Ecommerce in Spain
With more than 37.5 million internet users, accounting for 82.2 % of the total population, the ecommerce market in Spain has been increasing by over 20% per year since 2013.
Interestingly, over 40% of total online sales in Spain take place on websites outside the country; this translates into a total amount of 2,3 billion EUR spent on ecommerce websites outside the Spanish borders in 2016.
Among the top product categories for online purchases, we find travel and hotels, clothing, ticket services and electronics.
Expected trust signals
Communication comes first
Many online shoppers feel uncomfortable not being able to physically see products. Insightful and original website copy can help customers “feel” your products and services, which will allow you to connect and engage with them.
To increase the chances of making a sale to your Spanish customers, it is very important to speak their language. When making an online purchase, 75% of people prefer to buy products in their native language”, according to a study from Common Sense Advisory.
Having localised versions of your site will not only increase buyer confidence, but it will also help your site have more chance of being visible on local search engines such as google.es as long as the Spanish copy is also optimised for the Spanish market. Our unique, baked-in approach will ensure that content will be localised and optimised for search engines
Other trust elements
Spaniards love scrolling through buyer feedback before making a final shopping decision. People use their phones and computers not only to compare prices, but also to read product reviews; it is vital for online retailers to provide customer reviews and display the corresponding seal on the home page when selling in the Spanish market.
Other elements to increase Spanish online buyers’ confidence include:
- No hidden costs (free shipping)
- Clear terms and conditions of the returns policy
- Online support (such as online chat)
- SSL encryptions to ensure secure payments
In 2016, credit and debit cards were preferred by 45% of online shoppers in Spain. About 85% of the Spanish population has at least one credit or debit card, so it is imperative to provide card payment options on your website.
Card payment was followed in popularity by electronic bank transfer and e-payment providers. Over 80% of Spanish retailers accept bank transfers, while PayPal is by far the most popular e-payment option.
Mobile methods of payment and contactless technology are growing fast. The use of smartphones is widespread, and close to 30% of Spanish online shoppers have made a purchase using a mobile device in the last few years.
Cash on delivery also remains popular. As an example, Mercadona (Spain’s largest supermarket) offers the option to pay by card or in cash on delivery.
At Translation Laboratory, we recommend that online sellers offer a selection of payment methods in Spain, so as not to exclude any potential clients who prefer not to provide their bank or card details online.
It’s recommended that customers have easy access to support during the checkout process and post-sale stage.
Spanish online buyers prefer to communicate using:
- Telephone hotlines
- Live chat and online forums
- E-mail support or contact forms
Speaking the local language of your customers also has a part to play in your customer service. Hiring a dedicated customer support representative who can speak Spanish or using a multilingual customer support helpdesk, such as XSellco Fusion, are two of the solutions available.
Delivery and returns
Spanish shoppers are happy with delivery of their products within 3-5 days, this longer timeframe may work in your favour as an international seller.
Traditionally, parcels have been delivered by Correos, the Spanish postal operator, or carriers such as Seur and MRW also provide home delivery.
However, in-store collection and pick-up locations are becoming increasingly popular. The delivery of parcels to a convenient collection point is now possible with delivery network providers, such as Yupick or Kiala. Consumers can collect their parcels in the store of their choice, close to their home or their office.
In contrast to the flexibility regarding delivery times, trouble-free returns are considered essential by many.
Free returns to stores and post offices are normally accepted within 14 calendar days of receiving an order, and, in some instances, the return of parcels to nearby collection points is also available.
If you need any more information on Spanish website translation and optimisation, please contact us.