Electronic commerce in Spain exceeded €114.8 billion during 2025, an increase of 20.6% over the previous year. Fourth-quarter turnover alone reached €31.418 billion.
Buying, hiring and comparing online are no longer secondary activities. They have become a standard part of the Spanish economy, affecting large companies and independent professionals alike.
A transaction depends on more than price
Every digital purchase requires search, reliable information, payment, logistics, customer support and trust. When one element fails, the complete experience loses value. Future competition will be determined not only by traffic but by how quickly a platform can connect a genuine need with a useful result.
The opportunity for local marketplaces
Large platforms offer scale but do not always understand a particular city, profession or language community. Local marketplaces can compete through proximity, relevance and better knowledge of users, especially in services, property, employment, vehicles and second-hand products.
Professionals must publish better information
A small business can no longer rely on one photograph and a telephone number. It must explain what it provides, where it operates, what experience it has and why customers should trust it. E-commerce does not remove the physical economy; it reorganises and rewards clear communication.
Editorial source: CNMC — Electronic commerce in Spain during 2025