2 out of 3 online shoppers from Generation Z use AI as a recommender in their purchases

IAB presented its 2025 E-commerce Study this morning, which explains the year-over-year evolution of online purchases, e-commerce, and consumers in Spain. This study details consumer internet usage and habits and the current state of online commerce in Spain. Of the 96% of internet users in the Spanish population, 77% are online shoppers, the same figure as the previous year, indicating a consolidation of the community. Millennials have the greatest impact with 86%, but in reality, those with the highest spending are boomers and Generation X.78% of Spanish online consumers confess that they shop at least once a month, consolidating a stable consumption pattern. On average, the frequency is 2.5 times a month, the same as in the past year 2024. Boomers lower their purchase frequency, but raise their average ticketMen tend to buy a little more online than women, but by generation, the frequency is low for boomers who spend more than €80 per month and younger generations do not exceed €69Uses and purchasing habitsConvenience and comfort remain the main reasons for buying onlineThe drivers that continue to concentrate the greatest weight among buyers are convenience, with 96%, the wide offer, at 92%, and offers/promos/prices at 87%. However, millennials continue to prioritize trust at 71%, and online advertising gains significant weight among 51% of Generation Z. For the first time, the smartphone has surpassed the computer as the primary device for shopping, reaching 80% (+14% compared to the previous year). The computer, conversely, has dropped almost 20 percentage points, although it remains the preferred alternative for boomers. The tablet and Smart TV maintain the same low frequency as the previous year. Amazon accounts for 82% of online purchases thanks to its fast shippingIAB speaks for the first time with proper names and does so to talk about Amazon, which manages to concentrate 82% of purchases. 8 out of 10 buyers made some purchase on Amazon during the last year. The vast majority do so mainly because they offer short shipping times, secondly, due to their return policy, and thirdly, due to product guarantees and reviews and ratings from other users.Despite Amazon's monopoly, 47% shop on brands' own e-commerce sites, another 47% confess they do so on other marketplaces. Second-hand websites have risen to reach 33%, and 9% declare they have already bought on social media.The beauty, perfumery, and personal care category appears for the first time IAB has carried out a new segmentation of sectors. In this restructuring, a separate category has been created for beauty and self-care products, and they have entered the fifth position for best-selling products in online purchases, only behind fashion and accessories, travel, and technology. Artificial intelligence and its role as a purchasing prescriberThe internet continues to be the main channel for information searches, although it is slightly decreasing, and showrooming behavior is increasing. Shoppers search in physical stores but finalize their purchases online, which reaches 13%, six points higher than the previous year.The purchasing process in 87% of purchases starts online. Amazon becomes the first place where information related to the purchasing process is sought in 55% of cases. Social media grows especially for Generation Z, rising to 21%, and Artificial Intelligence also grows. 9% of online shoppers seek information about what to buy through artificial intelligence tools.However, online recommendations still carry significant weight in purchasing decisions and continue to rise compared to the previous year.But Artificial Intelligence has arrived to stay, and especially for young people. 2 out of 3 young people who trust AI in their purchases say they feel very comfortable or quite comfortable with the answers it offers them, and they use it because it saves them time, offers them price comparisons, and personalized advice.The categories where artificial intelligence is most used in the purchasing process are technology and communication, where product comparisons are requested, followed by travel and accommodation, and finally entertainment and culture. 20% use it to find the right beauty product. Black Friday continues, but it's starting to disappoint consumersYes, Black Friday is still with us. And yes, it's just around the corner. But it's starting to tire consumers. 73% of respondents confirm they will buy some product this Black Friday, and the average spending is estimated to exceed €160. The preferred categories for shopping during this campaign are technology, fashion, and footwear.However, experts assure that consumers are starting to get bored because it is no longer perceived as exclusive. Black Friday is no longer perceived as exclusive because there are many campaigns and events, especially in November: CyberMonday, Single Days, Black Month... Furthermore, 3 out of 4 consumers do not trust companies that claim to manipulate prices.

2 out of 3 online shoppers from Generation Z use AI as a recommender in their purchases

IAB and Elogia Pharma have focused this new edition on the impact of Artificial Intelligence and assure that consumers distrust Black Friday prices