E-commerce path to consolidation in Spain | Key4Communications | News

E-commerce is advancing rapidly towards consolidation in Spain. In 2015 it grew by 18% in consumer products, although its share value remains below 1% (0.8%), far from the figures of the United Kingdom (6.2%) or France (6.4%), but in line with Germany (0.6%) and Italy (0.7%). In total, last year the large online consumer sector has obtained 390 million euros in sales, with a penetration rate of 12.5%. Shopping to buy online leading packaged food products (milk, juice ...) and cargo (diapers, pet food ...).

Younger households are more likely to buy online. "Fidelity to a particular teaching is greater in the 'e-commerce' in physical stores," says Gustavo Nunez, CEO of Nielsen Spain. Pending the internet to become a key market for the purchase of replacement, consumers use the Internet for information. 60% access the web from a dealer to look at deals, while 24% access to search for product information. In addition, consumers demand more home delivery (85%) collection in stores (19%).

According to the report, 33% of buyers have visited the website of a supermarket or hypermarket in the last month. The main reason for these visits is the search for deals (60%), followed by making online (34%) buy, see product information (24%) and look at recipes, tips or ideas (14%). The study shows that online spending represents about 10% or 20% of total monthly purchase invested in the physical store. In a comparative respect to 2014, 30% of consumers have bought ensures more through internet, while 8% indicated that bought less. The remaining 62% has remained the same levels of spending on electronic commerce.