e-commerce goes to more and continues to grow in Spain. In the last year of pandemic its increase has been 35% compared to the same previous period. In the first year since the state of alarm was decreed in our country, the volume of sales through electronic commerce increased by 24%, a growth that, a year later, at the end of February 2022, is 11 points higher.
The average monthly expenditure on electronic commerce stands at 61 euros, as stated in the “II Radiography of Consumption and Coronavirus” prepared by Webloyalty, a leading company in generating additional income in ecommerce that offers loyalty solutions to encourage repeat purchases.
In this second year of the pandemic, the sectors that have increased their online sales volume the most are electronics (29%), travel (23%), fashion (17%), leisure (14%), health and beauty (8%). ) and home (8%). “We have seen an upturn in the areas of travel and fashion this second year of the pandemic, whose growth has increased by 8 points in both cases compared to the previous year”, comments Paula Rodríguez, business development director of Webloyalty. Webloyalty’s “II Radiography of Consumption and Coronavirus” carried out based on the behavior of the users of the cashback club it manages, Privilegios en Compras, points to a boom in the number of new buyers with a 15% increase in consumers compared to past year.
In addition, these users have benefited from An increment cashback reimbursed to its members (+34%) in this last year, a growth 12 points higher than last year. “Loyalty programs are key, especially in the online environment. In addition to the good user experience and navigability, initiatives such as the Shopping Privileges in Purchases cashback initiatives offer users a series of advantages to save on their daily online purchases, which considerably encourages consumption and allows the ticket to be increased means, medium”, Rodriguez explains.
November 2021 and January 2022 reported the highest number of sales. “The behavior of consumers has changed considerably this second year of the pandemic, and the line of the purchase graph is above the previous one throughout this second year of the pandemic”, explains Paula. “A fairly stable line, with the usual peaks at key moments such as Black Friday, Christmas and post-Christmas sales”.
Online buyer profile and purchase reasons
According to the report, the online buyer profile is women (55%) and men (45%) between 45 and 54 years old (26%), followed by the age range between 35 and 44 years old (18%), which replace the youngest (25-34 years old) who were in second place the first year of the pandemic .
As the Webloyalty report indicates, residents in large urban centers such as Madrid (which rises from 15% to 17%) or Barcelona (which remains at 10%) bought more. As for the device from which purchases are made, the mobile phone continues to gain popularity (from 50 to 63%), followed slightly by the computer (down from 47% to 36%) and, in a more residual way, the tablet ( two%). The days of the week with the highest number of purchases are Wednesdays.
“Online commerce continues to show good figures, which are increasing at a good pace. In addition, we are also observing that eCommerce is improving customer recurrence figures”, concludes Paula.