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Online marketing Spain

Online marketing Spain

Break boundaries in Spain with online marketing.

Online marketing in Spain has grown significantly in recent years, thanks to a rapid increase in Internet usage and e-commerce. It is currently one of the fastest growing e-commerce markets, and therefore offers opportunities for webshops or companies looking to expand their online visibility in the south of Europe.

Becoming visible in Spain?

Tygo

Online Marketer specializing in the Spanish market.

Online marketing in Spain

An important part of online marketing in Spain is search engine marketing. In Spain, Google is by far the most popular search engine with a market share of over 96%. This includes both google.com and google.es, which occupy the first and second positions respectively in the list of most used search engines in Spain.

Besides search engine marketing, social advertising (and YouTube ads in particular) are very effective in Spain. Youtube has a huge reach in Spain, with over 80% of the population using Youtube regularly. Spanish consumers respond well to (audio)visual content, which gives entrepreneurs the opportunity to make their offerings visible in a creative way. Spanish consumers have a strong preference for mobile devices, which contributes to the success of YouTube ads. Much content is viewed on smartphones or tablets.

The Spanish e-commerce arena

The Spanish e-commerce sector has exploded in recent years, thanks in part to a growing population and increasing Internet usage. Consumer confidence in online shopping has grown along with it. Electronics is the largest market in Spain, accounting for nearly a quarter of total digital purchases (!). This sector is followed by hobby/leisure and fashion.

About 80% of online purchases are made via smartphones, which shows how important mobile-friendly web shops and sites are. Online food sales are growing rapidly in Spain. Thanks in part to the COVID-19 pandemic, Spaniards have become more interested in shopping online. Supermarkets such as Mercadona and Carrefour have made significant investments in their online platforms and logistics to meet this growing demand.

Spain in figures

Inhabitants x million
0
Speaks Spanish
0 %
Online shoppers
0 %
Annual growth
0 %

How do you reach Spanish consumers?

Culture and consumer behavior

Spain is much more than a country of paella, castagnettes and siesta. Regional languages and identities play a major role in Spain, and are also used in marketing. In addition to Spanish (Castilian), Catalan, Basque and Galician are often used in online marketing. This is unique to Spain and goes beyond cultural preservation; in regions like Catalonia and the Basque Country, these languages are a fundamental part of their identity, and also play a political role in the pursuit of independence. So the importance of regional languages should definitely not be underestimated.

Running campaigns in these regional languages shows that you have done your homework to get to know consumers better. The result is higher engagement and loyalty from populations from these regions. Since exactly these areas with a strong identity of their own are also among the wealthier areas of Spain, it is definitely worth betting on gaining competitive advantages there.

Spanish consumers appreciate personal and direct communication. Moreover, Spanish customers prefer products produced in Spain - or even better, in a particular Spanish region. In addition, consumers are interested in sustainable products.

Effective marketing channels in Spain

When entering the Spanish market, it is important to invest in search engine marketing (SEO and SEA) and paid advertising (PPC). Competition on popular keywords can be high, but it offers significant long-term benefits. Due to the level of Internet usage in Spain, and the popularity of Social Media, audiovisual ads on TikTok, Meta and Youtube are also very effective.

In Spain, almost no web shops or marketplaces are used with a domain extension other than .es. Therefore, this domain extension is indispensable. The most important digital marketplaces in Spain are amazon.es, ebay.es, El Corte Inglés and Carrefour. El Corte Inglés combines a physical shopping experience with the convenience of online shopping, making it popular with more traditional shoppers. We know Carrefour mainly as a French supermarket chain, but its range is a lot wider than just Ibérico hams: Carrefour also sells products such as electronics and fashion.

Working with us means

Marketing in Spain done at the highest level?

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