Table of Contents
Executive Summary
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- The market
- The economy
- Online sales
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- Figure 1: Spain: online sales (incl. VAT), 2014-24
- Segmentation/what they buy online
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- Figure 2: Spain: estimated online sales by product category, 2018
- Market drivers
- Broadband access
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- Figure 3: Spain: broadband penetration as % of all households, 2011-18
- Device ownership
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- Figure 4: Spain: technology products personally owned, Q4 2018
- Online shopping
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- Figure 5: Spain: percentage saying they have bought online in the last year, 2009-18
- Companies and brands
- Leading players
- Market shares
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- Figure 6: Spain: leading online retailers’ estimated shares of all online sales, 2018
- The consumer
- What they buy online
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- Figure 7: Spain: products bought online in the last 12 months, June 2019
- Where they shop online
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- Figure 8: Spain: retailers bought from online in the last 12 months, June 2019
- Online shopping behaviours
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- Figure 9: Spain: online shopping behaviours, June 2019
- Membership of Amazon Prime
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- Figure 10: Spain: membership of Amazon Prime, June 2019
- What we think
Issues and Insights
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- How can m-commerce drive market growth?
- The facts
- The implications
- Can store-based operators leverage their estates to shift focus away from price?
- The facts
- The implications
The Market – What You Need to Know
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- Spanish growth fastest of five main economies
- Online sales growing fast
- Clothing and household goods most popular purchases
- Broadband access has grown rapidly
- Device ownership, particularly smartphones, high
- Just over half of Spaniards have shopped online in the past year
The Market
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- The economy
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- Figure 11: Spain: GDP compared with other major European nations, 2018
- Figure 12: Spain: GDP annual growth, 2014-18
- Online sales and forecasts
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- Figure 13: Spain: Online sales (incl. VAT), 2014-19
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- Figure 14: Spain: forecast online sales, 2019-24
- Segmentation/what they buy online
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- Figure 15: Spain: percentage saying they have bought online in the last 12 months, by product category, 2018
- Figure 16: Spain: products bought online in the last 12 months, June 2019
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- Figure 17: Spain: estimated online sales by product category, 2018
- Figure 18: Spain: estimated online share of sales, by sector, 2018
- Market drivers
- Broadband access
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- Figure 19: Spain: broadband penetration as % of all households, 2011-18
- Device ownership
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- Figure 20: Spain: technology products personally owned, Q4 2018
- Online shopping
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- Figure 21: Spain: percentage saying they have bought online in the last year, 2009-18
Companies and Brands – What You Need to Know
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- Amazon is largest player
- El Corte Inglés is the main domestic operator
- Vente-privee rebrand to Veepee begins in Spain
- Mercadona finally grasps the online nettle
- Amazon holds a modest lead
Leading Players
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- Amazon heads the field
- El Corte Inglés is leading domestic player, partners with Alibaba
- Vente-privee rebrand to Veepee begins in Spain
- Mercadona finally grasps the online nettle
- Inditex aims for total integration
- Zalando goes head-to-head with Veepee
- Carrefour expands online specialist presence
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- Figure 22: Spain: leading online retailers, estimated sales (excluding VAT), 2016-18
Market Shares
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- Figure 23: Spain: leading online retailers’ estimated shares of all online sales, 2018
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The Consumer – What You Need to Know
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- More than nine out of ten have bought online in the past year
- Fashion is the most popular online purchase
- Pureplay operators are preferred
- Online buyers like to do their research
- Prime membership continues to grow
Who Shops Online
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- Figure 24: Spain: proportion of internet users who have shopped online in the last 12 months, 2015-19
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What They Buy Online
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- Fashion is the most popular online purchase
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- Figure 25: Spain: products bought online in the last 12 months, June 2019
Where They Shop Online
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- Pureplay operators are preferred
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- Figure 26: Spain: type of retailer bought from online in the last 12 months, store-based vs pureplayers, June 2019
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- Figure 27: Spain: retailers purchased from online in the last 12 months, June 2019
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- Figure 28: Spain: proportion of internet users who have shopped online in the last 12 months, by major retailer, 2015-19
- Profile of shoppers by retailers used
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- Figure 29: Spain: profile of shoppers by retailer purchased from online in last 12 months, June 2019
- Where they shop and what they bought
- Amazon
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- Figure 30: Spain: Amazon, relative strength by product, June 2019
- AliExpress
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- Figure 31: Spain: AliExpress, relative strength by product, June 2019
- eBay
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- Figure 32: Spain: eBay, relative strength by product, June 2019
- El Corte Inglés
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- Figure 33: Spain: El Corte Inglés, relative strength by product, June 2019
- Online competitors
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- Figure 34: Spain: leading online retailers – Top five other retailers shopped at in past 12 months, June 2019
Online Shopping Behaviours
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- Online buyers like to do their research
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- Figure 35: Spain: online shopping behaviours, June 2019
- Online shopping behaviours by products bought online
- Research behaviour
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- Figure 36: Spain: research carried out when shopping online, by products bought online in last 12 months, June 2019
- Search behaviour
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- Figure 37: Spain: sources used to search for products/inspiration when shopping online, by products bought online in last 12 months, June 2019
Membership of Amazon Prime
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- Prime membership continues to grow
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- Figure 38: Spain: membership of Amazon Prime, June 2019
- Trends in Amazon Prime membership
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- Figure 39: Spain: trends in membership of Amazon Prime, 2017-19
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
AliExpress
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- What we think
- As a retailer
- Where next?
- Company background
- Company performance
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- Figure 40: Alibaba: sales by division, 2017-18
- Figure 41: Alibaba: group financial performance, 2015/16-2018/19
- Gross merchandise volume (GMV, or total sales at retail prices)
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- Figure 42: Alibaba: GMV of China marketplaces, 2015/16-2017/18
- AliExpress
- Retail offering
Amazon
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- What we think
- Amazon: A Shopper’s Perspective – UK, January 2019
- Amazon in Europe
- How has it done it?
- Marketplace development
- Amazon Prime
- Dynamism
- Stores and online
- Food retailing
- Where next?
- Company background
- Company performance
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- Figure 43: Amazon: consolidated sales by activity, 2018
- Mintel estimates
- GTV vs consolidated sales
- Recent performance
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- Figure 44: Amazon Group: group financial performance, 2014-18
- Figure 45: Amazon International: estimated retail sales performance, 2015-18
- Retail offering
- Consumer profile
- Product mix
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- Figure 46: Amazon UK: estimated sales by product, 2017
- Marketing
eBay
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- What we think
- Marketplace
- What eBay adds
- Is eBay mature?
- Where next?
- Company background
- Company performance
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- Figure 47: eBay: group financial performance, 2014-18
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- Figure 48: eBay: Group revenue by stream, 2018
- Figure 49: eBay: group Gross Merchandise Volume, 2014-18
- Retail offering
Fnac Darty
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- What we think
- Expanding click-and-collect geographical coverage
- Cash register free experience
- Optimised online user experience
- Voice-activated shopping through Google Assistant
- Online sales boosted by rapid growth of "marketplaces"
- Product diversification to establish a presence in new product growth categories
- Company background
- Company performance
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- Figure 50: Fnac Darty: group financial performance, 2015-18
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- Figure 51: Fnac Darty: outlet data, 2015-18
- Retail offering
Veepee (formerly Vente-Privée)
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- What we think
- Name changes aims for consistency of branding and message
- Bizarre UK exit about-turn suggests lack of commitment
- Mobile continues to be the focus
- Further synergies possible
- Delivery pass impact hard to judge
- Company background
- Company performance
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- Figure 52: Vente Privée: group sales performance, 2014-18
- Retail offering
Zalando
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- What we think
- Direct delivery of goods through partnered stores
- Expansion of loyalty scheme to strengthen relationship with customers
- Virtual stylist to aid customers through the decision making process
- Charging delivery fees to offset falling average order size and higher fulfilment costs
- Combatting ‘wardrobing’
- Eyeing growth through beauty
- In-home delivery service
- Tackling the problem of packaging waste
- Company background
- Company performance
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- Figure 53: Zalando: group financial performance, 2014-18
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- Figure 54: Zalando: key metrics, 2015-Q1 2018
- Retail offering
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