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E-COMMERCE IN SPAIN - 2012
By Inés Ramírez Nicolás
eMarket Services Spain
ICEX
www.emarketservices.com
January 2013
Report
Summary
In this review of data dating from 2011 and the beginning of 2012, we see that consumers have
embraced e-commerce, which continues its record growth every quarter. However, just as we saw in
our 2011 report, there are challenges that still have to be met in order to be on a par with our
European neighbors, like increasing B2B e-commerce in the country, even though we beat the last
sales slump and are back on the path to growth.
To put the situation in Spain into context, this report will give a brief review of the state of ecommerce worldwide and in Europe, by studying data on Internet usage and e-commerce by
individuals and companies, and by signaling this year´s industry challenges and trends.
Overview of ITC and e-commerce worldwide
As of December 31, 2011 there were 2.27 billion Internet users worldwide, 270 million more than in
2010. Data from Internet World Stats shows that Asia, with more than 1.01 billion online users takes
the lead, followed by Europe with over 500 million, and North and South America both with 235
million.
Internet Users in the world by region 2011
Asia
6%
3% 1%
Europe
10%
46%
North America
Latin America&Caribbean
Africa
12%
Middle East
Australia/Oceania
22%
Source: Internet World Stats and our own elaboration of data
The highest user penetration is in North America (78%), followed by Oceania/Australia (67.5%) and
in third place Europe with 61.3%. Latin America (39.5%), the Middle East (35.6%), Asia (26.2%) and
Africa (13.5%) still have a long way to go to extend Internet access to their communities.
Nevertheless, the 2,988.4% increase in Internet usage in Africa, 2244% in the Middle East and
1,205.1% in Latin America from 2000 to 2011 is remarkable, as well as the speed at which they are
gaining ground.
Broadband Internet access technology is also on the rise, especially mobile broadband technology.
There were 584 million users of fixed broadband in 2011, 12.3% more than the previous year. All of
the major regions mentioned except Africa, which remains stable, have experienced growth. The
1.16 billion subscribers of mobile broadband account for 36.3% of the increase.
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As far as mobile access is concerned, 92% of the world´s population already has cell phones, since
according to the 2012 TNS Mobile Life report, there are more than 6 billion users. Of those, 30%
have a smartphone, 21% use their cell phone to surf the web and 39% express interest in doing so.
According to Digital Life, the TNS study on digital consumers, more product information searches are
done online than offline, regardless of which stage the consumer buying decision process is at. The
digital world encourages consumer buying since shoppers can search and make purchases
anywhere and at any time; and that can be seen in the bottom line results of e-commerce worldwide.
According to the IMRG (Interactive Media in Retail Group) report B2C Global e-Commerce Overview
2012, consumer oriented e-commerce increased by 20% in 2011 to $961 billion (€690 billion) and is
predicted to continue to grow in 2013 to over € 3 trillion, a figure that wasn’t expected to be reached
until 2014. According to this data, by geographic region, Europe will benefit the most from this kind
of e-commerce with $ 343 billion (more than € 246.5 billion), followed by North America with over $
330.2 billion (more than € 237.3 billion), Asia Pacific with $220 billion (over € 158.1 billion) and Latin
America with $ 38.9 billion (nearly € 28 billion).
The e-commerce leaders by country continue to be the United States, followed by the United
Kingdom and Japan. Even though growth in these mature markets is slowing down, there continues
to be an annual double digit increase of between 10 and 15%.
The 130% increase in e-commerce in China in 2011 drove much of the growth in Asia Pacific.
Countries with the best prospects for growth in Europe are France, Italy, Spain, Russia, Turkey and
Poland.
Brazil and Mexico lead the growth in Latin America, and Israel and the United Arab Emirates are the
main contributors to increases in e-commerce in the Middle East.
Regarding the most widely used payment methods, the Nielsen Global Survey of Investment
Attitudes says that half of online consumers worldwide (52%) use credit cards to pay for food,
shopping and other leisure activities; 42% use debit cards.
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Electronic Commerce, the key to growth according to the EU In our 2011 Report on Electronic Commerce in Spain, we mentioned that in June of 2010, the
European Council adopted the Europe 2020 strategy, which includes the Commission´s proposal for
a strategy to help the European Union overcome the crisis and become a smart, sustainable and
inclusive economy of productivity and social cohesion by 2020.
Europe 2020 includes the Commission´s policy paper COM (2010) 245, “A Digital Agenda for
Europe” which aims to “deliver sustainable economic and social benefits from a digital single market
based on fast and ultra-fast Internet and interoperable applications.” The Digital Agenda aims to
promote e-commerce among the population, boost cross-border e-commerce, and advance ecommerce in companies.
This year, in its commitment to e-commerce as a means to bolster growth in the European Union,
and on the 20th anniversary of the single market, the European Commission´s Single Market Act II
covers the twelve points it considers most important in driving economic growth in the European
Union.
Because of its important indirect effect and since it is considered an opportunity not to be missed,
improving the digital economy is among the twelve key points. To accomplish this, they believe it is
important to promote e-commerce in the EU “by making electronic payment services easier to use,
more competitive and efficient” and by improving consumer trust in order to build a real digital market
by 2015.
Another key point is promoting electronic invoicing, to make it the standard invoicing mode for public
procurement, because it seems generate savings according to EC spokespersons.
The Single Market Act II follows the measures put in place by the Commission in the Single Market
Act I (IP/11/469) and opens a new chapter in the process to bigger and better single market
integration.
According to the National Observatory for Telecommunication and Information Society (ONTSI) the
2011 report on the Network Society , the two main uses of the Internet by Europeans in 2011 were to
search for information on goods and services (more than half the population) and reading
newspapers and magazines online (40%). Other uses include searching for information on health
issues (38%), online education and training (29%), and electronic banking (37%). Among those
surveyed, the Internet was least used for online courses (5%).
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Source: 2011 Report on the Network Society
The European Multi-channel and Online Trade Association recently reported that B2C sales in
Europe were up by 19% in 2011, to $307 billion, surpassing North America´s $ 297 billion.
Internet World Stats´ 2011 statistics on Internet penetration, which appear above, show a slight
decline compared to 2010, when Europe led the world in Internet penetration with 65 out of every
100 inhabitants connected to the Web. The following year it ranked third with 61.3%, behind North
America and Oceania.
However, according to Eurostat, in 2011 broadband access to the Internet by EU 27 member state
companies was up 3% from 2010, to 87%. Finland and Spain with 96%, Malta with 94% and
Luxemburg with 93% are the countries that lead the EU ranking.
In 2011, 43% of EU 27 member state individuals shopped for goods and services online, 3% more
than in 2010 although only 10% of the population made purchases in other EU countries. The highest
percentage of e-commerce users among the population, 71%, was in Sweden and Great Britain.
Denmark was close behind with 70% of the population shopping online, and the Netherlands with
69%.
In 2011, the crisis took a toll on bottom line results of Euro Zone companies, since 37% had made
purchases via the Internet or networks other than the Internet in 2010, and in 2011 the number
dropped to 34%. Denmark has the highest percentage (71%), and contrary to the EU 27 data, it
continues to grow (70% in 2010). Norway follows with 61%, and Austria is in third place, with 59%.
At the bottom of the list are the republics of the former Yugoslavia (8%), Rumania (9%), and Estonia
and Bulgaria (10%).
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Companies that made purchases via the Internet or networks other than the Internet in 2011
Source: Eurostat
The percentage of businesses that sold via the Internet or networks other than the Internet from 2010
to 2011 remains stable at 15%. Norway leads this time with 36% of its companies selling online,
followed by Denmark with 28% and the Czech Republic and Belgium, both with 27%. The countries
that lagged furthest behind were Rumania, with only 4% of its firms getting orders, Italy, 5%, and
Bulgaria, 6%.
The percentage of profits from e-commerce for EU-27 companies remains unchanged at 14%.
Czech companies stand out with 25% of total e-commerce profits, followed by the Finnish with 20%,
and Hungarian and Swedish firms tied at 18%. By contrast, Cyprian companies only received 1% of
the profits, Rumanian firms 3%, and Greek firms, 4%.
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Companies that sold over the Internet or networks other than the Internet in 2011
Source: Eurostat
According to the comScore/Telefonica report Connected Europe, in Europe´s big five countries
(France, Germany, Italy, Spain and the United Kingdom) 65% of traffic derived on devices other than
computers is on cell phones , followed by tablets, which generate one of every four visits on devices
other than computers . Mobile commerce is taking off and redefining the future of the retail industry.
M-commerce is advancing by double and triple digits among smartphone users in European
countries. The user growth rate is highest in Germany (up to 112% annually) and adopts emerging
technologies like QR codes faster.
ICT usage by Spanish businesses According to the National Statistics Institute (INE) “2011 – 2012 Survey on ICT Usage and ECommerce in Business” in January of 2012, 97.5% of Spanish companies with 10 or more
employees had Internet connection, up 5.9% from the same month the year before. In addition,
computers are used by nearly all of those companies (98.7%); 86% have a local area connection
(LAN), and 51.7%, have wireless LAN.
The National Telecommunications Observatory and SI (ONTSI) 2011 Report on the Network Society
indicates that the Information and Communications Technologies and Audiovisual industries have
full access (100%) to the Internet; car sales and repairs, hotels and travel agencies and wholesale
trade are all above 99%.
Retail trade with 96.4%, real estate and administrative activities (94.4%)
are all below the total average of Internet access penetration (97.4%).
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As far as communications are concerned, mobile telephones are in 93.8% of the companies and
47.2% communicate via EDI (electronic data interchange).
As a whole, in 2008 58.9% of Spanish firms had a web page and in 2011, they were 71% according
to the Online Business School 2012 Report on E-Commerce. That represents a 20.54% increase in
those three years.
93.1% of the companies use their web page to promote themselves; 61.2% include a policy
statement of privacy and certify the site´s security, while 56.8% provide access to catalogues and
price lists.
Services available on the web page, by percentage
Source: National Statistics Institute 2011/2012 Survey on the use of ITC and E-commerce in business
According to the 2011 Report on the Network Society, 90.8% of SMEs and big businesses in the
hotel and travel agency industry have a web page. The Information, Telecommunications and
Audiovisual sector follows with around 89.8%. Behind them are professional businesses (75.9%),
wholesale trade (73.6%), industry (72.9%) and automobile sales and repairs (70.8%). The rest fall
between 53.2% of retail trade and 60.4% of real estate and administrative businesses, that is to say,
below the average (67%).
As stated in the AMETIC and Everis 2011 report “Information and Communications Technologies in
Spanish Companies”, those companies with Internet connection use it mainly to communicate with
customers and suppliers (55.2%), perform banking transactions (52.1%), and to search for work
related information (48.1%). In addition, 28% of those organizations use the Internet to make
arrangements or transactions with public administrations.
INE points out that 47.5% of companies gave their employees portable devices that connect to the
Internet to use for business purposes; of those, 35.6% are portable PCs and 42.6% are other devices
like smartphones, or PDA phones.
The AMETIC/Everis report says that 36.9% of companies surf the web via mobile phones and the
larger the company, the higher the usage.
Accordingly, 70.8% of companies with more than 250 employees have connected to the Internet via
mobile device compared to 36.5% of micro-companies and 36% of those that have between 3 and 5
employees.
The Information and IT industries, report the most extensive use. More than half of those companies
use mobile devices to surf the web (55.1%). The business services and financial and insurance
services industries follow (47.4% and 40.2% respectively). Among those that use those devices to
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surf the web the least are basic industries, mining and energy (34.8%) and the metal mechanics
industry and trade (29.1%).
The Everis/AMETIC report also says that there are more and more companies that use cloud
computing, and they represent 60.6% of businesses that are connected to the Internet (3.9 percent
more than in 2010). Among the cloud computing services, most companies (86.4) use e-mail; 24.7%
store information online and 19.3% manage software applications over the Internet.
B2C Activitiy in Spain
According to the Tatum May, 2012 report “The Internet in Spain and in the World”, which includes
data from AIMC, Internet Word Stats, Nielsen Online, ITU and GFT, Spain is the seventh largest
European country in terms of users, with a penetration index of 65%.
TNS Mobile Life, a recent study from TNS, shows that 49% of mobile phone users in Spain already
have a smartphone. Perhaps that is why the European Commission´s June, 2012 Annual
Telecommunications report showed that Spain is the fourth EU country with the largest high-speed
mobile Internet penetration after Sweden, Finland and Denmark. The use of broad band mobile has
doubled in the first year and is now in 65.3% of the population, far above the EC average of 43.1%.
By January, 2012, 30.1 million customers were using this service.
The main reason that Spaniards use the Internet is to search for products and services; 47% are
closely attached to e-commerce, 45% read newspapers/magazines online; and 43% search for
information on education, training and other types of courses according to the 2011 Report on the
Network Society.
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Source: 2011 Report on the Network Society
The TNS Digital Life report says that as far as people searching for information on goods and
services is concerned, at any time during the decision making process to buy, more searches are
done online than offline, regardless of the sector: automobile, travel, food and beverages, finances,
mobile phones, etc. The digital world encourages consumers to buy and searching and buying now
can be done all the time, at home, on the job and while traveling. We also consult several
information sources, including the brand and seller, but nothing influences us more than personal
recommendations from friends and family.
According to the ONOTSI 2011 B2C report, there are three product categories on the Internet. On
the one hand, the product category with the most online searches for purchases is tourism related
(hotel reservations, transportation tickets, car rentals…) and downloads (apps, music, films,
series…). A second category of products sought online, like telephone and Internet services,
financial services and tickets, although they mainly purchased at physical stores. Lastly, the third
category refers to products that were recently introduced and searched for online, like electronics,
personal services, toys, household appliances, clothing, food and bazaar items, although they are
not widely purchased or contracted via the Internet. Searches and purchases of products in this last
category are done mainly offline.
Last October, the INE 2012 Survey on Equipment and the use of ICT in Homes confirmed that the
percentage of people that shopped online in the last three months was up 3.4% over the past year
and accounts for 22.3% of the population. This means that around 10.7 million people (31.0% of the
population between 16 and 74 years old) dealt with e-commerce last year.
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The types of products bought over the last 12 months have not changed much compared to the
previous year, since vacation accommodations still leads (54% of people that shop online), other
travel services (49.7%), and show tickets (40.3%).
According to the Online Business School report “E-commerce in Spain, 2012”, the Spanish online
shopper is male, between 25 and 34 years of age, buys mainly Spanish products, has completed
high school, and is actively employed making an average € 2,250 a month, lives in Andalusia and his
favorite product is reserving and paying for vacation accommodations.
70.92% of online shoppers in Spain are working people, 13.29% are students and 9.96% are
unemployed. 55.7% are men, and 81.90% of purchases are made at Spanish companies.
Cristina Tomas, director of research at OBS says that “in the last year, the trend that implied that the
higher the education the more one shopped online has changed; it is also surprising to see that
shoppers´ income level no longer corresponds to the amount of purchases made”.
On the other hand we can also see changes in the profile of online shoppers from 2010 to 2011. The
ONTSI report on B2C e-commerce points out that there has been an increase in the number of 15 to
34 year olds that use the Internet, and also in people over the age of 65, although that age group has
fewer consumers.
The number of online shoppers with a primary education has grown, although they are also a very
low percentage of the total number of shoppers.
The number of lower and lower-middle class online shoppers has also increased, as well as the
number of unemployed people and housewives.
There are also more communities with less than 10,000 inhabitants among the total number of online
shoppers.
With reference to billings, data from last year reported quarterly by the Telecommunications Market
Commission (CMT) shows that turnover from e-commerce in 2011 amounted to € 9.2 billion, up
25.7% from the previous year, and 131 million transactions were recorded.
The stellar industries of the year were travel agencies (13.8%), air transportation (12.6%), direct
marketing (6.7%), passenger ground travel (5.9%), games of chance and betting (4.5%), cultural,
sports and recreational shows (4.0%), clothing (3.8%), advertising (3.1%).
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2011 B2C E-Commerce Data Q-1
Turnover % of change
year to year
Q-2
Q-4
2011 Total
2,055.40
2,322.10
2,421.80
2,401.40
9,200.70
23.10%
26.50%
27.40%
25.70%
25.70%
30.2
31.3
32.6
36.9
131
Num. of
transactions
(millions)
Travel agencies and
tourism operators
(12.4%),
Air transportation
(12.2%),
Direct Marketing
(6.3%),
Passenger ground
Transportation (6.1%)
Prominent
Sectors
Q-3
Games of chance
and betting (4.9%),
Cultural, sports and
recreational shows (4.1%),
Air transportation
(14.1%)
Travel agencies and
tourism operators
(13.8%)
Direct marketing (6.2%)
Passenger ground
transportation (6.0%)
Games of chance and
betting (4.3%)
Clothing (3.5%)
Education (3.7%),
Cultural, sports and
recreational shows
(3.3%)
Clothing (3.5%),
Advertising (3.1%)
Advertising (3.0%)
Computers and
software (2.4%)
Government, Taxes and
Social Security (2.5%)
Computers and software
(2.5%)
Travel agencies and
tourism operators
(16.8%)
Air transportation
(13.4.%)
Direct marketing
(6.5%)
Passenger ground
transportation (5.8%)
Games of chance
and betting (4.1%)
Cultural, sports and
recreational shows
(3.4%)
Travel agencies and
tourism operators
(12.3%)
Air transportation
(10.5%)
Direct marketing
(7. 8%),
Passenger ground
transportation
(5.7%)
Clothing (5.1), l
Cultural, sports and
recreational shows
(5%)
Clothing (3.2%)
Games of chance
and betting (4.5%)
Advertising (2.9%)
Advertising (3.4%)
Household
appliances, radio,
television and sound
(2.2%)
Household
appliances, image,
sound and music
downloads (2.8%)
Cinematography and
video (1,9%)
Government, Taxes
and Social Security
(2.8%)
Travel agencies
(13.8%)
Air transportation
(12.6)
Direct marketing
(6.7%)
Passenger ground
transportation
(5.9%)
Games of chance
and betting (4.5%)
Cultural, sports and
recreational shows
(4.0%)
Clothing (3.8)
Advertising (3.1%)
Source: CMT and our own resources January 2013
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The most recent data, Q‐2 2012, shows that turnover from e-commerce in Spain amounted to € 2.64
billion, a 13.7% increase over the same period in 2011 (when turnover totaled € 2.32 billion); and a
total of 36.7 million operations.
The sectors that had the highest number of transactions were, travel agencies and tourism operators
(13.8%), air transportation (13.8%), direct marketing (6.5%), passenger ground travel (4.8%), games
of chance and betting (3.5%), cultural, sports and recreational shows (3.4%), advertising (3%),
clothing (2.5%) and lastly, Government, Taxes and Social Security (2.5%) and household appliances,
image, sound, and music downloads (2%).
Turnover from transactions originating in Spain and directed overseas amounted to € 1.137 billion
(43.1% of the total), with 19.2 million transactions.
As in prior quarters, the European Union was the preferred destination for shopping abroad.
Turnover reached €1.027 billion or 90.3% of the total.
The United States too, as in prior quarters, was the second most preferred destination for Spanish
consumers, with turnover amounting to € 49.7 million or 4.4% of the total.
CEMEA countries (countries of Central Europe, the Middle East and Africa including Switzerland,
Russia, South Africa, Turkey and Saudi Arabia) took in €39.2 million, or 3.4% of the turnover made
from Spain.
The markets of Asia Pacific and Latin America took in 1.1% and 0.3% of the total originating from
Spain, with € 15.8 million (€ 12.9 million and €2.9 million respectively).
Source: Report on E-commerce in Spain through payment companies, CM Q-1/2012
The ten sectors with the highest percent of volume are air transportation at the top (12.5%), followed
by games of chance and betting (7.5%), travel agencies and tourism operators (6.4%), direct
marketing (6%), and clothing (3.6%). Behind them are advertising (3.1%), computers and software
(2.9%), other businesses specializing in food (2.5%), household appliances, image, sound and music
downloads (2.1%), and on the lower end, hotels and similar accommodations (1.8%).
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Also in first quarter 2012, turnover from overseas transactions with Spain amounted to € 394.5
million or 14.9% of the total (a 17.6% year-to-year increase).
The European Union was the geographic area that bought the most goods from Spain online.
Specifically, the EU-27 countries spent € 304.2 million in Spain via e-commerce, or 77.1%of the total.
The CEMEA countries took second place in total e-commerce spending in Spain with € 26 million, or
6.6% of the total.
Income from Latin America (€ 25.5 million) amounted to 6.5% of the total income from abroad.
The fourth region to generate income for Spanish e-commerce was the United States, which
amounted to € 17.9 million that quarter, or 4.5% of the total.
Asia Pacific was the fifth region to generate income for Spanish e-commerce, spending € 15.1 million
(3.8% of total turnover) shopping online in Spain.
Source: Report on E-commerce in Spain through payment companies, CMT Q-1/ 2012
The sectors with the highest turnover were tourism (including travel agencies and tourism operators,
air transportation, hotels and similar accommodations and passenger ground travel), with over 58.4%
of the income. By order of importance as far as income is concerned, they were followed by
advertising (5.7%), direct marketing (5%) and cultural, sports and recreational shows (3.3%). Toys
and sports items (2.1%), real estate services (2.1%) and education (1.9%) closed the list of most
important sectors.
E-commerce revenue from payment companies inside Spain in Q-2 2012 amounted to € 1.1 billion,
or 42% of total turnover and 13.6% more than the same period the previous year.
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E-commerce in businesses
Just as in Europe, the trend in Spain is that there are more companies that buy online than sell over
the Internet.
Data from the 2011/2012 INE Survey of ITC and E-commerce usage in business shows that in 2011,
14.2% of companies sold via e-commerce compared to 12.2% the previous year. Turnover
generated by these sales amounted to € 187.5 billion, nearly € 20,000 more than the year before.
The former survey showed a decline in companies´ online sales with respect to 2009, but this year
there is evidence of a positive trend toward positive.
The largest percentage of companies by sector that sold online (calculated by the total number of
firms in a sector) were “Accommodation services” (75.7%) and “Food, beverages, tobacco, textile,
clothing, leather and footwear, wood and cork, paper, graphic arts and reproductions of recorded
media” (21.1%).
Online sales accounted for 13.7% of total sales by Spanish companies, 2.2 points above last year´s
figure, which demonstrates greater acceptance of e-commerce by businesses within the country.
Source: INE and our own resources B2B, or Business to Business, accounted for 89.5% of e-commerce sales, while the percentage of
B2C (Business to Consumer) sales was 7.4%, and B2G (Business to Government) made up the
remaining percentage according to the INE 2011/2012 Survey.
The Everis report shows that of the Autonomous Communities with the highest e-commerce usage,
the Community of Madrid leads with 59.2%, followed by Catalonia (55.2%) – both with percentages
above 55%. The Community of Valencia and Galicia are at the tail end with 47.4% and 44.9%
respectively.
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Source: National Statistics Institute 2011/2012 Survey on the use of ITC and E-commerce in business
In the section on companies that make purchases, the 2011/2012 Survey on the Use of ICT and Ecommerce in Business points out that 22.5% acquired goods and services via e-commerce in 2010,
nearly a percentage point lower than the 23.3% recorded in 2010. The total volume of orders for
goods and services made online increased by 5.4% to € 183.39 billion.
Again it is the ICT sector that has the largest percentage of companies that made purchases via ecommerce (65.1%).
Companies that purchased through e-commerce represent 19.1% of the total purchases made by
businesses - 22.5% more than the previous year - which implies that they are adhering to this as a
normal supply channel
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% Companies that sell
Volume sold
% Annual increase
% On total sales
2006
8.8
126,909
30.6
8.7
2007
11
140,975
11.1
8.3
2008
11.1
160,318
13.7
9.6
2009
13.1
168,864
5.3
11.5
2010
12.2
167,985
-0.5
11.5
2011
14.2
187,596
11.7
13.7
Top industries by
sector with % of sales
Hotels and
camping
(62.9%)
Hotels and
camping
(64%)
“Accommodation
services”
(75.7%) and
“Food;
Accommodation Accommodation
beverages;
Accommodation
services
services
services
tobacco; textiles;
(67.85%)
(66.8%)
clothing;
(76.6%)
Travel agencies Travel agencies
Information and
Leather and
and tourism
and tourism
communications footwear; Wood
operators
operators
(18.9%)
and cork; paper;
(42.45%)
(42.2%)
graphic arts and
reproductions of
recorded media”
(21.1%)
Sales type: sales to end
user
B2B (88%)
B2C
(11.3%)
B2G
(0.7%)
B2B
(93.5%)
B2C
(5.5%)
B2G (1%)
B2B (90.7%)
B2C (7.5%)
B2G (1.8%)
B2B (89.9%)
B2C (9.2%)
B2G (0.9%)
B2B (89.4%)
B2C (8.7%)
B2G (1.9%)
%sobre compras totales
19.3
119,985
40
11.7
21.4
153,889
28.3
12.6
20.3
163,739
6.4
13.8
24.1
156,607
-4.3
15.5
23.3
174,022
11.1
15.6
Top industries by
sector with largest % of
purchases
Computer
Computer
businesses businesses
(65.4%)
(59.5%)
Travel agencies
and tourism
operators
(57,5%)
Travel agencies
and tourism
operators
(53.8%)
ICT
(58.4%)
% Companies that buy
Volume purchased
% Annual increase
B2B (89%)
B2C (7.4%) B2G
(3.6%
22.5
183,396.4
5.4
19.1
ICT
(65.1%)
Information and
communications
(52.7%)
Source: Survey on the use of ITC and E-commerce in business and our own preparation
According to the Everis/AMETIC survey of companies that make purchases online, the main
products bought over the Internet are raw materials, consumable goods and merchandise related to
their own business (51.9%). In addition, 38.2% of the companies that make online purchases say
that they have bought office material, 27.5% find computer equipment and 15.1% contract travel
related services and accommodations.
Despite the fact that e-commerce via mobile phone is not generally used in business, it has been on
the rise in the last four years, and in 2011, 3.2 % of the companies surveyed said that they do use it.
That is one percent more than in 2010 and more than twice the 1.5% in 2009 and 1.4% in 2008.
Mobile e-commerce or m-commerce usage seems to have increased in SMEs. While in 2010
companies with more than 250 employees used m-commerce more (4.9%), in 2011 the widest usage
was by companies with between 50 and 250 employees (4.6%). They are followed by companies
with 6 to 9 workers and firms with only 1 or 2 employees (3.3% in both instances). Big businesses
with over 250 people on staff recorded the lowest usage in 2011, at 2.6%.
M-commerce usage by industry records IT and R&D companies with the largest percentage (16.4%),
13.2% above average. Far behind are Financial Services and Insurance, with 6.6% and 4.1%
respectively. The industries that recorded the least usage are Commerce and Hotels (2.6%) and
Industry and Metal Mechanics (2.2%).
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Of the companies that use m-commerce, 74.2% use smartphones (up 28.2% in the last year). On
the other hand, there are fewer businesses that use 3G terminals or basic mobile phones to buy or
sell online (15.4% and 10.5% respectively).
Electronic payment methods have been used by 39.1% of companies compared to 30.1% in 2010
and since 2001, the difference is 32.4%; 36.1% of companies make online payments, 8% more than
last year, while 7.8% receive payment over the Internet, up 3.4%.
Of the companies that purchase products and services online, 47.5% pay by credit or debit card and
28.7% use drafts, money orders, checks or transfers. Other payment options include online transfers
(17.7%), bank debit (14.3%), and PayPal (10.8%).
More than half of the businesses that sell via e-commerce receive payment through drafts, money
orders, checks or transfers (53.2%). Likewise, 43.5% accept credit or debit card payments, 23.6%
bank debits, and 17.2% use COD.
Why do companies choose to sell over the Internet? According to the Everis/Ametic report,
companies that sell products and/or services online say mainly because it is “simple and fast to
manage” (45.1%). They also list as an advantage to selling online, the fact that it is “easy to deal
with” (37.5%), it may “attract new customers” (35.3%), and it is cost saving (34.7%). “Simple and fast
to manage” is gaining ground as an advantage to selling online, up from second place last year,
when “attracting new customers” headed the list.
For companies that buy online, “easy to deal with” was again the main advantage for nearly half the
companies (48.7%), followed by “simple and fast to manage” (48.5%). Close behind are those that
consider pricing to be better online (31.6%), while 25.1% believe the best advantage is that it avoids
the need to travel.
Insecurity and the fear of being robbed or scammed is still the main constraint for companies not to
use e-commerce (55.1%), although that percentage has dropped since last year, when 61% of
companies gave that as the primary reason. Another 35.3% (exactly the same percentage as in
2010) say that there are certain products and services that cannot be sold online; just as 16.1% claim
that companies and products are not prepared, and 12.8% believe that employees’ lack of training
and readiness keeps them from using e-commerce.
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We must point out that while social networks are not widely used as a channel for e-commerce,
according to the 2011/2012 Survey on the use of ICT and e-commerce in business, they are catching
on as a way to advertise to customers. In that respect, 17.4% of companies say that they have used
social networks professionally in 2011, and of those, 84.4% use them to advertise, market and
manage their image, while 74.4% use social networks to obtain information.
Connecting to Government Online
The United Nations Department of Economic and Social Affairs periodically publishes a survey on
the level of E-Government progress in all countries, and it prepares a corresponding E-Government
Development Index that offers a global view of the willingness and capacities of public
administrations to use the Internet and mobile technology to execute their role.
As we stated in the last edition of this report, in 2010 Spain moved up eleven slots in this Index to
rank ninth out of 184 countries surveyed, and fifth among European countries, for which it received a
United Nations E-Government Survey 2010 Special Award.
However, in the “United Nations E-Government Survey 2012: e-Government for the People”, other
countries advanced further and although Spain increased its value in the development index, the
country dropped in Rank from ninth place to 23rd globally and 15th in Europe according to the 2011
Report on the Network Society.
That same survey says that Spain provides a wide array of e-government services, although there is
ample room to improve and integrate services. However the assessment for demand was more
difficult since a fixed set of indicators does not exist as it does for supply.
As in the previous edition, on the supply side we see that 99% of high impact procedures and 92% of
all Central Government procedures were fully accessible over the Internet.
According to INE, on the demand side, 44.7% of the population has interacted with the government
online (5.6 percentage points higher than the previous year). In the past year 59.4% of Internet
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users said that they got information from government web pages, 41.0% confirm having downloaded
official forms and 32.2% sent completed forms.
Of the 12.4 million Internet users that in the last 12 months had to file forms with the government,
35.7% did not file online. The main reasons given were: they didn´t have an electronic signature or
certificate (25.1%), because someone else filed online for them – a manager, tax advisor, family
member or acquaintance- (24.3%) and because they weren´t used to or didn´t know how to do it
(21.1%).
According to INE, interaction of Spanish companies with more than 10 workers with the government
increased from 84% to 95.1% in 2011. The ratio increases as the size of the company increases, to
nearly all businesses with more than 250 workers.
The main reason that companies use e-government is to get information (71.7%), to access forms
and printed material (70.7%), to complete the process online (63.1%), to send back completed forms
(62%).
The professional, scientific, and technical services industry uses government web pages more than
any other (78.3%) followed by the ICT industry (78%) and Information and Communications (76.9%),
all of which are more than 10 percentage points above the average of total companies.
Public tenders is at the bottom of the list of reasons to use e-government, since 9.3% of companies
source contracting information at government offices, only 2.7% bid on public tenders (e-tendering) in
Spain and a scant 0.6% in the rest of the European Union. The most active industries are Information
and Communications, where 13.4% of companies have bid in Spain and 4.3% in the rest of the EU,
and the ICT industry, where 11.9% have submitted bids in Spain and 2.9% in the EU.
The Everis report shows which government pages are most widely visited by Spanish companies.
Just as in the previous edition, the Tax Agency tops the list with 44.9%, followed by the Social
Security portal (14.7%) and websites of the Autonomous Communities (12.9%).
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E-Marketplaces in Spain
Spanish companies have different ways of selling online. According to the AMETIC/Everis report,
most, 73.1% prefer to deal directly with their customers (up two percentage points from the previous
report). However, 9.8% of the businesses that sell online do via e-marketplaces, and 15.5% employ
both options.
Regarding online purchasing patterns, 71.1% of the companies that buy online, purchase directly
from suppliers. On the other hand, 5.3% acquire their products from e-marketplaces, and 22.7% use
both options. In this section we see that the number of companies that buy directly from suppliers as
well as those that only buy through marketplaces has dropped one percentage point from last year,
in favor of the category that uses both options, which last year recorded 20.7%.
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According to the eMarket Services directory, as of November 2012 there are 85 e-marketplaces and
8 business directories 1 based in Spain, 21 more e-marketplaces than in the last edition of this report
(+32.8%), an indication of the interest that exists in creating new platforms.
Forty of the e-marketplaces focus exclusively on Spain, while the rest include others as well, with
special attention to those that address foreign markets worldwide (16). Of the geographic areas or
countries that are most frequently attended to, Portugal stands out (10) for geographic proximity; the
rest of Europe (13), because Spain is a member of the European Union; and Latin America (17)
because of the shared common language 2 .
With regard to products and services, the e-marketplaces that supply multiple industries stand out,
since there are 25. Of those that focus on one sole industry, Services, with 15 is notable, followed by
those that concentrate on Foods (11), Construction (8), Government e-marketplaces that offer
requests for bids (6) and the Health industry 3 . Addendum I has a full list of e-marketplaces and
directories based in Spain.
1
E-marketplaces based in Spain but that do not operate in the country are not included in this count.
2
The number of markets mentioned by geographic distribution does not coincide with the total, since different markets can be
included within several groups and not all geographic areas are noted. Complete information can be found in the Directory at
www.emarketservices.es
3
The total sum of e-marketplaces by subject matter is not the total of existing e-marketplaces since there are markets that are
included in different categories and this text does not mention all existing categories. For further information see the Directory
at www.emarketservices.es
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Challenges and Trends
Just as in the last edition of this report we noted disparities in the evolution of e-commerce in Spain,
the figures now point to a tendency toward growth in the industry.
Progress on the part of the consumer is evident. There is a marked increase in Internet penetration,
especially with mobile devices; more consumers are going online, and revenue figures continue to
break new records.
In times of financial crisis the tendency is to save, and one of the main reasons that consumers go
online is to comparison shop for better prices since the idea is that there are more offers online than
in mortar and brick stores.
In the section on companies we see that while the percentage of firms that sell online is up again
after coming to a halt last year, the number of those that buy over the Internet continues to shrink, a
trend that is also occurring in Europe. However, the volume of purchases has increased, which
means that although fewer companies bought online, those that did purchased more and paid more.
We believe that the data on companies is a result of the economic situation, and that the increase in
online sales is due to the search for a new channel for product placement following the slowdown in
national demand at street level; while the decline in purchasing could be in response to a more
conservative spending policy.
We still have a long way to go to catch up with the countries that lead Europe, so it is necessary to
continue supporting measures that encourage Spanish companies to do business online.
One such incentive is “Conecta tu negocio” (Link your Business), which was created in February,
2011 by CEPYME, Google, Banco Santander, STRATO, MRW, Orange, and backed by the Ministry
of Industry, Tourism and Commerce through Red.es and the collaboration of Barcelona Activa and
the magazine Emprendedores. This project, aimed at digitalizing business gives companies a free
website with an online store or reservation system included. By February 2012, web pages were
already created for 24,500 SMEs and entrepreneurs, and 39,000 domain names with the .es
extension were registered.
As we mentioned last year, those companies that have their own website or online store have to be
taught how to attract and keep potential online consumers, since many of these platforms aren´t
optimized, are difficult to navigate and don´t take advantage of the possibilities that social networks
contribute to expanding their business. Again we note that search engine optimization (SEO) and
search engine marketing (SEM) on social networks as well as shopping page usability are still
unresolved issues for many companies.
One of the biggest trends among Spanish companies is the search for new alternative markets to
place their products, which is why exporting online is gaining popularity every day. For that reason,
ICEX Spain: Exports and Investment in collaboration with aDigital, Deloitte, DHL, EOI, Esade
Creapolis, and Google created Digital Export Accelerator, an initiative that aims to further economic
development by assisting mid-sized companies in exporting their products through e-commerce.
Translated, T-Index identifies markets to target for international sales through e-commerce. By
combining data from the Internet population and GNP per capita, it predicts which markets will have
better growth potential and helps entrepreneurs that want to invest in foreign markets. According to
T-Index, the top 10 e-commerce players in 2015 will be China, the United States, Japan, Brazil,
Germany, Russia, France, the United Kingdom, South Korea and Mexico.
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During the opening of European E-commerce Conference 2012, Elena Gomez del Pozuelo,
president of aDigital presented an interesting summary of e-commerce trends in the country, in which
she noted the six main trends that fuel e-commerce growth: mobiles and tablets; video; social
networks; unique buying experiences; Big Data; and the Internet of things and services.
The figures for mobiles and tablets indicate the dizzying growth of these devices as a means of
access to the Internet, and by extension, as an avenue to online shopping. The latest survey from
Monetate shows that the percentage of e-commerce done via smartphones was up from 4.51% in Q3/2011 to 10.03% in the same quarter of 2012; and that the use of tablets for e-commerce increased
to 18.4% from 7.67% the previous year.
According to Adobe Digital Marketing Insights the conversion rate via tablet is 2.3%, only 0.2
percentage points below visits via traditional devices, and the conversion rate via mobile is 0.6%.
These are the reasons why one must not lose sight of website and online store optimization for such
devices, since their role in accessing websites and online shopping is increasingly substantial.
With reference to social networks, Social-buy.com, the technology products company that integrates
e-commerce into social media, indicates in its Social Commerce Barometer, that companies have a
growing interest in this new kind of online trading. According to the indicator, 47% of companies
believe that social networks are important to boosting online sales channels. More than a third of
Spanish companies use Social Commerce to launch offers and promotions, and one in every ten
uses a social profile to successfully sell their products.
The Internet of things and services is another interesting trend in e-commerce. It refers to the
relationship between identifiable objects or things and the virtual world. QR codes, used in marketing
and advertising are an example of this trend that users are readily accepting.
The food industry is one of the more notable industries experiencing online growth in all areas, since
on the one hand B2C e-commerce in food is on the rise (consumers are gradually becoming
accustomed to shopping for food online), and also because food leads in generating B2B ecommerce as an article by Solostocks for eMarket Services explained.
Referring specifically to electronic marketplaces, in addition to continuing the trend we saw last year
of introducing social tools, there are two types of e-marketplaces from which several websites have
sprung, and are developing rapidly, following the global trend.
On the one hand, there are more and more innovation e-marketplaces where companies ask
challenging technological, scientific, etc. questions that they encounter in their day to day business
dealings, and where researchers and the scientific community are providing solutions to those
problems. Such websites in Spain include dipinnova and Innoget that are similar to the ones that
pioneers like the U.S. firm Ninesigma launched in 2000.
Professional networks and service e-marketplaces are showing great progress; and very effective
new websites that promote international expansion, like Nubelo have also been launched. Along
these lines there also exist some more comprehensive e-marketplaces that bring professionals and
companies from diverse fields together, like Adtriboo, which unites text, audio, design, etc. Highly
specialized websites like Increable a graphic design e-marketplace, are also springing up.
In general terms and to conclude, one can say that consumer business is increasing, and new
platforms being created online, although we still have work to do to attain a higher level of progress,
especially in business, which for yet another year is where we must focus our attention in order for
Spanish e-commerce to reach the same heights as the big European countries.
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Addendum 1 – List of Spanish electronic marketplaces
eMarket
Products & Services Traded
Geographic Focus
Abc-pack
A wide variety of products and services for
packing and the packaging industry such
as adhesive applicators, wrapping
machines, pallet loaders, plastic
manufacturing, machinery, bagging
machines
Global: Spain, Portugal,
France, Germany, England,
Romania, Hungary, China,
North America and Latin
America
acambiode.com
Exchange and barter of goods and
services.
Spain, Latin America,
Portugal and Italy
adpv.com
All kinds of publicity: Internet, press,
television, magazines, etc.
Spain
Adquira
Indirect goods and services such as:
Office Supplies; Cleaning and Safety
Services; Spare Parts for Machinery and
Small Equipment, Production
Consumables, Transportation
Spain, Europe and Latin
America
Adtriboo
Video, audio, test and graphic design
projects and professionals
Spanish speaking countries
Agromaquinaria
A wide range of farm equipment,
livestock, hay and forage, seeds and
supplies, transportation, and other kind of
related machinery.
Spain and Portugal.
Agroterra.com
All kind of vegetables, flowers, fruits,
livestock, plot of land for crops and
agricultural machinery
Spain
Alimentalia.com
Food and beverage products such as
water, juices, wines, fruits, vegetables
Spain
Aquanima
Wide range of direct and indirect products Spain, Portugal, Mexico,
and services within more than 120
Brazil and Argentina
categories such as: consumer goods,
corporate services, urban services,
financial services, industrial services and
electricity, gas and water
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eMarket
Products & Services Traded
Geographic Focus
Autoindustria.com
Virtual business center addressed to
professionals of the automotive industry,
suppliers and components directory,
legislation and consultancy, virtual
bookstore, training and employment
agencies.
Spain, Portugal and Latin
America.
Bud-Get
Textiles, shoes, transportation, plastics,
paper, metals, industrial machinery,
electric and electronic products, and a lot
of different categories of products.
Europe, specially Spain,
and China
Buytextil.com
Textiles (man, woman, home, babies,
etc.), shoes and complements.
Spain
caloryfrio.com
Air conditioning equipment, boiler heating, Spain
plumbing service, products and tools
CASADOMO.com
Domotic and Inmotic products and
services
Spain
COGUAN AdShare
All kind of add space in websites
Spain
Construarea.com
Earthworks, architectural and engineering, Spain
real estate, consolidations, demolitions,
building material stores, sanitary
appliances, heating & plumbing, walls,
foundations, elevation, joinery wood, etc.
construdata21
Construction Information System, Building European Union
materials, safety systems, electricity,
house equipment. Consultancy and
architectural services
CONSTRUIBLE.es
Information about products and services
Spain
related to Sustainable Building (bioclimatic
architecture, renewable energy, energetic
efficiency, Domotics and Inmotics...) such
as as solar panels, refuse collection, etc.
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eMarket
Products & Services Traded
Geographic Focus
Construred
Virtual business centre addressed to
professionals of the construction industry,
offering services of legislation and
consultancy, information about biddings,
works, building sites, etc.
Spain
Contrataciones
Administrativas del
Gobierno Vasco
The Basque Government´s (one of the
Spanish autonomous regions) online
tendering service for Construction and
building; hospitality services,
transportation, security, machinery, etc.
Spain
Deporte y Gestion
Services: Professional contacts,
Spain
employment, training, publications, news,
events, professional markets. Products:
sports equipment, health products, fitness
machines.
dipinnova
R&D and Innovation
Spain
Easytoget
All kinds of products and services needed
by a company, especially SME's.
Global, but specially Spain
EconRed
Multiple industries, but mainly business
services.
Spain
EcoSpainB2B
Certified organic products: oils, olives,
cheese, cosmetics, animal food,
marmalades, sausages, beer, coffee, tea,
ham, etc.
Europe
Event Planner Spain
Products needed to organise corporate
events, meetings, exhibitions and
presentations: Accommodation and
venues, catering, entertainment, staging
and decoration, transport etc.
Spain and Morocco
Eventoclick.com
Assisting large companies or SMEs with Global, but event in Spain
their outsourcing services for events, such
as accommodation, restaurants, travel
agencies, translators, catering services,
marketing and merchandising actions, etc
eventoplus.com
Every services and products related to
events: agencies, hotels, venues,
providers, etc.
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Europe, especially Spain
and Portugal, and Latin
America.
www.emarketservices.com
eMarket
Products & Services Traded
Geographic Focus
ExportMadrid.com
A wide variety of services and goods are
traded through this portal
The suppliers and vendors
are from the region of
Madrid (Spain). The buyers
are companies from around
the world willing to do
business in Spain
Ferbossa Industriactiva
Pre-owned industrial equipment and
machinery from automotive, metal, textile,
chemical, food, plastic, paper, hospitality,
etc. industries.
Global
GestionaEventos
Travel agencies, stewardess services,
Spain, Portugal, Argentina,
hotels, catering, event professionals,
United Kingdom, USA and
business centers, indoor/outdoor activities France
and other categories related to events
organization.
GetApp.com
Business software solutions for customer
management, finance & accounting,
governance, risk & compliance, HR &
employee management, IT &
communications, marketing, operations
managements, sales, Integration
solutions, collaboration, etc.
GLOBALINK
All kind of products and services related to Spain
internationalization
Globbarea
Building materials, construction services,
technologies, industrial machinery, raw
materials, food and gourmet products,
fashion, tourism…
Global
Grèra
Agriculture, Government, financial
services, construction, tourism, ITC,
services... products and services.
Spain but soon also Latin
America
guiaverde.com
Seeds, bulbs, fertilizers, manures, tools
and all kind of garden and horticulture
production articles.
Spain
GuidExport.com
Advertising and agencies, automotive,
Global
chemical industry, construction, financial,
electrical appliances, food, machinery and
equipment, stationary, etc.
Iberlonja
Iberian pig products
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Global
Spain and Portugal
www.emarketservices.com
eMarket
Products & Services Traded
Geographic Focus
Ibilonjavirtual
All kind of products, but specially those
related to metal, plastics and mechanical
industries.
Spain, by the moment
Increable.com
Graphic Design projects.
Spain mainly
Infoagro
Fruits and vegetables, flowers, forestry,
Europe
auxiliary industry, fertilizers, irrigation,
seeds, logistics, machinery, packing and
flow pack, biologic crops, tined goods, etc.
Infoautónomos
All kind of services provided by freelances Spain
and suppliers for freelances
Infometal
Metals and minerals such as speciality
metals, ferro-alloys and metallic minerals.
Machinery and services to the metal
industry
Spain
Infotarifa
Wide variety of products related to
hardware equipment, appliances,
industrial supplies, and electronic and
construction materials
Spain
InnoCash
Innovation, specifically R&D results and
technology
Spain
Innoget
R&D and innovation technologies
solutions and services of acquisition,
revaluation and marketing of these
technologies.
Global
Interempresas
Equipment and machinery for the
metalworking as well as all the products
and services related to the before
mentioned industries
Focused on Spain and
Latin America (Spanish
speaking countries)
Jefe de Compras
Electronics, Construction, Publicity and
media, Office supplies, Graphic Design,
Real Estate, etc, products and services.
Spain
Licitaciones.es
Architecture, construction, software,
renewable energies, office materials,
Europe, specially Spain
Logismarket
Products and services related to logistics,
storage, packaging and industrial
equipment
Global, with a particular
focus on Europe and Latin
America
lugardelvino.com
Wine, tourism, oil, healthcare (creams),
hard cider and bottles rack
Spain
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eMarket
Products & Services Traded
Geographic Focus
MachinePoint
Used machinery in the plastic sector for
Global
the film extrusion and converting,
extrusion of pipes, tubes and profiles both
rigid and flexible, bottles, thermoforming
products, moulded parts, compounding,
thermoplastics recycling etc.
Maquiclick
Industrial machinery: quality control,
honing, grinding, washing machines,
handling systems and assembly lines,
welding cells, process automation,
retrofitting, conversion and conditioning
equipment, etc.
Spain and Latin America
Marketplace Tecnológico The technological marketplace is a tool for
Madrid
technology transfer, which allows the
establishment of mechanisms of
communication among the offer and
technological demand of organisations
and companies.
The technology
marketplace is an on-line
site to facilitate that Madrid
based enterprises and
research institutions can
identify potential partners
from across Europe.
MaterialSanitario.com
Pre-owned and refurbished equipment
previously owned by healthcare facilities,
and stocks of products for the health
sector
Spain and Spanish
speaking countries in South
America
Medical Virtual Market
Sanitary materials, surgical instruments,
orthopaedic materials and implants, and
hospital services
Spain
Mercachef
Fresh food and related services:
vegetables, fruits, meats, fishes, milk,
eggs, etc.
Spain
Mercadeuda
Debt eMarketplace
Spain
Mercatrans
Contracting of all kinds of transport for
goods
Spain
MFAO
Exchange to trade olive oil futures
contracts
Global
Mundocatering
Products and services related to the
catering sector such as food, beverages,
equipment, waiters and cooks.
Spain and Latin America
MyntMarket
Graphic design, posts for blogs, eMail
listings, photoshop works, SEO, Social
Media related services, eLearning, etc.
Spanish speaking countries
Negocius.com
Companies, franchises and real estate are Spain and Portugal
the actives, as well as related services
such as financing services, etc.
Nubelo
Hardware and Software development;
telecommunications, Design and
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Spanish Speaking
Countries
www.emarketservices.com
eMarket
Products & Services Traded
Geographic Focus
multimedia; Sales and Marketing,
Redaction and translation; Business
Services and Administrative Support;
Architecture and Engineers
Obralia
A wide range of materials, equipments
and services needed for the building and
construction industry
Spain
Ochoanegocio
Wide range of goods and products within
multiple industries
Spain and Portugal
Pesca2.com
Products in the aquaculture sector, such
as fish and seafood.
Global with focus on Spain.
Pescastocks.com
Aquaculture products, mainly fish, raw
and prepared to consume, like frozen
fishes, fillets, vacuum packed
Global with special focus
on Spain
PiedrasB2B.com
Natural stone and assistant industries
Spain and Latin American
(Spanish speaking
countries)
Plataforma de
Contratación del Estado
de España
It is the Spanish Government online
tendering service for Construction and
building; hospitality services,
transportation, security, machinery, etc.
Spain
Plataforma de
contratación pública de
Galicia
It is the Galician Government (one of the
Spanish departments) online tendering
service for Construction and building;
hospitality services, transportation,
security, machinery, etc.
Spain
Plazasalud24
All types of hospital equipment and
pharmaceutical products.
Spain
Portal de la Contratación It is the Government of Madrid (one of the Spain
Pública de la Comunidad Spanish autonomous regions) online
de Madrid
tendering service for Construction and
building; hospitality services,
transportation, security, machinery, etc.
Red Emprendeverde
It is a professional social network for
'green' (environment related)
entrepreneurs.
Spain
Sala de negocios
All kinds of products, ranging from
computer supplies, household appliances
and antiques to IT and industrial products
Global any mainly focused
in Europe, Spain and Latin
America
Saniline
Medical devices and equipment,
diagnostic equipment and supplies,
healthcare products and services, and all
supplies to healthcare providers.
Spain
Segurb2b.com
Insurance advices
Spain and Latin American
(Spanish speaking
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eMarket
Products & Services Traded
Geographic Focus
countries)
SENDECO2
Carbon dioxide emissions allowances
Southern Europe
Servicio Central de
Contrataciones de la
Generalitat Valenciana
The Valencia Government´s (one of the
Spanish autonomous regions) online
tendering service for Construction and
building; hospitality services,
transportation, security, machinery, etc.
Spain
Servicio de Contratación
del Gobierno de
Canarias
The Canary Islands Government (one of
the autonomous regions of Spain) online
tendering service and it deserves
Construction and building; hospitality
services, transportation, security,
machinery, etc. tenders
Spain, specially the Canary
Islands
SoloStocks España
Textile, Food, Electronics, Construction,
Furniture, Paper, Healthcare, etc.
Spain
Spanish Subcontrating
Network
Every kind of subcontracting services,
specially automotive, aviation and
electronics companies.
Spain
Tiendas en Liquidación
A wide variety of products, such as
jewelery, baby supplies, cosmetics,
clothing, etc., and, in general, all kind of
clearance sales and stocks
Spain
WTCeurope
Goods and services within many different
categories
Global
Wtransnet
Freight and storage exchanges
Europe
Directories
Products & Services Traded
Geographic Focus
Alimarketonline
Sectorial information about food,
beverage, electrical appliances,
construction, transport, hotel and geriatric
hospital management as well as
packaging
On the site you can buy mercantile,
commercial, risk prediction and financialeconomic data of almost every company
from Spain and some international
enterprises.
The Spanish Institute of Foreign Trade
(ICEX) directories of Spanish Exporters
Spain
Directory for company and economic
information
Global
axesor
Directories of Spanish
Exporters
ÉGuiame!
January 2013
Page 32 of 36
Europe, specially Spain,
and it has just started the
expansion in Latin America.
Spain
www.emarketservices.com
Fashion From Spain
Womenswear, menswear, kidswear,
jewellery, beauty, leatherwear etc.
Global
Home Textiles from
Spain
Carpets and rugs, manufactured products
for home decor, publishing houses,
bathroom linen, kitchen and table linen,
bed linen, passementerie and
accessories, fabrics for upholstery and
home decor, fabrics for home linen
Womenswear, menswear, kidswear,
jewellery, beauty, leatherwear,...
Global
Knitwear, Corduroy, Woven, Hosiery,
Lace, Fake Furs Technical Textiles, Hand
Knitting, silk, etc.
Global
modaEspaña
TextilesfromSpain.org
January 2013
Page 33 of 36
Global
www.emarketservices.com
Addendum 2 – Spanish e-commerce legislation
It is important to understand the legal framework for e-commerce. Teresa Rodriguez de las Heras
Ballel, professor of commercial law at Carlos III University in Madrid points out some of the rules that
have changed between last year and this year in the Information Society Services and E-Commerce
Act and the norms regulating online gaming platforms that may affect it indirectly. Both changes are
mentioned below.
The laws that affect e-commerce in Spain are:
PROPOSAL for a DIRECTIVE of the European Parliament and of the Council on consumer rights,
adopted on June 23, 2011
•
June 8, 2000 DIRECTIVE 2000/31/EC of the European Parliament and of the Council
regarding certain legal aspects of the information society, in particular, electronic commerce
in the national market. (Directive on electronic commerce).
EUROPEAN COMMUNITIES
•
ACT 34/2002 of July 11 on Information Society Services and Electronic Commerce.
April 2, 2012 version modified by
-
The General Audiovisual Communication Act 7/2010, of March 31;
-
Sustainable Economy Act 2/2011 of March 4;
-
Act 26/2011, of August, adaptation of the norms of the International
Convention on the Rights of Persons with Disabilities
-
Royal Decree -Act 13/2012, of March 30, transposing measures concerning
domestic electricity and gas markets and electronic communications, and
adopting measures to remedy diversions for gaps between the costs and
revenues of the electricity and gas industries.
HEAD OF STATE
• LAW 22/2007, of June 22, 2007, on Electronic Access for Citizens to Public Services
HEAD OF STATE
•
ROYAL DECREE 292/2004, of February 20, creates the public seal of trust in information
society services and regulates the requirements and procedures of concession.
MINISTRY FOR THE PRESIDENCY
•
ROYAL DECREE 1163/2005, of September 30, regulates the public seal of trust in
information society services and electronic commerce, as well as the requirements and
procedures of concession.
MINISTRY FOR THE PRESIDENCY
January 2013
Page 34 of 36
www.emarketservices.com
•
ROYAL DECREE 1906/1999 of December 17 regulates telephonic and electronic contacting
with general conditions in development of article 5.3 of Law 7/1998 of April 13 on general
conditions of contracting.
MINISTRY OF THE INTERIOR
•
ORDER EHA/962/2007 of April 10, which develops certain provisions related to online
invoicing and electronic invoice storage, contained in Royal Decree 1496/2003, of November
28, which approved the Invoicing Obligations Regulations.
MINISTRY OF THE ECONOMY AND THE TREASURY
•
ORDER HAC/1736/2003 of June 24, which develops a special system applicable to services
provided electronically for purposes of value added tax.
MINISTRY OF THE TREASURY
•
CIRCULAR number 1/2002 of January 25, for National Electronic Compensation System
Member Organizations, on representing Organizations in the National Electronic
Compensation System and modifying Circulars 8/1988 of June 14 which approve the Rules
of the National Electronic Compensation System, and 11/1990 of November 6, which
approves Rule SNCE-004 on the general subsystem of checks and promissory notes from
the account of the National Exchange System.
BANK OF SPAIN
Other laws that regulate advertising, logistics, etc. also affect e-commerce and therefore other
legislation exists that has an indirect effect on it:
•
Law 13/2011 of May 27 regulates online gaming
HEAD OF STATE
•
Law 29/2009 of December 30, which modifies the legal regime governing unfair competition
and advertising to improve consumer and user protection.
HEAD OF STATE
•
Royal Decree 671/2009 of November 6 which partially develops Law 11/2007 of June 22 on
electronic access to public services by citizens.
MINISTRY FOR THE PRESIDENCY
•
Royal Decree 899/2009 of May 22, which approves the bill of rights of users of electronic
communications services.
MINISTRY FOR THE PRESIDENCY
•
Law 16/2009 of November 13 on payment services.
HEAD OF STATE
•
Law 15/2009 of November 11 on contracting ground transport of goods.
HEAD OF STATE
January 2013
Page 35 of 36
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Sources and references
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ABI Research (www.abiresearch.com)
AECEM,
Spanish
Association
for
E-Commerce
and
Relationship
Marketing
(http://www.aecem.org/)
Association of Electronic, IT, Telecom and Digital Content Companies of Spain, AMETIC
(www.ametic.es)
Banco de España (www.bde.es)
Official Bulletin of the State (www.boe.es)
Collins Stewart (www.collins-stewart.com)
Telecommunications Market Commission, CMT (www.cmt.es)
EAE Business School (www.eae.es)
Economist Intelligence Unit, EIU (www.eiu.com)
eMarket Services (www.emarketservices.es y www.emarketservices.com)
European Information Technology Observatory, EITO (www.eito.com)
Eurostat (www.eurostat.com)
Forrester Research (www.forrester.com)
BBVA Foundation (www.fbbva.es)
Orange Foundation(www.fundacionorange.es)
IDC, International Data Group (www.idc.com)
Spanish Trade Information, ICE (www.revistasice.com)
European Commission Annual Telecoms Report
National Statistics Institute , INE (www.ine.es)
Internet World Stats (www.internetworldstats.com)
Jupiter Research (www.jupiterresearch.com)
Kelkoo (www.kelkoo.com)
Nielsen Online (www.nielsen.com)
National Telecommunications Observatory, ONTSI (observatorio.red.es)
UN (www.un.org)
Red.es (www.red.es)
Social-buy.com, Barómetro del Social Commerce (www.social-buy.com)
Tatum (www.tatum.es)
Telefónica (www.telefonicaonlines.es)
Teresa Rodríguez de las Heras Ballell, Professor of Commercial Law at Carlos III University in
Madrid
TNS (www.tns-global.es/)
Translated.net (www.translated .net)
International Telecommunications Union, UIT (http://www.itu.int)
January 2013
Page 36 of 36
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