Spain increases ecommerce sales by 36% in 2020

The Covid-19 pandemic has changed the way people do their shopping. According to, A recent study by eMarketer, published by the digital medium Ecom Value 21, shows that Spain increased e-commerce sales by 36% in 2020This makes it the third country with the highest growth in the last 12 months.

The study carried out by the company eMarketer shows that, compared to previous years, Spain has seen an unforeseen change in the increase in its e-commerce sales in 2020. Events such as the Christmas campaign, Black Friday and Cyber ​​Monday are the reasons why the Basque Country increased its online sales by 36%.

Likewise, the media highlight that the Black Friday and Cyber ​​Monday celebrations confirm that the increase in sales is not solely due to the restriction caused by the coronavirus pandemic. According to the BBVA, both celebrations resulted in a 20% increase in online sales compared to 2019.

Breaking paradigms

Spain increases ecommerce sales by 36% in 2020
Spain increases ecommerce sales by 36% in 2020

In the same way threw the celebration of November 11th, on which the Singles Day was celebrated; According to BBVA, higher sales indices were registered with 742,560 operations, compared to 570,186 in 2019 at the same time, an increase of 30%.

In this context, medium and small Spanish businesses on Black Friday only included sales via Amazon in the count. The numbers show sales of 135 products per minute from the start of the Prime Day Christmas campaign, which took place on October 13-14, through to Cyber ​​Monday, which was celebrated on November 30, 2020.

According to a report from the Cetelem Observatory E-commerce is expected to outperform physical commerce for the first time in Spain, accounting for 65% of purchase intentions, compared to 50% in 2019. The Observatory also estimates that average spending will decrease from € 261 to € 251 this year.

Several companies linked to this electronic ecosystem reflect the changing consumer habits of Spanish residents and the situation of the sector in 2020. One of them is Amazon, whose share has grown the most by 70%, as well as that of other marketplaces at the Sea or Shopify level, according to the media.

The Spanish consumer

Merchants saw an opportunity in e-commerce to grow their business through platforms and digital payments. According to the GFK consulting firm that produced the report for Visa bank cards, In Spain, mobile payments rose 15% in the final months of 2020, six points ahead of their European neighbors, and are expected to grow by 12% in the near future.

The document highlights this Spain is the southern European country that has increased its purchases in local businesses the most during the pandemic, reaching 77% of purchases made in practice. It is also noted that the reason for this increase is because of the Spanish support for Spanish companies, the convenience and the quality of the product, which is why it is expected to continue to do so in the future.

Latin America versus electronic commerce

More and more consumers are relying on online purchases. E-commerce opens up the possibility for countless entrepreneurs worldwide.

In the specific case of Latin America, this sector is growing rapidly and is estimated to reach 36.7% by the end of the year, which is € 69.9 billion, three times more than the eMarketer company’s estimate at the end of 2019 .

Another recent study by Statista shows that retail is moving to digital platforms. As reflected in the study, This year, 217 million users came to Latin America. A number that is expected to grow 31% through 2024 and reach 351 million buyers in the region.

As a result of all of this growth, companies are adapting their ecommerce stores to ensure the best performance in each of their versions, from websites to mobile applications. With that in mind, below are some ecommerce trends for 2021, according to Rodrigo Vaca, general manager of Zoho Brasil.

1. Omnichannel

Leader in the market, this is one of the trends that can be found in the arena around the world, be it in sales, logistics, supply chain or communication. It’s a cross-platform content strategy that companies are implementing to improve their user experience and foster better relationships with their audiences.

2. Voice shopping

It is based on providing fast (real-time), close and personalized attention to a large number of users, thanks to the use of language understanding platforms that allow the use of AI to respond in an automated manner.

“Ok Google”, “Hey Siri” and “Hi Alexa” are the voice shopping platforms that Amazon and Google use to target markets around the world, including different languages. Voice purchases of these devices are estimated at $ 40 billion by 2022.

3. Circular economy

If brands don’t adapt to green and green policies by 2021, they run the risk of being replaced by companies that may be more expensive but are committed to sustainability.

4. Artificial intelligence and augmented reality

It is estimated that one of the largest corporate investments this year will be in Artificial Intelligence (AI) and Augmented Reality (AR).

IA provides personalized experiences to different people, tracks your customers’ browsing history and browsing behavior, delivers great deals and AR, focuses on physically inspecting the product, showing all of its properties and showing how it would look good to them. but from the comfort of your home.

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