The world of electronic commerce has experienced remarkable growth in recent years, positioning itself as a key driver of the global economy. In Spain, for instance, billing in the second quarter of 2024 saw a significant year-on-year increase of 12.8%, reaching 23,114 million euros. This growth is largely attributed to the rise of marketplaces, or virtual shopping centers, which are expected to account for 50% of the electronic commerce sector by 2025, according to ChannelEgene.
Marketplaces offer companies a unique opportunity to showcase their products, gain visibility, and increase sales traction. As Eduardo Esparza, VP General Manager of Webloyalty Iberia & Brazil, notes, “For companies, marketing their products through a marketplace is a great business opportunity. This is because it allows them to gain visibility and greater sales traction in a showcase that adapts to market demands.” Additionally, marketplaces provide consumers with a one-stop shop to access a wide variety of products and services, making it a convenient and fast way to shop.
In 2024, Amazon remained the leading marketplace in Spain, followed by Aliexpress and EBAY in terms of notoriety, and the English Court in terms of penetration. Other marketplaces, such as Decathlon, Temu, and Miravia, have also shown impressive purchase rates above the average of 25%, according to the Marketplaces España 2024 By Praise study. The study found that the factors that most influence the choice of marketplaces as a purchase channel are economic price, variety of products and brands, offers and promotions, and free shipping costs.
As Esparza explains, “Marketplaces that work as shopping clubs are gaining more and more followers, especially among recurring buyers.” These shopping clubs, such as privileges in purchases, offer exclusive discount coupons and reimbursements for purchases, helping consumers save and online stores to retain customers.
## 21% of Spaniards are Power Shopper or recurrent online buyer
The Power Shoppers, or recurring online buyers, make online purchases at least once a week. In Spain, 21% of the population falls into this category, although this percentage varies depending on the region, according to the Hostinger Observatory of digital transformation. These customers are crucial for retailers with a presence in marketplaces, as they tend to choose these virtual shopping centers to make all their purchases in one place.
## The average retail stands out in the marketplaces
Average retail already represents 15.9% of global advertising, exceeding television income, including streaming, according to Groupm data. In Spain, although the implementation pace is slower, average retail already accounts for 5% of the advertising market and is expected to reach 9% in the next four years. This model is based on the segmentation and customization of advertising thanks to consumer behavior data, helping online stores to monetize their traffic and obtain additional income. This is particularly relevant in the case of marketplaces, where retailers can leverage consumer data to create targeted and effective advertising campaigns.