Seguimiento y evaluación
Challenges and trends
The evolution of electronic commerce in Spain is not homogenous.Record levels of sales are being
achieved and the number of online consumers is increasing every day, which increases the
penetration of the Internet among private individuals, both for fixed andmobile devices.
Confidence about making online purchases is growing, partly due to the entry of large companies in-
to the world of electronic commerce, such as the Inditex Group, which last yearlaunched its Zara
and Zara Home chains online and in September 2011 completed the move of its other brands onto
the Internet. The presence of trusted brands in the virtual world helps to buildconfidence in the world
of online shopping.
The arrival of US giants such as Amazon or Alice.com will also encourage the sector to develop, and
it is evident that if the major firms have apresence in Spain it is because they clearly see a country
with huge potential.
However, this growth and development in the sector has not incentivized companies. Statistics do
not lie, andalthough growth overall has been relatively slow, figures since last year show a clear
stagnation. Neither the government’s Plan Avanza2, nor the initiatives designed to promote eCommerce are havingthe desired results. Subsequently, one year on, the main challenge is to
involve companies in this buying and selling channel and move Spain away from the bottom of
It isalso a challenge to educate companies about how to attract and retain potential online
consumers. Content optimization for search engines (SEO) and social networks (SEM) and the
usability of pagesoffering products and services are still areas for improvement in many companies.
Despite this, according to a study by Kelkoo, in 2011 Spain will be one of the fastest growing