According to a recent report published by the consulting firm Kantar Worldpanel , e-commerce in the fast-moving consumer goods (FMCG) sector has experienced significant sales growth, reaching $48 billion worldwide in the last year alone . This momentum is driven by increased digital adoption, the rise of mobile devices, and the advancement of omnichannel retailing.
Electronic commerce in Spain has also grown
The data clearly shows a 15% growth compared to the previous period , establishing the FMCG market share at 4,4% internationally. It is worth noting that e-commerce in Spain has also benefited from this growth.
The report reveals that online shopping in Spain generated €533 million in consumer goods sales in the latest available period, representing a 26% increase over the previous year . Overall, 3,7 million people in Spain made online purchases of consumer goods , an increase of 670 compared to the previous period, with an average spend of around €145 per shopper.
Based on recent data, annual online sales of consumer goods (excluding fresh produce) in Spain have exceeded €5.200 billion , representing approximately 6-7% of total household spending. Furthermore, the growth in online sales has outpaced that of brick-and-mortar stores , with increases exceeding 20% ​​compared to moderate double-digit growth rates in traditional retail outlets. Within the online channel, spending growth is driven by more frequent purchases (+14%), larger average shopping baskets (+4%), and a rising average household spend .
In terms of categories, pet products stand out (online shares around 30–40%), as do personal care products (above 15%) and baby products (over 16%). In food and beverages , the digital channel has grown significantly in the last five years (increases exceeding 200% in online revenue), with those over 45 driving adoption , while younger consumers prefer quick commerce and delivery.
Business models explain part of the growth: food maintains a strong presence in physical stores (around 57% of total sales), but is gaining relevance in Quick Commerce (around 37% of that channel's mix), where alcoholic beverages have achieved a significant share. Among pure players , personal care , healthcare , and pet food lead the way . Operationally, home delivery is the preferred method (around half of orders), while Click & Collect is growing due to cost and time savings.
E-commerce in Spain still needs to be consolidated.
While these figures are certainly positive, the reality is that e-commerce in Spain hasn't taken off at the same pace as in more mature markets. According to executives at Kantar Worldpanel, the business behind the e-commerce driving the shopping basket is still small in terms of penetration and needs greater frequency, recurrence , and the elimination of friction in product range, logistics, and pricing.
The good news is that major retailers have already realized that e-commerce is a top-tier customer loyalty tool . Operators like Mercadona (with around 29,5% market share), Carrefour (approximately 7,4%), and Lidl (around 6,7%) are strengthening their omnichannel models with Click & Collect, local delivery, and marketplaces. Furthermore, senior households are becoming increasingly popular, and the subscription model is adding recurring revenue.
The calendar of hot days drives traffic and sales peaks: milestones such as Black Friday , Cyber ​​Monday or Prime Day have registered traffic increases of over 25–50% and additional revenues of billions globally, according to e-shopper panels with daily and hourly reading.
From the consumer's perspective, 74% of households purchase consumer goods online, and half have increased their purchases in recent years. Convenience (45%), exclusive offers (36%), and speed (35%) are highlighted as advantages; and consumers demand relevant promotions (34%), easy and secure payments (33%), and clear returns (30%). In terms of devices, computers are the most popular (around 49%), followed by mobile apps (almost 30%) and mobile websites. Generationally, Generations X and Y account for the majority of online spending (around 40% each), while Generation Z is prominent in quick commerce. In terms of gender, women manage the majority of accounts and spending, although men predominate in pure-play online stores .
Growth drivers: mobile, visual formats, and AI
Generative AI accelerates personalization, creative automation, and advertising efficiency: traffic from conversational assistants has grown exponentially, and a high percentage of professionals already point to it as the main disruptive factor in consumer marketing.
The map is also changing: developed markets are losing relative share to emerging markets like Turkey, India, and Mexico, which are advancing with mobile-first profiles and high social adoption. Europe has seen occasional declines in traffic , which leaves room for Spain to gain relevance if it accelerates innovation beyond its major cities.
Fashion, food and beverages: what's growing and why
En fashion, Spain is set to lead online growth on the continent, with a CAGR close to 12,6% in the medium term, supported by the search for offers (three out of four buyers prioritize savings), the and local fashionIn five years, the digital channel could reach almost 28,5% of Revenue of the category in the country, with Watches, womenswear y luggage as more dynamic subcategories. The retail entertainment (entertainment + retail) is key to engaging new buyers. In Europe, online fashion shows a CAGR ~6,7% for several years and quotas around 22 %, with cumulative growth potential close to 77 % In the medium term, Poland, Italy and the United Kingdom could exceed the 35 % of online quota, while Türkiye, Italy and Spain are among the markets with the highest expected growth; they drive the advance men's fashion, footwear and accessories.
En Alimentation and drinks, the online channel in Europe has advanced with CAGR ~17%, although its weight compared to offline still hovers around 5%The model that leads the advance is the Retail Delivery, although the omnichannel players They grow faster, with expectations of almost double its size in the next cycle until reaching quotas close to 13 % in the most mature countries. The categories with the greatest online traction in the medium term include dairy and eggs, fruits and nuts y snacks. Furthermore, the White brand gains significant market share, reflecting a consumption polarization, while the food gains weight against beverages in the online mix (up to almost 70 % of the total).
In Spain, the return to stable sales volumes after periods of inflation is accompanied by an increase in shopping frequency (+3%), more frequent replenishment orders , and store brands now accounting for around 49% of the average purchase. Manufacturer brands are regaining ground through promotions . In physical stores, supermarkets and perfumeries are growing ; online, e-commerce is leading the increase in spending , with market share gains of nearly one percentage point in the latest available period.
Finally, regarding the types of products Spaniards buy online , the most prominent are pantry staples: water , milk , toilet paper , as well as other products like cosmetics and perfumes . Seasonal peaks and special campaigns also contribute to this trend, encouraging product trials, inspiration , and cross-selling when combined with a wide selection, competitive pricing, and a seamless checkout and returns process.
Spain is in a privileged position to capitalize on the shift towards visual and mobile with agile omnichannel models , reinforcing loyalty through smart promotions , AI applied to service and personalization, and flexible logistics that combine last mile delivery and pickup according to the purchase mission.
