Despite the boom that e-commerce is experiencing, the increase in online purchases is not translating into higher spending.
The impact of the coronavirus pandemic has accelerated the commitment to online purchases of thousands of users around the world. However, despite the fact that more and more purchases are made over the Internet, this does not imply that users spend more on these acquisitions.
This is one of the conclusions drawn from the report “2021 eCommerce consumption trends: Online consumption habits of Europeans”, carried out by the Spanish online logistics solutions firm, Packlink. It highlights the fact that, although more purchases are made online, more than half of Spaniards, 57%, spend more than 100 euros on their online purchases during the Christmas campaign
This is a significantly lower percentage than our French neighbors, who 81% aim to spend more than 100 euros on these dates, and 70% of the Germans surveyed.
Within our country, Andalusians spend the most money on their online purchases, since 25% acknowledge spending more than that amount, followed by Catalans and Valencians, with 21% and 20%, respectively.
On the contrary, those who spend the least spending on purchases over the Internet It is the Galician Internet users who, although they are the ones who make the most purchases online, practically half, 43% of those surveyed, point out that they spend less than 50 euros a month on this.
These data reflect the growth that electronic commerce has had in Spain and its consolidation among users’ purchase options in line with data from the Markets and Competition Commission (CNMC), according to which, in 2020 the reached a sales record exceeding 51,600 million euros.
A figure that could be exceeded again this year in view of the evolution of sales over the Internet since, as the Packlink report shows, 80% of those surveyed admit having made a purchase online in the last month.
This is what Noelia Lázaro, Packlink’s Marketing Director, points out, who maintains that “Our figures for the last Christmas campaign, when we registered a 36% increase in purchases through electronic commerce, had already given us that the consumption habits of Spaniards were changing. The effect of the pandemic on this change in behavior is undeniable “.
In this sense, the person in charge highlights that the volume of online purchases that continues to be generated confirms this trend. “What these data show, now that there are practically no restrictions in our country, is that this accelerated change has come to stay.”
Content spending on online purchases
If 2021 has been confirmed as the year of the consolidation of electronic commerce, this study by Packlink, carried out with more than 5,000 respondents in the five main Europeans, that is, Spain. Germany, France, Italy and the United Kingdom, also indicates that we are the country that spends the least in online shopping.
In Spain, only 20% of the surveyed Internet users aim to spend more than 100 euros per month, only behind the British, since only 16% of them admit spending more than that amount to buy through the Internet.
27% of French respondents, 16% of Germans, and 25% of Italians spend more than 100 euros a month on these purchases.
But Spaniards are also the ones who most concentrate their online purchases in periods of large sales, promotional campaigns, such as the Black friday, or campaigns like Christmas. Only during the months of November and December, these campaigns concentrate almost 30% of the turnover for the entire year.
And, along with this, another of the preferences highlighted in the Packlink report is that of the marketplaces to make these purchases online, especially for Amazon. Thus, 64% of Spaniards prefer to make their purchases in a marketplace, a lower percentage than Italians or Germans, who almost 9 out of 10 advocate this option.