Table of Contents
Executive Summary
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- The market
- The economy
- Online sales
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- Figure 1: Spain: Online sales (including VAT), 2015-25
- Segmentation/What they buy online
- Market drivers
- Companies and brands
- Key metrics
- Market shares
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- Figure 2: Spain: leading online retailers’ estimated shares of all online sales, 2019
- The consumer
- What they buy online
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- Figure 3: Spain: products bought online in last 12 months, May 2020
- Frequency of shopping online
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- Figure 4: Spain: frequency of shopping online, May 2020
- Where they shop online
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- Figure 5: Spain: retailers purchased from online in the last 12 months, May 2020 and June 2019
- Important features when shopping online
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- Figure 6: Spain: important features when shopping online, May 2020
- What we think
The Impact of COVID-19 on Online Retailing
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- Short, medium and long-term impact on the sector
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- Figure 7: Short, medium and long term impact of COVID-19 on Online retailing, August 2020
- Opportunities and threats
- COVID-19 brings online to the fore
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- Figure 8: Partnership between Aldi UK and Deliveroo for home delivery, June 2020
- Smaller businesses have been forced to adapt rapidly
- Providing a feeling of shopping in-store from home
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- Figure 9: Space NK live streaming masterclasses, May 2020
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- Figure 10: Gucci’s personalised virtual shopping, June 2020
- Online pureplayers embrace community and co-operation
- Impact on the online retailing sector
- How COVID-19 will reshape the industry
- The impact of COVID-19 on the marketing mix
- Online retailing forecast will maintain an upward trend boosted by COVID-19
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- Figure 11: Europe (Top 5 countries): total online sales and forecast, 2015-25
- Figure 12: Europe (Top 5 European countries) online sales as % total retail sales, by country, 2015-25
- The impact of COVID-19 on consumer behaviour across Europe
- Concern about being exposed to COVID-19 is still relatively high
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- Figure 13: Europe: Those extremely worried about the risk of being exposed to COVID-19, March-August 2020*
- Concern about the impact of COVID-19 on lifestyle falls as lockdowns ease
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- Figure 14: Europe: Those extremely worried about how the outbreak will affect their lifestyle, March-August 2020*
- Significant changes in shopping behaviour since the start of the outbreak
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- Figure 15: Europe: Changes made to lives as a result of the COVID-19, July/August 2020*
- Significant numbers are shopping more online
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- Figure 16: Europe: Trends in agreement with the statement ‘I’m shopping more online’, April-August 2020*
- Click and collect less popular as alternative to stores
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- Figure 17: Europe: Trends in agreement with the statement ‘I am using click-and-collect more’, April-August 2020*
- Spending priorities are responding to the impact of COVID-19
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- Figure 18: Europe: Net balance of expected spending* on selected items in the next month, July/August 2020**
- How the crisis will impact on key consumer segments
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- Figure 19: Europe: Those extremely worried about the risk of being exposed to COVID-19, by gender and age, July/August 2020*
- Younger buyers will continue to shop online even when the outbreak subsides
- Developing long-term relationships with older buyers
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- Figure 20: Europe: Trends in agreement with the statement ‘I’m shopping more online’, by age, July/August 2020*
- COVID-19: Market context
- United Kingdom
- France
- Germany
- Italy
- Spain
Issues and insights
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- COVID-19 set to have major impact on Spanish online retailers’ sales
- Is online grocery about to take off in Spain?
- The facts
- The implications
- The opportunities for online within an ageing population
- The facts
- The implications
The market – What you need to know
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- Back into recession
- Room for growth online
- Fashion most purchased
- Broadband up to speed, but mobile usage is high
Market size
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- The economy
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- Figure 21: Spain: Online sales (including VAT), 2015-20
- Figure 22: Spain: Forecast online sales (including VAT), 2020-25
- Segmentation/What they buy online
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- Figure 23: Spain: products bought online in last 12 months, May 2020
- Market drivers
- Broadband access
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- Figure 24: France: Broadband penetration as % all households, 2010-19
- Device usage
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- Figure 25: Spain: devices used to access the internet, percentage of all individuals, December 2019
- Online shopping
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- Figure 26: Big 5 European countries, Participation in online shopping in the last three months, December 2019
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- Figure 27: Spain: Percentage saying they have purchased online in the last year, 2010-19
Companies and brands – What you need to know
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- AliExpress chasing Amazon
- Grocery underdeveloped
- Foreign retailers prominent
- Top 13 retailers capture half of online spending
Companies and brands
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- Amazon leads
- AliExpress at its heels
- Grocers overwhelmed by COVID-19 demand
- Mercadona ramping up
- El Corte Inglés has significant online presence
- Inditex investing in its omnichannel model
- Other foreign operators
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- Figure 28: Spain: Leading online retailers, sales (excluding VAT), 2016-19
Market shares
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- Figure 29: Spain: leading online retailers’ estimated shares of all online sales, 2019
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The consumer – What you need to know
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- Most people now shop online
- Clothing & footwear most popular category
- The young shop most online
- Pureplays dominate and are growing most
- Price and free delivery are most important considerations
Who shops online
What they buy online
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- Fashion most popular online purchase
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- Figure 30: Spain: products bought online in last 12 months, June 2019 and May 2020
- Products purchased by age
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- Figure 31: Spain: products bought online in last 12 months, by age group, May 2020
Frequency of shopping online
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- 12% shop online weekly
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- Figure 32: Spain: frequency of shopping online, May 2020
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- Figure 33: Spain: Percentage agreeing that they are shopping online more, by age and gender, May 2020
Where they shop online
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- Figure 34: Spain: retailers purchased from online in the last 12 months, June 2019 and May 2020
- Profile of shoppers by retailers used
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- Figure 35: Spain: profile of shoppers by retailer purchased from online in last 12 months, May 2020
- Where they shop and what they bought
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- Figure 36: Spain: products bought online by retailer shopped in last 12 months, May 2020
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Important features when shopping online
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- Figure 37: Spain: important features when shopping online, May 2020
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- Figure 38: Spain: important features when shopping online, by age group, May 2020
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- Figure 39: Spain: Important features of online shopping by products purchased, May 2020
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