The ecommerce It has been consolidated in Spain during the last five years as the business model par excellence in our country. In this way, it has managed to maintain the figures on the rise until the first quarter of 2022, with an increase in the turnover of 25.3% year-on-yearaccording to the latest data from the National Commission for Markets and Competition (CNMC), reaching more than 15,600 million euros.
The ascending line that marked the beginning of this year and the digital transition model of electronic commerce towards a phydigital ecosystem has been diminished by a unstable economic scenario Due to the consumer uncertainty and inflation. A summer sales season and, currently, high season shopping periods such as Black Friday and Christmas, which have been the focus of consumers, reluctant to make large purchases.
The last peak of the year of the high season in commerce, marked with the arrival of Black Friday, has yielded data that denote a decrease compared to last 2021. According to figures from the latest survey carried out by the platform specialized in logistics solutions Packlink, the number of Spanish users during the week of Black Friday has decreased by 4.58% compared to last year.
“A priori it seems that the socioeconomic scenario does not lead us to encouraging figures for e-commerce. However, the sector has known how to maintain and, above all, adapt to these times, achieving every challenge that has been proposed to it: from fighting inflation to solving the economic concerns of consumers, providing them with the necessary tools to facilitate each one of your purchases says Noelia Lázaro, Packlink Marketing Director.
Black Friday, an uneven trend in European markets
The European consumer reaction in this pre-Christmas shopping period it is being very uneven. The German market is also showing a downward trend, achieving 9.03% less, which makes it the main affected market. On the other hand, France and Italy have continued to rise in the number of consumers, increasing the number of users by 5.76% since 2021 and Italy with an increase of 9.6%.
On the other hand, in terms of shipments, Spain has obtained 16% fewer shipments compared to 2021. While in Germany the number of shipments during Black Friday remains the same as last year, France and Italy also increase their shipments, achieving growth of 10.5% and 10.8%.
Likewise, as reflected in the results of the report “Shopping trends in high season”, prepared by Packlink and the economic consultancy Retails Economics, during this Black Friday, the categories that have stood out this year as the best sellers in Spain have been clothing and footwear (29.5%) and electronics (18.8% ). Figures that are equal to those of last 2021 by sector where clothing and footwear achieved purchases of up to 30.1% and electronics 17.8%.
“The decline in consumption among Europeans is being less than what most forecasts predicted, which is good news. The key has been knowing how to adapt to the needs of users and betting on a more responsible and flexible consumption model that benefits both small and medium-sized businesses and their customers”points out Noelia Lázaro, Packlink Marketing Director.
