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The online sale of toys in Spain increased by 47% last year

According to the Million Insights report on toys 2021 – 2028, online toy sales It is worth $202.4 billion. More specifically, only in Spain, according to the latest NPD Consumer Panel, the online sale of toys increased by 47% in 2021 compared to 2020. This growth of the online market can be attributed to the growing demand from consumers. of toys on e-commerce platforms.

Alice Casolo, XChannel Performance Marketing lead, points out that “It is evident that the way of consuming has changed and we have adapted our habits to the online world. There are already many fathers that have grown in a digitized world, which is why they are, in turn, driving the growth of this sector in electronic commerce. This market growth is expected to continue in the coming years, specifically, according to the Million insights study, 8.1%”.

In this context, the toy sector is experiencing a growing trend of products purchased by and for adults, called “kidults” (over 18 years of age) who according to the NDP Consumer Panel represent almost 25% of the sector’s market share. Davide Gazzardi, XChannel Marketing Strategist adds that “the strong growth of the kidult movement is also favoring innovation in the toy sector. Undoubtedly, the sector is about to face a great Christmas campaign accompanied by great news and innovation. Growth is expected to be higher than in previous years, despite the increase in prices in the sector”.

The toy sector will be the protagonist of online sales in 2023

The gaming and toy sector is, according to XChannel, one of the most strategic potential markets. The company, which works applying cross-channel strategies in this market, ensures that its client portfolio billed products for an estimated value of 1 million euros in 2021, which represents an exponential increase compared to the data from the previous year.

XChannel attributes this growth to the results of leading companies such as Amazon, Alibaba or Aliexpress, organizations that rely on the consultancy services to boost their e-commerce and that, thanks to its recommendations, have managed to grow their sales 9 times higher than what occurs in the rest of the market. The key to this success is due to a cross-channel strategy that combines knowledge of big-data, semiotics, and anthropology. Specifically, in 2021 XChannel customers who distribute their products through Amazon, Alibaba or Aliexpress have grown 19 times since 2020 and have reached a turnover of 32 million euros.

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Taking into account the data presented so far, for XChannel, the toy sector will be one of the main protagonists of ecommerce sales, especially in the Spanish and Italian markets, in 2022 and 2023. In this sense, Federico Corradini, founder of XChannel, warns that “According to data from the Polytechnic University of Milan, in Italy only 10 out of 100 products are sold online and in Spain 8 out of 100. This situation indicates that we can face the coming semesters with optimism and set our sights on countries like France or Germany, where the weight of ecommerce represents, respectively, 13% and 15% of total sales”. Thus, he ensures that, in the long term, Spain and Italy could have a similar scenario and reach figures like those in the United Kingdom, where digital commerce represents 31% of the products sold and brings together a value of 142 billion euros, almost 5 times more than the data from Italy.

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