More and more Spaniards are deciding to opt for marketplaces, where they buy what they need, compared to traditional web pages. In fact, as can be seen in the made by Amazon is not only the marketplace but also the website preferred by the Spanish to do your shopping. Specifically, 82% of Spanish shoppers have bought from Amazon at some time.
At a considerable distance from the American giant is eBaywhere 51% of Spanish eshoppers have bought at some time, and in third position is the Chinese marketplace, where 40% have bought. The first Spanish marketplace is El Corte Inglés, which is in fourth position. Specifically, 35% of online shoppers, that is, one in three, have bought at some time from the company chaired by Jesús Nuño de la Rosa.
This ranking is maintained regardless of age, although it is important to note that in the case of ECI, the percentage decreases the younger the eshoppers are. And by city, Aliexpress and Ebay stand out in the metropolitan areas of Madrid and Barcelona, while Amazon, ECI and La Casa del Libro are more transversal marketplaces, reaching more diverse places.
The conversion and loyalty of Amazon is practically total
With regard to spending per marketplace, although Amazon is the one with the highest purchase recurrencethis is not the case with the average ticket, an aspect in which ECI occupies the first position. In this way, while Spanish eshoppers buy an average of 11 times a year on Amazon and spend an average of €48 per purchase, in the case of El Corte Inglés, the average ticket is almost €71 (47.91% more), and they make 5 purchases a year.
However, if there is one aspect in which Amazon stands out above the rest of the marketplaces, it is in the level of loyalty. The American company has the ability to attract 9 out of 10 visitors and retain almost 9 out of 10 buyers. Specifically, 94% of Spaniards who visit Amazon end up buying, while on Aliexpress and Ebay that percentage drops to 77% and 71%, respectively. And if we talk about El Corte Inglés, only 60% of its visitors complete their purchase.
Lastly, it should be noted that Amazon is not only the marketplace par excellence in Spain, but that this is a situation that extends to the whole of Europe and the whole world. Specific, its main market in Europe is Germany, the United States in the American continent and Japan in Asia. And it is that if China, the United States and are the three countries in the world with the highest online spending, in the second and third the company is the favorite.
Spain, in the world Top 10 with the highest percentage of eshoppers
As explained, China, the US and the UK are the countries with the highest online spending; however, the Asian and American countries spend much more than the rest of the countries. In fact, Chinese online spending is almost 7 times that of the British. These data make sense since there are almost 600 million Chinese eshoppers, compared to 52 million in the Anglo-Saxon country. In any case, just over half of the Chinese access the Internet compared to 96% of the British1.
It should be noted that Spain is in the Top 10 of the countries with the highest Internet penetration (position 8), with 87%. When it comes to talking about the percentage of online buyers, our country is in seventh position, with 60% of online buyers.
Finally, as presented in the 2019 marketplace study, electronics and fashion are the best-selling products on marketplaces. Now, as for electronic products, is curiously the country that has a higher percentage of buyers online that has purchased this type of product (57%), followed by Germany and Russia. In the case of fashion products, South Korea is the country with the highest percentage of eshoppers (77%), followed by Germany and China.
Stay informed of the most relevant news on our news channel
Facebook Comments
Disqus