Spain flag Spain: Buying and Selling

E-commerce in Spain


Internet access
Spain is the fifth most populated country in the EU, with a population of 46.5 million people, out of which 80% uses the internet. It is also one of the fastest-growing e-commerce markets in the region. User penetration is at 53.4% in 2018 and it is expected to hit 65.9% by 2022. According to Eurostat, 69% of all internet users in Spain access it daily.  In 2017, the number of smartphone users in Spain was 30.3 million. That number is predicted to grow by 7.7 million to 34.3 million users in 2021, according to Statista estimates. The operating system market in Spain is dominated by Android with a percentage of 89.4 of the market in January 2017.  As for the web search engines, the most popular ones are Google (95.44%), Bing (3.08%), Yahoo! (1.2%), DuckDuckGo (0.13%), MSN (0.06%) and Baidu (0.02%).
E-commerce market
E-commerce turnover in Spain has increased in the second quarter of 2017, with a year-on-year growth of 23.4% to total 7.338 billion euros, according to the latest e-commerce data available on the CNMCData website. In 2017, Spanish B2C e-commerce turnover grew by 8% to €28 billion. Spain had an online population of 37,8 million people who were aged 15 and older. Of the total online population, 26.1 million bought something online in 2017. The large majority of cross border e-commerce is completed with other EU countries, representing over 92% of the total cross-border amount. Broken down into number of transactions, 44.2% of sales were registered on Spanish websites and 55.8% on foreign websites in the second quarter of 2017.
Social media
According to an April 2017 report by the Interactive Advertising Bureau Spain (IAB Spain), Facebook was used by 91% of social media users ages 16 to 65, while WhatsApp came in second at 89% of respondents. WhatsApp users spent an average of over five hours per week on WhatsApp—more time than users of any other platform. The most popular social networks in Spain are Facebook (71,42%), Pinterest (9,81%), Twitter (7,5%), YouTube (5%), Instagram (4,8%) and Tumblr (0,79%). eMarketer estimates that 61.9% of internet users and 45% of the population in Spain will be social network users in 2018. Both figures are low for Western Europe.

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Latest Update: July 2024