西班牙在线交易市场调研和分析报告（英文版）-2024年1月上传培训课件

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TRENDSOnlinemarketplacesinSpainCHAPTER

01OverviewRevenueofB2Ce-commerceinSpainfrom2017to2027(inbillionU.S.dollars)B2Ce-commercemarketrevenueinSpain2017-20276050403047.6344.8142.4737.1733.1232.6928.9326.9218.0420192010015.15201812.912017202020212022202320242025202620273Description:TherevenueintheE-commercemarketinSpainwasforecasttocontinuouslyincreasebetween2023and2027byintotal14.9billionU.S.dollars(+45.58percent).Afterthefifthconsecutiveincreasingyear,theindicatorisestimatedtoreach47.63billionU.S.dollarsandthereforeanewpeakin2027.ReadmoreNote(s):Spain;2017to2027;estimatesSource(s):DigitalMarketInsightsNumberofusersofe-commerceinSpainfrom2017to2027(inmillions)Numberofe-commerceusersinSpain2017-20274540.138.5140353025201510536.9135.3633.8231.9329.6428.2627.2525.6224.220201720182019202020212022202320242025202620274Description:ThenumberofusersintheE-commercemarketinSpainwasforecasttocontinuouslyincreasebetween2023and2027byintotal6.3millionusers(+18.63percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach40.1millionusersandthereforeanewpeakin2027.Notably,thenumberofusersoftheE-commercemarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Spain;2017to2027;estimatesSource(s):DigitalMarketInsightsAttitudestowardsonlineshoppinginSpainasofJune2023AttitudestowardsonlineshoppinginSpain2023Shareofrespondents0%10%20%30%40%50%50%49%WhenIplanamajorpurchase,IalwaysdosomeresearchontheinternetfirstCustomerreviewsontheinternetareveryhelpfulIprefertopurchasegoodsfromvarioussellersthroughthesameonlinemarketplace(e.g.,Amazon)29%Iusuallymanagehabitual/recurrentordersdirectlyviamysmartphoneortablet23%23%IwanttoseeandtouchanitembeforeIbuyitWhenIorderanitem,Ipreferexpressshipping22%IamexcitedaboutusingAugmented&VirtualRealitywhileshoppingWhenIbuyanitem,IwanttoholditinmyhandthesamedayIusuallymakemajornewpurchasesdirectlyviamysmartphoneortabletNoneoftheabove14%14%12%8%5Description:Whenaskedabout"Attitudestowardsonlineshopping",mostSpanishrespondentspick"WhenIplanamajorpurchase,Ialwaysdosomeresearchontheinternetfirst"asananswer.50percentdidsoinouronlinesurveyin2023.

ReadmoreNote(s):Spain;July2022toJune2023;2024respondents;18-64yearsSource(s):ConsumerInsightsToponlinestoresinSpainin2022,bye-commercenetsales(inmillionU.S.dollar)ToponlinestoresinSpain2022,bynetsalesE-commercerevenueinmillionU.S.dollar2,000

3,0000amazon.es1,0008584,0005,0006,0005,280elcorteingles.es1,394mediamarkt.escarrefour.es670577540512mercadona.eszalando.es4804514456Description:Amazon.esisleadingtheSpanishe-commercemarket,withe-commercenetsalesof5.3billionU.S.dollarsin2022generatedinSpain,followedbyelcorteingles.eswith1.4billion.SheinandApplecamenext,withonlinesalesamountingto858millionand670milliondollars,respectively.ReadmoreNote(s):2022Source(s):ecommerceDB.comMostvisitede-commercewebsitesinSpainasofMay2023,bymonthlytraffic(inmillionvisits)Leadinge-commercewebsitesinSpain2023,bymonthlyvisitsNumberofvisitsinmillions80

1000204060120140160180200AmazonSpainMilanuncios186.547.339.838.2ElCorteInglésAliExpresseBaySpain27.1CarrefourSpainMediaMarktSpainPCComponentesDecathlonSpainLeroyMerlin18.415.610.510.210.17Description:AsofMay2023,amazon.eswasbyfarthemostpopulare-commercesiteinSpain,averagingabout186.5millionmonthlyvisits.Inadistantsecondplace,Milanuncios,theclassifiedadvertisementssite,recordedover47millionvisits.ElCorteInglésandAliExpresstrailedbehind,eachgarneringnearly40millionmonthlyvisits.ReadmoreNote(s):Spain;May2023Source(s):ecommerceguide;SimilarWebCHAPTER

02PurchasebehaviorShareofonlineshoppersknowingwhatanonlinemarketplaceisinSpainin2023ShareofonlineshoppersrecognizinganonlinemarketplaceinSpain202360%49%50%40%30%20%10%0%26%25%Knowwhatitis,anddefineitcorrectlySaytheyknowwhatitis,butdefineitwronglyDonotknowwhatitis9Description:Duringasurveyconductedin2023,nearlyhalfoftheonlineshoppersinSpainwerefamiliarwiththeconceptofamarketplaceandcouldaccuratelydefineit.Meanwhile,26percentclaimedtobeawareofonlinemarketplaces,buttheirprovideddefinitionswereincorrect.Theremainingquarterofrespondentswereunawareofwhatanonlinemarketplaceentailed.ReadmoreNote(s):February28toMarch13,2023;605onlineshoppers;18-65yearsSource(s):TandemUpShareofshoppersusingonlinemarketplacestosearchforproductinformationintheSpainin2ndquarter2023,bygenderOnlinemarketplaceusageforproductsearchinSpain2023,bygender160%140%120%100%80%60%38%Men38%40%20%0%Women10Description:InSpain,menarejustaslikelytostarttheirshoppingjourneyononlinemarketplacesaswomen.Asofthesecondquarterof2023,around38percentofSpanishmenandwomensearchedforproductinformationondigitalmarketplaces.

ReadmoreNote(s):Spain;Q32022;19,293respondents*Source(s):Klarna;NepaShareofshoppersusingonlinemarketplacestosearchforproductinformationintheSpainin2ndquarter2023,bygenerationOnlinemarketplaceusageforproductsearchinSpain2023,byage45%40%39%40%35%30%25%20%15%10%5%36%34%0%GenZ(18-26years)Millennials(27-42years)GenX(43-58years)BabyBoomers(59-77years)11Description:Inthesecondquarterof2023,approximatelyfourintenSpanishonlineshoppersstartedtheirbuyingprocessononlinemarketplaces.Amongthese,MillennialsandGenXconsumersexhibitedthehighestpreferenceforthisplatformwhenseekingproductinformationbeforeapurchase.Conversely,GenZconsumersweretheleastinclinedtocommencetheirshoppingdiscoveryonmarketplaces,withslightlyoverathirdoftherespondentsdoingso.

ReadmoreNote(s):Spain;Q22023;19,293respondents*Source(s):Klarna;NepaDistributionofonlinemarketplaceshoppersinSpainin2023,byagegroupShareofonlinemarketplaceshoppersinSpain2023,byage18-3022%31-4533%46-6545%12Description:Accordingtoa2023study,thelargestshareofshoppersinonlinemarketplacesinSpainwereadultsbetween46and64yearsold.Theyoungertheonlineshopper,thesmallerthepercentagebuyingthroughthischannel.Thatyear,roughlyhalfoftheSpanishonlineshoppersknewwhatamarketplacewasandcoulddefineitcorrectly.ReadmoreNote(s):February28toMarch13,2023;605onlineshoppers;18-65yearsSource(s):TandemUpFrequencyofpurchasesinonlinemarketplacesinSpainin2023PurchasefrequencyinonlinemarketplacesinSpain2023Shareofrespondents0%5%10%15%20%25%30%MorethantwiceamonthTwiceamonth7%12%Onceamonth28%OnceeverytwomonthsOnceeveryfourmonthsOnceeverysixmonthsWithlessfrequency23%8%15%7%13Description:In2023,overaquarter(28percent)ofdigitalbuyersinSpainmademonthlypurchasesonmarketplaceslikeAmazonorAliExpress,andsevenpercentshoppedtheremorethantwiceamonth.Additionally,Spanishconsumersreportedthatmarketplacesprovidedthebestcustomerexperienceamongvariousonlinepurchasechannels.ReadmoreNote(s):February28toMarch13,2023;605onlineshoppers;18-65yearsSource(s):TandemUpAveragepurchaseexpenditureinonlinemarketplacesinSpainin2023AveragespendingononlinemarketplacesinSpain202340%35%35%30%25%20%15%10%5%31%14%13%8%0%Lessthan25euros25to50euros51to100euros101to150euros151to500euros14Description:Anonlinemarketplaceisaplatformdesignedtobringsellersandbuyerstogether.Thatisthecase,forexample,withAmazon,eBay,andAliExpress.Onthisonlineshoppingchannel,theaveragespendofroughlyeightintenconsumerswaslessthan100eurosin2023.ReadmoreNote(s):February28toMarch13,2023;605onlineshoppers;18-65yearsSource(s):TandemUpMostpurchasedcategoriesinonlinemarketplacesinSpainin2023MostpurchasedcategoriesinonlinemarketplacesinSpain2023Shareofrespondents0%10%20%30%40%50%60%70%ElectronicsClothingandfootwearHome65%61%57%Books,movies,andmusicIT52%51%ToysandgamesSportsOfficesuppliesBeautyandpharmacyAccesoriesandjewelryFood38%38%37%34%32%28%Petarticles22%LuggageCarandmotorcycleBaby13%13%9%15/statistics/1236532/most-purchased-categories-online-marketplaces-spainInSpain,electronicswerethemostpurchasedcategorythroughonlinemarketplaces,acquiredbyalmosttwo-thirdsofconsumerssurveyedin2023.Fashionandhomeitemsrankedsecondandthird,boughtby61percentand57percentofrespondents.ReadmoreNote(s):February28toMarch13,2023;605onlineshoppers;18-65yearsSource(s):TandemUpCHAPTER

03LeadingmarketplacesMostpopularonlinemarketplacesinSpaininApril2023,basedonshareofvisitsLeadingonlinemarketplacesinSpain2023,byvisitshare60%54.02%50%40%30%20%10%0%17.8%6.91%5.64%2.78%amazon.eselcorteingles.escarrefour.es17Description:InApril2023,amazon.eswasthemostvisitedmarketplaceinSpain,accountingfor54percentofdesktopvisits,whileAmazon'sinternationalplatformaccountedforanothersevenpercentapproximately.AliExpresscameinsecondplace,representingnearly18percentofthevisitsinthiscategory.ReadmoreNote(s):April2023;desktoponly;category:E-commerceandshopping-MarketplaceSource(s):SimilarWebLeadingmarketplaceappsinSpainin2023,bynumberofdownloads(inmillions)MostdownloadedmarketplaceappsinSpain2023Numberofdownloadsinmillions01234567891011Temu:ShopLikeaBillionaireWallapop-Buy&SellNearbyAmazonShopping9.793.012.682.39AliExpressA-B2BmarketplaceDoop-saralowerpricemartPandaBuy1.120.960.60.4eBaySelling&ShoppingOnline18Description:FromJanuary1sttoOctober23rd,2023,TemureignedasSpain'smostpopularmarketplaceapp,withnearly10milliondownloads.Wallapoprankedsecondwithaboutthreemilliondownloads,followedbyAmazonShopping,downloadedapproximately2.7milliontimesoverthatperiod.ReadmoreNote(s):Spain;January1toOctober23,2023;oniPhoneandiPadAppStoreandGooglePlaySource(s):AppMagicBouncerateofselectedonlinemarketplacesinSpaininSeptember2023BouncerateofselectedonlinemarketplacesinSpain2023Bouncerate0%10%20%30%40%50%fnac.esalcampo.escarrefour.eszalando.es51.97%45.98%42.18%40.88%40.3%40.16%ebay.eselcorteingles.esamazon.es36.65%35.39%19/statistics/1420170/online-marketplaces-bounce-rate-spainInSeptember2023,fnac.eshadthehighestbouncerate(52percent)amongselectedonlinemarketplacesinSpain.SupermarketsAlCampoandCarrefourfollowed,withcomparablebounceratesreaching46percentand42percent,respectively.

ReadmoreNote(s):Spain;September2023Source(s):SimilarWebAveragenumberofpagesviewedpervisitofselectedonlinemarketplacesinSpaininSeptember2023PagesviewedpervisitofselectedonlinemarketplacesinSpain2023Avg.pagesviewedpervisit602481012carrefour.esamazon.eszalando.eselcorteingles.esalcampo.esebay.es10.579.788.236.896.585.534.984.24fnac.es20Description:InSeptember2023,boastedthehighestaveragenumberofpagesviewedpervisit,at10.57,amongtheselectedonlinemarketplacesinSpain.SupermarketCarrefourande-commercegiantAmazonfollowedcloselywith9.78and8.23pages,respectively.ReadmoreNote(s):Spain;September2023Source(s):SimilarWebOnlinemarketplaceswithhighestconsumerpenetrationinSpainin2023MostusedonlinemarketplacesinSpain2023Shareofrespondents0%10%20%30%40%50%60%70%80%90%90%100%AmazonAliExpressElCorteInglésDecathlonCarrefourMediaMarkteBay57%50%50%43%39%38%Zalando30%29%27%LeroyMerlinFnac21Description:Accordingtoa2023survey,AmazonistheonlinemarketplacewiththehighestuserpenetrationinSpain,withnineoutoftenonlineshoppersusingtheplatform.AliExpressrankedsecond,witha57percentpenetrationrate,followedbyElCorteInglésandDecathlon,eachwith50percent.ReadmoreNote(s):February28toMarch13,2023;605onlineshoppers;18-65yearsSource(s):TandemUpOnlinemarketplaceswithhighestconsumerpenetrationinSpainin2023,byagegroupMostusedonlinemarketplacesinSpain2023,byageAmazonAliExrpress89%DecathlonElCorteInglésCarrefour100%90%80%70%60%50%40%30%20%10%0%95%84%60%57%57%55%54%50%49%48%48%18-3031-45Agegroup46-6522Description:In2023,AmazonwasthemostusedonlinemarketplaceinSpainacrossallagegroups,withaconsumerpenetrationrateof90percent.AliExpresscamenext,provingespeciallypopularamongyoungershoppers(18to30yearsold).

ReadmoreNote(s):February28toMarch13,2023;605onlineshoppers;18-65yearsSource(s):TandemUpFrequencyofpurchaseinleadingonlinemarketplacesinSpainin2023(timesperyear)PurchasefrequencyinleadingonlinemarketplacesinSpain2023Frequencyperyear8024610121416AmazonCarrefourElCorteInglésAliExpresseBay14.913.910.310.27.57.1DecathlonZalando6.7MediaMarkt5.623/statistics/1236923/shopping-frequency-leading-online-marketplaces-spainAccordingtoa2023survey,e-commercegiantAmazonhadthehighestpurchasefrequencyamongtheleadingmarketplacesinSpain,withanaverageof15purchasesperyear.Carrefourfollowedcloselybehind,withabout14purchasesayear.

ReadmoreNote(s):February28toMarch13,2023;605onlineshoppers;18-65yearsSource(s):TandemUpAverageshoppingticketvalueinleadingonlinemarketplacesinSpainin2023(ineuros)AverageticketvalueinleadingonlinemarketplacesinSpain2023Averageticketineuros100050150200200.4250MediaMarktElCorteInglésCarrefourZalando131.1122.482.6Amazon74.9DecathloneBay63.16324Description:MediaMarkthadthehighestaverageticketvalueamongthetoponlinemarketplacesinSpain,accordingtoa2023study.There,shoppersspentanaverageof200eurosperticket.Incomparison,Spain'sleadingonlinemarketplace,Amazon,hadanaveragespendofabout75euros.ReadmoreNote(s):February28toMarch13,2023;605onlineshoppers;18-65yearsSource(s):TandemUpAverageshoppingticketvalueinChineseonlinemarketplacesinSpainin2023(ineuros)AverageticketvalueinChineseonlinemarketplacesinSpain2023Averageticketineuros3001020405060SheinMiravia5030Temu24AliExpress1925Description:SHEINclaimedthetopspotastheChinesemarketplacewiththehighestaverageticketvalueinSpain,reaching50eurosinthesecondquarterof2023.Miravia,introducedbytheChinesegiantAlibaba,securedthesecondspotwithanaverageticketvalueof30euros.Nevertheless,AmazonremainedthemostpopularonlinemarketplaceamongSpanishconsumers.ReadmoreNote(s):Spain;Q22023*;*Exactdateofsurveynotprovidedbythesource.ReadmoreSource(s):Fintonic;Website(OpenInsights)CHAPTER

04Spotlight:AmazonSalesrevenueofAmazoninSpainfrom2011to2022(inmillioneuros)RevenueofAmazoninSpain2011-20227,0006,4006,0006,0005,0004,0003,0002,0001,00005,400426331.12019289.32017106.72201638.89201346.34201459.20.310.5520112012201520182020*2021*2022*27Description:In2022,AmazonSpainrecordedrevenuesofapproximately6.4millioneuros,roughly6.7percentmorethanthepreviousyear.ThecompanyoperatesinSpainthroughdiversesubsidiaries,coordinatedbyacentralEuropeanofficeinLuxembourg.Basedoncustomerpenetration,AmazonistheleadingonlinemarketplaceinSpain.ReadmoreNote(s):Spain;2011to2022;*Thisfigure"includestherevenueofthecompany'ssubsidiariesthatoperateindependentlyinSpainandwhoseaccountsappeareachyearintheCommercialRegistry,andthatofthebranchesofAmazonEUSarl(in[...]

ReadmoreSource(s):Amazon;ElPaís;RegistroMercantildeMadridNetincomeofAmazoninSpainfrom2010to2022(in1,000euros)NetincomeofAmazoninSpain2010-202220,00014,46315,00010,0005,00013,1478,4404,914.393,2702,721.480.690-3.45-38.45-1,439.59

-1,670.28-1,285-5,000-10,000-15,000-20,000-25,000-21,2852022*20102011201220132014201520162017201820192020202128Description:In2013,Amazonpostedalossofapproximately1.5millioneuros,whichimprovedconsiderablyinthefollowingyears.Specifically,theonlineretailgianthadanetincomeofmorethan13millioneurosin2020.However,thefollowingyear,itreturnedtoanegativefinancialposition,primarilyduetounderperformingresultsfromitsdatacenterunit.In2022,Amazonincurredanetlossofapproximately21.3millioneuros.ReadmoreNote(s):Spain;2010to2022;*FigurestakeintoaccountonlyfourofAmazon'ssixsubsidiariesinSpain,asAmazonDigitalSpainandTwitchhadnotyetpresentedtheirresults.Datawasextractedfromvariouspublications.ReadmoreSource(s):Amazon;elEconomista;InformaAnnualnumberofAmazon'semployeesinSpainfrom2012to2022NumberofAmazonemployeesinSpain2012-202225,00020,00022,00018,00015,00010,0005,000012,0003,90120192,98220182,00020171,672201649323132640201220132014201520202021202229Description:AmazonhasbeenagrowingsourceofemploymentinSpain.In2022,thee-commercegianthadabout22,000employees,4,000morethanreportedthepreviousyear.AmazonistheleadingonlinemarketplaceinSpain.

ReadmoreNote(s):Spain;2012to2022Source(s):Amazon;ElPaís;RegistroMercantildeMadridDistributionofAmazonPrimesubscribersinSpainin2023,bybuyertypeShareofAmazonPrimesubscribersinSpain2023,bybuyertype50%44%45%40%35%30%25%20%15%10%5%42%14%0%Occasional(Every2monthsorless)Frequent(Onceortwice/month;upto100€)Intensive(Min.twice/month;100€ormore)30Description:AmazonPrimeisapremiummembershipthatoffersfreedeliveryandotherexclusivefeaturesonAmazonwebsites.A2023studyfoundthat44percentofAmazonPrimesubscribersinSpainwereoccasional