Ecommerce dedicated to fashion in Spain takes a breather in 2023. Online fashion has managed to resume growth and achieves 22.8% of sales in 2023. As shared by the agency Kantar, online sales were once again relevant, gaining 1.6 points compared to the previous year.
As the Online Fashion in Spain Report 2024 indicates, Spain once again surpasses the market share of digital fashion channels registered in France. Thus, it consolidates its position as one of the main European markets for fashion ecommerce and is only behind the United Kingdom.
Footwear is the category of the fashion sector with the highest share of online sales in Spain, rising from 29.2% to 27.8% in 2022.
Amongst the various factors that Kantar has suggested to explain this increase in online sales are that the number of online consumers has increased by two points in 2023, although the number of consumers residing in Spain who have made more than one online purchase has fallen by one tenth compared to 2022. Average consumer spending on fashion ecommerce also increased, rising by more than 13 euros compared to the previous year.
In terms of the volume of products purchased, fashion ecommerce increased by 19.2% in the total purchases of the sector in Spain in 2023, and experienced a growth of 2.3 points compared to the previous year.
Promotions are losing weight in consumers' purchasing decisions. Promotional products account for only 38% of all fashion ecommerce purchases in Spain, 6.3% less than in 2022.