76% of internet users already shop online and represent more than 25 million potential customers across Spain.

The penetration of e-commerce in Spain does not stop and this year has risen four points, from 72% in 2020 to 76% in 2021. This is reflected in the Annual eCommerce Study 2021, conducted by IAB Spain, which recalls that the situation caused by the Covid-19 last year led to an exaggerated growth of the online sector and, after a year of pandemic, Internet users are betting more than ever on Internet shopping during this 2021.

This 76% of Spanish Internet users, aged 16 to 70, who already shop online represent more than 25 million potential customers in Spain. The increase in penetration, according to this study, has been caused by the rise of younger people who, probably due to the pandemic effect, have started to buy more online. Generation Z (16 to 23 year olds) and Millenials (24 to 34 year olds) are the ones who are increasing their penetration of this shopping channel to 83%.

It is possible, according to IAB Spain, that these figures could be higher as the youngest shop not only for themselves, but also for the rest of the family, hence the exponential increase in this segment in the last year.

Online sales have all kinds of advantages for the customerThe main features of these services are: offering longer opening hours (available 24 hours a day, 365 days a year), providing a greater amount of digital information so that the customer can make a better assessment of the products or services, giving the possibility of communicating through different ways (from conventional systems to Whatsapp or similar), as well as providing an extensive catalogue.

The pandemic has changed the way we live, but also the way we shop and consume. In fact, if there is one sector that has grown exponentially in recent months, it is e-commerce. According to the latest studies, Spaniards are the Europeans who have increased their online purchases the most during the crisis. Do you want to know how the Covid-19 pandemic has affected the increase in eCommerce? Read on!

Covid-19 triggers eCommerce surge

The pandemic has resulted in a rapid maturation of e-commerce. During the confinement consumers took to online shopping and businesses have been forced to adapt.

However, it is true that not all sectors have benefited. As we can imagine, food, fashion, electronics, beauty and household products were the most fortunate, while others such as tourism and airlines have gone under.

The crisis and confinement have driven the digitisation of consumer channels, but what is driving the momentum? Primarily, the rise of eCommerce is due to convenience. In other words, restrictions and the fear of going out on the streets and catching the bug have given way to the rise of e-commerce. Those who were more reticent about online payments have had to overcome this barrier.

According to the CIS, 23% of Spaniards have increased online shopping during the pandemic, and 1% have done so for the first time.

A report by the consultancy firm Kantar states that the consumer goods sector is the sector that has benefited the most from this situation and that, in Spain, online shopping has more than doubled its share compared to the previous year. While in 2019 it accounted for only 1.5%, in the last week of April 2020 it reached 3.6%. In Madrid and Barcelona even more, from 2.5% last year to 5%.

Spain, at the forefront of online shopping in Europe

The crisis has not only driven the digitisation of consumer channels around the world, it has also encouraged the diversification of payment methods and financing, especially in Europe. Exactly, online shoppers will shop 3.8 times a month in 2021 (3.5 in 2020 and 3 in 2019) and the average spend per purchase act is also increasing, reaching an average value of 89 euros (68 euros in 2020 and 64 euros in 2019). Younger shoppers are the most intensive shoppers and increase average spending significantly.

And if you want us to help you from Zapiplay to implement e-commerce in your business with the help of the best professionals, we are waiting for you!