Spain: an underestimated e-commerce market

What is happening today in Spanish e-commerce is no accident. It is the result of a consistent change – on the part of the consumer, technology, infrastructure and, crucially, expectations. The Spanish customer buys consciously. He respects a good shopping experience, but will not be fooled by empty branding. And if a brand understands his needs, language and values – he can repay them with loyalty that really pays off.

And it is this mix – between emotion and demand, between openness and tough selection – that makes Spain a market that does not forgive banalities, but rewards generously for quality and consistency.It is not enough to translate the offer one must understand what ‘localness’ really means. You have to step into the role of partner – not just supplier. And this requires more than a good product. It requires commitment. Strategy. Patience.

It is not a place for everyone. Spain can be daunting for those looking for quick profits and a low cost of acquisition. But for brands that want to build a sustainable sales channel, operate profitably and grow organically – this is exactly themoment. Because it’s still not crowded. You can still stand out. You can still build a lead before others do.

So if you’re looking for a market that’s big enough to make it profitable to invest, but still open enough that you don’t have to fight a knife fight with the biggest – look to southern Europe. Spain has just stopped being a promise. It has become a real opportunity.

The economy and the development of e-commerce in Spain

If you are planning to expand in Europe, Spain is a market you cannot overlook. Over the past few years, the country has undergone a huge digital transformation – both on the consumer and retailer side. E-commerce has not only entered the mainstream here, but has taken a central place in it.

In 2024, the total value of online sales in Spain will be more than €99 billion, an increase of 16% year-on-year. Even more important are the forecasts – by 2030, the market could be worth up to $258 billion, representing a compound annual growth rate (CAGR) of more than 20%. This is not a temporary trend – it is a long-term change in the structure of all trade.

For the e-tailer, this means real opportunities: growing volumes, larger consumer budgets and increasingly informed shopping. Already 96% of the populationuses the internetand 87% of web users shop online. The average Spanish e-customer spends around €121 per month online – and this amount is growing.

The largest market segmentsare fashion, electronics, beauty, health and home products. As many as 69.7 per cent of online shoppers go for clothing and accessories, making this segment the most competitive – but also the most profitable. Sales of electronics and technology continue to grow, driven by the digitalisation of everyday life. Beauty or health, especially dermocosmetics and supplements, are booming – especially among younger female consumers.

Platforms familiar from international marketplaces dominate the market: Amazon.es still holds the leading position, mainly thanks to its logistics and Prime offer. However, it is not the only player. Spanish chain El Corte Inglés has successfully integrated offline and online channels, offering local trust and a well-known brand. PcComponentes is a market leader in electronics and IT, building an advantage through specialisation and great service. Added to this are AliExpress and new players like TikTok Shop, which has just entered the market, betting on younger groups and a social-commerce format.

E-commerce in Spain today is not just about sales, but a real contributor to the national economy. The industry accounts for more than 7% of total retail sales. Employment in logistics, IT, digital marketing and customer service is growing. Companies are investing in infrastructure: warehouses, return centres, automation and fulfillment. At government level, investment in the digitalisation of the SME sector and programmes to support digital transformation are increasing.

For the retailer, this means one thing: entering the Spanish market is becoming easier than ever. Marketplaces offer ready-made integrations, Spanish customers are open to foreign brands and technology handles most operational challenges. At the same time – competition is growing. There is no room for half-measures anymore. UX has to be thoughtful, delivery fast, content translated professionally and customer service works in Spanish.

The market is demanding – but not yet saturated. High transaction volumes, rapid growth and openness to new sales formats (social commerce, live commerce, mobile shopping) make Spain one of the best options for expansion in the EU today – especially for those brands looking for a balance between high potential and a relatively low cost of entry.

Profile of the Spanish consumer - how do they buy and what do they expect?

The Spanish e-commerce market is no longer just about technological infrastructure, marketplaces or competitive logistics. It is above all a mature, demanding consumer who knows exactly what he wants – and who is very quick to judge whether a shop meets his standards. Therefore, sales success depends not on your entry into the marketplace, but on how well you adapt to the shopping behaviour of this particular customer group.

The frequency of online shopping is indicative of the high degree of integration of the channel into everyday life. 33% ofSpaniards buy online at least once a month and a further 21% do so twice a month. A significant group – 17% of customers – shop online once a week, indicating that e-commerce is becoming a regular part of the consumer ritual. Spaniards are not testing the channel – they are actively using it.

64% of all e-commerce transactions take place via mobile devices, and this share continues to grow. This is due both to the habit of using mobile apps and browsers and to the nature of shopping: often carried out on breaks, on the run, away from home. Lack of responsiveness of the website, excessive loading times or unintuitive checkouts immediately reduce conversions. What’s more – up to 50% of mobile basket abandonment is due to UX errors or illegible navigation.

An important but often overlooked aspect is the moment of purchase. Analysis of consumer behaviour shows that the highest purchase activity occurs on Mondays, Thursdays and Fridays. Most transactions take place between 18:00 and 24:00 (41%), followed by the 15:00-18:00 range (24%). This is key information when planning adverts, mailings and remarketing activities – a campaign set for the morning hours may not reach its maximum potential.

When it comes to purchase, trust and security are crucial. Spaniards also expect full language localisation. A website that is not translated into Castilian loses credibility. The lack of customer support in Spanish is a big barrier, especially with higher-risk products – electronics, sports equipment, cosmetics or premium products. In addition, consumers areincreasingly checking return and guarantee regulations before adding a product to their basket – the transparency of this information directly affects the conversion rate.

Equally important is the visibility of reviews and testimonials. In Spain, users actively read product and shop ratings, both on the website and in external sources (Google, Trustpilot, comparison portals). The absence of reviews or their poor quality results in a drop in conversions. For many customers, the opinion of another user is more convincing than an advertising campaign.

The Spanish consumer is a customer with high expectations in terms of price, speed, quality of service and personalisation. It acts dynamically, but on the basis of information. He has no problem abandoning his shopping cart if something arouses his distrust or is too time-consuming. On the other hand – if the shopping experience is refined, the website works perfectly on mobile and the shop clearly communicates delivery and returns policies – the customer comes back. And they do so regularly.

Technology and devices - how do consumers interact?

A successful sale requires not only a good offer, but also a presence where that customer actually hangs out, searches, compares and makes decisions. The primary point of contact with the brand is the search engine – and in this case Spain is a market absolutely dominated by Google. This search engine has a market share of more than 96%, which means that the entire SEO strategy and paid campaigns (PPC) should be designed precisely for this ecosystem. Bing and Yahoo are of marginal importance. Local searches (e.g. ‘ropa para correr barata’) have a high conversion rate, sopositioning for Spanish phrases is important – and preferably with a local copywriter.

In terms of browsers, more than 70% of Spanish internet users use Google Chrome, which simplifies testing and optimisation. This is followed by Safari (mainly iOS users), Edge and Firefox. This means that the main technical focus is worth placing on compatibility with the Chrome/Android environment, which also dominates as the smartphone operating system in this market.

In terms of daily internet touchpoints, the most used apps and portals are:

• WhatsApp – the main communication channel, also for brands (e.g. statuses, shipping messages),
• Instagram – the favourite social commerce platform for younger groups (18-34 years), YouTube – not only a source of entertainment, but also product reviews, unboxing and tutorials,
• Gmail – the most used email inbox, which is important when planning mailing campaigns.

In contrast, when it comes to sales channels and shopping sites, the leaders are stable. Amazon.es is the undisputed number one, with more than 20 million visits per month. Next in order are:

• eBay – still strong, especially among consumers looking for bargains and second-hand goods (over 10 million visits),
• El Corte Inglés – leader among local premium platforms, strong conversion in electronics, fashion and home,
• Carrefour – a marketplace rapidly developing its online offering, with offline logistics facilities.

Consumers are technology-conscious – they prefer integrations with Google Pay, Apple Pay, the ability to log in via Facebook or Gmail, personalisation of the offer, and the fluidity of the site. They value technologies that reduce purchase time in real terms – from product recommendations to logistics and tracking systems.

From an advertising perspective, Google Ads and Meta Ads (Facebook + Instagram) are the two most effective channels for reaching the Spanish consumer. Remarketing campaigns, catalogue and dynamic product ads work very well. Local campaigns targeting specific regions (e.g. Andalusia, Catalonia)are also particularly effective, due to regional language and cultural differences.

For brands entering this market, a presence in relevant digital places is not an option – it is a prerequisite. The customer is online, has a social media presence, compares, reads reviews, and acts quickly. If a brand does not appear on the first page of Google results, is not on Google Shopping, is not reminded by Instagram – it simply does not exist.

Payments - how do Spaniards pay?

There is no room for problems at the finalisation stage of the transaction – it must be secure, understandable and the consumer’s preferred method. Cards – both credit and debit – still dominate the top spot, accounting for 53% of Spanish e-commerce transactions today . Visa and Mastercard are the most commonly used systems , although there are still local networks such as 4B and Euro6000, backed by the major banks. Cards are the primary choice, especially among customers over the age of 35, who value predictability and full control over payments.

The popularity of digital wallets is also growing rapidly. Already 21% of all payments are made through PayPal, Apple Pay, Google Pay and Bizum. The latter – a local mobile payment system integrated into bank accounts – is gaining particular popularity among younger groups. It works instantly, does not require entering card details and is widely accepted by Spanish banks. For customers of the 18-30 generation, Bizum is becoming a natural choice – not least because it allows quick payments from the phone, without intermediary apps.

Payment on delivery, although it may seem archaic, still plays a role in the market. 12% of consumers in Spain opt for ‘contrareembolso’ – cash or card on delivery. This method is particularly dominant in smaller towns, with low order amounts and among the elderly. The introduction of this option as a complement – though not a key channel – could translate into additional transactions in segments more distrustful of online shopping.

Despite the development of new technologies, around 10% of users still use traditional bank transfers. Although they are no longer the first choice for most individual customers, they remain relevant in the context of higher-value purchases or in B2B relationships. Integrated online fast transfer systems – preferably with full automation – significantly increase the chance of finalising such transactions.

There has also been a marked increase in interest in ‘Buy now, pay later’ (BNPL) services in Spain in recent years . Klarna, Scalapay or Aplazame allow customers to spread their payments over instalments without interest, which works particularly well in segments such as fashion, cosmetics, accessories and consumer electronics. Younger consumers are using this solution not only for convenience, but also as a way to manage liquidity without committing to a credit card limit.

Importantly – it is not just about the choice of methods themselves. Spaniards pay great attention to the quality of the payment experience. The checkout process must be as simple as possible, preferably without the need to create an account. If the payment form has too many steps, lacks a ‘guest’ option, or does not work smoothly on a phone – the transaction is aborted. This is why the integration of fast login via Google, Apple ID or Facebook accounts and auto-complete payment data are becoming the market standard.

Trust also plays a huge role. A Spanish customer is more likely to make a purchase if he or she can find well-known and recognisable payment brands on the website: PayPal, Visa, Bizumm, Apple Pay. The mere sight of a logo can boost conversions, especially if it is accompanied by an SSL security certificate and a clear returns policy. For many customers, this very moment – the finalisation of payment – is the test of a shop’s credibility. If you perform well, you not only have a sale, but also a returning customer.

Distinctive features of the Spanish market - what makes it unique?

One of the key differences is how strongly digital channels intersect with offline. In Spain, many customers see e-commerce not as an alternative to the stationary shop, but as an extension of it. They often browse products online but finalise the purchase offline – or vice versa. This phenomenon, known as ROPO (Research Online, Purchase Offline), is particularly prevalent in categories such as fashion, electronics, home goods and health. This means that a physical presence (e.g. showroom, popup store, pick-up point) in selected locations can realistically increase online conversions.

Spaniards are also keen to engage in social shopping – that is, purchasing processes supported by feedback from other users, an influencer or even friends in a WhatsApp group. Recommendation is of great importance here – and users are very keen to share their discoveries. Hence, channels like TikTok Shop, video reviews on YouTube or even Facebook shopping groups that function as informal comparison platforms have great potential. A brand that knows how to build a community and encourage customers to share opinions gains organic reach – and not just among the young.

Another peculiarity is the way content is assimilated – Spaniards prefer visual communication to text. Images, videos, animations, product carousels – these all work better than long descriptions, even if they are well-written. E-commerce in Spain is a world strongly linked to aesthetics. First impressions, style and even the ‘energy’ of the site count. The colour scheme, the fonts, the layout – these are elements that can determine a purchase or not, especially in lifestyle categories. For this reason, many brands create separate homepage layouts for the Spanish market – less formal, more casual and visually richer.

What else sets Spain apart? A high level of adaptation to new technologies, but only if they are intuitive. Customers are very pragmatic in terms of user experience. They are great at adopting new features – like one-click payments, push notifications, quick filtering or voice search – as long as they are logically designed. But they are not forgiving of mistakes. A shop that doesn’t work perfectly doesn’t get a second chance.

One more less obvious but extremely important differentiator: brand exposure in local media and initiatives. In Spain, local actions are of great importance – CSR campaigns, collaborations with foundations, presence in regional events or even outdoor campaigns in a specific province. Customers perceive brands that are ‘present’ and that are a real part of their environment. This can mean greater trust and a willingness to buy, even if the price offer is not the lowest. The Spanish consumer buys with emotions – but only if they have a reason to feel a relationship with the brand.

Practical tips - how to successfully enter the Spanish market?

1) Language is not a detail. Localisation in Castilian is an obligation

Despite appearances, ‘Spanish’ is not one. Most automated translations operate on the Latin American version – and this is a big mistake. For a customer from Madrid, Valencia or Seville, Castilian is an everyday language. And this is exactly the form he expects – natural, local, tailored to the culture and the way he communicates.

It’s not about grammatical correctness – it’s about tone, vocabulary, polite phrases and the way sentences are formed. In many categories – particularly lifestyle, fashion, beauty or family products – customers can sense very quickly that something ‘sounds foreign’. And if a website sounds foreign, it is difficult to trust it. Localisation needs to be about the whole experience: not just product descriptions, but also transactional emails, return policies, CTAs, shopping carts or newsletters.

Example: the form ‘compra ya’ might work in Mexico, but in Spain ‘haz tu pedido’ or ‘añade al carrito’ would work better.

It is definitely worth using a native speaker or local copywriter – an investment that pays off many times over.

2) Purchase process – fast, frictionless and adapted to mobile devices

Spanish customers are very quick to judge whether a shop “works as it should”. Patience is low. If something takes too long to load, they have to log in, or payment does not support their favourite method – the transaction is aborted. Therefore, the UX must be refined to the limit.

Key elements:

• Checkout without registration – an absolute must-have. Shopping as a guest increases conversions by up to 30%.
• Autocomplete – via browser or Google/Apple login.
• Mobile optimisation – Spaniards mainly shop on smartphones, especially with Android.
• Local payment methods – Bizum, PayPal, Visa/Mastercard, Klarna. Customer needs to recognise logos they trust.

No less important is the transparency of the whole process. Information about delivery, costs, returns and lead times must be available from the shopping cart. The absence of this data is a warning signal – and a frequent cause of abandonment.

3) Logistics that don’t fail – because this is where time counts

In Spain, fast delivery is not a differentiator – it’s essential. A delivery time of 2-3 working days is standard. Anything over this limit must be properly communicated and justified. The most commonly used operators are SEUR, Correos, MRW and DHL – each has its own characteristics and customers like to have a choice.

Worth providing:

• Real-time tracking of shipments – visibility of the parcel from posting to delivery.
• SMS and email notifications – increase the sense of control and reduce queries to the BOK.
• Point-of-pick-up options – popular especially in large cities and with busy people.

If you use third-party fulfilment centres, it is worthwhile for them to have a location in Spain – this significantly speeds up processes and reduces return costs.

You can read more extensively about which courier in Spain to use in this post: Shipping and returns in Spain: which courier will give you the edge?

4) Start with marketplaces – test the product, get to know the customer

If you’re just planning to enter the market, you don’t need to build your own e-shop from scratch right away. Spanish marketplaces are a great way to get started. Amazon.es is the natural choice for most categories, but competition is huge and commissions are high.

Alternatives to consider:

• El Corte Inglés – a prestigious platform with a strong premium customer base.
• Miravia – a dynamic marketplace for lifestyle, fashion, beauty brands.
• PC Componentes – an ideal choice if you operate in electronics, smart home or computer accessories.

Marketplaces offer ready traffic, a well-known brand, customer trust and integration with local logistics. It’s a great place to test your offering, gauge market reaction and gather initial reviews.

5) Customer service that puts you atease

For the Spanish customer, being able to contact a real person – in their language and in a timely manner – is crucial. It’s not just about solving problems, but also about making sure everything works. Many customers write or call before making a purchase – just to check that the shop is ‘real’.

The minimum standard is:

• Castilian service – email, chat, phone.
• Quick response – ideally within a few hours.
• Working hours to match the local rhythm – activity in the morning and around midday.

A lack of responsiveness, or an overly formal, ‘international’ tone, works against you – and can derail even the best offer.

6) Marketing? Only local. Only tailored.

In Spain, promotion based on ‘global templates’ usually does not work. Adaptation is needed – both linguistically and culturally. The most effective campaigns are those that appeal to the Spanish calendar, emotions, realities of everyday life.

What works:

• Seasonal and themed promotions – rebajas, Mother’s Day, back to school, Christmas campaigns.
• Social proof and reviews – photos from customers, recommendations, local celebrities.
• Influencer partnerships – authenticity > reach.

A well-run Instagram in Spanish, a local newsletter and activity in social commerce (e.g. Miravia, TikTok) are channels that realistically translate into sales

Bottom line - is it worth it?

What makes Spain so attractive today is not just about the numbers – although these are impressive. It is about the timing. We are at a stage when the market has reached a critical mass of infrastructure and purchasing, but is not yet saturated with competition. Amazon operates here, but beyond it – the space is still open. eBay operates here, but the specialist, lifestyle, organic or B2B niches still have insufficient local representation. Spain buys willingly – but not everything, not from everyone and not at every price. She buys where she feels someone meets her expectations.

It is a market that combines two worlds: the demands of a developed EU country with the flexibility and openness of consumers familiar from Latin America. On the one hand, the need for full UX, automation, fast delivery. On the other – a place for personal contact, rapport, language and communication in an everyday tone rather than a formal one. In this unique mix lies the opportunity. Because a brand that enters with flair, without arrogance and with a local focus – doesn’t have to compete on price. It can compete on the quality of the experience.

And the timing? The timing is perfect. Spain is going through a digital transformation at full speed. Users are moving en masse to mobile channels, expecting integration with digital wallets, buying via WhatsApp, TikTok, Miravia. At the same time, they are looking for stability: shops that have a voice, a local presence and offer support when things go wrong. This duality – innovation plus proximity – is the foundation of Spanish e-commerce. And at the same time: a barrier to entry for many who try to copy models from Germany, France or the UK.

Is it worth it? Yes – if you want to build a market for the long term. If you want customers who return not out of habit, but out of conviction. If you want to scale not just sales, but trust. And if you are willing to speak to the customer with their voice.

Spain doesn’t need more random brands. It needs partners.

If you want to be one of them – you are at the best possible moment. Don’t put it off ‘for after the campaign’ or ‘for next quarter’. It is quicker than anywhere else to build a real advantage in this country.

But only if you act now.