2021
0
Spain Online Retailing Market Report 2021
2021-08-20T04:12:24+01:00
OX1049199
1095
141673
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Report
en_GB
“Undoubtedly, online retailing has been one of the biggest beneficiaries of the ongoing COVID-19 pandemic in Spain. The crisis has accelerated growth and fast-forwarded the shift to online by several…

Spain Online Retailing Market Report 2021

£ 1,095 (Excl.Tax)

Report Summary

“Undoubtedly, online retailing has been one of the biggest beneficiaries of the ongoing COVID-19 pandemic in Spain. The crisis has accelerated growth and fast-forwarded the shift to online by several years. However, during the strict lockdowns, demand intensified beyond what some of the retailers could cope with and the service available to consumers fell far short of what was needed. The challenge for the future is to satisfy the increased demand for online as it becomes much more ingrained in Spanish shopping behaviour. The economic downturn is likely to be severe and we can expect many consumers to rein in their spending, making life tough for all retailers. Those that get the offer and experience right, will be well placed to benefit from the direction the retail market has taken.”
– Utku Tansel, European Retail Analyst

This Report looks at the following areas:

  • The impact of COVID-19 on consumer behaviour and the online retail market
  • How the market will fare in the post-COVID-19 slowdown
  • What people buy online
  • The performance of the major online retailers in 2020
  • Online shopping behaviours and what consumers look for in online retailers.

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Areas covered in this Report
        • Executive Summary

            • The market
              • The economy
                • Market size and forecast
                  • Figure 1: Spain: online retail market size and forecast, 2016-26
                • Segmentation/what they buy online
                  • Market drivers
                    • The consumer
                      • Frequency of shopping online
                        • Figure 2: Spain: frequency of shopping online, 2021
                      • What they buy online
                        • Figure 3: Spain: products bought online in last 12 months, 2021
                      • Where they shop online
                        • Figure 4: Spain: retailers purchased from online in the last 12 months, 2020-21
                      • Attitudes to shopping online
                        • Figure 5: Spain: attitudes and behaviours to shopping online, 2021
                      • Companies and brands
                        • Leading players
                          • Market shares
                          • Impact of COVID-19 on Online Retailing

                            • Short, medium and long term impact on the sector
                              • Figure 6: Short, medium and long term impact of COVID-19 on retailing, June 2021
                            • Opportunities and threats
                              • New concepts, new opportunities…
                                • Harnessing the power of tech
                                  • AR and VR try-on innovations can help lessen the risk of buying online
                                    • Alternative credit options could tempt impulse online purchases
                                      • Online shopping could help hard-up consumers limit spending
                                        • Returns can threaten further growth
                                          • High delivery fees: a barrier to overcome in online grocery
                                            • How COVID-19 will reshape the industry
                                              • Fast delivery could be an important differentiator moving forwards
                                                • Sustainability to gain further traction
                                                  • Localism: a lasting legacy of the pandemic
                                                    • Online retailing to get more competitive
                                                      • Grocery discounters look to online
                                                        • The impact of COVID-19 on consumer behaviour across Europe
                                                          • COVID concerns are falling
                                                            • Figure 7: Europe: those extremely worried about the risk of being exposed to COVID-19, 2020-21*
                                                          • Job security is still an issue
                                                            • Figure 8: Europe: financial impact of COVID-19, 2021*
                                                          • Changes in behaviour since COVID outbreak started
                                                            • Spanish and Italians most likely to still be cutting back non-essential spending
                                                              • Concerns still linger about time spent in-store
                                                                • France and Italy most popular locations for click and collect
                                                                  • Aversion to cash is strong across most countries
                                                                    • Pandemic has helped local shops
                                                                      • Numbers shopping more online remain high
                                                                        • Figure 9: Europe: changes to shopping behaviour since the start of the COVID-19 outbreak, 2021*
                                                                      • Trends in shopping more online
                                                                        • Figure 10: Europe: changes to shopping behaviour since the start of the COVID-19 outbreak: trends in agreement with statement “I am shopping more online”, 2020-21*
                                                                      • Trends in using click and collect more
                                                                        • Figure 11: Europe: changes to shopping behaviour since the start of the COVID-19 outbreak: trends in agreement with statement “I am using click-and-collect more”, 2020- 21*
                                                                      • Most popular online purchases are low on spending priorities list
                                                                        • Figure 12: Net balance* of expected spending on selected items in the next month, 2021**
                                                                      • How the crisis is impacting on key consumer segments
                                                                        • Women still more concerned about catching the virus in most countries
                                                                          • Concern levelling off among older age groups as vaccination levels rise
                                                                            • Figure 13: Europe: those extremely worried about the risk of being exposed to COVID-19, by gender and age, 2021*
                                                                          • Women most likely to be shopping more online
                                                                            • Figure 14: Europe: consumers shopping more online, by gender and age, 2021*
                                                                          • Click and collect usage evenly split by gender
                                                                            • Figure 15: Europe: consumers using click-and-collect more, by gender and age, 2021*
                                                                          • Older consumers most likely to be trying to limit time spent in-store
                                                                            • Figure 16: Europe: consumers trying to limit time spent in-store, by gender and age, 2021*
                                                                          • COVID-19: market context
                                                                            • France
                                                                              • Germany
                                                                                • Italy
                                                                                  • Spain
                                                                                    • UK
                                                                                    • Issues and Insights

                                                                                      • Competitive pricing could give online an advantage in COVID aftermath
                                                                                        • Silver consumers: turning grey into gold
                                                                                        • The Market – Key Takeaways

                                                                                          • COVID-19 bonanza for online retailing
                                                                                            • The economy was hit hard by the pandemic
                                                                                              • Fashion continues to be most popular
                                                                                                • Smartphone uptake is high
                                                                                                • Market Drivers

                                                                                                  • COVID-19 hits the economy hard
                                                                                                    • Figure 17: Spain: key economic projections, 2019-23
                                                                                                  • Broadband access
                                                                                                    • Figure 18: Spain: broadband penetration as % all households, 2011-20
                                                                                                  • Device usage to access the internet
                                                                                                    • Figure 19: Spain: internet access methods, 2021
                                                                                                  • New GAFA tax hits tech companies
                                                                                                  • Market Size and Forecasts

                                                                                                    • Online sales and forecasts
                                                                                                      • Figure 20: Spain: online sales (including VAT), 2016-21
                                                                                                      • Figure 21: Spain: online sales forecasts (incl. VAT), 2021-26
                                                                                                  • Market Segmentation/What They Buy Online

                                                                                                      • Figure 22: Spain: products bought online in last 12 months, 2021
                                                                                                  • The Consumer – Key Takeaways

                                                                                                    • 96% of online survey respondents have bought products in the last year
                                                                                                      • Fashion and consumer electronics the most common online purchases
                                                                                                        • Online shopping becoming a more regular activity
                                                                                                          • Younger online shoppers shopping more since the COVID-19/coronavirus outbreak
                                                                                                            • One-stop shops are online shoppers’ preferred retail destinations
                                                                                                              • A keen interest to shop with eco-friendly and independent retailers and brands
                                                                                                              • Who Shops Online

                                                                                                                • More than nine in ten consumers have shopped online in the past year
                                                                                                                  • Figure 23: Spain: percentage of internet users who have shopped online in the last 12 months, by age and gender, 2019-21
                                                                                                                • Financial hardship a barrier to online shopping uptake among lower income households
                                                                                                                  • Figure 24: Spain: online shoppers, by net monthly household income, 2021
                                                                                                              • What They Buy Online

                                                                                                                • Huge increase in online clothing and DIY products purchasing
                                                                                                                  • Figure 25: Spain: products bought online in last 12 months, 2020-21
                                                                                                                • Non-essential purchases especially high among younger shoppers
                                                                                                                  • Figure 26: Spain: products bought online in last 12 months, by age group, 2021
                                                                                                              • Frequency of Shopping Online

                                                                                                                • More regular and less infrequent shopping
                                                                                                                  • Figure 27: Spain: frequency of shopping online, 2020-21
                                                                                                                • Shopping more since the onset of the COVID-19 pandemic
                                                                                                                  • Figure 28: Spain: frequency of online shopping since the COVID-19/coronavirus outbreak began, by gender and age, 2021
                                                                                                              • Where They Shop Online

                                                                                                                • One-stop shops the preferred option of most internet shoppers
                                                                                                                  • Amazon consolidates its position as the leading online shopping destination
                                                                                                                    • El Corte Inglés the most popular online retailer with stores
                                                                                                                      • Figure 29: Spain: retailers purchased from online in the last 12 months, 2021
                                                                                                                  • Attitudes to Shopping Online

                                                                                                                    • Shoppers plan to stick with the same retailers post-COVID-19 pandemic
                                                                                                                      • Online shoppers affiliating themselves with eco-friendly retailers
                                                                                                                        • A keen interest to shop with retailers that have been impacted by the COVID-19 pandemic
                                                                                                                          • Affordability an issue for a nearly a third of online shoppers
                                                                                                                            • Use of smartphones accelerating the shift to m-commerce
                                                                                                                              • Figure 30: Spain: attitudes and behaviours to shopping online, 2021
                                                                                                                          • Companies and Brands – Key Takeaways

                                                                                                                            • Aggregate online sales of the sector’s leading players soar in 2020
                                                                                                                              • Amazon is the No. 1 ecommerce player, but revenue lead narrows
                                                                                                                                • Leading retailers tighten their grip on the ecommerce market
                                                                                                                                  • Multichannel retailers’ significantly increase their share
                                                                                                                                    • Buying locally helps boost domestic retailers share of sales
                                                                                                                                    • Leading Players

                                                                                                                                      • A mix of online-only mega brands and domestic multichannel retailers
                                                                                                                                        • Amazon holds onto its position as Spain’s leading ecommerce site
                                                                                                                                          • Inditex reports soaring online sales
                                                                                                                                            • AliExpress sees robust sales growth
                                                                                                                                              • 132% increase in online sales boost El Corte Inglés
                                                                                                                                                • PC Componentes sales up 300% at times during 2020
                                                                                                                                                  • eBay experiences a slight decline in usage in 2020
                                                                                                                                                    • Spain is Veepee’s second biggest market by revenue
                                                                                                                                                      • New virtual reality platform helps lift Mango online sales
                                                                                                                                                        • Online more than doubles its share of total Decathlon turnover in 2020
                                                                                                                                                          • Fnac Darty Iberian online sales jump 65% in 2020
                                                                                                                                                            • Leroy Merlin online sales almost triple
                                                                                                                                                              • Carrefour online grocery sales up 71% in 2020
                                                                                                                                                                • Mercadona online sales skyrocket 283% on back of 1.2 million orders
                                                                                                                                                                  • Working from home demand for technical equipment boosts MediaMarkt
                                                                                                                                                                    • Strong customer growth in Southern Europe drives Zalando sales
                                                                                                                                                                      • Figure 31: Spain: leading online retailers, sales (excluding VAT), 2017-20
                                                                                                                                                                  • Market Shares

                                                                                                                                                                      • Combined leading players’ share of total online sales now over 50%
                                                                                                                                                                        • Multichannel retailers increase their share of the ecommerce market
                                                                                                                                                                          • Shoppers buying local help boost Spanish-owned retailers market share
                                                                                                                                                                            • Figure 32: Spain: leading online retailers’ estimated shares of all online sales, 2019-20
                                                                                                                                                                        • Appendix – Data Sources and Abbreviations

                                                                                                                                                                          • Abbreviations
                                                                                                                                                                            • Data sources

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