eCommerce

Spain

(País fundamental: Datos basados en análisis en profundidad)

Datos clave
Definición del mercado
in-scope / out-of-scope
Informes
  • Revenue in the eCommerce market amounts to €15,940m in 2019.
  • Revenue is expected to show an annual growth rate (CAGR 2019-2023) of 10.4%, resulting in a market volume of €23,717m by 2023.
  • The market's largest segment is Electronics & Media with a market volume of €4,824m in 2019.
  • User penetration is 74.1% in 2019 and is expected to hit 80.7% by 2023.
  • The average revenue per user (ARPU) currently amounts to €460.52.
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The eCommerce market encompasses the sale of physical goods via a digital channel to a private end user (B2C). Incorporated in this definition are purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets. The following are not included in the eCommerce market: digitally distributed services (see instead: eServices), digital media downloads or streams, digitally distributed goods in B2B markets nor digital purchase or resale of used, defective or repaired goods (reCommerce and C2C). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.
in-scope
  • Sale of physical goods via a digital channel to a private end user (B2C)
  • Purchases via desktop computer (including notebooks) and purchases via mobile devices (e.g. smartphones)
out-of-scope
  • Digital media (e.g. music downloads, eBooks)
  • Digitally distributed services (e.g. plane tickets)
  • B2B markets (e.g. Alibaba)
  • Resale of used goods (reCommerce)
  • Sales between private persons (e.g. Craigslist)
eCommerce report 2019

eCommerce report 2019

Statista Digital Market Outlook
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Revenue (2019)
+13,1% yoy
€15.940m
Users (2019)
+3,1% yoy
34,6m

Revenue Revenue Growth

en el mercado eCommerce en million € en percent

Descripción Revenue in the eCommerce market amounts to €15,940m in 2019. Descripción The eCommerce market is expected to show a revenue growth of 14.1% in 2020.

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  • Revenue
  • Revenue Growth
Información

Revenue:

The “Revenue” box shows the forecasted revenue development of the selected market (market segment, region) for each year.


Revenue Growth:

The “Revenue Growth” box shows the year-over-year revenue development of the selected market (market segment, region) in percentage terms.

Puede ver la definición y una explicación detallada del mercado aquí.
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Users Penetration Rate

en el mercado eCommerce en millions en percent

Descripción In the eCommerce market, the number of users is expected to amount to 37.7m by 2023. Descripción User penetration in the eCommerce market is at 74.1% in 2019.

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  • Users
  • Penetration Rate
Información

User:

The “User” box shows the number of active paying customers (or accounts) of the selected market (market segment, region) in millions for each year.


Penetration Rate:

The “Penetration Rate” box shows the share of active paying customers (or accounts) from the total population of the selected market (market segment, region) for each year.

Puede ver la definición y una explicación detallada del mercado aquí.
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Analyst Opinion

In 2018, the percentage of the consumers who made at least one purchase online in the last 12 months grew to 93% of internet users in U.S., 97% in the U.K. and 98% in China. The market of developed countries is in its maturity phase and the competition among eCommerce players is extremely high and cost intensive. Marketplaces like Amazon and AliExpress are flourishing, while many standalone retailers struggle to find their USP, as brand and store loyalty are decreasing and cart abandonment rate in the industry is at 75%. Increasing brand engagement can be done through community building (e.g. ASOS Marketplace), loyalty programs and seamless mobile and desktop user experience.

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ARPU

en el mercado eCommerce en €

Descripción The average revenue per user (ARPU) in the eCommerce market amounts to €460.52 in 2019.

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Información

ARPU:

The “ARPU” box shows the average annual revenue per paying user of the selected market (market segment, region) for each year.

Puede ver la definición y una explicación detallada del mercado aquí.
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Users by age Users by gender Users by income

en el mercado eCommerce en percent en percent en percent

Descripción In the year 2019 a share of 27.7% of users is 35-44 years old. Descripción In the year 2019 a share of 50.2% of users is female. Descripción In the year 2019 a share of 34.4% of users is in the medium income group.

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  • Users by age
  • Users by gender
  • Users by income
Información

Users by age:

The Users by age box shows the age distribution of users of the selected market (market segment, region) in age groups. The data is based on Statista's Global Consumer Survey.

Users by gender:

The Users by gender box shows the gender distribution of users of the selected market (market segment, region). The data is based on Statista's Global Consumer Survey.

Users by income:

The Users by income box shows the income distribution of users of the selected market (market segment, region) in tertiles. The data is based on Statista's Global Consumer Survey. Values shown are only based on survey respondents who answered the question regarding their income.

Puede ver la definición y una explicación detallada del mercado aquí.
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Cross-border share

en el mercado eCommerce en percent

Descripción In 2019, 95% of total eCommerce purchases in the country is domestic.

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Información

Cross border share:

The Cross border share box shows the share and the forecast of eCommerce purchases that has been completed in the stores outside the country.

2018 and 2019 data is based on the ecommercedb.com analysis of revenue and traffic data of 10 thousand individual shops in 22 countries and forecasted by the Digital Market Outlook until 2023.

A cross border purchase happens when a local buys from a national store from another country. The store is considered national if over 50% of its revenue is generated in its main country. If no main country can be attributed to the store (local revenues are under 50% of the total), the revenues are splitted in the calculation and each country’s share is considered national for this country. E.g. Germany is main country for hm.com with only 17% of its revenues generated in Germany. This shop cannot be considered national German and thus 83% cannot be considered cross-border, but the shares will be considered as national).

Puede ver la definición y una explicación detallada del mercado aquí.
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Payment types

en el mercado eCommerce en percent

Descripción In 2019, 95% of total eCommerce purchases will be paid by Cards.

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Información

Payment Type:

The Payment Type box shows the forecast of eCommerce customers’ payment preferences in each country and refers to the payment method share of the total gross merchandise volume per year.

Payment method definitions: Bank transfer: direct payments from one bank account to another. This payment type includes standard invoices and instant fund transfers from byer to merchant upon checkout (e.g. Sofort for the German market). Cards: credit, debit and prepaid cards from global providers such as Visa or Mastercard and established local card schemes. Cash on delivery: the payment is accepted by a courier upon delivery or by the cashier at the pickup location. Direct debits: an authorisation that permits the merchant to debit the payment from a buyer’s bank account. E-invoice: the electronic invoice is issued at the checkout by the payment provider, who performs an instant credit check and carries the fraud risk. The customer later pays directly using their preferred method (e.g. Klarna). E-wallet: third-party mobile and online payment platforms that enable online money transfers, such as Paypal or Alipay. Puede ver la definición y una explicación detallada del mercado aquí. ×

Global Comparison - Revenue

en el mercado eCommerce en million €

Descripción With a market volume of €640,419m in 2019, most revenue is generated in China.

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Información

Global Comparison – Revenue:

The “Revenue” tab shows a comparison of revenues for the leading economies in the selected market (market segment, region) and year.

Puede ver la definición y una explicación detallada del mercado aquí.
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Key Market Indicators

The following Key Market Indicators give an overview of the demographic, economic and technological development of the selected region on the basis of general KPIs. The calculation of Statista’s Market Outlook is based on a complex market-driver logic including over 400 region-specific data sets.

2017201820192020202120222023 CAGR
(2017-2023)
Population en m
Number of individuals (all ages) living in the selected region, the data reflect the United Nations' medium variant of World Population Prospects | Source: Statista, based on UN DESA
0-14 years en m
Number of individuals (age 0-14) living in the selected region, the data reflect the United Nations' medium variant of World Population Prospects | Source: Statista, based on UN DESA
15-24 years en m
Number of individuals (age 15-24) living in the selected region, the data reflect the United Nations' medium variant of World Population Prospects | Source: Statista, based on UN DESA
25-34 years en m
Number of individuals (age 25-34) living in the selected region, the data reflect the United Nations' medium variant of World Population Prospects | Source: Statista, based on UN DESA
35-44 years en m
Number of individuals (age 35-44) living in the selected region, the data reflect the United Nations' medium variant of World Population Prospects | Source: Statista, based on UN DESA
45-54 years en m
Number of individuals (age 45-54) living in the selected region, the data reflect the United Nations' medium variant of World Population Prospects | Source: Statista, based on UN DESA
55+ years en m
Number of individuals (age 55 and older) living in the selected region, the data reflect the United Nations' medium variant of World Population Prospects | Source: Statista, based on UN DESA
Consumer spending (current) en €
Average consumer spending per capita of private households in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Foodstuffs, beverages en €
Consumer spending per capita for food and non-alcoholic beverages (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). The COICOP definition varies from the market definitions employed in the Consumer Market Outlook. It covers all private household spendings meant for consumption at home. In contrast, the Food market in the Consumer Market Outlook covers only certain segments of processed food and excludes for example fresh food, oils and fats and some other items. The markets for Alcoholic, Non-Alcoholic and Hot Drinks in turn not only include sales for at-home consumption (off-trade) but also sales to the on-trade sector (restaurants, bars, cafés). | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Alcohol, tobacco en €
Consumer spending per capita for alcoholic beverages, tobacco and narcotics (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). The COICOP definition varies from the market definitions employed in the Consumer Market Outlook. It covers all private household spendings meant for consumption at home. The market for Alcoholic, Non-Alcoholic and Hot Drinks not only include sales for at-home consumption (off-trade) but also sales to the on-trade sector (restaurants, bars, cafés). | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Clothing, footwear en €
Consumer spending per capita for clothing and footwear (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). Included are both consumption of goods as well as services (cleaning and cobblers). | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Housing en €
Consumer spending per capita for housing, water, electricity, gas and other fuels (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Household en €
Consumer spending per capita for furnishings, household equipment and routine maintenance of the house (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Health en €
Consumer spending per capita for health (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Transport en €
Consumer spending per capita for transport (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). This group inlcudes the purchase of vehicles, maintenenace of vehicles as well as transportation services. | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Communication en €
Consumer spending per capita for communication (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Recreation, culture en €
Consumer spending per capita for recreation and culture (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Education en €
Consumer spending per capita for education (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Restaurants, hotels en €
Consumer spending per capita for restaurants and hotels (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Other en €
Consumer spending per capita for miscellaneous goods and services (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). These include personal care products and services, personal items like watches and jewellery as well as all other products and services not mentioned elsewhere. | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Telecommunication
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Broadband subscriptions per 100 capita
Number of-fixed broadband subscriptions per 100 inhabitants | Source: Statista, based on World Bank
Smartphone penetration en %
Estimated share of the total population using a smartphone | Source: Statista
Internet users en m
Number of people in the selected region using the internet | Source: Statista, based on ITU and national statistical offices
Hardware market
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Per-capita volume laptops en units
Average per capita sales of laptops and tablets in units | Source: Statista Consumer Market Outlook
Per-capita revenue laptops en €
Average revenue of laptops and tablets per capita | Source: Statista Consumer Market Outlook
Per-capita volume desktop PCs en units
Average per capita sales of Desktop-PCs in units | Source: Statista Consumer Market Outlook
Per-capita revenue desktop PCs en €
Average revenue of Desktop-PCs per capita | Source: Statista Consumer Market Outlook
Per-capita volume mobile phones en units
Average per capita sales of mobile phones in units | Source: Statista Consumer Market Outlook
Per-capita revenue mobile phones en €
Average revenue of mobile phones per capita | Source: Statista Consumer Market Outlook
Households en m
Total number of households in the selected region | Source: Statista
GDP (current) en €
Gross domestic product (in current prices, constant exchange rate) of the selected region per capita | Source: Statista, based on IMF WEOD
Internet penetration en %
Estimated share of the total population in the selected region using the internet | Source: Statista, based on ITU and national statistical offices
Fuente: Statista, junio 2019
Fuente: Statista, junio 2019, based on IMF, World Bank, UN and Eurostat

Methodology

The eCommerce data is based on Statista primary research (Statista Global Consumer Survey), bottom-up modeling, market data from independent databases and third-party sources, analysis of various key market and macroeconomic indicators, historical developments, current trends, reported performance indicators from the key market players, and Statista interviews with market experts. The following categories are not included in the eCommerce market: digitally distributed services (see instead: eServices), digital media downloads or streaming services (see instead: Digital Media), online booking of plane and concert tickets, etc. B2B eCommerce and purchase or resale of goods (reCommerce and C2C) are not included either.

World Map