Large Marketplaces and E-Commerce Platforms in Spain

What does the Spanish e-commerce look like in numbers? According to data published by the National Commission of Markets and Competition (CNMC), the value of e-commerce revenues in Spain in 2024 was over 95 billion euros. The growth rate (13.1% year over year) is also impressive. 33.82 million Spaniards are already shopping online, and according to a report published by Mordor Intelligence, as much as 63.05% of all e-commerce transactions in 2024 were carried out via smartphones! Projections indicate that mobile transactions may grow by +33.2% annually. What does this mean? The Spanish e-commerce market has enormous business potential, but it cannot be fully unleashed unless we think about proper optimization and adaptation for mobile users.

More than 60% of e-commerce revenues in Spain in the last quarter of 2024 came from purchases made from foreign sellers. Where do Spaniards like to shop the most?

For many Spanish consumers, it is the first and often last stop during online shopping. This dominance is visible in the data: Amazon generates annual revenues of 4.9 billion USD with a total GMV of 15 billion USD. The platform attracts 117.5 million users every month, and statistics show that in the last six months, nearly 70% of all Spanish internet users made purchases there.

To fully understand Amazon’s position, just compare its visibility in Spain and in Poland. The difference is huge and shows perfectly the distinct nature of both markets. In Poland, the e-commerce market is more fragmented across online stores and other marketplaces, while in Spain, there is a strong dominance of one platform.

Amazon.es is visible in Google for 6.4 million organic keywords. This translates to an estimated traffic of 39.9 million visits per month. In comparison, Amazon.pl is visible for 1.6 million keywords, generating 2.6 million visits in the same period.

Therefore, if you plan an SEO strategy for the Spanish market, you must assume that you are not only competing with online stores from your industry. Amazon replaces Google for many users when searching for products. 

Shein, AliExpress, and Temu together account for 34% of online transactions in Spain (source: CNMC). This is a huge shift, especially visible among younger internet users. Attractive price models, a wide range of products, and a strong presence in mobile apps contribute to the rapid growth of Chinese platforms’ trust among Spaniards. What is their phenomenon?

All three platforms are investing in logistics and integration with local suppliers. A prime example is Temu, which partnered with Correos, the Spanish postal service, to improve delivery quality and speed.

Spanish customers have clearly defined preferences that you need to consider in your strategy. The main motivators for online shopping are convenience, better prices, and product availability.

A very important aspect is free delivery – as much as 65% of users indicate it as the main reason for choosing a particular store. Spaniards buy electronics online, which accounts for 25% of the e-commerce market. Fashion and cosmetics, on the other hand, are the fastest-growing segments. Online travel booking is also very popular – one in four Spaniards does so.

What is important information for non-Spanish companies? Spaniards are extremely open to foreign purchases. Over 61% of Spain’s e-commerce revenue comes from cross-border transactions, mainly within the European Union.

The Spanish e-commerce market offers many opportunities. Therefore, it is important to plan a strategy that will convince customers on several fronts. Where to start building your brand visibility? International SEO is a service during which we help you establish a presence in a specific market. We will consider its specific characteristics, analyze the local competition, select the most converting keywords, and create valuable content (taking into account cultural nuances that influence search queries and shaping your brand’s authority).

Remember that a demanding customer in Spain, who shops using a smartphone, will not wait for the page to load or struggle with non-intuitive navigation. Your store must therefore work smoothly on every device, and the shopping path should be designed in such a way as to make it as easy as possible for the user to complete the transaction. If you want to boost traffic to your online store and increase sales, we will assist you with our e-commerce SEO services.

Want to know even more about the Spanish market? Read our article on SEO in Spain and discover what you cannot miss when creating your strategy!

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