Main online purchase motivations in Spain 2024

A 2024 survey revealed that the main reason online shoppers in Spain made e-commerce purchases was out of convenience. It was closely followed by the extensive product offering and attractive prices, both chosen by around nine out of ten respondents.

E-commerce growth trajectory

The dominance of convenience in online shopping aligns with the projected growth of Spain's e-commerce sector. Revenue in this market is forecast to increase by ***** percent between 2025 and 2029, reaching an estimated ***** billion U.S. dollars. This growth is accompanied by a significant rise in user numbers, with an expected increase of *** million users during the same period, totaling ***** million by 2029.

Market penetration and consumer behavior

As convenience drives more Spaniards to shop online, the e-commerce market penetration rate is set to climb substantially. Projections indicate a **** percentage point increase from 2025 to 2029, potentially reaching ***** percent of the population. This trend is reflected in the popularity of major e-commerce platforms, with amazon.es leading the pack by accounting for *** billion U.S. dollars of e-commerce net sales in 2024. The growing adoption of online shopping, however, may lead to a slight decrease in average revenue per user, projected to fall by **** percent to **** thousand U.S. dollars by 2029.