The Spanish Ministry for Digital Transformation has unveiled a new study highlighting the evolution of online shopping in Spain, revealing a significant increase in e-commerce engagement. The report, based on a survey conducted in mid-2024, indicates that 87% of internet users in Spain, totaling 30 million people, made online purchases in 2023.
Key findings show that the e-commerce sector has seen remarkable growth, with revenue soaring from approximately €16.3 billion in 2014 to over €99.2 billion in 2023, marking a 16% increase in the last year alone. The average annual spending per online shopper exceeds €3,300, with clothing and cultural event tickets being the most popular purchases.
Smartphones are the preferred devices for online shopping, used by over 71% of consumers. The report also highlights that 52% of consumers cite price and 50.4% mention convenience as their primary motivations for shopping online. Notably, 68% of online shoppers are familiar with artificial intelligence and view its impact positively, while 91.2% feel secure making online purchases.
This comprehensive study reflects the changing dynamics of online shopping in Spain, showcasing the growing influence of technology and consumer preferences in shaping the e-commerce landscape.