Fashion e-commerce in Spain: lots of buyers, not so much income

The category of clothes, accessories and sports equipment was the star in the Spanish e-commerce during 2017 regarding number of buyers, obtaining the figure of more than 11.59 million purchasers, according to the last National Observatory of Telecommunications and of the Information Society. Close to 50.5% of the people who went shopping online last year acquired some fashion article, entailing the highest percentage of purchasers.

They are followed, but quite distantly, by accommodation reservations and touristic packages, with 10.94 million buyers, and by transport tickets, with 10.51 million purchasers. The top five is completed by show tickets, with 9.68 million people, and smartphones and tablets, whose figure shrinks to 4.41 million purchasers only.

Fashion also leads the ranking of the times per year on average that people purchase something on the web. In that aspect, it is only surpassed by gambling, contests, bets and the lottery, which heads this classification with huge advantage having an average consumption of 9.17 times a year. It is also exceeded by alimentation and food delivery, which stands at an average of 6.24 times a year.

In category of clothes, accessories and sports equipment, people purchase online an average of 4.89 times a year. It is closely followed by restaurant reservations, with an average of 4.75 times.

However, regarding expenses, fashion occupies more moderate positions. The total expense of fashion in 2017 ascended to 2.75 billion euros, dropping to the fifth position in the list. In this occasion, financial and insurance services are the ones that lead the ranking, managing last year on the internet a total of 8.98 billion euros.

The other top three categories are accommodation reservations and touristic packages, with a volume of business that stands at 7.3 billion euros; transport tickets, with a revenue of 6.46 billion euros, and electronics of consumption, with 3.14 billion euros. Behind fashion, the next product category with a larger business on the web are alimentation and food delivery, with 1.54 billion euros.

Online fashion’s average expense in 2017 in Spain was valued in 237.8 euros, contrasting with the 3,631 euros it destined to financial services

Regarding the average expense per buyer a year, fashion goes even further down in positions. In this classification, the category of clothes, accessories and sports equipment falls down to the ninth number with 237.8 euros. This ranking is led by financial services with an average expense of 3,631 euros, together with electronics of consumption, accommodation reservations and touristic packages, and transport tickets, which register an average of 785.2 euros, 667.3 euros and 615 euros respectively.

They are followed by alimentation and food delivery, valued in 358 euros; car and motors rent, with 348 euros; smartphones and tablets, with 305.8 euros; household and gardening appliances, with 297.8 euros and lastly, antiques and collectable articles.

In relative terms, fashion represents in Spain an 8.8% of the total expense on the internet, far away from the percentages of accommodation reservations and touristic packages as well as transport tickets, which generate 23.3% and 20.6% respectively.