Spain is above the global average for online sales in the third quarter

According to the quarterly study Salesforce Shopping Index, online commerce in Spain has experienced a sales growth of 14% during the third quarter of the year, three points above the global mean, with respect to the same period of the previous year. These data represent a slight improvement compared to the previous quarter, in which growth in our country was 7%, while at the world level it was then 3%.

Spain’s figures also exceed the world average in terms of to traffic to ecommerce websites and to the quantity of orders. Both variables experienced drops of 2% year-on-year in all the countries included in the study, while in our country, both grew by 8% compared to the third quarter of 2020.

As for the favorite devices to buy items on the internet, the mobile phone continues to be the star for Spaniards, monopolizing 77% of traffic to online stores (compared to 72% globally) and being the means used to place 64% of orders (compared to 61% globally).

Down in average spending and conversion

There are two variables in which Spain, together with Italy, presents the lowest data in the study: the average spending per buyer and visit is at $ 1, when the global average is at $ 2.80, and the conversion rate is 1.2% (well below the 2.4% global). The average value of orders in our country is also below the global figure, with 76.91 dollars in Spain compared to 103.43 worldwide.

Warning, scroll to continue reading

The study also reveals a high cart abandonment rate (that is, unfinished purchases) in our country: 91% in the case of mobile purchases and 84% if we do it from the computer. These percentages are notably higher than the global average, with abandonment rates of 86% on mobiles and 77% on computers.

Regarding the product categories, the ones that grew the most in this quarter globally are:

  • Furniture (59%)
  • Bags and suitcases (37%) Luxury bags (30%)

In contrast, the categories experiencing the largest declines worldwide are:

  • Beauty and hair (-36%)
  • Food and drink (-21%)
  • Beauty and makeup (-19%)

Related Articles

Leave a Reply

Your email address will not be published. Required fields are marked *