Studies reveal the State of eCommerce in the Iberian Peninsula
Reading Time: 2 minutes
One of the biggest trends today is eCommerce. There are more and more people shopping online and more and more online stores being created – and there are no signs of slowing down. And in the Iberian Peninsula is no different.
According to a study by the Observador Cetelem, about a third of the Portuguese population has already bought online, with 25% making a purchase in the last 12 months. Of those who bought online last year, 96% had a positive online experience, 24% had a very good shopping experience and 72% had a good experience.
Over the past 12 months, Portuguese users have spent an average of € 543 on online purchases, with products with the highest purchasing intentions being in the ‘Travel’ and ‘Fashion’ categories. The Portuguese online consumer is mostly male, between 25 and 44 years old and in the middle/upper middle class.
Some of the main reasons why Portuguese consumers buy online is due to the convenience of being able to buy anywhere, the fact that they can avoid going to the store and queuing there. The difficulty of returning products, waiting for orders and fear of damage during transport are the main negative factors associated with online purchasing
Regarding the Spanish market, according to an Ecommerce Foundation report, Spain is the largest online market in Southern Europe – in 2017 online sales reached 28 billion euros. About 62% of the population already buys online, with 40% buying every month. The average cost per purchase is between 100€ and 499€, with the most purchased categories are travel and holiday accommodation.
For the Spaniards, convenience is also the most important buying factor, followed by product offerings and price. However, 56% of consumers say that it is important that online stores have a simple return policy, since 34% of consumers have already used this service and 85% say that when buying an online product, they assume beforehand that they can return it.
All the data of this article referring to Portugal is present in the search Observador Cetelem 2018 – ‘Intenções de Consumo Online’. To read the full report, download it here.
And all the data of this article referring to Spain can be found in the EcommerceWiki 2018 Ecommerce Report. To read the full report, download it here.