Global Retailers Lead Spain's Ecommerce Market - eMarketer

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Global Retailers Lead Spain's Ecommerce Market

Amazon tops Western Europe's fourth-largest retail ecommerce market

September 25, 2015

Two international juggernauts are the biggest digital retail players in Spain, according to July 2015 data about visitors to top sites. Amazon has a dramatic lead over No. 2 eBay, and both come in well ahead of domestic players.

Top 10 Retail Sites in Spain, Ranked by Unique Visitors, July 2015 (millions)

According to research from comScore, 6.9 million internet users in Spain visited Amazon sites via desktop PCs in July. That was over 2 million more than visited second-place eBay, and in third place, China-based Alibaba saw 4.1 million unique visitors during the month.

It’s not until the fourth spot that a domestic retailer makes the list: El Corte Inglés, the largest department store group in Europe, is based in Madrid.

Spain’s ecommerce market as a whole is relatively small. eMarketer estimates that this year, 5.0% of total retail sales in Spain will be transacted via digital means. That compare sto 7.2% in the US, 10.0% in Norway, 14.4% in the UK and 15.9% in first-place China. By 2019, the end of eMarketer’s forecast period, retail ecommerce’s share of the total in Spain will tick up to just 7.2%.

This year, digital merchants in Spain will see $15.89 billion in retail sales. That puts Spain in fourth place in Western Europe in terms of absolute retail ecommerce market size, but far behind France, which came in third with $42.60 billion in sales.

B2C Ecommerce Sales Share in Spain, by Origin of Transaction, Q4 2014 (% of total)

But digital shoppers in Spain may be buying more than it appears at first glance. eMarketer’s figures for retail ecommerce sales in the country are based on retail revenues in Spain—when digital buyers in Spain shop abroad and have goods shipped to them at home, those purchases go to the tally for the retailer’s country instead.

According to the Comisión Nacional de los Mercados y la Competencia (CNMC), a significant share of business-to-consumer ecommerce sales that occur in Spain originate result in sales from other countries.

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