The typical online shopper Is 25-49 years old (35-49 year olds in particular), lives in urban areas and works full-time, is university educated, comes from a medium to high professional social class. It’s also worth mentioning that the Spanish love freebies: it doesn’t matter what it is, as long as it’s free, they will love it.[12]

Social Media

45% of Spanish people have shared information on social networks: it’s more than the global average of 36%. Spaniards like using social networks, also during the shopping process, e.g. to check out opinions and reviews about products and brands. Online shoppers also utilise social media to find out about brands: Facebook (41%), Twitter (38%) or Instagram (21%). 65% say that they consider making another purchase from companies that have serviced them via social media. However, 65% don’t approve of companies that use social networks to substitute for catalogues or to advertise offers.[13] 

Major Shopping Categories

Home furnishings are a popular choice for overseas purchasing, followed by clothing and footwear.[14 

Major retail Holidays

One of the the biggest online shopping days in Spain is Cyber Monday. iPad Sunday is a new phenomenon that describes the peak shopping time occurring on Sunday, usually between 6pm-7pm. 


46.6 million

Median Age:


Internet Use:

80.6% (35th)

Most Popular Social Network:

Facebook (23M users)