The market share of fashion ecommerce in Spain marks a new historical high and is consolidating itself as one of the largest markets.
The market share of fashion ecommerce in Spain marks a new all-time high and is consolidating itself as one of the large fashion markets in Europe with the most importance in online sales, according to the ‘Online fashion report in Spain 2024’ of Kantar.
The ecommerce business has resumed the path of growth in Spain, leaving behind two years of certain stagnation in its market share. In 2023, the weight of online sales gained 1.6 points compared to the previous year, reaching 22.8% of sales, a new historical high. The rise experienced in Spain agrees with the evolution of ecommerce in other large European markets like Italy, France or Portugal.
Kantar’s ‘Online Fashion Report in Spain 2024’
According to data from Online fashion report in Spain 2024, Spain exceeds the market share of fashion e-commerce registered in France for the second consecutive year. In this way, it is consolidated as one of the main European markets for fashion ecommerceonly behind the United Kingdom.
Footwear is once again positioned as the category of the fashion sector where online sales are most important in Spain: the share of sales through ecommerce increased from 27.8% in 2022 to 29.2% in 2023. The accessories They remain in second place, after increasing nearly two points and standing at 23.8%. The clothing items They also resumed growth, stagnant in 2022, and recovered 1.8 points to reach 20.7% market share. The home textile It is growing at a slower rate and the share of online sales exceeds 17% after increasing by seven tenths compared to the previous year.
This new increase in the market share of online sales in fashion in Spain is produced by various factors. Among them, penetration (i.e. the ratio of consumers who bought online in the last year) It rose by two points compared to 2022, reaching 48.7%.
The increase in average spending in fashion ecommerce
The increase in the average spending made by active buyers in fashion e-commerce is another of the pillars of this growth. The average disbursement stood at 226.1 euros per consumer in 2023, what it means an increase of 13.2 euros compared to the previous yearwhich represents the seventh consecutive year of growth and a new all-time high.
Furthermore, on average, online fashion consumers purchased 11.7 articles compared to 10.8 the previous year. They did it on an average of 5.4 completed purchase actions per user, record that increases by two tenths compared to the 2022 data.
Consumer behavior: the loss of importance of promotions
The behavior of consumers of online fashion operators in reference to discounted products is reflected in a decrease in the importance of discounts on purchases through this channel. In 2023, discounted products only accounted for 38% of online fashion purchases in Spain, which represents a decrease of 6.3 percentage points compared to 2022.
