Doofinder has published a study showing what the online consumer in Spain will be like in 2025. With a sample of 2,500 people over 18 years of age, online shoppers in the last 3 months, in 5 markets: Spain, United Kingdom, France, Italy and Germany.
What is the profile of the Spanish online shopper?
- Gender: very balanced, 49% female, 51% male
- Age: 35% GenX, followed by Millennials and Boomers (25%)
- Number of online purchases/last 3 months: 1 to 2 purchases: 24% / 3-10: 53% / >10: 16%
The reasons that lead Spaniards to buy online are convenience at 64%, the ease generated by home delivery at 62%, and price at 58% is another of the reasons that lead Spaniards to buy online. The variety of products and availability in stock also exceed 50%.
Regarding purchasing habits, the frequency of purchase increases in 73% of users who buy at least once a month. Regarding spending, 60% of consumers spend more than €50 per month online, reaching an average of €83 per month. In addition, 24% of those surveyed say they spend more than the previous year, and while in Spain the average monthly spending is €83, in Europe it already exceeds €90 per month.
The most popular categories in terms of online purchases are fashion, with 72%, followed by electronics, with 51%, and beauty and personal care is in fourth position with 47%. Regarding the sectors with the highest spending, the different sectors are positioned in the same order.
During the purchase process, the search for information is based on online reviews of 60%, in the same percentage in online searches, recommendations from friends and family at 47% and price comparison sites have a weight of 35%. Meanwhile, social networks continue to gain weight with 31%, and 33% admit to using artificial intelligence before making the purchase. The content that is most sought after on social networks are promotions, at 71%, products, at 45% and contests at 29%. Something that was already known is that the current consumer meditates, and a lot, their purchases: almost 80% of consumers admit to comparing the price, shipping costs, delivery times and product characteristics and reviews before buying. Of this 79%, 44% admit to always comparing the different platforms before buying, 35% sometimes, and 17% say they do it sometimes, only with expensive products or when it generates doubts.
The preferred purchase channel for Spanish consumers are marketplaces that concentrate 63% of buyers, brand online stores at 12% and multi-brand online stores at 10%. Relevance of price, 31% wait to have a discount to make their purchase. 29% pay in installments almost always, 14% only for high-value products that they would not otherwise buy.
Other relevant elements for the purchase, 44% value that a brand supports social causes when buying, 47% would give their data in exchange for a personalized experience.
As main conclusions, Spanish consumers prioritize convenience, above determining factors such as price. Artificial Intelligence stands as an element that helps when buying and the average monthly spending in Spain already rises to €83 per month and is expected to increase up to 24% more this 2025.