Spain’s e-commerce sector closed 2024 with impressive momentum, recording a 13.1% annual growth and a turnover surpassing EUR 95 billion, according to the latest data released by the National Commission of Markets and Competition (CNMC) via its CNMCData portal.
This continued expansion underscores the digital economy's resilience and adaptability amid changing consumer behaviors and increasing cross-border trade.
In the fourth quarter alone, the sector generated EUR 25.742 billion, marking a 13.4% year-over-year increase. The leading sector in terms of revenue was travel agencies and tour operators, which contributed 7.9% of total earnings, reflecting a post-pandemic recovery and heightened demand for leisure and business travel. The clothing sector followed, accounting for 6.6%, as online fashion retail maintained its popularity.
From October to December, the number of online transactions surged to more than 478 million, showing a 10.7% increase from the same quarter in 2023. Notably, gambling and betting platforms led by transaction volume, representing 7.1% of all sales.
Domestic vs. Cross-Border Activity
A closer look at transaction geography reveals Spain’s increasing reliance on cross-border e-commerce. Only 38.5% of total revenue in Q4 stemmed from domestic purchases, while 61.5% originated from Spanish consumers buying from foreign retailers. This imbalance led to a net external deficit of EUR 12.993 billion.
Transactions from Spain to international vendors totaled EUR 15.822 billion in Q4, up 16.4% year-over-year. A staggering 94.6% of these purchases were made in EU-based stores, with clothing dominating the segment (9.8% of the total).
Meanwhile, foreign consumer purchases from Spanish online businesses rose to EUR 2.829 billion, an increase of 14.3% compared to Q4 2023. The European Union remained the top source of these transactions, accounting for 62.9% of the total. Tourism-related services—including travel bookings, transport, car rentals, and hotels—made up 58.5% of this inbound revenue, highlighting Spain’s enduring appeal as a travel destination.
Domestic E-Commerce Trends
E-commerce activity within Spain also expanded, reaching EUR 7.091 billion in Q4, a 6.8% annual increase. The public sector emerged as the top revenue-generating segment domestically, with public administration, taxes, and social security services accounting for 9.6% of total local spending.
Key Takeaways
- Tourism and fashion continue to dominate Spain’s digital commerce landscape.
- Cross-border activity is a major growth engine, especially within the EU.
- Despite strong outbound activity, Spain runs a significant e-commerce trade deficit.
- Gambling and public services are leading domestic transaction categories.
These figures reinforce the structural transformation underway in Spain’s retail economy, where digital platforms, international trade, and sectoral shifts are reshaping consumer behavior and redefining economic boundaries. As 2025 unfolds, stakeholders in logistics, digital payments, and retail innovation will be keenly watching how these trends evolve.
Source: Vinetur