Twenty-five years into the 21st century, the retail sector has undergone a transformation at an unprecedented pace. Back in 2000, e-commerce in Spain was still in its infancy. According to the Economía Industrial magazine, issue 340 (2001), only 13.6% of Spanish companies with an online presence sold products through their websites, as per a report by the Ministry of Industry and Tourism. Fast forward to today, and the e-commerce market has reached maturity. Omnichannel commerce has become the norm, and competition is fiercer than ever. Retailers must adapt to a constantly changing environment with consumers whose needs are evolving rapidly, embracing innovation, agility, and customer-centric strategies.
The Packlink Ecommerce Delivery Benchmark Report explores the key trends shaping the retail industry in 2025, gathering insights from thousands of consumers worldwide. From AI-driven improvements and the unstoppable rise of online marketplaces to the surge of social commerce and shifting consumer expectations, the next phase of e-commerce is being defined by technological advancements and changing buying behaviors. Consumers are demanding faster, more personalized, and seamless shopping experiences, with their expectations for service, delivery times, and shipping rates increasing accordingly. A staggering 63.6% of Spanish consumers claim they would switch to another brand if offered more convenient delivery options, while over half (53.7%) would seek alternative options if a brand fails to meet their expectations.
As the e-commerce industry matures, it’s clear that retailers must adapt their strategies to remain competitive. Successful companies will be those that capitalize on evolving digital ecosystems, prioritizing speed, convenience, and personalized experiences. In an environment where consumer expectations are higher than ever, the key to growth lies in innovation, agility, and a customer-centric approach, according to Albert Ko, CEO of Auctane, Packlink’s parent company.
Afronting the Rise of Online Marketplaces
Online marketplaces have become a dominant force in e-commerce, with their influence continuing to grow. Giants like Amazon lead the way, with 75.3% of Spanish consumers shopping on these platforms. Meanwhile, second-hand marketplaces like eBay and Vinted are gaining popularity, with 28.2% of people already shopping on them. However, Spanish consumers are at the forefront of this trend in Europe, with 49.2% of consumers looking to increase their purchases on second-hand marketplaces and 54.7% planning to do so on large marketplaces this year. As consumer habits change, retailers must implement marketplace strategies to expand their reach, foster growth, and maintain their leadership in the competitive world of e-commerce.
Redefining Consumer Engagement through Social Commerce
Social commerce continues to transform the way consumers discover, interact with, and purchase products from brands. Platforms like TikTok and Instagram have become essential sales channels, evolving from mere entertainment and connection spaces to key drivers of retail growth. Consumers increasingly value brands with a strong social media presence, with 69.7% of Spanish consumers considering it a key factor. This is significant, as 18.8% of the population already makes purchases through these platforms. Moreover, this trend is changing rapidly, with 80.2% of Spanish consumers planning to buy more through social media this year. As shopping experiences merge with digital experiences, brands that effectively leverage social commerce will gain a significant advantage, particularly among younger, tech-savvy consumers.
The Next Generation’s Expectations: Relevance, Speed, and Seamless Delivery
As e-commerce continues to evolve, customer experience, speed, and relevance are becoming the defining factors of success in 2025. Consumers are setting new expectations, and brands that fail to adapt risk losing their loyalty. Concerns among Spanish consumers are on the rise, with 68.2% worried about increasing delivery and return costs, and 62.4% dissatisfied with delivery times. In this context, expectations are higher than ever, with 60.5% of Spanish consumers stating that their online shopping standards have increased. Furthermore, consumers are increasingly guided by their values, with 58.1% choosing brands that prioritize eco-friendly practices, support local businesses, or offer second-hand products. In this competitive landscape, brands offering affordable and flexible delivery options will have a lasting advantage over their competitors.
