Spain’s e-commerce sector continues its strong upward trajectory, with generational preferences playing a defining role in shaping the future of online retail.
According to the recent study "The Future of E-Commerce in Spain", conducted by Veepee in collaboration with IESE Business School and Kantar, consumer behavior is evolving rapidly, with Generation Z emerging as a key force behind the growth.
Generation Z: The Mobile-First Digital Shoppers
Young Spaniards aged 16 to 30 are leading the charge in online shopping. An impressive 67% of Gen Z respondents say they have increased their online purchases compared to the previous year. For them, the mobile phone is not just a communication device but a central tool in the shopping journey. Whether at home or inside a physical store, 91% of Gen Z shoppers use their phones to compare prices, read reviews, or gather product information before making a purchase.
Their shopping motivations are also distinct. One in four admits to buying impulsively or seeking happiness through online purchases. In fact, emotional decision-making drives 35% of all e-commerce activity—an insight retailers can leverage with engaging, emotionally resonant digital experiences.
Millennials and Generation X: Growing, But Differently
Millennials (31–45 years old) are not far behind, with 60% increasing their digital purchases year over year. Generation X (46–60) also shows notable adoption, with 49% reporting growth. While Gen Z tends to prioritize experience and speed, Millennials balance convenience with practicality, and Generation X remains more utility-driven in their purchases.
Older generations, including Baby Boomers (61–75), show more conservative growth (41%), but still play a valuable role in the broader market, particularly in categories related to health, home, and essential goods.
Blended Experiences and AI: The Rise of Hybrid Shopping
A prominent trend across consumers under 45 is hybrid shopping—where the physical and digital worlds intertwine. Shoppers now commonly browse in-store but buy online, or vice versa. This omnichannel approach is complemented by the rising use of artificial intelligence in the shopping experience. Around 50% of all users now engage with AI-powered tools, and among Gen Z, this figure reaches 77%.
AI is mostly used to discover deals, receive personalized product recommendations, and compare items across platforms—making it a critical part of the modern digital toolkit.
Loyalty, Personalization, and Trust Matter
Promotions, convenience, and real-time engagement continue to drive e-commerce satisfaction. Mobile app notifications, loyalty programs, and features like order tracking and easy returns have become fundamental to a positive user experience.
Despite these advancements, trust remains a non-negotiable factor. A significant 84% of users say data protection transparency is crucial when choosing an online store, and nearly 30% have abandoned a purchase due to concerns about data handling.
One Market, Many Personas
The study underscores that there is no single e-commerce shopper archetype in Spain. Younger consumers seek fast, intuitive, app-based shopping with personalized touches. Older consumers value clarity, support, and data security. However, all generations are increasingly influenced by brand reputation, peer recommendations, and online reviews.
For businesses, this means that understanding the nuances of each demographic is vital to crafting relevant digital strategies. Brands that personalize their approach—tailoring technology, communication, and value propositions to the habits and expectations of each generation—are best positioned to thrive in Spain’s fast-evolving e-commerce landscape.
Source: Vinetur