E-Commerce Trends in Spain and Portugal 2025: Key Findings from the CTT Express Flash Study

CTT Express, the Spanish express parcel delivery company under the Iberian group CTT, has released its VI Flash E-Commerce Study. This annual report offers profound insights into the evolving behaviors of online shoppers across Spain and, for the first time, Portugal.

Based on surveys of consumers aged 18 to 60, the 2025 edition highlights a more mature, sustainability-aware digital shopper who values reliability, flexibility, and convenience throughout the buying journey.

A More Frequent, More Demanding Online Shopper

The study confirms that e-commerce has become a monthly habit for a growing share of Iberian consumers. In Spain, 61% of shoppers now make at least one online purchase per month, up from 44% in 2020. Convenience, control, and delivery reliability have become key factors in shaping how and where consumers shop online.

According to Leticia Martín, Communications and Brand Director at CTT Express, "Convenience, flexibility, and transparency are now basic expectations, not optional extras."

Delivery Experience: A Critical Loyalty Driver

In today’s competitive market, the delivery experience is closely tied to customer loyalty.

• 79% of Spanish consumers say the quality of the delivery service influences their decision to make a repeat purchase.
  
• 62% cite a smooth, incident-free delivery as the most valued aspect.
  
• 80% prefer to receive a delivery notification at least 24 hours in advance.
  

The Rise of Returns as a Standard Practice

Returns have become an expected part of the e-commerce process:

• 57% of Spanish consumers returned at least one product in the past year.
  
• In Portugal, 41% reported doing the same.
  

This trend highlights the importance of streamlined, hassle-free return processes as a loyalty-building tool.

Growing Preference for Alternative Delivery Options

While home delivery still leads in Spain (64%), it has declined from 79% in 2020.
Alternative delivery methods are gaining ground:

• 15% of Spanish shoppers now prefer convenience points.
  
• 4% use lockers, a number expected to grow.
  
• In Portugal, home delivery accounts for just 60%, while 25% use out-of-home alternatives like pickup points (13%) and lockers (12%).
  

Over the last six years, the use of convenience points and lockers in Spain has grown by 16 percentage points, showing a clear shift in consumer habits.

Sustainability Begins to Shape Consumer Choices

Environmental awareness is slowly influencing buyer behavior:

• 53% of Spanish and 46% of Portuguese shoppers are willing to accept longer delivery times if it helps reduce environmental impact.
  
• However, most consumers are still unwilling to pay extra for sustainable delivery options (34% in Spain, 45% in Portugal).
  

The message is clear: sustainability matters, but must be convenient and cost-neutral to win consumer support.

Second-Hand Market on the Rise

Shoppers are increasingly embracing second-hand products as a form of responsible consumption:

• 54% of Spanish and 39% of Portuguese consumers have bought or sold used items online.
  This shift supports the growth of circular commerce and platforms enabling product reuse and extended life cycles.
  

Digital Communication Channels Redefine Customer Service

Digital messaging platforms are taking over traditional support channels:

• In 2020, only 13.7% of consumers used WhatsApp for post-purchase communication.
  
• By 2025, 31% of Spanish online shoppers prefer WhatsApp to contact customer service or marketplaces.
  

Consumers are prioritizing immediacy and simplicity in their interactions—pushing retailers to adopt fast, mobile-friendly service channels.

Payment Preferences Shift Toward Bank Cards

While payment diversity remains, the dominance of bank cards is clear in Spain’s online transactions:

• 72% of payments are now made via card.
  
• PayPal usage has dropped to 17%, Bizum to 4%, and cash on delivery to just 1%.
  

This indicates a strong preference for familiar, secure, and fast payment methods among Spanish consumers.

Barriers to Online Shopping: Shipping Costs and Delays

The study also outlines key reasons for shopping cart abandonment:

• 62% abandon purchases due to high shipping costs.
  
• 53% cite long delivery times.
  
• 38% are still concerned about payment security—although this is improving, with a 4.5-point drop compared to previous years.
  

Leticia Martín notes that enhanced payment security, clear communication, and visible trust indicators are helping build buyer confidence.

Four Major Shifts in Online Shopper Behavior (2019–2025)

Based on six years of research, CTT Express has identified four long-term trends in Spain:

• Monthly online shopping has grown from 44% to 61% of consumers.
  
• Out-of-home delivery methods (convenience points, lockers) have gained 16 percentage points.
  
• WhatsApp usage for customer service has more than doubled, rising from 13.7% to 31%.
  
• Environmental considerations are now influencing buyer decisions, especially around delivery times.
  

Conclusion: What Retailers Need to Know in 2025

Today’s Spanish and Portuguese e-commerce customers are more regular, more demanding, and more sustainability-conscious.
Retailers must deliver an experience that prioritizes:

• Reliability in delivery
  
• Flexible return options
  
• Mobile-first customer communication
  
• Delivery methods aligned with lifestyle convenience
  
• Subtle but genuine sustainability efforts
  

As Leticia Martín summarizes,
"Listening and responding to what consumers expect—offering an experience that combines reliability, proactive communication, and delivery options tailored to their real lives—is the new standard for e-commerce success."