Do you know the profile of the ecommerce user in Spain?

IAB Spain has published its Ecommerce 2022 Study, which shows the evolution and trend of Ecommerce in Spain, as well as the profile of the ecommerce buyer.

It should be noted that 78% of people between the ages of 16 and 70 are potential buyers through ecommerce. This corresponds to the figure of 24 million Spaniards. This figure represents an increase of two points over the previous year’s data, which was 76%. We can also observe that women buy more online than men (79% vs. 77%), although there is quite a lot of gender equality.

The number of times a user buys per month through ecommerce has decreased as a percentage. In 2022 users buy an average of 2.8 times a month online. In 2021 the figure was 3.8 times a month and in 2020, 3.5 times. This aspect can be explained due to the inflation we are suffering in all products and services and that during the pandemic as Spaniards could not leave our homes, ecommerce grew exponentially.

For these same reasons, the average amount spent by each Spaniard through ecommerce has also decreased. In 2022 the average figure was €69; in 2021 it was €89 and in 2020, €68.

The computer is still the main device through which these online purchases are made, 78%, followed by the cell phone, 59% and the tablet, 15%. The most sold products are those related to culture and entertainment, 59%; followed by beauty and fashion, 56% and in third position technology and communication, 56%.

68% of respondents confirm that they leave their shopping cart half full from time to time. This decision is motivated by two reasons: because they want to think about it (54%) and because shipping costs are high and they did not count on them (48%). Regarding the time it takes to receive these products and services, 12% of Spaniards claim to receive their order the next day and 48% within the first two days. Regarding prices, the main factors that users take into account in ecommerce are competitive prices (39%) and quality (36%).

We must bear in mind that ecommerce is an essential service for companies and that it accounts for an increasing percentage of turnover. That is why it is essential for companies to know their customers and market trends.