The online market in Spain

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Online business is one of the few sectors that has not been affected by the crisis in recent years and the one that promises the greatest growth. According to the National Institute of Statistics, there are already more than twelve million consumers who buy from online stores in Spain and in 2016 the turnover of the e-commerce sector exceeded 6 billion euros.

In terms of turnover, it is surprising that despite being a totally global sector, 49.2% of online sales are made in Spain, 47.1% are concentrated in the European Union and the rest of the world accounts for only a measly 3.7% according to the CNMC. Any other economic sector would agree with these figures, as we would be world leaders in exports.

In terms of penetration in the online sector or in e-commerce, companies are uneven. E-commerce accounts for at least 1% of the total turnover of 19% of Spanish companies, a figure that seems small but that puts us at the level of the United Kingdom poland telegram data or France and, far above, Italy. In terms of turnover, online commerce accounts for 16% of the total sales of our companies, although it must be acknowledged that since 2012 it has only managed to steal 2 points of market share, which is not insignificant but clearly indicates that the best is yet to come.

Of the 12 million buyers, they are mainly between 35 and 44 years old with a high monthly income. Gender is not a differentiating factor. Those who have not yet taken the step to buy in online stores is because they prefer the traditional advice of physical stores in 42% of cases. It is worth highlighting the fact that fear of security in online payments, the traditional brake on electronic commerce, has fallen to historic lows and is the main brake on 17% of consumers in Spain - double that of the European Union.

Looking at these figures, it is surprising how many companies and professionals have not yet decided to take the step of selling online through an online store or e-commerce. Lack of knowledge and fear of change are probably the main obstacles to companies selling online, but they are not aware that their competitors are already doing it and are starting or definitely running the risk of being too late.