The Total Retail 2017 report shows us encouraging data on purchases in e-commerce compared to purchases in traditional stores
The data is very clear. Purchases through online stores are growing in Spain, and they are doing so significantly. It is one of the conclusions of the Total Retail 2017 report, which has been prepared by PwC based on 24,471 consumers around the world (including more than a thousand Spanish consumers). Although the progression of online commerce or eCommerce is rapid and increasing, the physical store continues to be the preferred purchase channel for Spanish consumers.
The data from the Total Retail 2017 report
The same report, Total Retail, from last year, was a reflection of the lack of confidence in online stores in Spain. However, this year’s 2017 edition of the report is throwing up very encouraging data for online trading.
By data, the number of Spanish consumers who choose online commerce increases from 19% (from last year’s analysis) to 27%, and they do so at least one day a week. When it comes to monthly purchases, the increase is from 48 to 58%.
The international scene
These figures on the purchasing habits of Spanish users are gradually approaching the average of all countries in the world, but it is still far from the percentages of European countries and the United States. In the American giant, 30% of consumers buy through online commerce at least one day a week, in Germany 40%, in Italy 42%, and in France 33%.
The resistance of the traditional store
Why do most consumers continue to choose physical stores? Although its specific weight is losing strength in favor of the online store, the traditional store is still resisting, and this is for various reasons.
In the first place, there is the possibility of having the product present, touching it, smelling it, and visualizing it, which is called a greater knowledge of the product range. It is also necessary to highlight the specific and personalized offers and promotions (this is also being reproduced in eCommerce every time), as well as entering into a favorable environment in the store, prone to purchase.
These advantages of the traditional store are clear to the consumer. But the benefits of buying from home, at any time of the day and every day of the year, receiving the product or order directly at home, growing confidence in the means of payment, the facilities on the part of the online stores to make returns, etc.
How do we buy through the Internet?
The computer continues to be the preferred device for making purchases online in Spain, ahead of other means such as the mobile phone and tablet. The applications that are being developed for smartphones suggest a spectacular increase in the use of mobile phones to make purchases and even to pay through them. From the 7% of Spanish consumers who used their mobile to buy, at least once a week, in this 2017 report we have gone to 14%. In monthly purchases, from 18 to 30%.
One wonders why purchases via mobile phones, online, are not definitely taking off (as they are doing in other countries around us). Although we are increasingly buying mobile phones with more inches on the screen, they are still small for many consumers. In addition, the Spanish consumer continues to distrust the security of many Apps or websites adapted for “mobile”.
The most demanded products on the Internet
Products such as fruits and vegetables are taking off little by little, but they do not have it easy compared to traditional stores. However, movies, video games, music, and books are the favorite products for the Spanish cyber consumer. 62% of consumers demonstrate it. For 44% it is electronics and information technology, and for 40% it is clothing, fashion, and footwear. Along with food products, jewelry and watches, as well as furniture, continue to be purchased through the physical store.
Where to invest?
The Total Retail 2017 report points out the main areas in which it is most interesting to invest. In the first place, it is advisable to invest in websites, over apps, avoid traditional advertising, invest in consumer loyalty, invest in health items and services, bet on branded products, and invest in data analysis and platforms. safe.
