Online Shopping in Spain: The Rise of the Digital Consumer
Madrid, donderdag, 12 juni 2025.
Spanish consumers are transforming e-commerce with a remarkable monthly spending trend: 60% spend more than 50 euros on online purchases. Women and Generation X are leading this digital purchasing revolution, with fashion, electronics, and books as top product categories. The average monthly online spending is 83 euros, slightly lower than the European average. Notably, 25% of consumers plan to increase their online spending in 2025, while 70% will maintain their current spending level. This shift reflects a profound change in consumer behaviour and the growing preference for online shopping convenience.
Consumer Behaviour in the Digital Economy
The Spanish e-commerce market shows a remarkable dynamic, with 60% of consumers spending more than 50 euros monthly on online purchases [2]. Generation X forms the backbone of this digital purchasing trend, with 35% of ‘heavy users’, followed by Millennials with 33% [2]. The average monthly online spending is 83 euros, which is 8 euros below the European average [2].
Popular Product Categories
Fashion dominates the online purchase market with 72% of purchases, followed by electronics (51%) and books (48%) [2]. Notably, the sectors with the highest spending are slightly different: fashion (43%), electronics (20%), food (18%), and beauty/personal care (18%) [2].
Future Expectations
The future of online shopping looks promising: 25% of consumers plan to increase their online spending in 2025, while 70% will maintain their current spending level [2]. The primary motivations for online purchases are convenience (46%), product variety (23%), and costs (22%) [2].
Purchasing Behaviour and Preferences
Consumer behaviour shows interesting patterns: 79% compare prices before purchasing, with price as the primary factor (85%), followed by shipping costs/delivery times (63%) and product features (57%) [2]. Moreover, 63% prefer marketplaces over brand websites or multi-brand online stores [2].