Top 10 Essential Facts About Spanish E-Commerce

Key points:

• Spain's e-commerce market is a €95 billion industry defined by cross-border shopping, with over 56% of all revenue coming from international purchases, primarily driven by shoppers seeking lower prices.
• The market is now decidedly mobile-first, as smartphones account for 51% of all online sales, significantly outpacing laptops (27%) and desktops (18%).
• Spanish consumers have high expectations for the delivery experience, demanding transparency on shipping costs (62%), easy returns (61%), and comprehensive parcel tracking (89%).
• While fashion is the top product category (43%), shipments are becoming heavier, with 55% of parcels weighing between 0.6–2 kg, which aligns with a trend toward higher-value purchases.

Spain’s e-commerce market is charging ahead in 2025. With nearly 34 million online shoppers, strong cross-border activity, and an appetite for mobile-first and sustainable shopping, Spain is becoming one of Europe’s most dynamic digital retail landscapes. Whether you’re a local seller or looking to break into the Spanish market, here are 10 key facts you need to know before entering the market. We invite you to read on.

E-Commerce in Spain—10 Key Facts

1. A Massive Market, Still Growing

Spain’s e-commerce market is valued at a whopping €95 billion in 2025. The average online shopper in Spain now spends about €3,300 per year, reflecting growing confidence and comfort with digital retail. That’s a significant step up compared to just a few years ago, which indicates this market’s tendency to grow and its potential for e-commerce stores.

2. Cross-Border E-Commerce Is King

Over 56% of all e-commerce revenue in Spain comes from cross-border purchases. China leads the pack (59%), followed by Germany (18%), France (18%), the US (17%), and the UK (17%). Interestingly, Portugal is on the rise, with Spanish shoppers increasingly interested in nearby and lesser-known markets.

What does it mean for you? Products from the UK are already quite popular among Spanish online shoppers, which further increases the potential for your e-commerce stores, as long as you ensure effective parcel delivery services to Spain.
 

3. Competing with Prices

Why are Spaniards shopping internationally? It’s mostly about price. 37% say lower prices are the top motivator, followed by fast delivery (33%), product availability (31%), and reliable shipping (30%). Subscription programs, once popular, have taken a back seat.

In practice, this means that while you can compete with your shipping and delivery services, the price will still matter the most, which might lead to slightly lower margins.

4. Fashion Is the Front-Runner

Clothing and footwear remain Spain’s top cross-border shopping categories (43%). However, electronics (27%) and home & garden (19%) are gaining ground fast. While the first two categories aren’t unusual, the fact that home & garden outperforms categories such as sport or personal care is a unique trait of the Spanish market.

5. Optimising for Mobile Devices Is Slowly Becoming a Necessity

Smartphones now account for over half (51%) of all online shopping in Spain, outpacing laptops (27%) and desktops (18%). However, tablet-driven sales constitute just a small chunk of all sales (4%). This means that you should adopt a mobile-first approach—even if now it doesn’t matter that much due to low differences between mobile and traditional devices, the gap will get broader over the next few years.

6. Delivery Must Be Flexible

When it comes to delivery types, the clear favourite is home delivery at the door (71%). However, other options like post offices (38%), mailboxes (35%), and parcel lockers (22%) are also quite popular. Thus, you have to be flexible and provide consumers with diverse delivery options to let them choose based on convenience.

7. Transparency and Returns Matter

Spanish shoppers desire transparency and convenience when it comes to returns management. According to statistics:

• 62% want to see delivery charges up front

• 61% expect easy returns

• 89% follow their parcel via tracking notifications

Free shipping over a certain amount, low customs fees, and delivery provider information also influence their buying decisions, so these are the factors that you should also consider when planning your shipping strategy.

8. Sustainability Is Slowly But Surely Rising in Spain

More Spaniards are factoring in sustainability. According to the data we collected:

• 66% recycle their e-commerce packages,

• 58% are willing to delay delivery to reduce environmental impact,

• 53% prefer recyclable materials,

• 52% dislike excessive packaging.

Although the momentum slowed slightly from last year, sustainable practices continue to influence shopper loyalty.

9. Mid-Weight Parcels Lead the Way

Spanish cross-border shipments are skewing heavier:

• 55% of parcels weigh between 0.6–2 kg,

• only 30% are under 0.5 kg,

• orders over 2 kg are still uncommon but are slowly growing.

This could be an alerting signal if the average package value is low, since it would mean that your shipments will generate higher costs. However, for the Spanish e-commerce market, the weight aligns with the rising value of online purchases, with nearly half (47%) of products costing €50 or more.

10. TikTok Is Reshaping Shopping Habits

The arrival of TikTok’s e-commerce tools is changing the game, especially among younger consumers. Social commerce is gaining real traction in Spain, blending entertainment and shopping into one addictive scroll. Especially since TikTok has one of the most intuitive and seamless sales paths of all social media platforms—it might be worth considering building your presence there, as well as in traditional channels.

The Takeaway

Transparency about shipping costs, mobile-friendly experience, affordable products, sustainability and flexible delivery—these values matter the most in the Spanish e-commerce market. If you ensure that they are reflected in your e-commerce store, you will be much more likely to achieve success!

Are you interested in other European markets? Read our article: Top 10 Essential Facts About E-Commerce in the Netherlands in 2025