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Online Retailing - Spain - July 2018

 “Online retailing in Spain lags behind development in, for example, Germany or the UK, but it has all the key elements already in place.  There is an online grocery retailing sector, which is becoming well established, led by Mercadona.  Fashion is successful online and is led by Zara.  Amazon and El Corte Inglés share the leadership of the sector.  Everything is in place for online to grow rapidly, even if it will take a long time to catch up with countries further north.”

- Richard Perks, Director of Retail Research

This report will look at the following areas:

  • How quickly will Spain catch up with Northern Europe in online?
  • Small, but perfectly formed

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Table of contents

  1. Overview

    • What you need to know
      • Areas covered in this report
      • Executive Summary

          • The market
            • The economy
              • Online sales
                • Figure 1: Spain: online sales (including VAT), 2012-23
              • Segmentation/what they buy online
                • Figure 2: Spain: estimated share of online sales by product category, 2017
              • Broadband access
                • Figure 3: Spain: broadband penetration, % all households, 2008-17
              • Online shopping
                • Figure 4: Spain: percentage saying they have bought online in the last year, 2008-17
              • Leading players
                • Market share
                  • Figure 5: Spain: leading online retailers’ shares of online sales, 2017
                • Other leading players
                  • The consumer
                    • What they buy online
                      • Figure 6: Spain: products purchased online in the last 12 months, May 2018
                    • Where they shop online
                      • Figure 7: Spain: retailers bought from online in the last 12 months, May 2018
                    • Important features of online retailers
                      • Figure 8: Spain: important features of retailers when shopping online, May 2018
                    • Membership of Amazon Prime
                      • Figure 9: Spain: membership of Amazon Prime, May 2017-May 2018
                    • What we think
                    • Issues and Insights

                      • How quickly will Spain catch up with Northern Europe in online?
                        • The facts
                          • The implications
                            • Small, but perfectly formed
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • Economy growing
                                    • Online sales of €8.7 billion in 2018
                                      • Clothing the biggest sector online
                                        • Broadband penetration still below average
                                          • Online shopping growing in popularity
                                          • Market Size

                                            • The economy
                                              • Online sales and forecasts
                                                • Figure 10: Spain: online sales (incl VAT), 2013-18
                                                • Figure 11: Spain: forecast online sales, 2018-23
                                              • Segmentation/What they buy online
                                                • Figure 12: Spain: percentage saying they have bought online in the last year, by product category, 2017
                                                • Figure 13: Spain: products purchased online in the last 12 months, May 2018
                                                • Figure 14: Spain: estimated online sales by product category, 2017
                                                • Figure 15: Spain: estimated online share of sales, by sector, 2017
                                            • Market Drivers

                                              • Broadband access
                                                • Figure 16: Spain: broadband penetration, % of all households, 2008-17
                                              • Device ownership and internet access
                                                • Figure 17: Spain: technology products personally owned, Q3 2017
                                                • Figure 18: Spain: devices used to access the internet in the last three months, Q3 2017
                                              • Online shopping
                                                • Figure 19: Spain: percentage saying they have bought online in the last year, 2013-17
                                            • Leading Players – What You Need to Know

                                              • Food retailing developing
                                                • AliExpress an important player
                                                  • Fashion – multichannel leads the way
                                                    • Amazon and El Corte Inglés lead the way
                                                    • Leading Players

                                                      • El Corte Inglés close behind Amazon
                                                        • Amazon and eBay
                                                          • Zara and Grupo Inditex well established online
                                                            • Zalando gaining ground
                                                              • AliExpress
                                                                • Figure 20: Spain: leading online retailers, sales, 2015-17
                                                            • Market Shares

                                                                • Figure 21: Spain: leading online retailers, market shares, 2017
                                                            • The Consumer – What You Need to Know

                                                              • Clothing the most bought item
                                                                • Amazon way out in front
                                                                  • Low costs and breadth of range are most important
                                                                    • A third of Spanish internet users are members of Prime
                                                                    • What They Buy Online

                                                                        • Figure 22: Spain: products purchased online in the last 12 months, May 2018
                                                                        • Figure 23: Spain: profile of shoppers by what they bought online in the last 12 months, May 2018
                                                                    • Where They Shop Online

                                                                        • Figure 24: Spain: retailers purchased from online in the last 12 months, May 2018
                                                                        • Figure 25: Spain: profile of shoppers by retailer purchased from online in the last 12 months, May 2018
                                                                      • Where they shop and what they bought
                                                                        • Amazon
                                                                          • Figure 26: Amazon: relative strength by product, May 2018
                                                                        • AliExpress
                                                                          • Figure 27: AliExpress: relative strength by product, May 2018
                                                                        • eBay
                                                                          • Figure 28: eBay: relative strength by product, May 2018
                                                                        • Privalia
                                                                          • Figure 29: Privalia: relative strength by product, May 2018
                                                                      • Important Features of Online Retailers

                                                                            • Figure 30: Spain: important features of retailers when shopping online, May 2018
                                                                            • Figure 31: Spain: profiles of those who rated features of online retailers extremely important, May 2018
                                                                          • Important features of online retailers by where they shop
                                                                            • Figure 32: Spain: those who think free standard delivery is extremely important by where they shop, May 2018
                                                                            • Figure 33: Spain: those who think low prices are extremely important by where they shop, May 2018
                                                                            • Figure 34: Spain: those who think having a price promise is extremely important by where they shop, May 2018
                                                                        • Membership of Amazon Prime

                                                                            • Figure 35: Spain: membership of Amazon Prime, 2017-18
                                                                            • Figure 36: Spain: profile by membership of Amazon Prime, May 2018
                                                                        • Amazon.com

                                                                            • What we think
                                                                              • Geographical expansion
                                                                                • Prime
                                                                                  • Marketplace
                                                                                    • AWS
                                                                                      • Profitability
                                                                                        • What next?
                                                                                          • Food
                                                                                            • Clothing
                                                                                              • Electricals and others
                                                                                                • Company background
                                                                                                  • Company performance
                                                                                                    • Published sales and total sales volumes
                                                                                                        • Figure 37: Amazon: sales breakdown by source of income, 2015-17
                                                                                                        • Figure 38: Amazon: sales breakdown by source of income, 2017
                                                                                                      • First quarter 2018
                                                                                                        • Gross merchandise volume (GMV)
                                                                                                            • Figure 39: Amazon: estimated group gross merchandise volume, 2015-17
                                                                                                          • GMV by country
                                                                                                            • Figure 40: Amazon.com Inc: group financial performance, 2013-17
                                                                                                          • UK sales by product
                                                                                                            • Figure 41: Amazon UK: estimated sales by product, 2017
                                                                                                          • Retail offering
                                                                                                          • eBay

                                                                                                              • What we think
                                                                                                                • Marketplace
                                                                                                                  • No longer a fast-growing business
                                                                                                                    • Progress in 2017
                                                                                                                      • Shortcomings vs Amazon
                                                                                                                        • What next?
                                                                                                                          • Company background
                                                                                                                            • Company performance
                                                                                                                              • Figure 42: eBay: group gross merchandise volume, 2013-17
                                                                                                                              • Figure 43: eBay: major markets, estimated growth in GMV in local currency, 2014-17
                                                                                                                              • Figure 44: eBay Europe: sales, excluding VAT, 2015-17
                                                                                                                            • Retail offering
                                                                                                                            • Fnac Darty

                                                                                                                                • What we think
                                                                                                                                  • Integrating e-commerce platform with Google voice assistant
                                                                                                                                    • Immediate access to installation and troubleshooting support
                                                                                                                                      • Strategic collaborations to strengthen product and pricing proposition
                                                                                                                                        • Capitalising on smartphone popularity to push audio books
                                                                                                                                          • Making store collection and home delivery more convenient
                                                                                                                                            • French ‘Black Friday’
                                                                                                                                              • Company background
                                                                                                                                                • Company performance
                                                                                                                                                    • Figure 45: Fnac Darty: pro-forma group financial performance, 2015-17
                                                                                                                                                    • Figure 46: Fnac Darty: pro-forma store network, 2015-17
                                                                                                                                                  • Retail offering
                                                                                                                                                  • Vente-privée

                                                                                                                                                      • What we think
                                                                                                                                                        • Priority must be to digest acquisitions
                                                                                                                                                          • Mobile commerce increases in importance
                                                                                                                                                            • Delivery pass and marketplace launches aim to further increase appeal
                                                                                                                                                              • Investment in innovation driving growth
                                                                                                                                                                • A growing contribution from entertainment
                                                                                                                                                                  • Potential clouds on the horizon?
                                                                                                                                                                    • Company background
                                                                                                                                                                      • Company performance
                                                                                                                                                                        • Figure 47: Vente-privée: group sales performance, 2013-17
                                                                                                                                                                      • Retail offering
                                                                                                                                                                      • Zalando

                                                                                                                                                                          • What we think
                                                                                                                                                                            • Complementary beauty category offering
                                                                                                                                                                              • Pop-up an opportunity to raise awareness of the online style advisory service
                                                                                                                                                                                • Growing role of personalisation
                                                                                                                                                                                  • Scaling up logistics network and order fulfilment options
                                                                                                                                                                                    • Rising fulfilment costs a sign of things to come?
                                                                                                                                                                                      • Local and regional-specific payment options boosting basket size and conversion rates
                                                                                                                                                                                        • Company background
                                                                                                                                                                                          • Company performance
                                                                                                                                                                                              • Figure 48: Zalando: group financial performance, 2013-17
                                                                                                                                                                                              • Figure 49: Zalando: key metrics, 2015-Q1 2018
                                                                                                                                                                                            • Retail offering
                                                                                                                                                                                            • Appendix: Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                              • Abbreviations
                                                                                                                                                                                                • Data sources

                                                                                                                                                                                                Online Retailing - Spain - July 2018

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