Key figures
| Metric | Value | Note |
|---|---|---|
| Online Retail GMV | €85.6 billion | |
| E-commerce Penetration | 65.8% | of total retail |
| Cart Abandonment Rate | 74.0% | |
| Mobile Commerce Share | 53.2% | of e-commerce GMV |
| Average Order Value | €78.90 |
Overview
The Spanish e-commerce market is experiencing significant growth, with online sales steadily capturing a larger share of the total retail expenditure. Convenience, variety, and competitive pricing are key drivers of this trend.
Breakdown
- Top E-commerce Categories (2026): Fashion (€25.0B), Electronics (€17.5B), Home Goods (€14.0B), Food & Grocery (€8.5B), Beauty & Personal Care (€7.0B)
- Payment Mix (2026): Credit/Debit Cards 48%, Digital Wallets 28%, Bank Transfers 14%, Cash on Delivery 10%
- Cross-Border E-commerce Share: 20%
Outlook
Spain's e-commerce GMV is forecast to continue its expansion, fueled by rising internet penetration and increased consumer trust in online shopping. Optimizing the mobile shopping experience and reducing cart abandonment rates will be crucial for future growth.
Sources: industry surveys, platform filings, and modeled estimates for 2026