The trend towards omnichannel consumption is becoming increasingly entrenched in the habits of Spaniards.
Although in previous years there were certain doubts regarding this binomial and the ability to either blend in or be harmed – due to the push of e-commerce -, four years after the coronavirus pandemic we can confirm that the understanding of the channels online and offline is total, and this is understood and practiced by clients and consumers throughout the country.
The 8th Edition of the E-commerce Barometer: current vision and demands of the shopper, prepared by AECOC Shopperview, makes this very clear.
58% of consumers are very satisfied with their online purchases, and an immense majority of Spaniards (93%) will continue buying online in 2024… although three out of four buyers will combine e-commerce with shopping in physical store. That is to say: only 19% plan to make only online purchases this year.
According to this report, and regarding the behavior of the youngest in terms of online purchases, the study reveals that, despite being digital native generations, more than half of them, specifically 55%, declare they usually buy in a physical store.
On the other hand, only 40% say they buy online regularly. Likewise, in terms of future prospects, the majority of young people see themselves buying in a physical store and not exclusively online.
In this sense, if we delve into the aspects of improvement mentioned by the e-shopper, the demand for offers and promotions to adapt to their real needs stands out (40.7% of mentions). This fact becomes especially relevant in a context of sales.
Precisely in relation to sales, the Aecoc observatory reveals that up to 48% of consumers buy more units than they need to take advantage of promotions, that 44% of them consult different pages to get better prices and that 41% try new products to have better prices.
Although 58% of those surveyed by the consumer association’s research service indicate that they have a high level of satisfaction with the online channel, the survey reflects aspects of improvement in the digital experience such as the fact that offers and promotions are adapted to their real needs (40.7%), especially in sales, as well as offering simple and secure payment systems (35.6%) and shortening delivery times (32.6%).
58% of consumers are very satisfied with their online purchases, and an immense majority of Spaniards (93%) will continue buying online in 2024… although three out of four buyers will combine e-commerce with shopping in physical store.
Confirmation of a successful combination
As we can see, e-commerce has not stopped breaking billing records since 2019. In this sense, Packlink has prepared another report titled “Online Shipping Scenario 2024”, which reveals that 48.5% of online purchases in Spain They include some type of interaction with the physical store.
This proportion translates into 10,691 million euros in sales generated by electronic commerce when it interacts with the physical environment.
In fact, 76% of Spaniards combine purchases in both channels, which places our country as the second highest percentage in Europe, only behind the United Kingdom. Thus, omnichannel behavior is the most common among consumers today, and only 13% buy exclusively in physical stores and 11% only online.
These results reinforce the relevance of omnichannel commerce, which better meets consumer expectations and needs.
Thus, three out of four buyers in Europe use both channels to make the same purchase.
This involves, for example, discovering products online and buying in store, or placing an order online but returning it in store. In this sense, 39% of Spaniards search for products online, but make the purchase in a physical store, while 20% purchase products online but choose delivery to a store.
39% of Spaniards search for products online, but make the purchase in a physical store, while 20% purchase products online but choose delivery to a store.
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