2020 saw e-commerce retail current value sales surge by more than half in Spain, and they grew by almost a quarter during 2021. The pandemic further facilitated an accelerated shift towards e-commerce in Spain, which was already developing rapidly during the review period prior to the pandemic.
Both manufacturers and retailers are now paying more attention to e-commerce and increasing their investment in it, while on-demand delivery apps like Glovo are growing in popularity. The likes of department store chain El Corte Inglés and fashion brands Zara (Inditex) and Mango, which all have well established e-commerce operations, were able to partly mitigate a decline in sales through their bricks-and-mortar stores during 2021 with an increase in online sales.
Amazon.com Inc strengthened its leadership of e-commerce in Spain during 2021, represented by its own line of products in addition to those of third party merchants.
While the rate of growth in retail current value sales of e-commerce will inevitably decelerate as the sector matures, it will remain in double digits for most of the forecast period. Third party marketplaces operated by Amazon and Alibaba Group Holding Ltd are set to be the main drivers of this growth, and more omnichannel retailers, such as Media Markt, Carrefour and Worten, are also opening their websites to third parties, while Correos, the Spanish postal service, launched a marketplace called Correos Market in 2019.
Quick commerce (q commerce) will grow in popularity during the forecast period, with Barcelona-based delivery app Glovo set to be a major player in this regard. Although consumer foodservice delivery remains the backbone of its business model, it is expanding into the FMCG, promising delivery in less than 20 minutes in a growing number of urban areas.
The share of overall retail sales accounted for by e-commerce will continue to expand throughout the forecast period. Local consumers, particularly younger ones, will become ever-more comfortable with online shopping.
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Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.See All of Our Definitions
This report originates from Passport, our E-Commerce (Goods) research and analysis database.
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