The report submitted by the ONTSI (National Observatory of Telecommunications and the Information Society) on the development of electronic commerce in Spain during 2012 offers very interesting data on the evolution of the sector.
One of the highlights is the growth in the volume of e-commerce business aimed at the final consumer (B2C), what increased by 12,3% compared to the previous year. With this upward trend, total turnover amounted to 12.383 million euros in 2012.
Increase in online buyers
E-commerce continues to gain followers in Spain. During 2012, the number of Internet buyers grew by XNUMX% 15%, reaching the 15,2 million of people who made online purchases. This increase reflects a change in consumer habits that are consolidated over time.
In this context, it is worth highlighting that the 55,7% of the Spanish Internet population made at least one online purchase during the year. However, there is still a long way to go to match the figures of other European countries such as France or the United Kingdom, where the percentage is considerably higher.
Diversification of purchasing channels
Another of the relevant aspects highlighted in the report is the increase in mobility transactions. Both the purchase and download of products or services through mobile devices increased by 8%. This upward trend highlights the importance of having platforms adapted for proper operation on smartphones and tablets.
Furthermore, the 16,8% of users made purchases at least once a month online, reflecting a shift towards more frequent consumption. The main purchasing channels were sites dedicated exclusively to online sales, followed by peer-to-peer trading platforms (C2C).
Brakes and challenges of e-commerce in Spain
Despite the positive signs, the report also identifies certain barriers that limit the penetration of e-commerce in Spain. Among the main obstacles are:
- La reluctance to purchase products without physically seeing them.
- The elevated ones shipping costs which deter many users.
- La distrust towards payment methods and the security of personal data.
- Issues related to return and exchange guarantees.
To overcome these challenges, it is essential that online stores work in improve user experience, offer attractive guarantees and promotions, and strengthen transaction security.
International comparison and European context
E-commerce in Spain showed a steady but moderate growth compared to other European countries. While in Spain the 55,7% of Internet users made purchases online, in countries such as France, the United Kingdom or Germany this figure far exceeds the 70%.
In addition, Spanish users have a mixed behavior, alternating between physical stores and online platforms. This is expected to Hybrid integration continues to grow, driven by technological evolution and the consolidation of digitalization in all sectors of the economy.
Furthermore, the implementation of solutions such as collection points and improved deliveries could further stimulate the growth of online shopping.
Future opportunities
The report highlights that There are many opportunities for growth for e-commerce in Spain, especially in sectors such as fashion, tourism and entertainment. The Improved mobile connectivity and the expansion of secure payment methods will also be key to promoting digital commerce in the country.
Furthermore, the technological innovation, such as the use of artificial intelligence and new augmented reality platforms, will allow retailers to offer a more personalized and engaging shopping experience. This will not only will retain current users, but will also attract new buyers.
E-commerce in Spain is in a promising phase. With the focus on overcoming existing barriers and taking advantage of technological opportunities, the sector has enormous potential to continue growing and position itself among the main European markets.