Whether it is domestic e-commerce or cross-border e-commerce, Spain is the country with the most potential in Europe. Spanish consumers prefer to shop online rather than in physical stores.

A recent study on the Spanish e-commerce industry showed that 35% of consumers shop online at least once a month, and nearly half of Spanish consumers shop online 4 to 12 times in 2016. More than half of Spanish online consumers have experience shopping from foreign online stores. The proportion of Spanish consumers shopping from foreign websites accounts for 44.2% of Spain's total e-commerce revenue, making Spain a profitable cross-border e-commerce market.

Spanish consumers mainly purchase goods from countries such as the United Kingdom, China, the United States and Germany, mainly purchasing clothing and footwear. Spanish e-commerce is mature, and AliExpress, Amazon and eBay have all entered the Spanish market.

2. Demand characteristics

(1) Characteristics of the purchasing population. The ratio of male to female buyers in Spain is even, and the age of buyers is concentrated between 16 and 34 years old, mainly students and office workers. Spanish buyers do not have a very high ability to pay, so they are more concerned about the price of goods.

(2) Shopping habits. Most Spanish buyers are accustomed to using desktop computers to browse and shop, and a certain proportion use mobile phones and tablets. It is worth mentioning that 26.2% of buyers use more than one device to shop. Spaniards often purchase goods through keyword searches. Before buying, they will compare prices across the entire site and refer to good reviews (mainly Spanish reviews). Sellers recommended by friends and Facebook are also their choices.

(3) Special needs. In addition to having a full range of sizes, sellers selling goods in Spain must also provide size charts for clothing and other products.