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Statistics of an Average Spanish Online Shopper

Statistics of an Average Spanish Online Shopper

| On 19, Oct 2015

Reading time: 2 minutes.

Today we’re sharing a great article which is all about Spanish e-shoppers. In case you’re interested in expanding your business into Spain, here are some good statistics done by IAB that might be helpful and even answer your questions.

Almost seven out of ten internet users, which are corresponding to 19.2 million Spaniards, shop online. An average online shopper orders something online three times per month, while spending an average of €70 per order.

In 2013 only 44% of online users managed to shop online. Two years later it increases reaching 67%, or a percentage point increase of 23% shown from an IAB study.


The online purchasing frequency in Spain

The Interactive Advertising Bureau (IAB) also looked at the purchase frequency and the average order value. Spanish consumers shop on average 2,8 times per month (in 2003: 2,3) with young people shopping the most: consumers ranging from age 16 and 30 years shop online on average 3,4 times per month. However, there’s still the 56% of online consumers who shop online only once, or less, per month.


The average online order value in Spain

The average online order value is now seven euros more than it was in 2013 (from €63 to €70). Even though young consumers are more likely to shop online more often, it’s the older consumers who spend more. E-shoppers whose age range from 40 and 55 years spend on average €85 per order. In addition, 42 percent of online consumers spend between €101 and €150, while 16% spend between €151 and €500.



IAB also managed to ask respondents why is it they make online purchases. The results stated that 86% of the respondents said because of certain offers that are only online. Furthermore, 79% said because online shopping is cheaper.

In Spain the old-fashioned desktop pc is still a very popular device, when it comes to shopping online. IAB asked a question: “For the past ten purchases you made online, how many have you conducted from these devices?”, and 83% answered with the desktop computer. The smartphone usage is only 9% of the time, while the tablet ranked third with 6%.


According to IAB, using apps for online purchases via smartphone devices has increased significantly compared to 2013. When IAB asked “considering the last ten purchases you made on your mobile phone, how many have you made from an app or in a web browser?” results showed that 40 percent of consumers uses an app, which is 15% more than in 2013 which was 25%. Men especially tend to use apps when shopping online, as this options is used by 43% of them, while women use apps less meaning 34%.


Trending products categories in Spain

Trending product categories in the Spanish ecommerce are Technology/Communication, Leisure/Culture and Holidays/Travel. Products for these categories were bought by respectively 68%, 66% and 64% of respondents.

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