Spain, at the tail of e-commerce in Mass Consumption

17, June, 2014

Online purchases account for 3,7% of the turnover of the FMCG sector (without perishable fresh products) in the world, but only 1% in the Spanish market. This is revealed by the report "E-commerce in Mass Consumption" prepared by the consulting firm Kantar Worldpanel in 10 countries: Brazil, South Korea, China, Spain, France, Malaysia, Portugal, United Kingdom, Taiwan and Vietnam. According to the study, this channel will barely reach 1,2% in our country in 2016, compared to the 5,2% expected for the global market. 


The countries where electronic commerce is most developed in the FMCG sector are South Korea, with an important 10% of its total sales, followed by far by the United Kingdom (5%) and France (4%), where the concept “ drive ”triumphs.

Our market is also one of the least developed in terms of attraction and commitment of the online buyer. Only 14% of Spanish households buy mass consumption products over the Internet, compared to 20% who do the shopping online worldwide, or more than half of the households in Korea. On the other hand, while the United Kingdom has the most loyal online consumers (those who buy online spend 20% of their total budget online), Spanish households only dedicate 6% of their budget to this channel.
The report identifies these as the top opportunities for distributors and manufacturers:
• Loyalty. Online shoppers are more loyal to the chain than those who only buy in physical stores.
• Additional business. More than half of the expense made in the purchase of products online is incremental for the categories.
• A world for brands. The digital consumer spends more part of his budget to buy manufacturer's brand.
• Larger baskets. While in Asian countries more personal care and perfumery products predominate, in the West products that are heavier or uncomfortable to carry stand out. But in all countries online baskets are three times higher. In the case of Spain, every time we buy online we spend an average of 70 euros, against the 30 that we do in store.
Added to these false beliefs is the lack of a well-defined commercial format in Spain.

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