Aliexpress, an international online sales marketplace, has released the results of its latest Consumer Insights Report on online purchase habits in Europe. The study highlights the main consumption trends that will shape e-commerce in 2025, with a focus on strategic spending, quality purchases, and the growing role of hobbies and personal interests in purchase behaviors.
According to the report, 67% of Spanish consumers plan to adopt a more strategic approach to their purchases in 2025, with 80% looking for better value for money. Buyers over 55 are the most focused on this approach, with 85% prioritizing value for money, compared to 73% of younger consumers between 18 and 24 years old. Additionally, 57% of respondents intend to buy fewer, but higher-quality items, prioritizing long-term value.
Personal interests and hobbies are becoming key drivers of online purchases in Europe. 68% of Spanish consumers plan to acquire products that promote their hobbies or activities in 2025, with 43% planning to indulge in more treats, above the European average of 40%. This trend highlights the growing interest in self-care and personal rewards. When asked about spending priorities in 2025, food and drink were positioned as the most important category (61%), followed by clothing and footwear (52%), beauty and health (35%), sports and entertainment (29%), and pet products (24%).
The report also explored the role of purchases in the life of consumers, revealing important generational differences. Spanish young adults between 18 and 24 years old are the Europeans who see purchases as a hobby they enjoy the most (68%), above the European average of 55%. In contrast, 64% of those over 55 years old consider purchases functional and a way of satisfying a need, and 53% of buyers between 45 and 54 describe purchases as a task.
The survey also examined what makes online purchases more enjoyable for consumers. The top five factors for Spanish buyers are: receiving free samples (53%) to test products, discovering new products (39%), participating in games to win awards (34%), using virtual scratch cards to win awards (33%), and quizzes to win awards (31%). These findings underline the importance of offering interactive and attractive purchase experiences to captivate and retain customers.
On average, Spanish buyers have spent 353 euros online in the last three months, spending 4.82 hours per week searching for and researching products, and buying nine items during that period. The Aliexpress survey also highlights the growing use of online marketplaces, with almost 7 out of 10 (68%) Spanish consumers buying on platforms such as Aliexpress.