E-commerce in Spain

E-commerce

E-commerce market

E-commerce turnover in Spain has increased in the second quarter of 2017, with a year-on-year growth of 23.4% to total 7.338 billion euros, according to the latest e-commerce data available on the CNMCData website. In 2017, Spanish B2C e-commerce turnover grew by 8% to €28 billion. Spain had an online population of 37,8 million people who were aged 15 and older. Of the total online population, 26.1 million bought something online in 2017. The large majority of cross border e-commerce is completed with other EU countries, representing over 92% of the total cross-border amount. Broken down into number of transactions, 44.2% of sales were registered on Spanish websites and 55.8% on foreign websites in the second quarter of 2017.

Social media

According to an April 2017 report by the Interactive Advertising Bureau Spain (IAB Spain), Facebook was used by 91% of social media users ages 16 to 65, while WhatsApp came in second at 89% of respondents. WhatsApp users spent an average of over five hours per week on WhatsApp—more time than users of any other platform. The most popular social networks in Spain are Facebook (71,42%), Pinterest (9,81%), Twitter (7,5%), YouTube (5%), Instagram (4,8%) and Tumblr (0,79%). eMarketer estimates that 61.9% of internet users and 45% of the population in Spain will be social network users in 2018. Both figures are low for Western Europe.