Table of Contents
Overview
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- What you need to know
- Areas covered in this report
Executive Summary
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- The market
- The economy
- Online sales and forecast
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- Figure 1: Spain: online retail sales, 2012-22
- Segmentation/what they buy online
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- Figure 2: Spain: online sales by type of retailer, 2016
- Broadband access
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- Figure 3: Spain: broadband penetration (as % all households), 2009-16
- Online shopping
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- Figure 4: Spain: percentage saying they have bought online in the last year, 2007-16
- Leading players
- Key metrics
- Market shares
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- Figure 5: Spain: leading online retailers’ shares of all online sales, 2016
- The consumer
- How they shop online
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- Figure 6: Spain: devices used to shop online in the last 12 months, May 2016 and June 2017
- Where they shop online
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- Figure 7: Spain: retailers bought from online in the last 12 months, May 2016, June 2017
- Membership of Amazon Prime
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- Figure 8: Spain: profile of Amazon Prime members, June 2017
- Attitudes to online shopping
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- Figure 9: Spain: what do online shoppers like about shopping online, % agreeing, June 2017
- What we think
Issues and Insights
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- Spain approaching the tipping point
- The facts
- The implications
- Home grown retailers increasingly important
- The facts
- The implications
The Market – What You Need to Know
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- Economy recovering
- Online growing fast
- More people shopping online
- Broadband access growing
Market Size
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- The economy
- Online sales and forecasts
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- Figure 10: Spain: online sales (incl. VAT), 2012-17
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- Figure 11: Spain: forecast online sales (incl. VAT), 2018-22
- Segmentation/what they buy online
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- Figure 12: Spain: products and services bought online in the last 12 months, 2016
- Figure 13: Spain: online sales by type of retailer, 2016
- Grocery
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- Figure 14: Spain: grocery shopping habits, percentage agreeing “I do more of my grocery shopping online”, Q1 2017
- Electricals
- Clothing & footwear
- DIY
- Beauty
Market Drivers
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- Broadband access
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- Figure 15: Spain: broadband penetration (as % all households), 2009-16
- Device ownership and internet access
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- Figure 16: Spain: technology products personally owned, Q1 2017
- Figure 17: Spain: devices used to access the internet in the last three months, Q1 2017
- Online shopping
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- Figure 18: Spain: devices used to shop online in the last 12 months, May 2017
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- Figure 19: Spain: percentage saying they have bought online in the last 12 months, 2008-16
Leading Players – What You Need to Know
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- Amazon leads
- eBay faltering, AliExpress growing
- Food retailers
- Fashion growing
- Amazon takes almost 14% of online sales
Leading Players
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- eBay, Amazon and marketplaces
- Amazon in the lead
- vente-privee absorbing Privalia
- Food retailers
- Clothing
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- Figure 20: Spain: leading online retailers, sales, 2014-16
Market Shares
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- Fast growing market
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- Figure 21: Spain: leading online retailers’ shares of all online sales, 2016
The Consumer – What You Need to Know
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- PC/laptop the device of choice
- Amazon by far the most-used site
- All leading retailers are up on last year
- Amazon Prime tying customers in
- Convenience and price drive online sales
How They Shop Online
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- Enthusiastic online shoppers
- PC/laptop device of choice, but signs of a switch away
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- Figure 22: Spain: devices used to shop online in the last 12 months, May 2016 and June 2017
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- Figure 23: Spain: profile of online shoppers by device used, June 2017
Where They Shop Online
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- Amazon dominates
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- Figure 24: Spain: retailers bought from online in the last 12 months, May 2016, June 2017
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- Figure 25: Spain: profile of shoppers by retailer bought from online in the last 12 months, June 2017
Membership of Amazon Prime
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- Figure 26: Spain: membership of Amazon Prime, June 2017
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- Figure 27: Spain: profile of Amazon Prime members, June 2017
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Online Shopping Habits and Attitudes
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- Reasons for shopping online
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- Figure 28: Spain: what do online shoppers like about shopping online, % agreeing, June 2017
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- Figure 29: Spain: profile of online shoppers by reasons for buying online, June 2017
- Reasons for not shopping online
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- Figure 30: Spain: why people chose not to shop online, June 2017
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
- CNMC (Comision Nacional de los Mercados y la Competencia)
- INSTITUTO NACIONAL DE ESTADISTICA (INE) – Madrid
- EUROSTAT – Luxembourg
Amazon
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- What we think
- The focus on Prime
- The fostering of the next generation
- The white whale(s)?
- Amazon gets physical
- The threats?
- Company background
- Company performance
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- Figure 31: Amazon.com Inc: group financial performance, 2012-16
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- Figure 32: Amazon: estimated total retail sales, by European country (excl. VAT), 2014-16
- Retail offering
eBay
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- What we think
- What has gone wrong?
- Not a retailer
- Where next?
- Company background
- Company performance
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- Figure 33: eBay – Gross merchandise volume, 2013-16
- Retail offering
Fnac Darty
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- What we think
- Enhanced web presence, wider choice of products and improved online experience
- Expanded order fulfilment options
- Shortcuts to aid the online decision-making process
- Personalised web-only offers
- Shared marketing initiative to facilitate seamless purchasing from either brand
- Company background
- Company performance
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- Figure 34: Fnac Darty: pro forma group financial performance, 2015-16
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- Figure 35: Fnac Darty: store network, pro forma, 2015-16
- Retail offering
vente-privee
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- What we think
- Highly acquisitive, mainly in fashion…
- … but also other sectors
- … and entertainment
- Rapid expansion brings potential downsides
- Mobile first
- Incubator projects potential
- Company background
- Company performance
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- Figure 36: vente-privee: group sales performance, excluding VAT, 2012-16
- Retail offering
Zalando
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- What we think
- Mobile is at the heart of the business
- Prioritising delivery to drive customer loyalty
- Geo-localised delivery being trialled
- Moving from following to leading
- Integrated commerce links up online and offline channels
- Fulfilment service reaches out to brands
- Company background
- Company performance
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- Figure 37: Zalando: group financial performance, 2012-16
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- Figure 38: Zalando: key metrics, 2015-Q1 2017
- Retail offering
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