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Online Retailing - Spain - July 2016

OVERVIEW
What you need to know
Areas covered in this report
EXECUTIVE SUMMARY
The market environment
Device ownership and internet access
Figure 1: Spain: EU broadband connections, 2008-15 (As % all households)
Figure 2: Spain: Ways in which internet was accessed in the last three months, March 2016, September 2012
Shopping online
Figure 3: Spain: Numbers saying they have bought online in the last year, 2006-15
What they bought
Figure 4: Spain: Estimated online sales by category, 2015
Online sales sector size and forecast
Figure 5: Spain: Online retail sales, 2012-21
Leading players
Key metrics
Figure 6: Spain: Online retailers’ shares of all online retail sales, 2015
The consumer
Who shops online
Figure 7: Online shoppers by age group, May 2016
Where they shop online
Figure 8: Spain: Online retailers bought from in the last 12 months, May 2016
Attitudes to shopping online
Figure 9: Spain: Attitudes to online shopping, May 2016
What we think
ISSUES AND INSIGHTS 
Is Spain always going to lag behind in e-commerce?
The facts
The implications
What part can social media play in e-commerce?
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Broadband access rising
Device ownership high
Online shopping growing
What they bought
Rapid growth in online sales continues
MARKET DRIVERS
Broadband access
Figure 10: Spain: EU broadband connections, 2008-15 (As % all households)
Figure 11: Spain: Broadband penetration, 2008-15 (As % all households)
Device ownership and internet access
Figure 12: Spain: Device ownership, by household, March 2016
Figure 13: Spain: Devices personally owned, March 2016
Figure 14: Spain, Ways in which the internet was accessed in the last three months, March 2016, September 2012
Online shopping
Figure 15: Spain: Devices used to shop online in last 12 months, May 2016
Figure 16: Spain: Numbers saying they have bought online in the last year, 2006-15
Online shopping: What they buy
Figure 17: Spain: Products bought online, 2015
Figure 18: Spain: Products bought online, 2010-15
SECTOR SIZE AND FORECAST
Online sales
Figure 19: Spain: Online sales (incl. VAT), 2011-16
Figure 20: Spain: Online sales (incl. VAT), 2016-21
Sales by product
Figure 21: Spain: Estimated online sales by product category, 2015
LEADING PLAYERS – WHAT YOU NEED TO KNOW
El Corte Inglés in the lead
Leaders take half of online sales
LEADING PLAYERS
eBay and other marketplaces
Figure 22: Spain: Leading online retailers by estimated sales, ex VAT, 2013-15
MARKET SHARES
Figure 23: Spain: Leading online retailers market shares, 2015
THE CONSUMER – WHAT YOU NEED TO KNOW
Who shops online
Where they shop
Personalisation
Service
Social media
HOW THEY SHOP ONLINE
Who shops online
Figure 24: Online shoppers by age group, May 2016
Devices used
Figure 25: Spain: Devices used to shop online in last 12 months, May 2016
Figure 26: Spain: Profile of online buyers by device used, May 2016
WHERE THEY SHOP ONLINE
Amazon dominant
Figure 27: Spain: Online retailers bought from in the last 12 months, May 2016
Profile of who shops where
Figure 28: Spain: profile of who shops where by age and income, April 2016
ATTITUDES TO SHOPPING ONLINE
Figure 29: Spain: Attitudes to online shopping, May 2016
Personalisation
Figure 30: Spain: Profile of attitudes to personalisation, May 2016
Social media and messaging services
Figure 31: Spain: Profile of holders of attitudes to social media and messaging services, May 2016
Service
Figure 32: Spain: Profile of holders of attitudes to service, May 2016
APPENDIX: DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Data sources
AMAZON.COM
What we think
Marketplace
AWS
Prime
Food
Where next?
Company background
Company performance
Figure 33: Amazon.com Inc: Group financial performance, 2010/11-2014/15
Retail offering
CARREFOUR
What we think
Time-saving digital shopping solutions
Expanded delivery options
Bolstering non-food e-commerce offering
Simplifying and speeding up the checkout process
Launches online shopping site in Poland
Stepping up Chinese online expansion to revive weak store sales in the region
Company background
Company performance
Figure 34: Carrefour: Group financial performance, 2011-15
Retail offering
EBAY
What we think
Company background
Company performance
Figure 35: eBay Inc.: Group financial performance, 2013-15
EL CORTE INGLÉS
What we think
Department store online performance
Online grocery performance
Sfera and Bricor
The broader view
Company background
Company performance
Figure 36: El Corte Inglés group: Retail financial performance, 2010/11-2015/16
Figure 37: El Corte Inglés group: Estimated online sales, 2012/13-2015/16
Figure 38: El Corte Inglés: Outlet data, 2011/12-2015/16
Retail offering
FNAC
What we think
Steady growth in Marketplace sales
New Connect store format introduced
Darty deal
Company background
Company performance
Figure 39: Fnac: Group financial performance, 2011-15
Figure 40: Fnac: Outlet data, 2011-15
Figure 41: Fnac: Revenue breakdown, 2014-15
Figure 42: Fnac: Store network by format and region, 2014-15
Retail offering
MEDIA-SATURN
What we think
Loyalty brings everything together
Investing in international multichannel
Company background
Company performance
Figure 43: Media Markt/Saturn: Group financial performance, 2010/11-2014/15
Figure 44: Media Markt/Saturn: Outlet data, 2010/11-2014/15
Retail offering
VENTE-PRIVEE
What we think
A return to strong growth
Ambitions for Europe
And to diversify
In a market ripe for consolidation
Company background
Company performance
Figure 45: Vente-Privee: Group sales performance, 2011-15
Figure 46: Vente-Privee: Recent acquisitions
Retail offering
ZALANDO
What we think
Same-day deliveries and possible Uber tie-up to speed up order dispatch times
Wide range of global and local brands
More personalised shopping experiences
Among the first fashion e-tailers to accept Apple Pay
Mobile and app development driving web traffic
Integrating the online and offline shopping experience
Company background
Company performance
Figure 47: Zalando: Group financial performance, 2011-15
Retail offering

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