Spain E-Commerce Insights 2026

About this report

About The Spain E-Commerce Insights 2026 Report

The TGM Spain E-Commerce Insights 2026 Report explores how Spanish consumers shop online and what shapes their decisions throughout the digital purchase journey. Topics include online shopping frequency, device preferences, categories purchased, promotional incentives, retailer selection factors and payment behavior. The research is based on a representative sample of 1,050 consumers aged 18–65+ in Spain, surveyed on 3–4 December 2025 through online interviews (CAWI) conducted by TGM Research.

The report examines these behaviors across age groups, gender and shopping-frequency segments, providing a more detailed understanding of how different types of Spanish consumers engage with e-commerce. It is relevant for retailers, marketplaces, brands, agencies and strategy teams assessing mobile and desktop experiences, category opportunities, promotional approaches, consumer targeting and checkout design in Spain.

What's inside

1. The Scroll — E-Commerce Landscape & How Consumers Browse and Shop Online

Shopper profiles by purchase frequency; heavy, moderate, light and non-shoppers; online shopping frequency; frequency by age; preferred shopping devices; device choice by shopping intensity, gender and age; online shopping categories; categories by shopper type, gender and generation.

2. The Decision Window — Factors Influencing Online Purchase Intention

Most appealing online promotions; percentage discounts; free or faster shipping; bundle offers; cashback and platform credits; promotional preferences by shopper type and age; factors determining where consumers shop; price, shipping, delivery speed, returns, authenticity and reviews, loyalty, payment flexibility, service, privacy and sustainability.

3. The Spend — Payment Preferences & Checkout Behavior

Preferred payment methods; debit and credit cards; PayPal or similar services; bank transfers; cash on delivery; Buy Now, Pay Later; e-wallets; payment preferences by gender, generation and shopping-frequency segment.

4. E-Commerce User Portrait — How Each Generation Navigates the Digital Marketplace

Consumer profiles for ages 18–24, 25–34, 35–44, 45–54, 55–64 and 65+; shopping frequency; preferred device; promotional preferences; purchase decision drivers; payment choices; leading categories; behavioral interpretation of each generation.