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Spotlight on Amazon marketplaces in Spain

Are you looking to grow your eCommerce internationally? Look no further. The Spanish market is undoubtedly the one where you can start building your future strategy.


In September 2011, Amazon established its business in Spain, allowing it to become the current eCommerce platform lead in the market in a relatively short period of time. Although the Spanish eCommerce grew relatively slowly in comparison with the UK, Germany, and France, it is currently the largest marketplace in Southern Europe.

Considering the excellent response to the eCommerce establishment, Amazon decided to invest more and more on this market by opening the first logistics center in 2012 to satisfy the constantly growing demand from Spanish customers. Surprisingly, eCommerce was the only market to experience double-digit growth in 2011 and 2012, despite the financial crisis.

Expanding your eCommerce market in Spain

Although Spain is one of the most flourishing eCommerce marketplaces in Europe, the market itself cannot be considered fully mature yet. This is a characteristic worth to mention if you consider moving your future business to this country. This appoints Spain as a tempting destination for numerous international online retailers.

A report from the eCommerce foundation in 2018, shows a B2C growth rate of 25.23%, taping € 23,905 billion. Amazon, counted a turnover that reached 4,530 million euros in 2018.

The current daily internet penetration is 81.8% but expected to increase to 90.3% by 2023. Having a division of the daily internet usage by groups, may return a better idea of how the eCommerce market in Spain impacts the overall population.

  •    16-24 years old: 97%
  •    25-34 years old: 96%
  •    53-44 years old: 93%
  •    45-54 years old: 85%
  •    Over 55 years old: 81%

Mariangela Marseglia, country manager for and, underlines that the eCommerce in Spain has had a generous increase in revenues over the last few years.

Mariangela explains that the eCommerce in Spain is positively growing, even though this is a small market in comparison with others. In this country, the eCommerce represents 6% of the total retail, while in the UK it is currently 14%. On the other hand, she admits that Amazon established its market in the UK around 20 years ago and only 8 years ago in Spain.   


What does influence Spaniards’ daily online shopping?

In 2019, Spain counts about 26.2 million eCommerce users and 8% of all internet users are Spanish. According to, the annual average spent on online shopping by a single Spanish user is 513 euros.  

The financial crisis may have affected the Spanish buyers who found themselves in need of far cheaper prices prior to purchasing the products. This is one of the reasons why buyers have moved their shopping taste from an indisputable love for street shops, toward online shops, making their move to increasingly influence their country’s economy.

Landmark global provides a description of a typical online buyer in Spain:

  •    Works full time
  •    Lives in urban areas
  •    Owns a university education
  •    Is 25-49 years old
  •    Belongs to medium/high social class

Despite the flourishing will to finalize an online purchase, there a few persistent reasons that contribute to failing a typical buyer’s journey:

  1.       Return policy: Spanish buyer expects a simple and steady return process. This is one of the motivations behind their final purchase. You may need to develop a simple return policy to meet their expectations.
  2.       Shipping expectations: Spanish buyers expect their purchase to be delivered within 3-5 days. While the velocity is a great added value for your buyers, the free shipping is preferred but not a primary selection criterion. Try to select the best shipping service, making your online shops more competitive by offering quick service.
  3.       Detailed Product Information: Providing thorough product information may be the secret to boost your eCommerce business in Spain. This is one of the main reasons for your buyer to finalize any purchase. It impacts their confidence in your products.
  4.       Customer Service: Spanish buyers owns the expectation to deserve an impeccable customer service in their local language. Take this into consideration when creating your dedicated customer service.
  5.       Website optimization: 49.9% of Spanish buyers are active on the social network. They mainly use WhatsApp, Spotify, and Facebook. However, 95% of online shoppers buy via desktop, 37% using a smartphone and 20% on tablet.


The most popular products in Spain

If you are now wondering what could make the difference in terms of product categories, take into consideration that Spanish buyers do not fall apart from the other European countries in terms of shopping taste.

According to the study conducted by a Spanish digital marketing agency Kanlli, the most popular categories among online buyers in Spain are the following:

  1.       Food and beverages 74%
  2.       Health and pharmacy 64%
  3.       Travel 63%
  4.       Appliance and home 57%
  5.       Fashion and accessories 53%

Since a few years, the total amount of purchases finalized on local sites increased in comparison with those made on foreign site. The reason stands behind the increasing number of local online stores, like,,,, or, and their capability of offering a vast variety of most wanted products.

Ready to expand your ecommerce business to Amazon Spain? Find an Amazon listing tool here


Spain is currently the largest market in Southern Europe. The fact that despite its financial crisis has developed an incredibly powerful eCommerce, it is remarkable and deserves careful and deep consideration, if you are an international seller looking to expand your current business.

The actual numbers are impressive as well as the forecasted amounts tapping a growth rate of 25.23% over the upcoming years. has already established a powerful authority in the Spanish eCommerce, placing itself at the very top among all other local and foreign platforms.

Spaniards have learned how to adapt their shopping taste while overcoming an impetuous financial crisis in 2011-2012 and empowering their preferences toward online purchasing with cheaper and more suitable offers.

An additional consideration to keep in mind is that by exporting into Spain, you are also opening a channel into Latin America, which is Spain’s second biggest export market!

Author avatar

Simone Santarelli
Simone is a freelance content writer, copywriter and PR manager. His work includes contents for marketing start-up, online magazine, and his own blog. E-mail:

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