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E-Commerce - Spain - July 2014

Mintel commissioned extensive consumer research in the UK, Germany, France, Italy and Spain.

In each of these markets, we asked a representative sample of internet users:

  • Which devices (laptop/desktop, tablet or smartphone) respondents had used to buy products online in the last 12 months, and whether they used them at home or out of the home;

  • Which product categories respondents had bought online in the last 12 months, and whether they did so using a laptop/desktop computer, a smartphone or a tablet;

  • Which factors or innovations would most improve the online shopping experience for them.

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Table of contents

  1. Introduction and Report Scope

    • 19 country coverage
      • Our consumer research
        • Market definition
          • Financial definitions
            • VAT rates
              • Figure 1: VAT rates, 2010-14
            • Abbreviations
            • Executive Summary

              • The market environment
                • Market size and forecast
                  • Leading online retailers
                    • The consumer: Shopping online by device used
                      • The consumer: What they buy online
                        • The consumer: What would improve online shopping
                          • What we think
                          • The Market Environment

                            • Key points
                              • Online activities: 77% buy online
                                • Device ownership: Tablet ownership reaches 51%
                                  • Figure 2: Spain – Technology products in household, February 2014
                                • Broadband connections reach 69% of households
                                  • Figure 3: Spain – Percentage of households with a broadband internet connection, 2009-13
                                • Modest strengthening of retail sales
                                  • Figure 4: Spain – Annual growth in all retail sales, 2012-15
                              • Market Size and Forecast

                                • Key points
                                  • Online’s relative importance is low at 2.9% of all retail sales
                                    • Sustained strong growth
                                      • Figure 5: Spain – Online retail sales (incl. VAT), 2009-14
                                      • Figure 6: Spain – Online retail sales forecasts (incl. VAT), 2014-19
                                    • Segmentation by major categories
                                        • Figure 7: Spain – Online retail sales, segmentation by major categories, 2013
                                        • Figure 8: Spain – Estimated online retail sales, by major categories, 2013
                                    • Leading Online Retailers

                                      • Key points
                                        • El Corte Inglés leads the market
                                            • Figure 9: Spain – Major online retailers by estimated net online revenues, 2012 and 2013
                                          • Leading retail sites by visitor numbers
                                            • Figure 10: Spain – Leading retail websites, by visitor numbers, February 2014
                                        • Leading Online Retailers: Market Shares

                                            • Figure 11: Spain – Leading retailers shares of online sales, 2012 and 2013
                                        • The Consumer – Shopping Online by Device Used

                                          • Key points
                                            • What we asked
                                              • Laptops and desktops dominate
                                                  • Figure 12: Spain – The consumer: devices used to buy products online in the 12 months, April 2014
                                                  • Figure 13: Spain – The consumer: Mobile devices used to buy products online in the last 12 months, April 2014
                                                • Men more likely to shop from mobile devices
                                                    • Figure 14: Spain – The consumer: devices used to buy products online in the last 12 months by gender, April 2014
                                                  • Mobile usage declines with age
                                                      • Figure 15: Spain – The consumer: Devices used to buy products online in the last 12 months by age, April 2014
                                                  • The Consumer – What They Buy Online

                                                    • Key points
                                                      • What we asked
                                                        • Clothing and footwear most popular
                                                            • Figure 16: Spain – The consumer: Items bought online in the last 12 months, April 2014
                                                          • Patterns differ according to device used
                                                            • Figure 17: Spain: The consumer: Products bought online in the last 12 months, by device used – as % of all online shoppers, April 2014
                                                            • Figure 18: Spain – The consumer: Items bought online in the last 12 months, by type of device – as % of shoppers via device, April 2014
                                                        • The Consumer – What Would Improve Online Shopping

                                                          • Key points
                                                            • What we asked
                                                              • Integrating shopping into busy lives
                                                                  • Figure 19: Spain – The consumer: Factors likely to improve the online shopping experience, April 2014
                                                                • Offering more delivery choices
                                                                  • Same-day delivery appeals to the young
                                                                    • Figure 20: Spain – The consumer: those who would like same-day delivery by age, April 2014
                                                                  • Early or late deliveries appeal to the family shopper
                                                                      • Figure 21: Spain – The consumer: Those who would like early or late delivery by age, April 2014
                                                                    • Where do shoppers want to collect online orders?
                                                                    • Amazon Europe

                                                                        • What we think
                                                                          • Company background
                                                                            • Company performance
                                                                                • Figure 22: Amazon.com Inc: Group financial performance, 2009-13
                                                                              • Sales mix
                                                                                • Figure 23: Amazon Europe: Estimated composition of sales, 2013
                                                                              • Mintel’s consumer research
                                                                                  • Figure 24: The consumer: Percentage that bought electrical goods from Amazon in the past year, January 2014
                                                                                  • Figure 25: The consumer: Percentage that bought clothing from Amazon in the past year, August 2013
                                                                                • Retail offering
                                                                                  • Figure 26: Number of SKUs listed on Amazon.co.uk, May 2014
                                                                              • Carrefour

                                                                                  • What we think
                                                                                    • Company background
                                                                                      • Company performance
                                                                                          • Figure 27: Carrefour: Group financial performance, 2009-13
                                                                                        • Retail offering
                                                                                        • eBay Inc.

                                                                                            • What we think
                                                                                              • Company background
                                                                                                • Company performance
                                                                                                  • Figure 28: eBay Inc.: Group financial performance, 2009-13
                                                                                                  • Figure 29: International sales as % of eBay Inc’s total net revenues (a)/gross merchandise volumes (b)
                                                                                                  • Figure 30: eBay Marketplaces segment: number of active users, 2009-13
                                                                                                • Retail offering
                                                                                                  • Figure 31: Number of SKUs listed on eBay.co.uk, April 2014
                                                                                              • El Corte Inglés

                                                                                                  • What we think
                                                                                                    • Company background
                                                                                                      • Company performance
                                                                                                        • Figure 32: El Corte Ingles group: Retail financial performance, 2008/09-2013/14
                                                                                                        • Figure 33: El Corte Ingles group: Estimated online sales, 2010/11-2013/14
                                                                                                      • Retail offering
                                                                                                      • Fnac

                                                                                                          • What we think
                                                                                                            • Company background
                                                                                                              • Company performance
                                                                                                                • Figure 34: Fnac: Group financial performance, 2009-13
                                                                                                                • Figure 35: Fnac: Online sales, 2012-13
                                                                                                                • Figure 36: Fnac Outlet numbers, 2009-13
                                                                                                              • Retail offering
                                                                                                              • La Redoute

                                                                                                                  • What we think
                                                                                                                    • Company background
                                                                                                                      • Company performance
                                                                                                                        • Figure 37: Redcats/La Redoute: Group financial performance, 2009-13
                                                                                                                      • Retail offering
                                                                                                                      • Media-Saturn Group (Media Markt/Saturn/Redcoon)

                                                                                                                          • What we think
                                                                                                                              • Figure 38: Germany – The consumer: Retailers from which electrical goods were purchased online in the past 12 months, leading options, January 2014
                                                                                                                            • Company background
                                                                                                                              • Company performance
                                                                                                                                  • Figure 39: Media-Saturn Group: Group financial performance, 2008/09-2012/13
                                                                                                                                  • Figure 40: Media-Saturn Group: Outlet data, 2008/09-2012/13
                                                                                                                                • Retail offering
                                                                                                                                • Otto Group (Multichannel Retail)

                                                                                                                                    • What we think
                                                                                                                                      • Company background
                                                                                                                                        • Company performance
                                                                                                                                          • Figure 41: Otto Group (Multichannel Retail): Group financial performance, 2009-10 and 2013-14
                                                                                                                                        • Retail offering
                                                                                                                                          • Figure 42: Otto group: Main European brands, June 2014
                                                                                                                                      • Rakuten Ichiba

                                                                                                                                          • What we think
                                                                                                                                            • Company background
                                                                                                                                              • Company performance
                                                                                                                                                  • Figure 43: Rakuten: Gross merchandise sales, 2009-13
                                                                                                                                                  • Figure 44: Rakuten: Consolidated operating results by division, 2012-13
                                                                                                                                              • vente-privee.com

                                                                                                                                                  • What we think
                                                                                                                                                    • Company background
                                                                                                                                                      • Company performance
                                                                                                                                                          • Figure 45: Vente Privee: Group sales performance, 2009-13
                                                                                                                                                        • Retail offering
                                                                                                                                                        • Zalando

                                                                                                                                                            • What we think
                                                                                                                                                              • Company background
                                                                                                                                                                • Company performance
                                                                                                                                                                    • Figure 46: Zalando: Group financial performance, 2010-13
                                                                                                                                                                  • Retail offering
                                                                                                                                                                  • Appendix – Broader Market Environment

                                                                                                                                                                    • Online
                                                                                                                                                                      • Figure 47: Europe – Percentage of households with a broadband internet connection, by country, 2009-13
                                                                                                                                                                      • Figure 48: Europe – Percentage of all individuals accessing the internet daily, 2009-13
                                                                                                                                                                    • Consumer confidence
                                                                                                                                                                      • Figure 49: Europe – Consumer confidence levels, July 2013 – June 2014
                                                                                                                                                                    • Population
                                                                                                                                                                      • Figure 50: Europe: Population, total and by age group, 2010
                                                                                                                                                                      • Figure 51: Europe: Forecast population, total and by age group, 2015
                                                                                                                                                                      • Figure 52: Europe: Forecast population, total and by age group, 2015
                                                                                                                                                                    • Gross domestic product
                                                                                                                                                                      • Figure 53: Europe – Gross domestic product, at current prices, 2012 and 2013
                                                                                                                                                                      • Figure 54: Europe – Real-terms year-on-year GDP growth, 2009-13
                                                                                                                                                                    • Consumer spending
                                                                                                                                                                      • Figure 55: Europe – Consumer spending, at current prices, 2012 and 2013
                                                                                                                                                                      • Figure 56: Europe – Real-terms year-on-year growth in consumer spending, 2009-13
                                                                                                                                                                    • Inflation
                                                                                                                                                                      • Figure 57: Europe – Harmonised indices of consumer prices – annual % change, all items, 2009-13
                                                                                                                                                                    • Interest rates
                                                                                                                                                                      • Figure 58: Europe – Central bank interest rates, 2009-13
                                                                                                                                                                  • Appendix – The Consumer – Spain

                                                                                                                                                                      • Figure 59: Factors likely to improve the online shopping experience, by devices used to buy products online in the last 12 months – Mobile total, Spain, April 2014
                                                                                                                                                                      • Figure 60: Factors likely to improve the online shopping experience, by devices used to buy products online in the last 12 months – Smartphone, Spain, April 2014
                                                                                                                                                                      • Figure 61: Factors likely to improve the online shopping experience, by devices used to buy products online in the last 12 months – Tablet, Spain, April 2014
                                                                                                                                                                      • Figure 62: Factors likely to improve the online shopping experience, by devices used to buy products online in the last 12 months – Laptop/desktop computer, Spain, April 2014
                                                                                                                                                                      • Figure 63: Factors likely to improve the online shopping experience, by most popular items bought online in the last 12 months – Any device, Spain, April 2014
                                                                                                                                                                      • Figure 64: Factors likely to improve the online shopping experience, by next most popular items bought online in the last 12 months – Any device, Spain, April 2014
                                                                                                                                                                      • Figure 65: Factors likely to improve the online shopping experience, by other items bought online in the last 12 months – Any device, Spain, April 2014
                                                                                                                                                                      • Figure 66: Factors likely to improve the online shopping experience, by most popular items bought online in the last 12 months – Using laptop/desktop computer, Spain, April 2014
                                                                                                                                                                      • Figure 67: Factors likely to improve the online shopping experience, by next most popular items bought online in the last 12 months – Using laptop/desktop computer, Spain, April 2014
                                                                                                                                                                      • Figure 68: Factors likely to improve the online shopping experience, by items bought online in the last 12 months – Using smartphone device, Spain, April 2014
                                                                                                                                                                      • Figure 69: Factors likely to improve the online shopping experience, by items bought online in the last 12 months – Using a tablet device, Spain, April 2014
                                                                                                                                                                      • Figure 70: Devices used to buy products online in the last 12 months – Mobile total, by demographics, Spain, April 2014
                                                                                                                                                                      • Figure 71: Devices used to buy products online in the last 12 months – Smartphone, by demographics, Spain, April 2014
                                                                                                                                                                      • Figure 72: Devices used to buy products online in the last 12 months – Tablet, by demographics, Spain, April 2014
                                                                                                                                                                      • Figure 73: Devices used to buy products online in the last 12 months – Laptop/desktop computer, by demographics, Spain, April 2014
                                                                                                                                                                      • Figure 74: Most popular items bought online in the last 12 months – Any device, by demographics, Spain, April 2014
                                                                                                                                                                      • Figure 75: Next most popular items bought online in the last 12 months – Any device, by demographics, Spain, April 2014
                                                                                                                                                                      • Figure 76: Other items bought online in the last 12 months – Any device, by demographics, Spain, April 2014
                                                                                                                                                                      • Figure 77: Most popular items bought online in the last 12 months – Using laptop/desktop computer, by demographics, Spain, April 2014
                                                                                                                                                                      • Figure 78: Next most popular items bought online in the last 12 months – Using laptop/desktop computer, by demographics, Spain, April 2014
                                                                                                                                                                      • Figure 79: Other items bought online in the last 12 months – Using laptop/desktop computer, by demographics, Spain, April 2014
                                                                                                                                                                      • Figure 80: Most popular items bought online in the last 12 months – Using smartphone device, by demographics, Spain, April 2014
                                                                                                                                                                      • Figure 81: Next most popular items bought online in the last 12 months – Using smartphone device, by demographics, Spain, April 2014
                                                                                                                                                                      • Figure 82: Other items bought online in the last 12 months – Using smartphone device, by demographics, Spain, April 2014
                                                                                                                                                                      • Figure 83: Most popular items bought online in the last 12 months – Using a tablet device, by demographics, Spain, April 2014
                                                                                                                                                                      • Figure 84: Next most popular items bought online in the last 12 months – Using a tablet device, by demographics, Spain, April 2014
                                                                                                                                                                      • Figure 85: Other items bought online in the last 12 months – Using a tablet device, by demographics, Spain, April 2014
                                                                                                                                                                      • Figure 86: Most popular factors likely to improve the online shopping experience, by demographics, Spain, April 2014
                                                                                                                                                                      • Figure 87: Next most popular factors likely to improve the online shopping experience, by demographics, Spain, April 2014
                                                                                                                                                                      • Figure 88: Other factors likely to improve the online shopping experience, by demographics, Spain, April 2014

                                                                                                                                                                  Companies Covered

                                                                                                                                                                  • Amazon.co.uk
                                                                                                                                                                  • Argos

                                                                                                                                                                  E-Commerce - Spain - July 2014

                                                                                                                                                                  £1,285.00 (Excl.Tax)