E-commerce in Spain has experienced a historic transformation over the past ten years. Turnover has risen from 20.013 billion euros in 2015 to 114.812 billion in 2025, a 5.7-fold increase in business volume. This represents a cumulative growth of 473.7%, with an average annual rate close to 19%. According to the National Commission of Markets and Competition (CNMC), the sector maintains year-on-year growth rates exceeding 20%.
Consumer purchasing habits have permanently changed, making digital presence strategic for visibility and customer acquisition. The number of online transactions has also grown dramatically, from approximately 300 million in 2015 to over 2 billion annually in 2025. This indicates consumers are shopping online more frequently for everyday needs, with categories like food service, groceries, and digital services gaining prominence.
The average transaction value has decreased, from around 67 euros in 2015 to approximately 56 euros in 2025, showing that e-commerce is now integrated into daily consumer life. Tourism remains a significant sector, accounting for about a fifth of e-commerce turnover, alongside fashion and online groceries, which have gained considerable weight.
The smartphone has become the primary purchasing tool, used by over 83% of online shoppers, according to the National Observatory of Technology and Society (ONTSI). Social media is also increasingly important for product discovery and acquisition.
While COVID-19 marked an inflection point, the pandemic alone does not explain the evolution of e-commerce. The significant weight of tourism-related activities temporarily slowed overall growth in 2020. However, the subsequent recovery was intense, with e-commerce resuming a high growth rate from 2022 onwards.
The domestic market shows solid growth. While historically many online purchases were directed towards foreign businesses, turnover generated by transactions between consumers and companies has grown strongly in recent years. According to ONTSI, nearly 29.4 million people shopped online in 2024, with B2C business volume exceeding 110 billion euros. SMEs and self-employed individuals are finding the digital channel an effective way to grow.
For many businesses in Bizkaia, digitalization means combining local proximity with digital tools to attract customers and expand reach. Prospects remain positive, with technologies like artificial intelligence, improved logistics, and the rise of social commerce set to continue transforming the sector.
