Spanish E-Commerce Grew 18% in Q1 2025: What’s Driving the Surge?

Spanish e-commerce is experiencing a massive acceleration. In the first quarter of 2025, the sector grew by 18% year-over-year, reaching a total value of $25.1 billion (€23.5 billion).

This marks one of the strongest quarters of growth in Spain’s digital economy, driven by changes in consumer behavior, improved logistics, and increased cross-border trade.

This article breaks down what’s fueling the growth, what sectors are leading the charge, how consumer trends are evolving, and what businesses can learn from the Q1 boom.

Table of Contents E-Commerce Growth Overview in Spain: Q1 2025 Sector-by-Sector Breakdown Regional Growth Insights The Role of Logistics and Payments Mobile, Social Commerce, and Personalization Cross-Border vs. Domestic Shopping Case Studies: Spanish Retail Leaders Key Consumer Behavior Trends Final Takeaways 1. E-Commerce Growth Overview in Spain: Q1 2025

In Q1 2025, Spanish e-commerce sales reached $25.1 billion, an increase of 18% compared to Q1 2024, according to the CNMC (Comisión Nacional de los Mercados y la Competencia). This growth wasn't just limited to product sales. A significant portion came from digital services like travel, entertainment, and streaming.

Key Drivers of Growth: Increased mobile shopping adoption Rise in BNPL (Buy Now Pay Later) usage Faster delivery and logistics optimization Growth in cross-border purchases Higher demand for digital services and subscriptions Price-conscious consumers shifting to online channels E-Commerce Revenue: Q1 Year-Over-Year YearRevenue (USD)Growth RateQ1 2024$21.2 billion—Q1 2025$25.1 billion18%

The consistency of this growth points to a matured e-commerce environment that continues to evolve quickly and is increasingly being integrated into consumers’ everyday lives.

2. Sector-by-Sector Breakdown

The growth in Q1 2025 wasn't uniform across all categories. Some sectors saw explosive gains, while others experienced more modest growth.

Top Performing Sectors: 1. Travel and Tourism – Up 22%

Spaniards are booking flights, hotels, and travel packages at pre-pandemic levels. Most of these transactions are now online, driven by apps and last-minute deal platforms.

Top platforms: Booking.com, Ryanair, Airbnb

2. Fashion and Apparel – Up 17%

Spanish consumers are buying clothes and shoes online more than ever. Zara, Mango, and Zalando remain major players, but niche and DTC fashion brands are also gaining market share.

Trends:

Mobile-first purchases Return-friendly policies Social media-driven inspiration 3. Digital Services – Up 25%

From online education platforms to entertainment subscriptions, digital service consumption is booming.

Examples:

Online course platforms like Domestika Netflix, Spotify, and regional streaming providers Remote mental health and coaching services 4. Electronics and Tech – Up 15%

Smartphones, tablets, and home tech remain strong categories. Bundled offers, product financing, and customer reviews are helping conversion.

Top sellers: Amazon.es, MediaMarkt, PCComponentes

5. Grocery and Household – Up 10%

Grocery e-commerce continues to grow, although at a slower pace. The growth here is supported by apps like Glovo and partnerships with major supermarkets.

Brands leading in online grocery:

Carrefour Mercadona Glovo (express delivery) 3. Regional Growth Insights

While Madrid and Barcelona generate the highest sales volume, some of the fastest year-over-year growth is coming from regions like Andalusia and Valencia.

Regional Performance Table RegionGrowth Rate (Q1 2025 YoY)Madrid+14%Catalonia+13%Andalusia+19%Valencia+20%Canary Islands+9%

The Canary Islands saw slightly slower growth due to logistical challenges, but overall, e-commerce activity is rising across all autonomous communities.

Noteworthy Points: Andalusia and Valencia are investing in last-mile logistics. Smaller cities are adopting mobile shopping faster than expected. Regional influencers are boosting local e-commerce brands. 4. The Role of Logistics and Payments

E-commerce depends on reliability — and in Spain, logistics providers have stepped up.

Shipping Improvements: Correos, SEUR, and GLS upgraded their delivery systems, reducing average delivery time by 25% YoY. Same-day and next-day delivery are now standard in most metro areas. Parcel lockers and pick-up points are more widely used, especially in apartments and rural zones. Payment Options Driving Growth: Credit card remains dominant (65% of transactions) PayPal still popular for cross-border purchases Klarna, Scalapay, and Aplazame expanded BNPL services

Buy Now Pay Later has especially impacted fashion, electronics, and lifestyle sectors by increasing average order value and conversion rates.

5. Mobile, Social Commerce, and Personalization

Spain is becoming a mobile-first e-commerce market.

Mobile Usage: 71% of all e-commerce transactions happened via mobile in Q1 2025. Fashion, groceries, and last-minute travel were the top mobile categories. Social Commerce: Instagram and TikTok drove product discovery. Spanish Gen Z shoppers are increasingly buying directly from social content. TikTok Shop and live-stream sales are slowly gaining ground. Personalization and AI: AI product recommendations helped raise conversion rates. Email and SMS marketing tools became more personalized and better at re-engaging users. Spanish e-commerce platforms started using AI chatbots to assist with real-time queries. 6. Cross-Border vs. Domestic Shopping

One of the most interesting developments this quarter was the balance between local and international shopping.

Breakdown: Domestic purchases: 60% Cross-border purchases: 40%

Top countries for imports:

China (AliExpress, Temu) United Kingdom (Amazon.co.uk, fashion retailers) Germany (electronics and auto parts) Reasons for International Growth: Lower prices on electronics and fast fashion Greater product selection Loyalty programs and cheaper shipping from platforms like AliExpress

Spanish consumers remain price-sensitive, and cross-border retailers who can undercut local prices with reliable delivery are winning.

7. Case Studies: Spanish Retail Leaders

Several Spanish and global companies had standout quarters. Here’s how they drove results:

Zara (Inditex Group) Online sales rose 18% YoY Expanded express delivery to 15 more cities Personalized app experience led to better retention Glovo Grocery orders doubled compared to Q1 2024 Partnerships with Carrefour and Dia accelerated growth Average delivery time dropped below 20 minutes in major cities El Corte Inglés Strengthened omnichannel approach Launched same-day pickup from physical stores Expanded homeware and electronics product range AliExpress Spain Saw 13% YoY increase in Spanish orders Ran aggressive TikTok campaigns and influencer deals Targeted discount pricing with direct-from-China logistics 8. Key Consumer Behavior Trends

Spanish e-commerce customers in 2025 are more informed, mobile-savvy, and price-conscious than ever.

Consumer Habits Worth Noting: 90% of online shoppers compare prices before buying Free shipping is a top priority (even more than fast delivery) Loyalty programs from brands like Mango, El Corte Inglés, and Amazon are driving repeat purchases Live chat and humanized customer service are increasing customer satisfaction

Spanish shoppers value trust. Clear return policies, fast refunds, and good customer service are often the deciding factors in whether they return to an online store.

9. Final Takeaways

The 18% e-commerce growth in Q1 2025 isn’t a fluke — it’s the result of years of market development, digital transformation, and rising consumer expectations.

Spain’s online market is not only growing fast but also becoming more competitive and sophisticated.

For businesses:

Invest in mobile-first design Offer flexible payments like BNPL Prioritize customer support and returns Explore opportunities in regional cities Consider partnering with influencers or using localized campaigns

The Spanish e-commerce space is wide open for companies that focus on convenience, pricing, and customer experience.

The post Spanish E-Commerce Grew 18% in Q1 2025: What’s Driving the Surge? appeared first on Ecommerce-Platforms.com.