People are shopping on digital devices in Spain and the rest of the world at levels well above those of past years. In this article, we summarize the data that support these results and the forecasts for 2019.
The implementation of electronic commerce all over the planet became a reality that, at the beginning of the decade, was expected to be slow and complicated when compared to the traditional forms of consumerism and purchase methods. However, after a few years of adaptation and discovery by consumers and companies, eCommerce is now part of the sales strategy of a large proportion of product and service marketers throughout the world, including in Spain.
The technology applied to e-Commerce is continuously updated to improve the customer experience
During the first quarter of 2018, according to data from the National Commission on Markets and Competition (CNMC), Spain surpassed all previously recorded figures, generating more than 8,900 million euros from e-commerce in that period. From this trend, everything points to 2019 being the year in which this sales format is strengthened even more.
One of the main indicators of this unstoppable rise of eCommerce as the option chosen by consumers is the continuous updating and emergence of technologies related to online shopping. All these tools, fundamentally aimed at making the customer’s shopping experience more pleasant, quicker and more effective, mean greater user acceptance and more regular use.
So much so that the CNMC itself expects to exceed the 30,000 million euros generated by e-commerce last year in 2019.
The presence of a mobile device, especially smartphones, in almost all Spanish households is inevitably linked to the increase in Internet consumption. Specific purchasing applications and the continuous adaptation of store websites to a sales format that allows the customer to have the product delivered to their home within 24 hours are essential. With customer satisfaction in the spotlight, online stores are increasingly diligent in their responses to customer demands for stock, prices, returns or delivery dates.
It is expected that by 2019 more than half of the Spanish stores that have opted for e-commerce will export their products abroad. Furthermore, almost 30% of Spanish online stores are already available in a language other than Spanish and, surprising as it may seem, 8% accept payments in currencies other than the euro, a fact that would have been inconceivable at the beginning of the century.
More than half of eCommerce sales in Spain are made on websites based in the home country
Undoubtedly, after several years of anticipation, 2019 is seen as the beginning of the updating and strengthening of eCommerce in Spain. The internationalization and modernization of the sales platforms will be key to loosening the traditional trade from any links with the past, so that the user will not distinguish, on many occasions, whether they are buying from an eCommerce website for their local store, where they have been shopping their whole life, or from a large multinational.
Travel agencies and tour operators lead the ranking in Spain for e-commerce with 14.8% of total turnover. Air transport, with 11.8%; clothing, with 5.5%; and hotels and similar accommodation, with 5.1%, complete the podium of the most purchased products in Spain through a digital platform.
Electronic stores based in Spain accounted for 52.4% of e-commerce revenues in the first six months of 2018. Some 19.2% of these sales were shipped outside Spain. Buying on foreign websites accounted for 47.6% of electronic transactions.
A total of 93.2% of purchases from Spain in foreign stores go to the European Union, followed by the United States with (2.2%). Of these purchases, air transport (13.7%), clothing (6.8%) and gambling (6.4%) are the products most in demand.
In total, 71.4% of purchases made in Spain from abroad come from the EU and 73.6% of sales correspond to activities related to tourism.
Cacesa, with its extensive experience in the international transportation of goods, puts its foreign trade specialists at your disposal to help you make the world your marketplace and make the most of the unstoppable boom of eCommerce.