Online shopping behavior in Spain - statistics & facts

Whether for the comfort of buying from anyplace at any time or having products delivered for free, online shopping has become a popular alternative to traditional stores for consumers in Spain. The penetration rate of the e-commerce market shows promising opportunities for the future, and is expected to increase by 15 percentage points from 2025 to 2029, reaching almost 60 percent of the Spanish population. For this positive forecast to become reality, several shopping preferences need to be considered by retailers to persuade more customers into making online purchases.
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Published by Xin Ou, Dec 17, 2025

Key insights

Average e-commerce revenue per user
***k USD
Most visited e-commerce site
amazon.es
Main online purchase motivator
Convenience

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Current statistics on this topic

E-commerce revenue in Spain from 1st quarter 2019 to 2nd quarter 2024 (in billion euros)

Key Figures of E-Commerce

E-commerce revenue in Spain 2019-2024, by quarter

Number of users of e-commerce in Spain from 2017 to 2030 (in millions)

Key Figures of E-Commerce

Number of users of e-commerce in Spain 2017-2030

Top online stores in Spain in 2024, by e-commerce net sales (in million U.S. dollar)

B2C E-Commerce

Top online stores in Spain 2024, by net sales

Recommended statistics

Overview

6

Overview

Shoppers

7

Shoppers

E-commerce platforms

7

E-commerce platforms

Consumer preferences

5

Consumer preferences

Online shopping behavior

6

Online shopping behavior

Further reports

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E-commerce in Mexico
E-commerce in Mexico
E-commerce checkout behavior
E-commerce checkout behavior
E-commerce fraud
E-commerce fraud
E-commerce returns in the United States
E-commerce returns in the United States
Gen Z online shopping behavior
Gen Z online shopping behavior
E-commerce returns in Europe
E-commerce returns in Europe
Online shopping behavior in Latin America
Online shopping behavior in Latin America
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