Stephanie Chevalier
E-commerce research and editorial expert
Online marketplaces in Spain - statistics & facts
The ease of purchase and competitive prices offered by multiple e-shopping channels have been central to the success of e-commerce in Spain. In 2022, more than two-thirds of Spaniards purchased physical goods online. By providing a meeting place for sellers and buyers, online marketplaces are champions in bringing together a wide range of offerings in a single site, making it easy to compare before deciding on a purchase.
According to a survey, nearly half of Spanish digital buyers make monthly purchases through online marketplaces. With a rapidly expanding catalog, new product categories have plenty of room to thrive in this environment. In 2023, electronics and fashion were the most purchased categories among marketplace shoppers in this European country.
Although Amazon enjoys success across the board, the rise of new e-commerce categories, such as home and food, has allowed brick-and-mortar stores such as MediaMarkt, El Corte Inglés, and Carrefour to up the ante on their digital channels. In 2022, those companies made up the top three online marketplaces based on average spending in Spain. Meanwhile, Chinese players are aggressively competing in the Spanish market. SHEIN will launch Shein Exchange in 2024 to boost its marketplace presence, while Temu, founded in 2022, became the most downloaded marketplace app by Spanish consumers in 2023.
Marketplaces: synonymous with shopping
Nowadays, online shoppers have grown increasingly accustomed to online marketplaces. Approximately three out of every ten consumers prefer the convenience of purchasing products from multiple sellers through a single platform. This preference has established online marketplaces as the primary channel for e-commerce among Spaniards, even surpassing individual brand websites.According to a survey, nearly half of Spanish digital buyers make monthly purchases through online marketplaces. With a rapidly expanding catalog, new product categories have plenty of room to thrive in this environment. In 2023, electronics and fashion were the most purchased categories among marketplace shoppers in this European country.
Amazon, a leader beyond the competition?
Despite the growing number of options in this ecosystem, Amazon maintains its dominant position in Spain, excelling in both e-commerce sales and popularity. In 2023, the U.S. e-commerce behemoth stood out as the marketplace with the highest user penetration in the Iberian country. Furthermore, Amazon's website for Spain, amazon.es, attracted over 50 percent of all marketplace visits.Although Amazon enjoys success across the board, the rise of new e-commerce categories, such as home and food, has allowed brick-and-mortar stores such as MediaMarkt, El Corte Inglés, and Carrefour to up the ante on their digital channels. In 2022, those companies made up the top three online marketplaces based on average spending in Spain. Meanwhile, Chinese players are aggressively competing in the Spanish market. SHEIN will launch Shein Exchange in 2024 to boost its marketplace presence, while Temu, founded in 2022, became the most downloaded marketplace app by Spanish consumers in 2023.
