Cosmetic products enter the 'top' of Spanish online shopping

The National Observatory of Technology and Society (ONTSI) has published its report 'Online Shopping in Spain' which confirms the trend that Spaniards are spending more and more on their purchases through e-commerce.The report reveals that almost 84% of Internet users have made an online purchase and the proportion of men and women who shop online has evened out in recent years. According to data provided by ONTSI, the volume of e-commerce has doubled in the last five years, despite the inflationary context and the impact of the pandemic. In relation to the latter, the pandemic served for many as a 'springboard' to enter the world of online shopping and in 2022, the average expenditure per person of online shoppers reaches 3,053 euros.Cosmetics and beauty products occupy an important part of Spanish consumers' online spendingCosmetic products are among the main product categories in which online spending has increased the most for Spaniards. In total, cosmetics or beauty products recorded sales of close to 2,050 million euros in 2022. More than 42% of Internet users who made an online purchase in 2022 bought a cosmetics, beauty or wellness product.Cosmetics and beauty products are purchased by 34% of online shoppers, 45% of whom are women, while 23.2% are men. This shows that age and gender, in this case, determine the trends in online shopping and women between 25 and 34, and 35 to 44, are the group most likely to purchase these products.Cosmetics, together with clothing-related products, are the most frequently consumed physical products. Annual expenditure is also higher for women than for men, but overall, it is more than €215. For men, the figure is €197, while for women it is €225. It is also one of the categories with the highest recurrence of purchases, above books or stationery, medicines or dietary supplements or appliances and electronics. Clothing, including sportswear and footwear and accessories also registered a similar percentage to cosmetics, although slightly lower, but still exceeding 40 points.Convenience and speed tip the balance in online commerceMore than three out of four online consumers previously search for some kind of information on the Internet and it is an increasingly widespread practice. This search for information is mostly carried out via web search engines, 77.20% of consumers, while 63.4% of them also consult the brand's own website. 41.3% prefer to do so on marketplaces and 31.6% on social networks. In this search for information, the most requested item is the price to compare it and to find out where the product can be found at a cheaper cost. Next, the most searched for information is the characteristics of the product and whether there is any offer or promotion in force. 27.9% of those who have made an online purchase in 2022 visit a physical shop to check the product and 25.4% seek advice from their environment or a professional. The vast majority of these purchases are made via smartphone, followed by computer and the least used are smart TV or console.Online shopping, as the report shows, is attractive to Spaniards because, first and foremost, it provides convenience and is a way to expand the variety of products and brands. The price, of course, is also attractive, as they say that thanks to online shopping they know the cheapest options, and of course, the speed.

Cosmetic products enter the 'top' of Spanish online shopping

The goods and services most in demand by Spaniards in 2022 are clothing, cosmetic products and tourism-related services