100%
25-34: 100%
35-44: 99%
45-54: 97%
55-64: 90%
65-74: 70%
75+: 28%
2021: EUR 33 billion
+24% increased volume of ecommerce transactions, 2021 vs 2020
+24% increase in average ticket value (ATV)
51.2% of Spanish consumers have purchased at least one product online in 2021
Spain’s most popular international markets for cross-border ecommerce are:
to the European Union: 87% of cross-border purchases
to the UK: 7.2% of cross-border purchases
to the CEMEA: 3.3% of cross-border purchases