Changes in consumer buying habits, already existing, but enhanced by the consequences generated by the pandemic, such as difficulty in mobility, the closure of many regular shops and reduced hours, added to the entry of new consumersand products, have produced a significant increase in online commerce and therefore, the possibility of internationalization.
Although it is important to underline that the retail sector in Spain has not yet recovered the economic volume it had prior to the pandemic as France, Germany and the United Kingdom have done, in Spain, during the month of May in the middle of the outbreak of the pandemic, saw the highest year-on-year growth in retail in Europe and the third in the world (with an increase of 68%), according to Eurostat 2020 data. It is also expected that e-commerce will reach our country this year 11% of total sales, according to eMarketer 2020 forecasts.
Electronic commerce in Spain has progressed in 2020 the equivalent of the last five years and following the trend, three out of ten Spanish companies plan to invest in their ecommerce platform and 26% plan to invest in their export capacity to be able to develop their businesses by accessing a much larger market, according to a survey conducted by Google and presented to the media.
In this sense, there is room for improvement in terms of internationalization of the activity, according to Eurostat 21% of Spanish companies sell online, and only 7% do it abroad. The percentage, on the other hand, is higher for electronic businesses, where 33% of companies in our country that sell online already export.
Interest in starting to market products or services abroad increased during confinement, Google reported that a 150% year-on-year growth in the number of Spanish companies that use its free tool «Market Finder» (which allows obtaining practical information and identifying potential markets) in the month of April 2020.
The most cited reason why Spanish companies do not bet on international markets is due to the lack of information or qualified personnel (59%) and the second has been the location and logistics. In the post-covid era, 33% of Spanish users who made online purchases purchased products in stores where they had never done so before and in Europe 71% of users purchased products outside their borders, the reason, in addition to the mobility restrictions, is the new possibility of acquiring products not available locally. According to the survey carried out by Google, 67% of Spaniards who have bought online in the last six months plan to do so to a greater extent in the future.
The winners of online commerce due to the pandemic were fashion and electronics, sectors in which purchases of this type were already made, but which saw an increase of 39% and 38% respectively in purchases by people who had not bought “Never before the covid-19 crisis”In addition, the beauty and pharmacy sector together with the food sector also had an increase of 18%. The sector household household products it deserves “special mention” and has been “the most benefited during the confinement”, according to Google’s international growth consultant, Beltrán Atienza.
What Consumers Value Most to make your online purchases are first, the price (62%), followed by the terms and deadlines of deliveries (44%), return policies (36%), customer service (29%), and lastly nationality (14%).
Companies like Mango, presented by Google for having had high profits and using some of its tools such as “Discovery Ads” observed in the second quarter of 2020 “a growth of 50% compared to the previous year ”according to Roger Graell, Director of e-commerce and member of the company’s executive committee.