Table of Contents
Overview
-
- What you need to know
- Areas covered in this report
Executive Summary
-
- The market
- The economy
- Online sales
-
- Figure 1: Spain: online sales (including VAT), 2012-23
- Segmentation/what they buy online
-
- Figure 2: Spain: estimated share of online sales by product category, 2017
- Broadband access
-
- Figure 3: Spain: broadband penetration, % all households, 2008-17
- Online shopping
-
- Figure 4: Spain: percentage saying they have bought online in the last year, 2008-17
- Leading players
- Market share
-
- Figure 5: Spain: leading online retailers’ shares of online sales, 2017
- Other leading players
- The consumer
- What they buy online
-
- Figure 6: Spain: products purchased online in the last 12 months, May 2018
- Where they shop online
-
- Figure 7: Spain: retailers bought from online in the last 12 months, May 2018
- Important features of online retailers
-
- Figure 8: Spain: important features of retailers when shopping online, May 2018
- Membership of Amazon Prime
-
- Figure 9: Spain: membership of Amazon Prime, May 2017-May 2018
- What we think
Issues and Insights
-
- How quickly will Spain catch up with Northern Europe in online?
- The facts
- The implications
- Small, but perfectly formed
- The facts
- The implications
The Market – What You Need to Know
-
- Economy growing
- Online sales of €8.7 billion in 2018
- Clothing the biggest sector online
- Broadband penetration still below average
- Online shopping growing in popularity
Market Size
-
- The economy
- Online sales and forecasts
-
- Figure 10: Spain: online sales (incl VAT), 2013-18
-
- Figure 11: Spain: forecast online sales, 2018-23
- Segmentation/What they buy online
-
- Figure 12: Spain: percentage saying they have bought online in the last year, by product category, 2017
- Figure 13: Spain: products purchased online in the last 12 months, May 2018
-
- Figure 14: Spain: estimated online sales by product category, 2017
- Figure 15: Spain: estimated online share of sales, by sector, 2017
Market Drivers
-
- Broadband access
-
- Figure 16: Spain: broadband penetration, % of all households, 2008-17
- Device ownership and internet access
-
- Figure 17: Spain: technology products personally owned, Q3 2017
- Figure 18: Spain: devices used to access the internet in the last three months, Q3 2017
- Online shopping
-
- Figure 19: Spain: percentage saying they have bought online in the last year, 2013-17
Leading Players – What You Need to Know
-
- Food retailing developing
- AliExpress an important player
- Fashion – multichannel leads the way
- Amazon and El Corte Inglés lead the way
Leading Players
-
- El Corte Inglés close behind Amazon
- Amazon and eBay
- Zara and Grupo Inditex well established online
- Zalando gaining ground
- AliExpress
-
- Figure 20: Spain: leading online retailers, sales, 2015-17
Market Shares
-
-
- Figure 21: Spain: leading online retailers, market shares, 2017
-
The Consumer – What You Need to Know
-
- Clothing the most bought item
- Amazon way out in front
- Low costs and breadth of range are most important
- A third of Spanish internet users are members of Prime
What They Buy Online
-
-
- Figure 22: Spain: products purchased online in the last 12 months, May 2018
-
- Figure 23: Spain: profile of shoppers by what they bought online in the last 12 months, May 2018
-
Where They Shop Online
-
-
- Figure 24: Spain: retailers purchased from online in the last 12 months, May 2018
-
- Figure 25: Spain: profile of shoppers by retailer purchased from online in the last 12 months, May 2018
- Where they shop and what they bought
- Amazon
-
- Figure 26: Amazon: relative strength by product, May 2018
- AliExpress
-
- Figure 27: AliExpress: relative strength by product, May 2018
- eBay
-
- Figure 28: eBay: relative strength by product, May 2018
- Privalia
-
- Figure 29: Privalia: relative strength by product, May 2018
-
Important Features of Online Retailers
-
-
- Figure 30: Spain: important features of retailers when shopping online, May 2018
-
- Figure 31: Spain: profiles of those who rated features of online retailers extremely important, May 2018
- Important features of online retailers by where they shop
-
- Figure 32: Spain: those who think free standard delivery is extremely important by where they shop, May 2018
-
- Figure 33: Spain: those who think low prices are extremely important by where they shop, May 2018
-
- Figure 34: Spain: those who think having a price promise is extremely important by where they shop, May 2018
-
Membership of Amazon Prime
-
-
- Figure 35: Spain: membership of Amazon Prime, 2017-18
-
- Figure 36: Spain: profile by membership of Amazon Prime, May 2018
-
Amazon.com
-
- What we think
- Geographical expansion
- Prime
- Marketplace
- AWS
- Profitability
- What next?
- Food
- Clothing
- Electricals and others
- Company background
- Company performance
- Published sales and total sales volumes
-
- Figure 37: Amazon: sales breakdown by source of income, 2015-17
- Figure 38: Amazon: sales breakdown by source of income, 2017
- First quarter 2018
- Gross merchandise volume (GMV)
-
- Figure 39: Amazon: estimated group gross merchandise volume, 2015-17
- GMV by country
-
- Figure 40: Amazon.com Inc: group financial performance, 2013-17
- UK sales by product
-
- Figure 41: Amazon UK: estimated sales by product, 2017
- Retail offering
eBay
-
- What we think
- Marketplace
- No longer a fast-growing business
- Progress in 2017
- Shortcomings vs Amazon
- What next?
- Company background
- Company performance
-
- Figure 42: eBay: group gross merchandise volume, 2013-17
- Figure 43: eBay: major markets, estimated growth in GMV in local currency, 2014-17
-
- Figure 44: eBay Europe: sales, excluding VAT, 2015-17
- Retail offering
Fnac Darty
-
- What we think
- Integrating e-commerce platform with Google voice assistant
- Immediate access to installation and troubleshooting support
- Strategic collaborations to strengthen product and pricing proposition
- Capitalising on smartphone popularity to push audio books
- Making store collection and home delivery more convenient
- French ‘Black Friday’
- Company background
- Company performance
-
- Figure 45: Fnac Darty: pro-forma group financial performance, 2015-17
-
- Figure 46: Fnac Darty: pro-forma store network, 2015-17
- Retail offering
Vente-privée
-
- What we think
- Priority must be to digest acquisitions
- Mobile commerce increases in importance
- Delivery pass and marketplace launches aim to further increase appeal
- Investment in innovation driving growth
- A growing contribution from entertainment
- Potential clouds on the horizon?
- Company background
- Company performance
-
- Figure 47: Vente-privée: group sales performance, 2013-17
- Retail offering
Zalando
-
- What we think
- Complementary beauty category offering
- Pop-up an opportunity to raise awareness of the online style advisory service
- Growing role of personalisation
- Scaling up logistics network and order fulfilment options
- Rising fulfilment costs a sign of things to come?
- Local and regional-specific payment options boosting basket size and conversion rates
- Company background
- Company performance
-
- Figure 48: Zalando: group financial performance, 2013-17
-
- Figure 49: Zalando: key metrics, 2015-Q1 2018
- Retail offering
Appendix: Data Sources, Abbreviations and Supporting Information
-
- Abbreviations
- Data sources
Back to top