Monday, 25 march 2019 | Redacción CEU
Electronic commerce does not only have an impact on social consumption habits, it also serves as a beneficial catalyst to change the commercial model both nationally and internationally. This transformation is reflected in the emergence of new strategies such as social commerce, the design of alternative logistic models, the development of different payment methods, the bet on customer service through chatbots or the application of solutions which are based on augmented reality. This unstoppable advance of e-commerce is favoring a new relationship with customers as well as cost savings and the reach of a broader audience. It has never been so easy to reach new markets.
That fear of buying on the Internet that was established in the mind of the Spanish consumer in the past has practically disappeared altogether. That is the conclusion reached by the eShopper Barometer 2018, a study carried out by SEUR. According to this report, 12% of the total purchases in Spain are already made through e-commerce channels. It should be said that this percentage is even higher than the European average, which represents 11.7%. 57% of respondents admit buying products on the Net on a regular basis. These users make an approximate average of six purchases per year. When it comes to talking about the big buyers this figure amounts to an average of three purchases per month.
As we mentioned in the article "Figures, fashion and electronic commerce", the world of fashion is one of the industries that has been most affected by the “e-commerce fever”. This category is ranked first in the best-selling products online in Spain. In the following positions of that list are beauty and health, books and sports. A tendency to take into account is the accelerated growth in the purchase of food products. Precisely because of the perishable nature of these products, it was considered a category with little projection. However, according to this report, 19% of respondents acquired these types of items during the last year.
Another study that points at the significant growth of e-commerce in Spain is the latest report of the Banking Situation by BBVA Research. According to this study, e-commerce almost reached the percentage of 20% of consumer spending and 10% of the turnover of Spanish companies in 2018. On the other hand, traditional retail fell by more than 4%. The analysis points out the possible replacement relationship between the digital and the face-to-face channels, and also shows that the demand of Spanish households is being satisfied in a growing proportion by companies which are operating abroad. Specifically, it claims that since 2015 the volume of Internet purchases of foreign companies of BBVA customers has increased by 160%. In relation to Spanish companies, the figure only doubled.