Success Across Key European Markets: Spain

As a leading global marketplace marketing agency, we are passionate about expanding brands into regions worldwide. This series, "Success Across Key European Markets," will explore in depth five different countries and the various aspects that will help drive success in those specific markets.

We have broken our analysis out into three different categories for every market: Brand Positioning, Media Considerations, and Shipping & Logistics. Each market will be benchmarked against the UK for a consistent point of reference. 

Stay tuned for the coming markets, as we are eager to help you unlock growth worldwide. 

Next up, Spain! 

Brand Positioning 

We are defining "brand positioning" as anything under the umbrella of market fit, trust, and customer expectations. 

• Market Maturity: In the UK, the market is mature and highly competitive, with buyers placing strong trust in Amazon. In Spain, the market is less saturated but growing rapidly, requiring more effort to build consumer trust.
• Product Messaging: In the UK, purchasing decisions are often driven by product features and pricing, with short decision-making cycles. In Spain, consumers respond more to messaging that emphasizes quality, trust, and emotional benefits.
• Trust & Reviews:  In the UK, customer reviews are critical; star ratings, the number of reviews, and their recency can make or break a sale. In Spain, reviews also play an important role, but the use of the local language and an appropriate tone are particularly crucial.
• Compliance & Packaging: In the UK, English-language packaging is generally sufficient, although including localized manuals can enhance the customer experience. In Spain, using Spanish-language packaging and manuals is strongly recommended to meet compliance standards and build consumer trust.

Summary

The UK and Germany are the Amazon powerhouses of Europe, with the ‘amusingly’ named FRITES - France (.fr), Italy (.it), and Spain (.es) - often finding themselves in their shadow. And of the trio, Spain is something of an underdog - newer than Spain and less of a post-COVID success story than Italy. Nevertheless, this is a market that continues to grow and where the right brands can find real opportunity, provided they can cater to local consumers. Podean has a wealth of experience helping brands to unlock the Spanish market, with the native-speaker-friendly content and market understanding needed to build success.

Marketplace Media Considerations

We are defining "marketplace media considerations" as anything under the umbrella of advertising and marketing tools, including language and ad performance. 

• Ad Performance: In the UK, advertisers benefit from fast feedback due to a mature advertising ecosystem, although cost-per-click (CPC) rates tend to be higher. In Spain, CPCs are generally lower and there's less competition, but campaigns tend to scale more slowly.
• Cultural Preferences: In the UK, shoppers are price-conscious and often compare products before purchasing, making trust signals essential. In Spain, consumers respond well to an emotional tone, aspirational lifestyle themes, and promotional discounts.
• Language & Copy: In the UK, advertising copy should use UK English with a focus on clarity and brevity.
  In Spain, the copy should be written in Spanish and tailored to local cultural nuances; direct translations should be avoided.

Summary

When it comes to running Amazon Media in Spain, rinsing and repeating your strategy from domestic markets simply won’t fly. Not only does language and regional nuance matter, but a deep understanding of performance, less competitive than the UK and US but slower, too, is essential. Podean’s expert media team has navigated countless campaigns and brand launches in Spain and can help take your ad performance to the next level.

Retail Logistics 

We are defining "retail logistics" as anything under the umbrella of fulfillment, customs, delivery expectations, and returns. 

• Fulfillment Options:  In the UK, Fulfillment by Amazon (FBA UK) is reliable but operates separately from EU fulfillment networks. In Spain, FBA is integrated into the Pan-European network, providing strong regional coverage. 

• Customs & Duties: In the UK, post-Brexit regulations require customs clearance and UK VAT registration. In Spain, the EU One-Stop Shop (OSS) VAT scheme applies, and Spanish VAT (IVA) registration may be necessary.

• Delivery Expectations: In the UK, customers expect fast delivery, typically within 1–2 days with Prime. In Spain, customers generally accept 2–4 day shipping, although expectations for faster Prime delivery are increasing. 

• Returns: In the UK, customers have high expectations for returns, with easy and often free return processes.
  In Spain, return rates are lower, the process can vary, and customers are generally less likely to make impulsive returns.
  

Summary

The days when longer shipping times were tolerated in Spain are going fast - these days, consumers have jumped on the Amazon Prime train and expect nothing less than the quickest delivery possible. And if you’re including the market in a multi-market sales strategy, it’s essential to have a full understanding of which of Amazon’s raft of fulfilment options will act as a springboard for sustainable growth, and which will crush your profitability. Podean’s consultancy division has delivered countless analyses for clients and can help navigate the myriad options with clarity and data-backed common sense.

Did You Know?

The Podean Intelligence team breaks down the market, top categories and brands, preferred product attributes additional areas of growth opportunity. 

The ecommerce market in Spain

eCommerce estimated spend (GMV):

• 2022 (€67 billion)
• 2023 (€68.3 billion)
• 2024 (€74.7 billion)
• 2025 projection (€77 billion)

Rapid growth and expansion

• Nearly doubled in four years – grew by 92.7% from 2020 to 2024
• This growth from 2020 to 2024 reflects a CAGR of 17.9%
• Growth accelerated sharply from 2021 to 2022, with a 47.9% increase from €45.3 billion in 2021 to €67 billion in 2022

• The Spanish eCommerce market reached an online share of 10-15% in 2024. This is projected to remain in the same range in 2025.
• This places Spain's e-commerce penetration generally lower than more established markets like the UK (25-30%) and Germany (15-20%), while being more comparable to markets such as France (around 11-14%) and Italy (10-15%).

• Amazon.es leads the market, with the Spanish landscape characterized by a diverse mix of major international retailers and strong local players.
• eBay.es, the second leading marketplace in Spain, remains popular for both new and secondhand goods
• Traditional Spanish retail giants like El Corte Inglés and Carrefour, along with specialized European retailer Fnac, have successfully expanded their online presence
• Specialized global platforms such as AliExpress and fast-fashion disruptor Shein thrive by focusing on specific consumer segments (e.g., price-conscious shoppers), while PCComponentes dominates in electronics
• Wallapop and Milanuncios are also strong local secondhand marketplaces

Amazon in Spain

• Amazon.es ecommerce spend

• • GMV reached €12.7 billion in 2024, making it the marketplace with the highest GMV in Spain
  • Estimated to reach €13.6 billion in 2025 based on recent trends
  • Amazon is the go-to online marketplace in Spain, with an estimated market share of 36.5% of the ecommerce marketplace landscape

• Amazon.es product categories

• Electronics, Home & Kitchen, Clothing, Shoes & Jewelry, and Beauty & Personal Care are the top-selling categories on the platform
• Emerging growth opportunities lie in Eco-friendly & Sustainable Products, Health & Wellness, Home Office & Remote Work Accessories, Smart Home Devices, and Pet Supplies, largely driven by evolving consumer shopping trends

Product attributes valued by Spanish shoppers 

Spanish consumers place a high priority on value for money, carefully evaluating price in relation to quality. Products that are competitively priced while still delivering solid performance tend to perform well in this market.

Sustainability is another key consideration. Eco-friendly products—those with recyclable packaging, reduced environmental impact, or ethical sourcing—are increasingly favored by shoppers who are mindful of their consumption habits.

Safety and transparency are also important. Shoppers in Spain appreciate products with clearly communicated safety credentials and transparent information about ingredients, materials, or sourcing, especially in categories such as personal care, household items, and food.

Digital experience matters too. A mobile-first shopping experience is essential, as many Spanish consumers browse and purchase directly from their smartphones. Sites and apps that are optimized for mobile use, with intuitive navigation and fast load times, are likely to drive stronger engagement.

Finally, personalization plays a growing role in purchasing decisions. Spanish shoppers respond well to tailored recommendations and offers that align with their preferences, helping them discover relevant products and feel more connected to the brand.

How Podean Can Help