The ecommerce forecast is positive for the year 2023in which a third of the population of the Community of Madrid affirms that they will buy more online, with economic savings as the main motivation for 68% of people. The fact of avoiding travel and saving time, with 59%, and the possibility of finding promotions, with 51%, are other of the most recurring reasons. This is how the third edition of Adevinta’s Digital Pulse points outReport on the evolution and trends in consumer habits, which analyzes digital consumer habits and their annual evolution, as well as the keys and opportunities for the digital marketplaces sector.
Likewise, the report carried out by Adevinta Spain, the company that owns the portals photohouse, habitaclia, InfoJobs, cars.net, motos.net and milanuncios, points out that 59% of Madrid’s citizens plan to buy the same things online as in previous years. In addition, only 6% declare that they will buy less this 2023, despite the increase in the CPI. The Millennial and Z generations, with 49% and 42% respectively, are the ones that will buy the most, compared to the Baby Boomers and those over 65 who declare that they will consume the same in 67% and 79%, respectively.
In relation to the growth in the frequency of online purchases, the weekly one stands out, which doubles the forecast for this year, increasing to 37%, compared to 18% in 2022. The monthly frequency, for its part, will only increase from 35%, expected in 2022, to 36% in 2023. Finally, the punctual frequency will drop by almost half, from 45% to 23% in 2023.
Regarding the forecast of expenses, almost half of the citizens of Madrid (46%) plan to allocate between 10-20% of their global budget to consume online in 2023, a figure that represents an increase of 8 percentage points compared to 2022.
Positive forecast also for online sales in 2023
Among the population of the Community of Madrid that sells online, 38% will sell more due to inflation, compared to 22% who say less. The remaining 41% plan to sell the same in 2023. Millennials and Generation Z, with 50% and 60% respectively, are the ones that will sell the most. In contrast, those over 65 expect to sell less by 44%.
Weekly sales are expected to quadruple compared to 2022, reaching 17%, and monthly sales will increase 12 points more than in the previous year, with a forecast of 23% of the Madrid population compared to 12% in 2022. The percentage that declares that it will sell occasionally or never in 2023 drops by 19 and 10 points, respectively.
Likewise, the percentage of men and women from Madrid who say they plan to earn between €50 and €100 from their online sales will also increase, from 13% in 2022 to 26% in 2023. The most common amount continues to be under 50 € for half of the population of the Community of Madrid, which practices online sales. Earnings are expected to be higher among the youngest and lower among the older generations.
Confidence in online commerce is equalized
Confidence in online commerce is expected to match that of traditional stores. In fact, the forecast is that 73% of families will trust both equally, 8 percentage points more than in 2022, while the Madrid population that will trust physical stores more is expected to drop to 21%, 7 points less than in the previous year. In general terms, in 2023, 6 out of 10 people in Madrid state that their level of trust in electronic commerce will be the same as to date, that is, very high, and 29% state that their trust can increase, being Generation Z and Millennials occupy this space the most.
Fashion will continue to be the most popular category
Regarding the ranking of products that will be consumed the most this 2023, it is very similar to that of the previous year. Fashion leads the list with 59%, followed by household goods and travel with 53% in both cases, unseating the technology category and entertainment and culture that were in second and third place, respectively, in the lists. 2022 forecasts.