E-commerce Sales Surge Past €95B in 2024

Spain concluded 2024 with a boom in digital sales: e-commerce turnover exceeded €95.2 billion, marking a 13.1% increase year-on-year. The fourth quarter alone delivered €25.7 billion in online revenues—up 13.4%—solidifying e-commerce as a core growth engine for businesses nationwide.

Travel, fashion, and electronics remain dominant verticals, with food delivery and grocery pickup gaining ground in urban areas. Cross-border commerce continues to expand as well, with marketplaces simplifying VAT and logistics compliance for SMEs. But the gains come with rising pressure on margins, mostly due to returns, logistics cost, and payments fraud.

To manage, many merchants are tightening return policies, deploying AI-powered sizing tools, and experimenting with pay-for-returns incentives. Meanwhile, the growing use of instant account-to-account payments—spurred by new mandates—reduces processing fees for high-ticket purchases but necessitates investments in secure, customer-friendly refund mechanisms.

Overall, e-commerce’s success is clear—but the path forward will demand innovation in both customer experience and cost control.