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Spain is one of the fastest-growing e-commerce markets in Europe, with an estimated value of €48.9 billion in 2021. As the market industry continues to grow, it's becoming increasingly important for businesses to understand the e-commerce delivery preferences of Spanish consumers. In a country where home delivery is the preferred option for most consumers, offering a variety of delivery options can be the key to success.
In this article, we'll dive into the various delivery options available in Spain and provide some insights on how to optimise your delivery strategy to meet the preferences of Spanish consumers. We'll explore the popularity of home delivery and the importance of tracking and communication, the rise of pickup points and lockers, the increasing demand for same-day and express delivery, and the importance of easy and convenient returns and exchanges.
When it comes to e-commerce in Spain, several factors influence consumer delivery preferences. Speed, cost, and sustainability are among the most important considerations. Spanish consumers are increasingly looking for faster delivery options, with same-day and express delivery gaining popularity.
At the same time, they're also conscious of delivery costs, with many willing to pay a premium for faster delivery but also seeking free or low-cost delivery options. Finally, there's a growing demand for green delivery options, with consumers looking for more sustainable delivery methods to reduce their environmental impact.
According to a study conducted by the Spanish Association of Digital Economy (Adigital), 77% of Spanish consumers prefer home delivery, followed by pickup points and lockers at 14%, and other options like click and collect or delivery to the workplace at 9%.
Home delivery is the most popular option in the Spanish delivery landscape, but speed and convenience play a significant role in the decision-making process. For example, same-day and express delivery are gaining popularity, with a YoY growth of 25% in 2020.
Home delivery is the go-to option for most Spanish consumers. It's convenient, and consumers can receive their packages without leaving their homes. However, it's important to note that 59% of Spanish consumers prefer to track their deliveries actively. Offering tracking and frequent communication updates can enhance the customer experience.
A great example of a brand that optimises home delivery is El Corte Inglés, Spain's largest department store. The company offers a next-day delivery service with the option to track packages in real-time. Additionally, El Corte Inglés has partnered with Glovo, a Spanish delivery platform, to offer a same-day delivery service to select areas.
Pickup points and lockers are becoming more popular in Spain. They provide an alternative to home delivery, offering consumers the flexibility to pick up their packages at a convenient location. Correos, Spain's national postal service, operates a network of more than 8,000 pickup points across the country, making it one of the most popular pickup point networks in Spain.
One e-commerce brand that uses pickup points successfully is Zara, a fashion retailer. Zara offers free delivery to its stores, allowing customers to pick up their orders at a convenient time. This approach not only provides customers with flexibility but also encourages them to visit physical stores, potentially increasing in-store sales.
In Spain, consumers are increasingly looking for faster delivery options. According to a study by IAB Spain, 58% of Spanish consumers expect their online orders to arrive within three days or less. Furthermore, 25% of Spanish consumers said they would pay more for same-day delivery. This trend towards express delivery in Spain is driven in part by the rise of e-commerce giants like Amazon, which has set a high bar for fast and reliable delivery.
Same-day and express delivery services are gaining popularity in Spain. Spanish consumers are willing to pay a premium for faster delivery options, with an average increase of 6.5 euros per order.
For example, El Corte Inglés, one of Spain's largest department stores, offers same-day delivery in select areas for a fee. Similarly, fashion retailer Mango offers express delivery for an additional fee, allowing customers to receive their orders within one to two days. And Amazon has been successful in offering same-day and express delivery options in Spain, with a growing customer base using its Amazon Prime service.
While speed is important, delivery costs also play a crucial role in the decision-making process for Spanish consumers. According to a study by Nielsen, 54% of Spanish consumers said they would abandon their online shopping carts if the delivery costs were too high. At the same time, 63% of consumers said they were willing to pay more for faster delivery.
To balance these conflicting preferences, many e-commerce businesses in Spain are offering a range of delivery options at different price points. For example, fashion retailer Zara offers free standard delivery for orders over €30, while also offering a low-cost delivery in Spain. By offering a variety of delivery options, businesses can cater to the needs of different customers and maximise their chances of making a sale.
Finally, there's a growing demand for green delivery options in Spain. According to a survey by YouGov, 64% of Spanish consumers said they were willing to pay more for environmentally friendly delivery options. This trend is driven by increasing awareness of environmental issues and a desire to reduce carbon emissions.
To meet this demand, many e-commerce businesses in Spain are exploring green delivery options. For example, Amazon has launched its "Shipment Zero" initiative in Spain, which aims to make half of its shipments carbon neutral by 2030. Similarly, Spanish logistics company Correos is investing in electric vehicles and renewable energy to reduce its carbon footprint.
By offering green delivery options, businesses can not only meet the preferences of environmentally conscious consumers but also differentiate themselves from competitors and enhance their brand image.
In conclusion, understanding the delivery preferences of Spanish consumers is crucial for e-commerce businesses looking to succeed in the Spanish market. As we've seen, Spanish consumers value fast and reliable delivery, but also expect delivery costs to be reasonable. Additionally, there's a growing demand for sustainable and environmentally friendly delivery options.
To offer the full range of delivery options that local consumers demand, Spanish e-commerce brands can turn to Bigblue. As a global fulfilment and delivery platform, Bigblue can help businesses offer same-day and express delivery for those who need their orders quickly, as well as free or low-cost standard delivery for cost-conscious consumers. By partnering with Bigblue, e-commerce brands can take advantage of a flexible and customer-centric approach to delivery that can help them maximise sales and build loyalty over time.
In addition to offering a range of delivery options, Bigblue can also help e-commerce brands meet the growing demand for sustainable and environmentally friendly delivery options in Spain. By using Bigblue's carbon-neutral shipping option, businesses can offset the carbon emissions associated with shipping orders and appeal to environmentally conscious consumers. This can help brands differentiate themselves and build a positive brand image in the Spanish market.