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Online Retailing: Inc Impact of COVID-19 - Spain - August 2020

OVERVIEW
What you need to know
Key issues covered in this Report
Areas covered in this Report
EXECUTIVE SUMMARY
The market
The economy
Online sales
Figure 1: Spain: Online sales (including VAT), 2015-25
Segmentation/What they buy online
Market drivers
Companies and brands
Key metrics
Market shares
Figure 2: Spain: leading online retailers’ estimated shares of all online sales, 2019
The consumer
What they buy online
Figure 3: Spain: products bought online in last 12 months, May 2020
Frequency of shopping online
Figure 4: Spain: frequency of shopping online, May 2020
Where they shop online
Figure 5: Spain: retailers purchased from online in the last 12 months, May 2020 and June 2019
Important features when shopping online
Figure 6: Spain: important features when shopping online, May 2020
What we think
THE IMPACT OF COVID-19 ON ONLINE RETAILING
Short, medium and long-term impact on the sector
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
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
Figure 9: Space NK live streaming masterclasses, May 2020
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
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
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
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
Figure 15: Europe: Changes made to lives as a result of the COVID-19, July/August 2020*
Significant numbers are shopping more online
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
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
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
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
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 
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
Back into recession
Room for growth online
Fashion most purchased
Broadband up to speed, but mobile usage is high
MARKET SIZE 
The economy
Figure 21: Spain: Online sales (including VAT), 2015-20
Figure 22: Spain: Forecast online sales (including VAT), 2020-25
Segmentation/What they buy online
Figure 23: Spain: products bought online in last 12 months, May 2020
Market drivers
Broadband access
Figure 24: France:  Broadband penetration as % all households, 2010-19
Device usage
Figure 25: Spain: devices used to access the internet, percentage of all individuals, December 2019
Online shopping
Figure 26: Big 5 European countries, Participation in online shopping in the last three months, December 2019
Figure 27: Spain:  Percentage saying they have purchased online in the last year, 2010-19
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
AliExpress chasing Amazon
Grocery underdeveloped
Foreign retailers prominent
Top 13 retailers capture half of online spending
COMPANIES AND BRANDS
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
Figure 28: Spain:  Leading online retailers, sales (excluding VAT), 2016-19
MARKET SHARES
Figure 29: Spain: leading online retailers’ estimated shares of all online sales, 2019
THE CONSUMER – WHAT YOU NEED TO KNOW
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
Fashion most popular online purchase
Figure 30: Spain: products bought online in last 12 months, June 2019 and May 2020
Products purchased by age
Figure 31: Spain: products bought online in last 12 months, by age group, May 2020
FREQUENCY OF SHOPPING ONLINE
12% shop online weekly
Figure 32: Spain: frequency of shopping online, May 2020
Figure 33: Spain: Percentage agreeing that they are shopping online more, by age and gender, May 2020
WHERE THEY SHOP ONLINE
Figure 34: Spain: retailers purchased from online in the last 12 months, June 2019 and May 2020
Profile of shoppers by retailers used
Figure 35: Spain: profile of shoppers by retailer purchased from online in last 12 months, May 2020
Where they shop and what they bought
Figure 36: Spain: products bought online by retailer shopped in last 12 months, May 2020
IMPORTANT FEATURES WHEN SHOPPING ONLINE
Figure 37: Spain: important features when shopping online, May 2020
Figure 38: Spain: important features when shopping online, by age group, May 2020
Figure 39: Spain: Important features of online shopping by products purchased, May 2020

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