Optimism for Ecommerce in Spain - eMarketer
« Return to Mobile Website

Newsletters Sign-Up

Schedule a Demo

Does My Company Subscribe?

Optimism for Ecommerce in Spain

Almost one-third of execs predict sales growth of over 30% vs. 2016

April 21, 2017 | Retail & Ecommerce

Nearly one-third of ecommerce executives in Spain expect retail ecommerce sales will increase by more than 30% in 2017 compared with 2016’s sales, according to a survey by Kanlli and D/A Retail - Distribución Actualidad.

Expected Change in Retail Ecommerce Sales in 2017 According to Ecommerce Executives in Spain (% of respondents)

A sizable majority, however, believe growth will be more modest in the year to come. Over 60% of the executives polled expect retail ecommerce to grow up to 30% this year.

Just 7% said they expected a decrease in sales vs. 2016.

While B2C ecommerce sales in Spain continue to increase, that growth rate has been slowing since Q3 2015, according to the Comisión Nacional de los Mercados y la Competencia (CNMC). The organization reported that B2C ecommerce in Spain for that quarter hit €5.30 billion ($5.86 billion), an increase of 29.2% vs. Q3 2014.

B2C Ecommerce Sales in Spain, Q2 2014-Q2 2016 (billions of € and % change vs. same period of prior year)

Sales continued to climb to €5.95 billion ($6.58 billion) in Q2 2016, but by then the year-over-year growth rate had fallen to 20.3%.

One reason ecommerce in Spain has room to grow is that the market is relatively untapped. eMarketer estimates just 49.2% of the country’s population will be digital buyers in 2017. That compares with 78.1% of the population in the UK and 68.3% of residents in Germany.

eMarketer projects retail ecommerce sales in Spain, excluding travel, will reach $16.7 billion in 2017, significantly lower than estimates for European neighbors Germany ($63.9 billion) and the UK ($118.8 billion).

Ben Clague

New Report in eMarketer PRO This Week


Worldwide Ad Spending: The eMarketer Forecast for 2017


Paid media advertising outlays worldwide will increase 7.3% in 2017 to $583.91 billion. Growth will be roughly on par with previous estimates, and spending will rise at a steady pace throughout the forecast period, driven by increased investments in digital and mobile ads. Preview Report


Not a PRO subscriber? Find out how to become one.

  • Go beyond the articles:

    coverage
    eMarketer Products

    You've never experienced research like this.

    SEE FEATURES »
  • Hear from our clients:

    coverage
    Customer Stories

    Nearly all Fortune 500 companies rely on us.

    READ MORE »
  • Want to learn more?

    coverage
    Contact Us

    Inquire about corporate subscriptions today.

    CONTACT SALES »
$(document).ready(function(){ $("[id*='linkPrevious']").click(function() { eMarketer.Site.Analytics(window.location.pathname).link(true, "Article-PreviousArticle"); }); $("[id*='linkNext']").click(function() { eMarketer.Site.Analytics(window.location.pathname).link(true, "Article-NextArticle"); }); function getParameterByName(e,n){n||(n=window.location.href),e=e.replace(/[\[\]]/g,"\\$&");var r=new RegExp("[?&]"+e+"(=([^&#]*)|&|#|$)"),a=r.exec(n);return a?a[2]?decodeURIComponent(a[2].replace(/\+/g," ")):"":null} var ecid = getParameterByName("ecid") if(ecid) { eMarketer.Site.Analytics('Article').addEventOnce(eMarketer.Site.Analytics.Events.ArticleViewFromSpecificNewsletter).link(true, 'ArticleViewFromSpecificNewsletter-' + ecid) } });