E-commerce user satisfaction continues to rise, with an average of 7.8 out of 10. Technology / communication (60%), Entertainment and Culture (59%), Food (56%) and Fashion (56%) are the product categories that have been bought the most in 2021.

Marketplaces such as Amazon, Ebay or Aliexpress continue to be a reference and search engine for online buyers. The computer remains the main online shopping device (79%), however, it loses strength compared to the smartphone, which continues to increase (59% in 2021 vs. 55% in 2020). IAB Spain, the advertising, marketing and digital communication association in Spain, today presented the ‘E-commerce Study 2021’, developed in collaboration with Elogia, and sponsored by Adevinta Spain, a leading company in digital marketplaces, with more than 18 million users per month on its platforms in the real estate (Fotocasa and habitaclia), employment (InfoJobs), motor (autos.net and motos.net) sectors and the sale of second-hand items (Milanuncios).

Every year the E-commerce Commission of IAB Spain leads the realization of this Study, which has, among its main objectives, to present figures on the dimensioning of E-commerce, analyze how the market has evolved with respect to 2020 and deepen in the current uses and habits of online shopping, as well as the perception of professionals in the sector about this discipline.

Market sizing
According to the ‘E-commerce Study 2021’, the penetration of online shopping is growing again, reaching 76% of Spanish Internet users aged 16 to 70 (72% in 2020). Which means that 25.8 million people are already online shoppers.

After a year of pandemic, Internet users experience online shopping more than ever, with the youngest (under 34 years) being the ones that increased the most in this channel, reaching up to 83% penetration. In 2021, the proportion of users who declare to combine on + off purchases increases, and this habit is still considered as “an option” for the future. In addition, the percentage of exclusive physical and exclusive online buyers decreases.

The frequency and expense of online shopping, on the rise
In 2021, E-commerce users shop online 3.8 times a month, while in 2020 they did so 3.5 times / month and 3 times / month in 2019. Average spending per act of purchase also increased, reaching an average value of 89EUR (68EUR in 2020 and 64EUR in 2019).

Technology / communication (60%), Entertainment and Culture (59%), Food (56%) and Fashion (56%) are the most sold product categories in E-commerce this year. The information from the closest environment – friends / blogs or RRSS – is the one that most influences the purchase decision.

The Study highlights that 37% of online shoppers have already had experience with a voice assistant or a chatbot and 22% have bought at some point. In addition, the assessment they give to this experience is positive. The pages where you buy most online are those that only sell online and those that have E-commerce and a physical store at the same time. Marketplaces such as Amazon, Ebay or Aliexpress continue to be the reference for product information among users.

On the other hand, search engines grew compared to 2020 (+ 7pp), in contrast to the website of the store that loses weight. The RRSS are also a means of searching for information that is incorporated in this edition in the study.

E-commerce choice drivers
In general, the purchase satisfaction of E-commerce users remains high with an average of 7.8 out of 10, focusing mainly on aspects such as price, ease of purchase and returns, product quality and delivery times.

Exclusive offers and promotions make up the most important driver of choice, followed by convinience (ease and practicality / convenience, save time and fast delivery). Confidence and a secure payment method continue to have weight when deciding to make an online purchase, at the same time, the motivational elements that encourage buying, such as recommendations and online advertising, continue to increase.

Online shopping devices
The computer continues to be the main online shopping device (79%), but it continues to lose strength compared to the mobile / smartphone, which continues to rise (59% in 2021 vs. 55% in 2020). Users who do not use a mobile / smartphone are of a more senior profile and spend less than the average buyer. The main reason for not buying via mobile is the lack of comfort and the size of the screen.

The digital industry and E-commerce
According to professionals in the digital industry, offering competitive prices, good customer service and the quality of products are still the most relevant aspects for an E-commerce. Online advertising and Social Networks are the sources with the best conversion rate, despite the fact that Search Engines generate more traffic.

For Alberto Martín, Head of Generalist Classified & Advertising Sales at Adevinta Spain: “The last year, as a consequence of the pandemic, has been a challenge to adapt to a new, even more digital environment. For companies like Adevinta, we have a digital DNA , It has been an opportunity to reaffirm ourselves in it.

And, as part of this new ecosystem, E-commerce is playing a key role. Both digital commerce and new consumer habits are here to stay and in the coming months we will continue to glimpse how they evolve and how companies continue to adapt to stay with our users and customers “.

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