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Online Retailing - Spain - July 2015

Mintel’s Online Retailing – Europe - July 2015 focuses on the five major economies in Europe, though we do also include estimates for 13 smaller, but important economies in the Executive Summary – the Market section. In total these countries account for around 95% of all European retail sales, excluding Russia. E-commerce is developing at different rates around Europe. Germany and the UK lead the way, but even in some of the major economies, notably Italy, it is still remarkably underdeveloped.

The report provides market size data and forecasts for 18 European countries, 2010-20, and includes profiles of 21 major online/multichannel retailers.

The five major economies are looked at in detail: the UK, Germany, France, Italy and Spain are each covered in separate country sections, which are also available for purchase as individual reports. These countries include extensive consumer research commissioned exclusively for our report(s).

In the Spanish market, 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
  • Which retailers they had bought from
  • If they agreed with certain attitudinal statements

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Table of contents

  1. Introduction and Report Scope

    • Coverage
      • Consumer research
        • Market definition
          • Methodology
            • Financial definitions
              • VAT rates
                • Figure 1: Europe: VAT rates, 2010-15
              • Abbreviations
              • Executive Summary

                • The market environment
                  • Figure 2: Europe: Broadband penetration, 2014 (as % of households)
                  • Figure 3: Europe: Devices used to access the internet in the last three months, Nov 2014-Jan 2015
                • Market size and forecast
                  • Leading online retailers
                    • The consumer: shopping online by device used
                      • The consumer: where they buy online
                        • The consumer: online shopping habits and attitudes
                          • What we think
                          • Issues and Insights

                            • Where next for grocery retailers?
                              • The facts
                                • The implications
                                  • Payment – the new battleground
                                    • The facts
                                      • The implications
                                      • The Market Environment

                                        • Key points
                                          • Broadband connections reach 73% of households
                                            • Figure 4: Europe: Broadband penetration, 2014 (as % of households)
                                            • Figure 5: Spain: Percentage of households with a broadband internet connection, 2007-14
                                          • Device access: smartphone access higher in Spain
                                            • Figure 6: Europe: Devices used to access the internet in the last three months, Nov 2014-Jan 2015
                                            • Figure 7: Europe: % of individuals buying online in the last year, 2014
                                            • Figure 8: Spain: % of individuals buying online, 2007-14
                                            • Figure 9: Spain: Product categories bought online in the last year, 2014
                                        • Market Size and Forecast

                                            • Online’s relative importance is low at 2.9% of all retail sales
                                                • Figure 10: Spain: Online retail sales (incl. VAT), 2010-15
                                              • But the channel will continue to grow its share of all retail sales
                                                • Figure 11: Spain: Online retail sales forecasts (incl. VAT), 2015-20
                                              • Segmentation by major categories
                                                • Figure 12: Spain: Online retail sales, segmentation by major categories, 2014
                                                • Figure 13: Spain: Estimated online retail sales, by major categories, 2014
                                            • Leading Online Retailers

                                              • Key points
                                                • Amazon moving towards to pole position
                                                  • Pioneering - El Corte Inglés
                                                    • Flash sales sites move in early
                                                      • Fashion pureplayers popular
                                                        • Store based fashion retailers building multi-channel capability
                                                          • Media Markt steps up in the electricals sector
                                                            • Consumers not engaging with online grocery shopping
                                                              • Figure 14: Spain: Major online retailers by net online revenues, 2012-14
                                                            • Leading retail sites by visitor numbers
                                                              • Figure 15: Spain: Leading retail websites, by visitor numbers, September 2014
                                                          • Leading Online Retailers – Market Shares

                                                              • Figure 16: Spain: Leading retailers shares of online sales, 2012-14
                                                          • The Consumer – Shopping Online by Device Used

                                                            • Key points
                                                              • What we asked
                                                                • Laptops and desktops dominate
                                                                    • Figure 17: The consumer: Devices used to buy products online in the last 12 months, May 2015
                                                                  • Men more likely to shop online
                                                                      • Figure 18: Spain: The consumer: devices used to buy products online in the last 12 months by gender, May 2015
                                                                    • Young people much more likely to use mobile devices
                                                                        • Figure 19: Spain: The consumer: devices used to buy products online in the last 12 months by age, May 2015
                                                                    • The Consumer – Where They Buy Online

                                                                      • Key points
                                                                        • What we asked
                                                                          • Amazon dominates
                                                                            • Online marketplaces appeal to Spanish consumers
                                                                                • Figure 20: Spain: The consumer: Where they bought online in the last 12 months, May 2015
                                                                              • Buying drops off sharply among the over 65s
                                                                                  • Figure 21: Spain: The consumer: El Corte Inglés shoppers by age, May 2015
                                                                                • Buying is skewed to the affluent
                                                                                    • Figure 22: Spain: The consumer: where they shop, by household income, May 2015
                                                                                • The Consumer – Online Shopping Habits and Attitudes

                                                                                  • Key points
                                                                                    • What we asked
                                                                                      • Payment a key issue
                                                                                          • Figure 23: Spain: The consumer: online shopping habits and attitudes, May 2015
                                                                                        • Cost-conscious shoppers
                                                                                          • Delivery and returns – key battlegrounds
                                                                                              • Figure 24: Spain: The consumer: those willing to pay more for same day delivery by age and household income, May 2015
                                                                                          • Amazon.com

                                                                                              • What we think
                                                                                                • Strategy
                                                                                                  • Profitability
                                                                                                    • Making the most of online
                                                                                                      • Company background
                                                                                                        • Company performance
                                                                                                            • Figure 25: Amazon.com Inc: Group financial performance, 2010-14
                                                                                                          • Retail offering
                                                                                                            • Figure 26: Amazon UK: Estimated sales mix, 2014
                                                                                                            • Figure 27: Amazon: Product mix by item count, 2015
                                                                                                        • Carrefour

                                                                                                            • What we think
                                                                                                              • Stepping up domestic in-store pick-up service
                                                                                                                • Starts selling online in China
                                                                                                                  • Enhanced payment initiatives demonstrate commitment to e-commerce
                                                                                                                    • Streamlining the shopping experience
                                                                                                                      • Making online shopping more convenient
                                                                                                                        • e-coupon technology reinforces low pricing policy
                                                                                                                          • Connected stores offering customers a new shopping experience
                                                                                                                            • Bolstering non-food offering
                                                                                                                              • Company background
                                                                                                                                • Company performance
                                                                                                                                  • Figure 28: Carrefour: Group financial performance, 2010-14
                                                                                                                                  • Figure 29: Carrefour: Outlet data, 2010-14
                                                                                                                                • Retail offering
                                                                                                                                • El Corte Inglés

                                                                                                                                    • What we think
                                                                                                                                      • Upward turn in operating profits
                                                                                                                                        • Change at the top hails a new era
                                                                                                                                          • Online performing well…
                                                                                                                                            • Company background
                                                                                                                                              • Company performance
                                                                                                                                                • Figure 30: El Corte Inglés group: Retail financial performance, 2009/10-2014/15
                                                                                                                                                • Figure 31: El Corte Inglés group: Estimated online sales, 2012/13-2014/15
                                                                                                                                              • Retail offering
                                                                                                                                              • Fnac

                                                                                                                                                  • What we think
                                                                                                                                                    • Multichannel offer
                                                                                                                                                      • Proximity format stores
                                                                                                                                                        • Expanding the range
                                                                                                                                                          • Company background
                                                                                                                                                            • Company performance
                                                                                                                                                              • Figure 32: Fnac: Group financial performance, 2010-14
                                                                                                                                                              • Figure 33: Fnac: Outlet data, 2010-14
                                                                                                                                                            • Retail offering
                                                                                                                                                            • Media Markt/Saturn

                                                                                                                                                                • What we think
                                                                                                                                                                  • Catching up on e-commerce
                                                                                                                                                                    • Dominant in Germany
                                                                                                                                                                      • Company background
                                                                                                                                                                        • Company performance
                                                                                                                                                                            • Figure 34: Media Markt/Saturn: Group financial performance, 2009/10-2013/14
                                                                                                                                                                            • Figure 35: Media Markt/Saturn: Outlet data, 2009/10-2013/14
                                                                                                                                                                          • Retail offering
                                                                                                                                                                          • vente-privee.com

                                                                                                                                                                              • What we think
                                                                                                                                                                                • Overstretched in the US
                                                                                                                                                                                  • Focussing on Le Pass and relationships with retailers
                                                                                                                                                                                    • Company background
                                                                                                                                                                                      • Company performance
                                                                                                                                                                                        • Figure 36: Vente Privee: Group sales performance, 2010-14
                                                                                                                                                                                      • Retail offering
                                                                                                                                                                                      • Zalando

                                                                                                                                                                                          • What we think
                                                                                                                                                                                            • Successful IPO
                                                                                                                                                                                              • Technology at its heart
                                                                                                                                                                                                • Underwhelming expansion in the UK
                                                                                                                                                                                                  • Company background
                                                                                                                                                                                                    • Company performance
                                                                                                                                                                                                      • Figure 37: Zalando: Group financial performance, 2010-14
                                                                                                                                                                                                    • Q1 2015 results
                                                                                                                                                                                                      • Retail offering

                                                                                                                                                                                                      Companies Covered

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

                                                                                                                                                                                                      Online Retailing - Spain - July 2015

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