Better prices was the main reason for Spanish consumers to shop in online marketplaces rather than elsewhere, according to a 2023 survey. Convenience and variety of products and brands ranked second and third, respectively. *************** online shoppers mentioned the access to reviews and other useful information as a reason to buy on online marketplaces in Spain.
Sample representative of the country's population.
Method of interview
Computer-assisted web interviews (CAWI)
Supplementary notes
*Number of total survey respondents. For this question, a subsample of internet users that bought online was considered. The exact number of respondents for this question was not specified by the source.
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Observatorio Nacional de Tecnología y Sociedad (Spain). (November 1, 2024). Main reasons why consumers buy in online marketplaces in Spain in 2023 [Graph]. In Statista. Retrieved July 13, 2025, from https://www.statista.com/statistics/1236771/reasons-shop-online-marketplaces-consumers-spain/
Observatorio Nacional de Tecnología y Sociedad (Spain). "Main reasons why consumers buy in online marketplaces in Spain in 2023." Chart. November 1, 2024. Statista. Accessed July 13, 2025. https://www.statista.com/statistics/1236771/reasons-shop-online-marketplaces-consumers-spain/
Observatorio Nacional de Tecnología y Sociedad (Spain). (2024). Main reasons why consumers buy in online marketplaces in Spain in 2023. Statista. Statista Inc.. Accessed: July 13, 2025. https://www.statista.com/statistics/1236771/reasons-shop-online-marketplaces-consumers-spain/
Observatorio Nacional de Tecnología y Sociedad (Spain). "Main Reasons Why Consumers Buy in Online Marketplaces in Spain in 2023." Statista, Statista Inc., 1 Nov 2024, https://www.statista.com/statistics/1236771/reasons-shop-online-marketplaces-consumers-spain/
Observatorio Nacional de Tecnología y Sociedad (Spain), Main reasons why consumers buy in online marketplaces in Spain in 2023 Statista, https://www.statista.com/statistics/1236771/reasons-shop-online-marketplaces-consumers-spain/ (last visited July 13, 2025)
Main reasons why consumers buy in online marketplaces in Spain in 2023 [Graph], Observatorio Nacional de Tecnología y Sociedad (Spain), November 1, 2024. [Online]. Available: https://www.statista.com/statistics/1236771/reasons-shop-online-marketplaces-consumers-spain/
