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E-commerce in Spain: 77% Shop Online, But Age Gaps Grow

E-commerce in Spain shows interesting shifts in 2024, with 77% of internet users shopping online but making fewer purchases than last year. While the overall adoption remains stable, the latest research reveals distinct patterns across age groups - younger consumers surprisingly favor physical stores, while older shoppers embrace online channels more actively. Despite the declining purchase frequency, convenience and wide product selection continue to drive e-commerce growth.

E-commerce in Spain: 77% Shop Online, But Age Gaps Grow
Source: Depositphotos

Spanish E-commerce Trends: Consumer Demographics and Shopping Frequency

The latest research reveals fascinating patterns in Spanish online shopping behavior, with steady adoption rates but changing preferences across different demographics. While more than three-quarters of internet users engage in e-commerce, age and gender continue to shape distinct shopping habits, and an interesting shift towards hybrid shopping experiences is emerging.

This study shows that the number of people shopping online in Spain is staying the same:

  • 77% of internet users between the ages of 16 and 74 make purchases online
  • people aged 16 to 34 make the most online purchases
  • 65% of people who shop online use both online and offline channels
  • younger shoppers tend to prefer physical stores
  • older shoppers tend to buy a lot more online

The number of online purchases went down, from 3.4 times a month in 2023 to 2.5 times a month in 2024, which is the lowest average number of purchases since 2019.

The most frequent shoppers are people under 44, who do it an average of 3.0 times a month.

Online vs. offline

Source: Depositphotos

Why Do Spanish Consumers Shop Online? Top Motivations and Trust Factors

Some of the main reasons people shop online haven’t changed:

  • convenience (97%)
  • wide choice/assortment (94%)
  • offers/promos/price (89%)

Trust is also an important aspect for the majority of online shoppers (75%) and is mainly based on previous experience, trust in the website, secure payment methods and trust in the brand.

On the other hand, being able to take the product with you, try before you buy and direct contact with the product are the main advantages of the physical channel compared to online.

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