The Ministry for Digital Transformation and the Civil Service has presented a new edition of the study on online shopping in Spain, which shows the evolution of the main indicators of e-commerce and consumer habits.

The National Observatory of Technology and Society (Ontsi), a collegiate advisory body of the Red.es entity, attached to the Ministry for Digital Transformation and the Civil Service through the Secretary of State for Digitalisation and Artificial Intelligence, has presented a new edition of the study on online shopping in Spain that shows the evolution of the main indicators of e-commerce and consumer habits.

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Spain surpasses the 30 million online shoppers mark for the first time

The data in the report Online Shopping in Spain. Edición 2024 has been extracted from an online survey, conducted between June and July 2024, to a sample of 2,900 people aged 16 to 74 years and resident in Spain and refer to purchases made in 2023.

The study seeks to reflect the dynamics governing online shopping in the area of e-commerce and provides data on the volume of spending, the number of people shopping online and the average spend per online consumer.

The report also analyses key aspects such as the profile of shoppers, shopping habits, impulses and barriers to online shopping, user experience, logistics and the influence of artificial intelligence and cybersecurity.

The number of people who use the Internet in Spain represents 96% of the population between 16 and 74 years of age, reaching 34.5 million people. Of these, 87% shop on the Internet, reaching the figure of 30 million people for the first time, a sign of the implementation of e-commerce in Spain.

On the other hand, the turnover has experienced a significant increase between 2014 and 2023, from around 16,300 to more than 99,200 million euros. In the last year, growth has been 16%.

In terms of the average expenditure of people who shop online, the figure exceeds €3,300 per year, with the most purchased products and services being clothing items (clothes, shoes and accessories) with 78.9% of the total of those who shop online and tickets to cultural events with 57%. The smartphone is the most common device for shopping with more than 71% and more than 73% of people predict that they will maintain a similar level of shopping in 2024.

Regarding consumers’ reasons for shopping online, price (52%) and convenience (50.4%) stand out as the determining factors.

As for the impact of new technologies, more than 68% of online shoppers are familiar with AI and consider its influence to be favourable.

In addition, 91.2% of online shoppers consider online shopping to be safe.

The study was carried out in collaboration with organisations, companies and experts in the field of e-commerce.