Spain - Country Commercial Guide
Last published date:

General overview

During 2021, eCommerce users reached 30 million in Spain. Internet penetration is estimated at 83 percent and eCommerce penetration at 63 percent. The number of eCommerce users is expected to grow by 25 percent to 37 million by 2025.

As per press release by Spanish National Markets and Competition Commission (CNMC), eCommerce turnover in Spain has increased in the third quarter of 2021 to a total of USD 15.6 billion, up 15 percent from last year.

The market volume of the top 250 Spanish online stores has increased by 76 percent since 2018. Net sales in 2020 were USD 19 billion. For 2021, forecast is estimated at USD 23 billion. Biggest net sales category is Electronics and Media, followed by fashion and Toys.

Top 5 online stores in Spain by eCommerce Net Sales in 2021 are: Amazon, El Corte Inglés, PC Componentes, Carrefour, and Zara.

Top 5 shipping providers in Spain are: Click & Collect, Correos, SEUR, UPS and GLS.

Volume of B2C eCommerce sales in Spain in 2020 was USD 69.500 million, an increase of 16.1 percent compared to previous year.

During 2021, concerning B2B (Business to Business), volume of eCommerce purchases carried out by companies in Spain was USD 238,000 million (14 percent down from last year). Volume of eCommerce sales carried out by companies in Spain in 2021 was USD 295,000 million (10 percent down from last year). In 2021, eCommerce purchases by companies represent 45 percent of total eCommerce purchases. eCommerce purchases by companies represent 22 percent of total purchases. 32 percent of total companies made eCommerce purchases. At the same time, eCommerce sales by companies represent 38 percent of total eCommerce sales. eCommerce sales by companies represent 19 percent of total sales. 26 percent of total companies made eCommerce purchases.

C2C (Consumer to consumer) Online buying and selling between individuals is extended in Spain. There are currently numerous examples of applications like Wallapop, Vinted, Milanuncios, Vibbo). More than 30 percent of internet users are actually buying or selling through these channels.

Legal & Regulatory

Please visit this website ( concerning digital regulation in Spain.

Consumer Behavior

The gender ‘diversity’ of on-line shoppers in Spain is 50 percent male and 50 percent female. Age is principally from 35-44 (27 percent) and 45-54 (25 percent).

The laptop is still the most used device for on-line purchases (72 percent), although the smartphone is growing quickly (66 percent).

Average annual expenditure by Spanish consumers in 2020 was around USD 2,600.

63 percent of internet users in Spain have some subscription to on-line services offering digital content.

Usual payment method offered are credit cards (mostly Visa, Mastercard and American Express) and eWallets (mainly Paypal).

Leading products and service categories purchased in 2020 by Spanish clients (B2C) were fashion, leisure (tickets, books, music), footwear, telecommunications (smartphones, tablets) cosmetics & body care, home appliances, travel (airline tickets, hotels, bus), food, sports (textile, fitness) and toys.

Information channels consulted by Internet users before buying on-line in Spain in 2020 were mainly on-line marketplaces at 70 percent, store websites at 51 percent, and Search engines at 49 percent.

An on-line marketplace is an electronic platform created and managed by a third party external to a business, where the seller and buyer are brought together.

In 2021, leading on-line marketplace companies in Spain were Amazon (80 percent), AliExpress (50 percent), Ebay (41 percent), El Corte Inglés (38 percent), Carrefour (33 percent), Casa del Libro (22 percent), Fnac (21 percent), Zalando (19 percent) and Leroy Merlin (19 percent).

In this on-line shopping place, the most purchased categories in Spain in 2021 were home (67 percent), electronics (65 percent), clothing (57 percent), books and cinema (55 percent) and computer programs (53 percent).

Frequency of purchase in on-line marketplaces in Spain in 2021 was mainly once a month (27 percent), followed by once every two months (23 percent), and then more than twice a month (13 percent).

Average expenditure for each purchase in on-line marketplace in Spain in 2021 was between USD 30 and USD 55 (43 percent) and USD 55 to USD 110 (30 percent).

Consumers buy mainly through on-line marketplaces due to diversity of products and brands, better prices, opinions of other buyers, convenience and management of orders.

Due to the COVID-19 pandemic, more than 70 percent of people reported that they have changed their habits by buying on-line those products or services they were previously buying in a physical store.

On the other hand, global supply chain disruption has been a challenge causing shipment delays.