A recent study titled “Radiografía del consumidor online en España 2025”, conducted by Doofinder, reveals that six out of ten Spanish consumers spend more than €50 per month in online stores. 

Based on surveys of 2,500 European shoppers—500 of whom are from Spain—the report highlights key behaviors and motivations that shape the Spanish e-commerce landscape.

E-Commerce Is a Routine Habit in Spain

Spanish consumers have firmly embraced digital shopping as part of their monthly routine.

• 56% of respondents shop online one to three times per month
  
• The average monthly online spend is €83, slightly below the European average of €91
  
• 25% of shoppers plan to increase their spending in 2025, while 70% will maintain current levels
  

This reflects a stable and growing market, where digital purchasing has become habitual rather than occasional.

Heavy Users Are Increasing

The profile of “Heavy Users”—those who make over 66% of their purchases online—has grown to 26% in 2025, up three points from the previous year. Among these:

• 59% are women
  
• Generation X leads with 35% of heavy users
  
• Millennials follow at 33%
  

This trend signals that e-commerce growth in Spain is not limited to younger users; older demographics are also becoming highly engaged online shoppers.

Convenience Is the Main Driver for Online Shopping

When asked why they shop online, Spanish consumers ranked the following reasons:

• Convenience: 46%
  
• Product variety: 23%
  
• Better pricing: 22%
  
• Ease of product comparison: 9%
  

While only 12% say price is their primary reason, 58% include it among their top motivators, indicating that value is important—but convenience is the top priority.

Fashion, Electronics, and Books Lead E-Commerce Sectors

Most Popular Purchase Categories

• Fashion: 72% of consumers
  
• Electronics: 51%
  
• Books: 48%
  

Sectors with the Highest Spending

• Fashion: 43% of total spend
  
• Electronics: 20%
  
• Food: 18%
  
• Beauty and personal care: 18%
  
• Books: 14%
  

While fashion and electronics dominate both popularity and spending, food and beauty are rising fast, suggesting diversification in how consumers allocate their e-commerce budgets.

Spanish Shoppers Love to Compare Before They Buy

Price sensitivity remains a key part of the Spanish online shopping experience.

• 79% of consumers compare prices before purchasing
  
  • 44% always compare
    
  • 35% usually compare
    
• Price is the most important factor when comparing (85%), followed by:
  
  • Shipping costs and delivery time: 63%
    
  • Product features: 57%
    

Additionally, 67% of consumers increase their spending during sales periods, with Generation Z showing a particular preference for these promotional windows (35%).

Marketplaces Dominate the Digital Retail Landscape

Spanish consumers overwhelmingly prefer marketplaces as their main online shopping destination:

• 63% shop primarily on marketplaces
  
• Only 12% prefer brand-owned e-commerce sites
  
• 10% choose multi-brand online stores
  

The popularity of marketplaces is driven by their ability to offer competitive pricing, variety, and convenience in a single platform.

Personalization Matters—And Consumers Are Willing to Share

As personalization becomes more sophisticated, shoppers are more open to exchanging data for better experiences:

• 47% of Spanish consumers are willing to share personal data if it results in personalized recommendations, offers, or search results
  

This creates opportunities for retailers to implement AI-driven personalization that respects privacy while enhancing conversion.

Key Takeaways for E-Commerce Businesses in Spain

The 2025 online shopper in Spain is frequent, value-conscious, and driven by convenience. To meet their expectations, retailers should:

• Focus on ease of use and seamless checkout
  
• Offer competitive pricing and product variety
  
• Ensure visibility across major marketplaces
  
• Invest in mobile-first, personalized user experiences
  
• Optimize for transparent shipping costs and delivery times
  

By aligning with these shopper preferences, e-commerce brands can increase conversion, build loyalty, and drive sustainable growth in Spain’s competitive digital market.

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