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E-Commerce - Spain - July 2013

Mintel’s European retail report series covers the 19 leading economies of Europe. In total these countries account for around 95% of all European retail sales, excluding Russia.

Our market size and forecast is for all online retail sales, transacted online. Online retail sales exclude purchases of services such as travel or event tickets and digital downloads/streaming.

The market includes online business-to-consumer sales by all types of retailers in Spain.

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Table of contents

  1. Report Scope and Technical Notes

      • Market definition
        • Financial definitions
          • VAT
              • Figure 1: European VAT rates, 2010-13
            • Abbreviations/terminology
              • Country codes
              • Executive Summary

                • Dramatic growth in the depths of recession
                  • Online access growing steadily, but still below Northern European levels
                    • El Corte Inglés the market leader
                      • Online consumers
                        • Shopping on mobile devices popular with those already shopping online
                          • Price still the main driver
                            • What we think
                              • E-commerce popularity growing
                                • Expect rapid growth
                                • The Market Environment

                                  • Key points
                                    • Broadband connections
                                      • Figure 2: Spain: Households with broadband connection, 2004-12
                                      • Figure 3: Spain: Percentage of all households having a broadband internet connection, total and by selected household type, 2012
                                    • Shopping and selling by device
                                      • Figure 4: Spain: The consumer: Percentage of consumers shopping or selling online in past three months, by device, May 2013
                                    • Consumer confidence
                                      • Figure 5: Spain: Consumer confidence levels, 2007-13
                                  • Market Size and Forecast

                                    • Key points
                                      • Online sales up 2.5 times in five years
                                        • Figure 6: Spain: Online retail sales (incl. VAT), 2008-12
                                        • Figure 7: Spain: Online retail sales forecasts (incl. VAT), 2013-18
                                      • Segmentation by product category
                                        • Figure 8: Spain: Estimated online sales by product, 2012
                                      • Home shopping specialists’ sales and forecast
                                          • Figure 9: Spain: Mail order/online pureplay specialists’ sales (incl. VAT), 2008-12
                                          • Figure 10: Spain: Mail order/online pureplay specialists’ sales forecast (incl. VAT), 2013-18
                                      • Leading Online Retailers

                                        • Key points
                                          • El Corte Inglés leads the market
                                              • Figure 11: Spain: Major online retailers by net online revenues, 2012
                                            • Market shares
                                              • Figure 12: Spain: Leading retailers share of online sales, 2012
                                          • The Consumer: Participation in Online Shopping

                                            • Key points
                                              • Growth in participation slows
                                                • Figure 13: Spain: The consumer: Percentage of all individuals having ordered goods or services online, 2008-12
                                                • Figure 14: Europe: The consumer: Percentage of all individuals having ordered goods or services online in the past three months, selected countries, 2012
                                                • Figure 15: Spain: Numbers buying from local sites and from foreign sites in last 12 months, 2008-12
                                              • By category: Clothing most popular
                                                  • Figure 16: Spain: the consumer: Percentage of all individuals having ordered goods online in the past 12 months, by category, 2008-12
                                                • Cross-border shopping
                                                  • Figure 17: Spain: The consumer: Percentage of all individuals having ordered goods or services online, by location of seller, 2011 and 2012
                                              • The Consumer: E-commerce and Home Shopping

                                                • Key points
                                                  • What we asked
                                                    • Online shopping dominates the home shopping market
                                                      • Figure 18: Spain: The consumer: How they shopped from home in the last 12 months, May 2013
                                                    • Online shopping broadly based by age, affluence and gender
                                                        • Figure 19: Spain: The consumer: How they shopped from home in the last 12 months, by average age/affluence, May 2013
                                                    • The Consumer: M-commerce and T-commerce

                                                      • Key points
                                                        • What we asked
                                                          • Clothing most popular
                                                              • Figure 20: Spain: The consumer: What they bought online (from a smartphone or tablet away from home) in the last 12 months, May 2013
                                                            • Mobile shoppers are younger and more affluent
                                                                • Figure 21: Spain: The consumer: What they bought online (from a smartphone or tablet away from home) in the last 12 months, May 2013
                                                                • Figure 22: Spain: The consumer: What they bought online (from a smartphone or tablet away from home) in the last 12 months, May 2013
                                                              • Shopping behaviour by device ownership
                                                                  • Figure 23: Spain: Online shopping habits of mobile device owners and non-owners, May 2013
                                                              • The Consumer: Attitudes to Shopping Online

                                                                • Key points
                                                                  • What we asked
                                                                    • Consumers interacting with brands and retailers online
                                                                        • Figure 24: Spain: Online shopping habits and attitudes, May 2013
                                                                      • Usage of social networks across the board
                                                                          • Figure 25: Spain: Online shopping habits and attitudes, by average age/affluence, May 2013
                                                                      • Amazon Europe

                                                                          • What we think
                                                                            • Troubles in Europe
                                                                              • Amazon’s scope for growth
                                                                                • But can it become Europe’s largest retailer?
                                                                                  • Figure 26: Amazon Europe: Projected revenues of Amazon Europe and Schwarz Group, 2008-22
                                                                                • Beyond retailing
                                                                                  • Slimming the offer
                                                                                    • Popularity for electricals shopping – Mintel’s consumer data
                                                                                      • Figure 27: Europe: Percentage of consumers who have purchased electrical goods from Amazon in the past 12 months (past three years for the UK survey) and (in brackets) Amazon’s position among named retailers for buying electrical goods online, January 2013 (November 2012 for UK survey)
                                                                                    • Company background
                                                                                      • Company performance
                                                                                          • Figure 28: Amazon Europe: Group financial performance, 2008-12
                                                                                          • Figure 29: Amazon Europe: Europe as percentage of Amazon Inc.’s total revenues, 2008-12
                                                                                        • Retail offering
                                                                                        • Apple Retail

                                                                                            • What we think
                                                                                              • A brand or a retailer
                                                                                                • Company background
                                                                                                  • Company performance
                                                                                                      • Figure 30: Apple Retail: Financial performance, 2007/08-2011/12
                                                                                                      • Figure 31: Apple Retail: European stores, 2012-13
                                                                                                    • Retail offering
                                                                                                    • Asos

                                                                                                        • What we think
                                                                                                          • Positioning itself as the world’s leading online fashion destination for twenty-somethings
                                                                                                            • One-stop fashion portal driving web traffic and extra sales
                                                                                                              • Decision to expand beyond UK is paying off
                                                                                                                • Tapping into the demand for affordable fashion in an austere climate
                                                                                                                  • Company background
                                                                                                                    • Company performance
                                                                                                                      • Majority of ASOS sales now come from outside of the UK
                                                                                                                        • Figure 32: ASOS: Group financial performance, 2008/09-2011/12
                                                                                                                      • Current trading boosted by exclusive collaborations, growing mobile traffic and price reductions
                                                                                                                        • Retail offering
                                                                                                                        • Dell Retail

                                                                                                                            • What we think
                                                                                                                              • Move to third party
                                                                                                                                • Looking to improve price positioning
                                                                                                                                  • Company background
                                                                                                                                    • Company performance
                                                                                                                                      • Figure 33: Dell B2C Retail: Estimated group financial performance, 2008-12
                                                                                                                                    • Retail offering
                                                                                                                                    • Dixons Retail

                                                                                                                                        • What we think
                                                                                                                                          • Restructuring puts multi-channel model back on track
                                                                                                                                            • Integrating online to multi-channel
                                                                                                                                              • Currys PC World megastore takes specialist electrical retailing to a new level
                                                                                                                                                • Company background
                                                                                                                                                  • Company performance
                                                                                                                                                    • Online
                                                                                                                                                      • Figure 34: Dixons retail: Online sales, 2012/13
                                                                                                                                                      • Figure 35: Dixons Retail Plc: Group financial performance, 2008/09-2012/13
                                                                                                                                                      • Figure 36: Dixons Retail Plc: Outlet data, 2008/09-2012/13
                                                                                                                                                    • Retail offering
                                                                                                                                                    • eBay Inc.

                                                                                                                                                        • What we think
                                                                                                                                                          • Not a retailer – and no longer an auction site
                                                                                                                                                            • Positive attributes
                                                                                                                                                              • Transacting revenues
                                                                                                                                                                • Company background
                                                                                                                                                                  • Company performance
                                                                                                                                                                    • Figure 37: eBay Inc.: Group financial performance, 2008-12
                                                                                                                                                                  • eBay in graphs
                                                                                                                                                                    • Figure 38: eBay Inc. Marketplaces segment: Gross merchandise volume and number of active users, 2006-12
                                                                                                                                                                    • Figure 39: eBay Inc. Marketplaces segment: Annual % change in gross merchandise volume and number of active users, 2006-12
                                                                                                                                                                    • Figure 40: eBay Inc. Marketplaces segment: % of gross merchandise volume accounted for by fixed-price sales, 2006-12
                                                                                                                                                                    • Figure 41: eBay Inc. Payments segment: Total net payment values, 2006-12
                                                                                                                                                                • Fnac

                                                                                                                                                                    • What we think
                                                                                                                                                                      • Difficult times
                                                                                                                                                                        • Downloads erode business
                                                                                                                                                                          • Needs to play the multi-channel card
                                                                                                                                                                            • Company background
                                                                                                                                                                              • Company performance
                                                                                                                                                                                • Figure 42: Fnac: Group financial performance, 2008-12
                                                                                                                                                                                • Figure 43: Fnac: Outlet numbers, 2008-12
                                                                                                                                                                              • Retail offering
                                                                                                                                                                              • Media-Saturn/Redcoon (Metro Group)

                                                                                                                                                                                  • What we think
                                                                                                                                                                                    • Slow to launch online
                                                                                                                                                                                      • Trailing Amazon but winning customers
                                                                                                                                                                                        • Figure 44: Germany: The consumer: Where electrical goods have been purchased online in the past 12 months, leading retailers, January 2013
                                                                                                                                                                                      • Pureplay versus multichannel
                                                                                                                                                                                        • International
                                                                                                                                                                                          • Company background
                                                                                                                                                                                            • Technical note: Ownership
                                                                                                                                                                                              • Technical note: Store manager stakes
                                                                                                                                                                                                • Company performance
                                                                                                                                                                                                    • Figure 45: Media Saturn: Group financial performance, 2008-12
                                                                                                                                                                                                    • Figure 46: Media Markt/Saturn: Outlet data, 2008-12
                                                                                                                                                                                                  • Retail offering
                                                                                                                                                                                                  • Mercadona

                                                                                                                                                                                                      • What we think
                                                                                                                                                                                                        • Background
                                                                                                                                                                                                          • Company performance
                                                                                                                                                                                                            • Figure 47: Mercadona: Group financial performance, 2007-12
                                                                                                                                                                                                            • Figure 48: Mercadona: Outlet data, 2008-12
                                                                                                                                                                                                          • Retail offering
                                                                                                                                                                                                          • Otto Group (Multichannel Retail)

                                                                                                                                                                                                              • What we think
                                                                                                                                                                                                                • Falling behind Amazon
                                                                                                                                                                                                                  • Failing to take advantage of the web
                                                                                                                                                                                                                    • Failing to compete on price
                                                                                                                                                                                                                      • Catalogue brands need more focus
                                                                                                                                                                                                                        • Company background
                                                                                                                                                                                                                          • Company performance
                                                                                                                                                                                                                            • Figure 49: Otto Group (Multichannel Retail): Group financial performance, 2008/09-2012/13
                                                                                                                                                                                                                          • Retail offering
                                                                                                                                                                                                                            • Figure 50: Otto Group: Main European Brands, June 2013
                                                                                                                                                                                                                        • Rakuten Ichiba

                                                                                                                                                                                                                            • What we think
                                                                                                                                                                                                                              • Company background
                                                                                                                                                                                                                                • Company performance
                                                                                                                                                                                                                                  • Figure 51: Rakuten: Gross merchandise sales, 2008-12
                                                                                                                                                                                                                                  • Figure 52: Rakuten: Consolidated operating results by division, 2010-12
                                                                                                                                                                                                                              • Redcats

                                                                                                                                                                                                                                  • What we think
                                                                                                                                                                                                                                    • Company background
                                                                                                                                                                                                                                      • Company performance
                                                                                                                                                                                                                                          • Figure 53: Redcats: Group financial performance, 2008-12
                                                                                                                                                                                                                                        • Retail offering
                                                                                                                                                                                                                                        • Vente Privee

                                                                                                                                                                                                                                            • What we think
                                                                                                                                                                                                                                              • Company background
                                                                                                                                                                                                                                                • Company performance
                                                                                                                                                                                                                                                    • Figure 54: Vente-Privee: Group sales performance, 2008-12
                                                                                                                                                                                                                                                  • Retail offering
                                                                                                                                                                                                                                                  • Yoox

                                                                                                                                                                                                                                                      • What we think
                                                                                                                                                                                                                                                        • Company background
                                                                                                                                                                                                                                                          • Company performance
                                                                                                                                                                                                                                                            • Figure 55: Yoox Group: Sales performance (excl. sales tax), 2008-12
                                                                                                                                                                                                                                                            • Figure 56: Yoox Group: Breakdown of turnover, by major market, 2012
                                                                                                                                                                                                                                                          • Retail offering
                                                                                                                                                                                                                                                              • Figure 57: Yoox Group: Mono-brand sites, 2012
                                                                                                                                                                                                                                                          • Zooplus

                                                                                                                                                                                                                                                              • What we think
                                                                                                                                                                                                                                                                • Company background
                                                                                                                                                                                                                                                                  • Company performance
                                                                                                                                                                                                                                                                    • Figure 58: Zooplus: Financial performance, 2008-12
                                                                                                                                                                                                                                                                  • Retail offering
                                                                                                                                                                                                                                                                  • Appendix – E-commerce Retail

                                                                                                                                                                                                                                                                      • Figure 59: Most popular how they shopped from home in the last 12 months, by demographics, Spain, May 2013
                                                                                                                                                                                                                                                                      • Figure 60: Next most popular how they shopped from home in the last 12 months, by demographics, Spain, May 2013
                                                                                                                                                                                                                                                                      • Figure 61: Most popular what they bought online (from a smartphone or tablet away from home) in the last 12 months, by demographics, Spain, May 2013
                                                                                                                                                                                                                                                                      • Figure 62: Next most popular what they bought online (from a smartphone or tablet away from home) in the last 12 months, by demographics, Spain, May 2013
                                                                                                                                                                                                                                                                      • Figure 63: Other what they bought online (from a smartphone or tablet away from home) in the last 12 months, by demographics, Spain, May 2013
                                                                                                                                                                                                                                                                      • Figure 64: Most popular online shopping habits and attitudes, by demographics, Spain, May 2013
                                                                                                                                                                                                                                                                      • Figure 65: Next most popular online shopping habits and attitudes, by demographics, Spain, May 2013
                                                                                                                                                                                                                                                                  • Appendix – Broader Market Environment

                                                                                                                                                                                                                                                                    • Broadband connection and internet usage
                                                                                                                                                                                                                                                                      • Figure 66: Europe: Percentage of households with a broadband internet connection, by country, 2008-12
                                                                                                                                                                                                                                                                      • Figure 67: Europe: Percentage of all individuals accessing the internet daily, by country, 2008-12
                                                                                                                                                                                                                                                                      • Figure 68: Europe: Percentage of all individuals accessing the internet by mobile devices in the past three months, by country, 2012
                                                                                                                                                                                                                                                                    • Population
                                                                                                                                                                                                                                                                      • Figure 69: Europe: Population, by age group, 2010
                                                                                                                                                                                                                                                                      • Figure 70: Europe: Population, by age group, 2015
                                                                                                                                                                                                                                                                      • Figure 71: Europe: Population, by age group, 2020
                                                                                                                                                                                                                                                                    • GDP
                                                                                                                                                                                                                                                                      • Figure 72: Europe: GDP (current prices), 2012
                                                                                                                                                                                                                                                                      • Figure 73: Europe: Real-terms year-on-year growth in GDP, 2003-13
                                                                                                                                                                                                                                                                    • Consumer spending
                                                                                                                                                                                                                                                                      • Figure 74: Europe: Households’ consumer spending (current prices), 2012
                                                                                                                                                                                                                                                                      • Figure 75: Europe: Real-terms year-on-year growth in households’ consumer spending, 2003-12
                                                                                                                                                                                                                                                                    • Consumer prices
                                                                                                                                                                                                                                                                      • Figure 76: Europe: Harmonised index of consumer prices, annual % change, 2003-12
                                                                                                                                                                                                                                                                    • Unemployment
                                                                                                                                                                                                                                                                      • Figure 77: Europe: Average rate of unemployment, 2003-12
                                                                                                                                                                                                                                                                    • Interest rates
                                                                                                                                                                                                                                                                      • Figure 78: Europe: Central bank interest rates, 2008-13
                                                                                                                                                                                                                                                                    • Consumer confidence
                                                                                                                                                                                                                                                                      • Figure 79: Europe: Consumer confidence levels, July 2012-June 2013

                                                                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                                                                                                  E-Commerce - Spain - July 2013

                                                                                                                                                                                                                                                                  £795.00 (Excl.Tax)