15.08.2016 by Benjamin Kircher

Country of the month: Spain

Are you interested in selling your products internationally? Would you like enhance your knowledge on cross border e-commerce? “Country of the Month” has sizeable chunks of information required for an online retailer to sell to specific regions. Spain is our featured country this month.


The population of Spain is 46,5 million people and over half of them are online shoppers. In 2015, e-commerce sales sums up to 20 billion euros. Although the numbers from Spain trails behind Germany, France and Britain, it is still the strongest of the Southern European countries.

According to Statista’s forecast, Spain is looking to achieve a market volume of online trading of around 30 million euros by 2020, which can be a very good increase in sales. The industries that generated the most online revenue in Spain are fashion, tourism, toys and DIY. Amazon and eBay are popular online marketplaces in Spain. In addition, Spanish online shoppers are also interested in purchasing internationally: In 2015, approximately 40 percent of electronics were purchased from foreign websites. Average online spendings per user is currently at 696.91 euros.

Spain has a higher proportion of smartphone users than many leading e-commerce countries in Europe. However, mobile purchases is significantly lower than other European countries: In 2016, 59 % of purchases are from smartphones, followed by tablets ( 42 % ) and computers ( 13 % ).


Customers in Spain place high importance on transparency and security during checkout. Payments by credit or debit card (Visa and MasterCard) are the most popular payment methods for Spanish customers. In addition, payments with Pay Pal or paying by instalments are also common.


If you want to sell in Spain, you should consider the following points: offering your shop in the local language is advantageous as it creates transparency and can help your customers gain confidence in your brand and your online shop. Therefore, placing a customer seal of approval or reviews can help develop customer trust. According to Confianza Online, Spanish online customers purchase predominantly clothing, electronic products, and books from abroad. Merchants who are selling these products will have high revenue potential. It is also advisable to offer popular payment methods such as Credit Card and Paypal because Spanish customers prefer easy and secure payments. In addition Spanish customers place great emphasis on personal communication. Therefore, installing telephone hotlines, customer services and social media will greatly enhance the trust between you and the Spanish online shoppers.

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