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Published on 2024-11-30
E-commerce increased its business volume in Spain in 2023 by 16% compared to the previous year, reaching 99.200 million euros, surpassing the 30 million online shoppers barrier for the first time.
This is reflected in the latest study on Internet purchases in Spain by the National Observatory of Technology and Society (Ontsi), an agency under Red.es. The number of people using the Internet in Spain represents 96% of the population aged between 16 and 74 years, reaching 34.5 million people. Of these, 87% shop online, representing the aforementioned 30 million people.
On the other hand, the business turnover has experienced a significant increase between 2014 and 2023, growing from nearly 16.300 to more than 99.200 million euros. In the last year, the growth has been 16%.
Regarding the average spending of people who shop online, the figure exceeds 3.300 euros annually, with clothing items (clothes, shoes, and accessories) being the most purchased products and services, accounting for 78.9% of online shoppers, and tickets to cultural events at 57%.
The smartphone is the most common device for making purchases, with more than 71%, and over 73% of people predict that they will maintain a similar level of shopping in 2024.
Regarding the reasons consumers buy online, price (52%) and convenience (50.4%) stand out as determining factors.
Concerning the impact of new technologies, more than 68% of online shoppers who are familiar with AI consider its influence favorable. Additionally, 91.2% of people who shop online consider online purchases to be safe.
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