Finally, it is worth noting that, for the first time,
Posted: Tue Jan 07, 2025 9:43 am
Sponsored by Prodware, Kantar and Modaes.es have revealed the third edition of the Online Fashion Report in Spain and, with it, that 7.4% of fashion sales in Spain last year came from online , compared to 5.9% the year before. In addition to this rise in the last year, what stands out is the progressive growth that e-commerce has experienced in this sector. In 2012, it only reached 1.4%.
As for the profile of the online buyer, the study presents an urban, educated woman as the most common profile. These are women between 35 and 54 years old who live in cities with more than 100,000 inhabitants and have a higher education.
Regarding consumer behaviour based on habitat, the report reveals that the highest bolivia phone number average purchase is recorded among consumers living in large metropolitan areas, with 6.7 units. Meanwhile, it highlights that those who spend the most are customers from small towns (less than 30,000 inhabitants), with an average expenditure of 143.4 euros per person per year. The online channel has a greater penetration in urban areas with between 30,001 and 500,000 inhabitants, reaching 28.1% of the population over 15 years of age.
Finally, the average annual spending of online fashion buyers in Spain is 135.8 euros , 8 euros more than last year. Each product purchased online costs an average of 20.9 euros, compared to 21.1 euros retailers accounted for more sales than pure players , reaching a share of 51.3%. For their part, digital natives have come to account for 48.7% of online fashion sales, almost half of the 80% recorded in 2012.
"In addition to knowing how customers behave in stores or online, it is essential for brands and retailers to know their potential customers, who they really are, how and where they shop, and to understand how to win over new buyers to access growth reserves for their business," says Jaime Díez, consultant in the textile sector at Kantar.
As for the profile of the online buyer, the study presents an urban, educated woman as the most common profile. These are women between 35 and 54 years old who live in cities with more than 100,000 inhabitants and have a higher education.
Regarding consumer behaviour based on habitat, the report reveals that the highest bolivia phone number average purchase is recorded among consumers living in large metropolitan areas, with 6.7 units. Meanwhile, it highlights that those who spend the most are customers from small towns (less than 30,000 inhabitants), with an average expenditure of 143.4 euros per person per year. The online channel has a greater penetration in urban areas with between 30,001 and 500,000 inhabitants, reaching 28.1% of the population over 15 years of age.
Finally, the average annual spending of online fashion buyers in Spain is 135.8 euros , 8 euros more than last year. Each product purchased online costs an average of 20.9 euros, compared to 21.1 euros retailers accounted for more sales than pure players , reaching a share of 51.3%. For their part, digital natives have come to account for 48.7% of online fashion sales, almost half of the 80% recorded in 2012.
"In addition to knowing how customers behave in stores or online, it is essential for brands and retailers to know their potential customers, who they really are, how and where they shop, and to understand how to win over new buyers to access growth reserves for their business," says Jaime Díez, consultant in the textile sector at Kantar.