Online shopping accounts for about one-seventh of Christmas gift purchases this year

The Spanish e-commerce market is gearing up for an exciting period of expansion, with several key trends emerging. According to Marc Cortés, a marketing professor at Esade business school, 2022 will be the "year of the online shopping explosion and collective purchases through the Web".

One of the most significant developments is the consolidation of last-minute buying models in e-commerce. This trend is expected to be particularly prevalent in Spain, where shoppers are predicted to embrace the convenience of online shopping right up until the last minute.

The growth of e-commerce is not limited to traditional shopping hours. In the United States, e-commerce sales on Black Friday accounted for an impressive 38% of total sales, a trend that is expected to be mirrored in Spain. The use of smartphones for e-commerce is also expected to be significant, with shoppers increasingly turning to their mobile devices for online purchases.

Social networks are also set to play a larger role in Spanish e-commerce. The influence of recommendations made through social media is expected to increase, potentially driving more sales and shaping consumer behaviour.

Collective purchasing is another trend that is expected to gain traction in Spanish e-commerce. This model, where groups of people buy items together to secure discounts, has already proven popular in other markets and is expected to find a receptive audience in Spain.

The growing trend of online shopping in Spain is being driven by a variety of factors. Platforms like Shopify are supporting various brands in expanding internationally with advanced e-commerce solutions. Well-known retail companies such as the DOUGLAS Group are also strengthening their omnichannel presence in Spain by expanding and modernising their stores, while simultaneously growing their online shops.

Traditional marketplaces like eBay still maintain a presence, although competition from fast-growing platforms such as Temu and Shein is increasing. E-commerce is expected to account for 15% of total holiday purchases this year, up from the current 5-8% of total retail sales.

Marc Cortés predicts a significant increase in online shopping for the coming months, with the Spanish e-commerce market following the trend of increased online sales, as seen in the United States. The future looks bright for e-commerce in Spain, with a range of exciting trends and developments on the horizon.