Leading fashion products bought online in Spain 2024

According to a 2024 survey, women's fashion was the top-selling online fashion category among Spaniards, with almost two-thirds of respondents buying this type of item. Footwear was the second most popular, acquired by 57 percent of participating fashion e-commerce users, followed by men's fashion and sportswear. 

The market at a glance

In 2023, nearly half of Spaniards bought fashion items online. After a decline following the COVID-19 pandemic boom, Spain's fashion e-commerce sector is expected to rebound, with revenues projected to grow in the coming years. Forecasts suggest revenues will rise from approximately 7.8 billion U.S. dollars in 2024 to more than 12 billion five years later. Apparel is the leading revenue generator, while footwear dominates in online sales share, with about three out of ten sales in this segment occurring online.

New players on top of the game

SHEIN has achieved remarkable success in Spain, generating over 1.2 billion U.S. dollars in sales in 2023. Despite being the best-known online fashion retailer, Zara's e-commerce net sales were three times lower than those of the Chinese fast-fashion giant. Additionally, SHEIN and Alibaba dominated the Spanish fashion shopping app market. That year, SHEIN's app had nearly eight million downloads, while Alibaba's online marketplace, Miravia, reached around 5.7 million downloads.