E-commerce in Spain: trends, growth, and market dynamics (2018–2021)

Abstract

In 2006, only 10 % of individuals in Spain engaged in e-commerce, while the period from 2018 to 2021 has seen a significant rise, with the proportion of people aged 16 to 74 making online purchases in the last three months increasing from 43.5 % to 55.2 %. This study utilizes a comprehensive panel dataset derived from the Instituto Nacional de Estadística (INE) surveys, analyzing 65,386 observations to track these changes. This research identifies the principal drivers and barriers influencing e-commerce adoption through descriptive and advanced longitudinal analysis. We hypothesize and confirm key control variables' signs and statistical significance, including income levels, gender, educational attainment, and digital skills. Our findings provide critical insights into the evolving digital commerce landscape, offering valuable implications for policymakers and business strategists aiming to enhance digital inclusivity and market reach.