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Online Retailing - Spain - July 2019

Covered in this report

This report is designed to give an overview of the Spain online retail market. It looks at the market including forecasts for future developments, provides in-depth consumer analysis using our own data and has a section on the key players in the market including our company profiles.

For our consumer research this year we asked questions on the following topics:

  • Which products consumers have bought online in the last 12 months
  • The retailers used for online shopping in the last 12 months
  • Typical behaviours when shopping online
  • Membership of Amazon Prime

“Spanish online shoppers remain extremely price- and value-conscious. However, there are opportunities for retailers to drive growth in their online sales through a relentless focus on innovation, particularly in the area of m-commerce. By implementing ‘mobile first’ strategies and by making constant improvements to fulfilment options they can differentiate their offer. Store-based retailers also need to leverage their physical stores as part of their multichannel offer to offer services and experiences that pureplay operators cannot.”
– Michael Oliver, Senior Retail Analyst

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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 (incl. VAT), 2014-24
              • Segmentation/what they buy online
                • Figure 2: Spain: estimated online sales by product category, 2018
              • Market drivers
                • Broadband access
                  • Figure 3: Spain: broadband penetration as % of all households, 2011-18
                • Device ownership
                  • Figure 4: Spain: technology products personally owned, Q4 2018
                • Online shopping
                  • Figure 5: Spain: percentage saying they have bought online in the last year, 2009-18
                • Companies and brands
                  • Leading players
                    • Market shares
                      • Figure 6: Spain: leading online retailers’ estimated shares of all online sales, 2018
                    • The consumer
                      • What they buy online
                        • Figure 7: Spain: products bought online in the last 12 months, June 2019
                      • Where they shop online
                        • Figure 8: Spain: retailers bought from online in the last 12 months, June 2019
                      • Online shopping behaviours
                        • Figure 9: Spain: online shopping behaviours, June 2019
                      • Membership of Amazon Prime
                        • Figure 10: Spain: membership of Amazon Prime, June 2019
                      • What we think
                      • Issues and Insights

                        • How can m-commerce drive market growth?
                          • The facts
                            • The implications
                              • Can store-based operators leverage their estates to shift focus away from price?
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Spanish growth fastest of five main economies
                                      • Online sales growing fast
                                        • Clothing and household goods most popular purchases
                                          • Broadband access has grown rapidly
                                            • Device ownership, particularly smartphones, high
                                              • Just over half of Spaniards have shopped online in the past year
                                              • The Market

                                                • The economy
                                                  • Figure 11: Spain: GDP compared with other major European nations, 2018
                                                  • Figure 12: Spain: GDP annual growth, 2014-18
                                                • Online sales and forecasts
                                                  • Figure 13: Spain: Online sales (incl. VAT), 2014-19
                                                  • Figure 14: Spain: forecast online sales, 2019-24
                                                • Segmentation/what they buy online
                                                  • Figure 15: Spain: percentage saying they have bought online in the last 12 months, by product category, 2018
                                                  • Figure 16: Spain: products bought online in the last 12 months, June 2019
                                                  • Figure 17: Spain: estimated online sales by product category, 2018
                                                  • Figure 18: Spain: estimated online share of sales, by sector, 2018
                                                • Market drivers
                                                  • Broadband access
                                                    • Figure 19: Spain: broadband penetration as % of all households, 2011-18
                                                  • Device ownership
                                                    • Figure 20: Spain: technology products personally owned, Q4 2018
                                                  • Online shopping
                                                    • Figure 21: Spain: percentage saying they have bought online in the last year, 2009-18
                                                • Companies and Brands – What You Need to Know

                                                  • Amazon is largest player
                                                    • El Corte Inglés is the main domestic operator
                                                      • Vente-privee rebrand to Veepee begins in Spain
                                                        • Mercadona finally grasps the online nettle
                                                          • Amazon holds a modest lead
                                                          • Leading Players

                                                            • Amazon heads the field
                                                              • El Corte Inglés is leading domestic player, partners with Alibaba
                                                                • Vente-privee rebrand to Veepee begins in Spain
                                                                  • Mercadona finally grasps the online nettle
                                                                    • Inditex aims for total integration
                                                                      • Zalando goes head-to-head with Veepee
                                                                        • Carrefour expands online specialist presence
                                                                          • Figure 22: Spain: leading online retailers, estimated sales (excluding VAT), 2016-18
                                                                      • Market Shares

                                                                          • Figure 23: Spain: leading online retailers’ estimated shares of all online sales, 2018
                                                                      • The Consumer – What You Need to Know

                                                                        • More than nine out of ten have bought online in the past year
                                                                          • Fashion is the most popular online purchase
                                                                            • Pureplay operators are preferred
                                                                              • Online buyers like to do their research
                                                                                • Prime membership continues to grow
                                                                                • Who Shops Online

                                                                                    • Figure 24: Spain: proportion of internet users who have shopped online in the last 12 months, 2015-19
                                                                                • What They Buy Online

                                                                                  • Fashion is the most popular online purchase
                                                                                    • Figure 25: Spain: products bought online in the last 12 months, June 2019
                                                                                • Where They Shop Online

                                                                                  • Pureplay operators are preferred
                                                                                    • Figure 26: Spain: type of retailer bought from online in the last 12 months, store-based vs pureplayers, June 2019
                                                                                    • Figure 27: Spain: retailers purchased from online in the last 12 months, June 2019
                                                                                    • Figure 28: Spain: proportion of internet users who have shopped online in the last 12 months, by major retailer, 2015-19
                                                                                  • Profile of shoppers by retailers used
                                                                                    • Figure 29: Spain: profile of shoppers by retailer purchased from online in last 12 months, June 2019
                                                                                  • Where they shop and what they bought
                                                                                    • Amazon
                                                                                      • Figure 30: Spain: Amazon, relative strength by product, June 2019
                                                                                    • AliExpress
                                                                                      • Figure 31: Spain: AliExpress, relative strength by product, June 2019
                                                                                    • eBay
                                                                                      • Figure 32: Spain: eBay, relative strength by product, June 2019
                                                                                    • El Corte Inglés
                                                                                      • Figure 33: Spain: El Corte Inglés, relative strength by product, June 2019
                                                                                    • Online competitors
                                                                                      • Figure 34: Spain: leading online retailers – Top five other retailers shopped at in past 12 months, June 2019
                                                                                  • Online Shopping Behaviours

                                                                                    • Online buyers like to do their research
                                                                                      • Figure 35: Spain: online shopping behaviours, June 2019
                                                                                    • Online shopping behaviours by products bought online
                                                                                      • Research behaviour
                                                                                        • Figure 36: Spain: research carried out when shopping online, by products bought online in last 12 months, June 2019
                                                                                      • Search behaviour
                                                                                        • Figure 37: Spain: sources used to search for products/inspiration when shopping online, by products bought online in last 12 months, June 2019
                                                                                    • Membership of Amazon Prime

                                                                                      • Prime membership continues to grow
                                                                                          • Figure 38: Spain: membership of Amazon Prime, June 2019
                                                                                        • Trends in Amazon Prime membership
                                                                                          • Figure 39: Spain: trends in membership of Amazon Prime, 2017-19
                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                        • Abbreviations
                                                                                          • Data sources
                                                                                          • AliExpress

                                                                                              • What we think
                                                                                                • As a retailer
                                                                                                  • Where next?
                                                                                                    • Company background
                                                                                                      • Company performance
                                                                                                        • Figure 40: Alibaba: sales by division, 2017-18
                                                                                                        • Figure 41: Alibaba: group financial performance, 2015/16-2018/19
                                                                                                      • Gross merchandise volume (GMV, or total sales at retail prices)
                                                                                                        • Figure 42: Alibaba: GMV of China marketplaces, 2015/16-2017/18
                                                                                                      • AliExpress
                                                                                                        • Retail offering
                                                                                                        • Amazon

                                                                                                            • What we think
                                                                                                              • Amazon: A Shopper’s Perspective – UK, January 2019
                                                                                                                • Amazon in Europe
                                                                                                                  • How has it done it?
                                                                                                                    • Marketplace development
                                                                                                                      • Amazon Prime
                                                                                                                        • Dynamism
                                                                                                                          • Stores and online
                                                                                                                            • Food retailing
                                                                                                                              • Where next?
                                                                                                                                • Company background
                                                                                                                                  • Company performance
                                                                                                                                    • Figure 43: Amazon: consolidated sales by activity, 2018
                                                                                                                                  • Mintel estimates
                                                                                                                                    • GTV vs consolidated sales
                                                                                                                                      • Recent performance
                                                                                                                                        • Figure 44: Amazon Group: group financial performance, 2014-18
                                                                                                                                        • Figure 45: Amazon International: estimated retail sales performance, 2015-18
                                                                                                                                      • Retail offering
                                                                                                                                        • Consumer profile
                                                                                                                                          • Product mix
                                                                                                                                            • Figure 46: Amazon UK: estimated sales by product, 2017
                                                                                                                                          • Marketing
                                                                                                                                          • eBay

                                                                                                                                              • What we think
                                                                                                                                                • Marketplace
                                                                                                                                                  • What eBay adds
                                                                                                                                                    • Is eBay mature?
                                                                                                                                                      • Where next?
                                                                                                                                                        • Company background
                                                                                                                                                          • Company performance
                                                                                                                                                            • Figure 47: eBay: group financial performance, 2014-18
                                                                                                                                                            • Figure 48: eBay: Group revenue by stream, 2018
                                                                                                                                                            • Figure 49: eBay: group Gross Merchandise Volume, 2014-18
                                                                                                                                                          • Retail offering
                                                                                                                                                          • Fnac Darty

                                                                                                                                                              • What we think
                                                                                                                                                                • Expanding click-and-collect geographical coverage
                                                                                                                                                                  • Cash register free experience
                                                                                                                                                                    • Optimised online user experience
                                                                                                                                                                      • Voice-activated shopping through Google Assistant
                                                                                                                                                                        • Online sales boosted by rapid growth of "marketplaces"
                                                                                                                                                                          • Product diversification to establish a presence in new product growth categories
                                                                                                                                                                            • Company background
                                                                                                                                                                              • Company performance
                                                                                                                                                                                  • Figure 50: Fnac Darty: group financial performance, 2015-18
                                                                                                                                                                                  • Figure 51: Fnac Darty: outlet data, 2015-18
                                                                                                                                                                                • Retail offering
                                                                                                                                                                                • Veepee (formerly Vente-Privée)

                                                                                                                                                                                    • What we think
                                                                                                                                                                                      • Name changes aims for consistency of branding and message
                                                                                                                                                                                        • Bizarre UK exit about-turn suggests lack of commitment
                                                                                                                                                                                          • Mobile continues to be the focus
                                                                                                                                                                                            • Further synergies possible
                                                                                                                                                                                              • Delivery pass impact hard to judge
                                                                                                                                                                                                • Company background
                                                                                                                                                                                                  • Company performance
                                                                                                                                                                                                    • Figure 52: Vente Privée: group sales performance, 2014-18
                                                                                                                                                                                                  • Retail offering
                                                                                                                                                                                                  • Zalando

                                                                                                                                                                                                      • What we think
                                                                                                                                                                                                        • Direct delivery of goods through partnered stores
                                                                                                                                                                                                          • Expansion of loyalty scheme to strengthen relationship with customers
                                                                                                                                                                                                            • Virtual stylist to aid customers through the decision making process
                                                                                                                                                                                                              • Charging delivery fees to offset falling average order size and higher fulfilment costs
                                                                                                                                                                                                                • Combatting ‘wardrobing’
                                                                                                                                                                                                                  • Eyeing growth through beauty
                                                                                                                                                                                                                    • In-home delivery service
                                                                                                                                                                                                                      • Tackling the problem of packaging waste
                                                                                                                                                                                                                        • Company background
                                                                                                                                                                                                                          • Company performance
                                                                                                                                                                                                                            • Figure 53: Zalando: group financial performance, 2014-18
                                                                                                                                                                                                                            • Figure 54: Zalando: key metrics, 2015-Q1 2018
                                                                                                                                                                                                                          • Retail offering

                                                                                                                                                                                                                          Online Retailing - Spain - July 2019

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