The National Observatory of Technology and Society (Ontsi), a consultative body of Red.es, which depends on the Ministry for Digital Transformation and Public Service through the Secretary of State for Digitalization and Artificial Intelligence, has launched a new edition from his study on electronic commerce in Spain. This report shows the evolution of the main e-commerce indicators and consumer habits.
The report «Online shopping in Spain. 2024 Edition» is based on a survey carried out between June and July 2024 among 2,900 people between 16 and 74 years old residing in Spain, and focuses on purchases made in 2023. The objective of the study is to reflect the dynamics of electronic commerce, providing data on the volume of spending, the number of online buyers and the average spending per consumer.
The report also examines key aspects such as the profile of buyers, their purchasing habits, the factors that drive or hinder online purchases, user experience, logistics and the influence of artificial intelligence and cybersecurity.
Electronic commerce in Spain
96% of the Spanish population between 16 and 74 years old uses the Internet, which is equivalent to 34.5 million people. Of these, 87% make online purchases, reaching 30 million buyers for the first time, which demonstrates the consolidation of electronic commerce in Spain.
91.2% of people who carry out transactions online consider that the electronic commerce process is safe
The business volume has grown significantly between 2014 and 2023, going from approximately 16.3 billion to more than 99.2 billion euros, with a growth of 16% in the last year. The average annual expenditure of online buyers exceeds 3,300 euros, with clothing items (clothing, shoes and accessories) being the most purchased, with 78.9% of buyers, followed by tickets to cultural events with 57%. . The most used device to make purchases is the smart mobile phone, with more than 71% use, and more than 73% of those surveyed plan to maintain a similar level of purchases in 2024.
Among the main reasons for buying online, price (52%) and convenience (50.4%) stand out. Regarding the impact of new technologies, more than 68% of online buyers familiar with artificial intelligence consider its influence favorable. Furthermore, 91.2% of online shoppers consider online shopping safe.
To prepare the study, we have had the collaboration of various organizations, companies and experts in electronic commerce.
