2025 E-commerce Trends in Spain

Published on September 30, 2025 and written by Cyril Jarnias

Spain is undergoing significant digital transformation, with the e-commerce sector being a prime example. In 2024, this momentum is strengthening, with rapidly evolving consumer behaviors and businesses adapting accordingly. This article presents the main e-commerce trends in Spain, analyzing key statistics and offering insights for entrepreneurs and industry experts.

The Revolution of Spanish Shopping Habits

Spanish e-commerce has experienced sustained growth for several years. In 2024, the sector continues its upward trajectory, driven by several key factors:

Growing digital market penetration: With market penetration exceeding 40%, Spain’s digital sector has become an essential driver of the country’s economy, enabling millions of consumers to access a wide range of products and services online.

Preference for online shopping: Many Spanish consumers now choose online shopping over physical stores. This trend is primarily explained by:

• The convenience of online shopping
• Often more competitive prices
• Availability of attractive promotions and discounts

Increasing use of mobile devices: While desktop computers remain the preferred method for online shopping, smartphones are rapidly gaining ground, offering an increasingly seamless and accessible shopping experience.

Growing influence of social media: In 2024, approximately 35% of online purchases in Spain are influenced by social platforms such as Instagram, Facebook, and TikTok. These networks have become essential spaces for discovering new products, reading reviews, and sometimes making direct purchases through integrated links.

Technological Innovation at the Heart of Growth

The Spanish e-commerce sector is constantly evolving, driven by technological advancements that are redefining the online shopping experience:

The rise of augmented and virtual reality: Approximately 16% of Spanish consumers express enthusiasm for integrating augmented and virtual reality technologies into their online shopping experiences. These technologies enable more immersive product visualization, thereby reducing uncertainties associated with online purchases.

Artificial intelligence for personalization: Spanish e-commerce retailers are heavily investing in AI solutions to provide more relevant product recommendations and customized customer experiences.

Voice assistants and conversational commerce: The growing adoption of voice assistants opens new opportunities for e-commerce, enabling more natural and intuitive interactions with consumers.

Blockchain for transparency and security: More and more Spanish companies are exploring the possibilities offered by blockchain to strengthen consumer trust, particularly in product traceability and transaction security.

Logistics: The Backbone of Spanish E-commerce

In an increasingly competitive e-commerce market, logistics and delivery become crucial differentiating factors:

Optimizing delivery times: Spanish consumers expect increasingly shorter delivery times. E-commerce retailers are investing in optimizing their supply chains to meet this demand, including developing same-day delivery solutions in major cities.

Flexibility of delivery options: Spanish consumers increasingly appreciate the ability to choose between different delivery options, whether at home, at pickup points, or via automated lockers.

Sustainability as a selection criterion: The growing environmental awareness of Spanish consumers is pushing e-commerce retailers to adopt more sustainable logistics practices, such as using electric vehicles for urban deliveries or reducing packaging.

Omnichannel integration: Spanish retailers are betting on increasingly seamless integration between their online and offline channels, enabling, for example, in-store pickup of online orders or real-time inventory consultation.

Digital Marketing: The Keystone of Online Success

In an increasingly saturated digital environment, digital marketing strategies are evolving to capture the attention of Spanish consumers:

The booming influencer marketing: Spanish brands are increasingly collaborating with local influencers to promote their products, capitalizing on the trust and engagement these personalities generate with their audience.

Short-form video content gaining ground: Inspired by TikTok’s success, many Spanish e-commerce platforms are now integrating short video features to present their products in a more dynamic and engaging way.

Advanced personalization of marketing campaigns: Through data analysis and artificial intelligence, Spanish e-commerce retailers are refining their targeting strategies to deliver increasingly relevant and personalized advertising messages.

The rise of conversational marketing: Chatbots and virtual assistants are becoming essential tools for engaging Spanish consumers at all stages of the purchasing journey, offering instant and personalized support.

Future Outlook: A Market in Full Transformation

Spanish e-commerce is on the verge of major transformations that will redefine the online commerce landscape in the coming years:

Market consolidation: Faced with increased competition from international e-commerce giants, a wave of consolidations and strategic partnerships among local players is expected to strengthen their position in the Spanish market.

Emergence of new business models: Social commerce, subscriptions, and specialized marketplaces are expected to gain importance, offering new growth opportunities for Spanish e-commerce retailers.

Focus on sustainability: As Spanish consumers become increasingly sensitive to environmental issues, e-commerce retailers will need to integrate sustainable practices at all levels of their operations, from production to delivery.

Increasing sector regulation: Given concerns about data protection and fair competition, a strengthening of the regulatory framework governing e-commerce in Spain is anticipated.

In conclusion, e-commerce in Spain is experiencing dynamic growth, driven by evolving consumer behaviors, technological advancements, and constant innovation from market players. To succeed in this competitive environment, e-commerce retailers must stay attuned to emerging trends, invest in customer experience, and adopt increasingly targeted and engaging marketing strategies. The future of Spanish e-commerce looks promising for those who can navigate this constantly changing landscape with agility.