If there are something that is for sure, is that the world, in every aspect, is carrying an evolution trend through the digital. Moreover, today the level of industrialization and digitization is used as an indicator of development at the national level. Because of that, in Multiplicalia, experts in web design and positioning, we will analyze the eCommerce trends from 2017. 

A reality which comes to us with steady step, but without hurry

Spoiler. There hasn’t been a sudden change, neither for the expected nor for the opposite. We are going to talk about the eCommerce trends from 2017 not about the incredible change nor the unexpected crash. Trends which follow their line and don’t show where they will continue evolutioning.

tendencias ecommerce 2017

All the data that we are going to talk about and where we will draw conclusions has been collated from Kanlli after interviewing to 285 managers from Spain eCommerce. You can download all the report here.

Sector with a remarkable development

Not every sectors to which the interviewees belong, have developed their ecommerce. Sectors from profesional services and fashion and complements have achieved the highest rate of development, reaching 13% each, growing by 4% and 9% respectively. On the other hand, the food sector falls from 11% to 8%, and the pharmacist, which falls from 9% to 4%.

These are the most significant changes. And it’s interesting think about the reason why the professional services sector has developed so much its eCommerce. The professional services are taking from lawyers to financial advisors. The eCommerce services make it easier to reach more people, reduce and speed up services. They become more accessible services for those who seek and need them.

tendencias ecommerce 2017

Similar to the fashion industry, where we can now access businesses from home and purchase products while we wait for the bus. It is also favored by the appearance of services for smartphones, although we will develop it later.

Attention!  eCommerce trends from 2017 have a trap

Even though it’s look like the growth and the development is devastating (in the good sense of the world), the truth is that we must pay attention to this growth. While the development is real, it turns out that most of this development is due to minority billings.

This mean that, according to the data obtained in the report, more than a half of the invoices issued by the companies represent an income of less than one million euros (in the whole year).  But, don’t worry, we will see now where is the trick. The development that the two previous sectors have had, has been in smaller sales.

The opposite happens with, for example, the financial services, banking and insurance sectors, where the 83% of the eCommerce billing have exceeded 3 millions euros per year, with an absolute development of 4%.

Of course, analyzing the value of an average ticket, there is very little difference between the values of these:


There is hardly a difference, although the tendency is that we prefer to use eCommerce services to make purchases under € 100.

A very striking fact is that in the Marketplace, like Amazon, sales made are 60% less than 50 € and 40% higher than 200. There is no middle ground.

The online sale remains stable

Not too much to be said. The trend is still practically static compared to 2016. The majority of online sales represent only 25% of the companies’ revenues. We speak in averages.

If we follow with the example of the MarketPlace, the online sales represent the 60% of their incomes. Obviously, they live from it. However, for the two sectors that more have developed their ecommerce, the 63% of what they bill online represent the 25% of their final incomes. Practically laughable.

Mobile sales and presence in the Marketplace, more of the same

Sincerely, these mentions will be honorary, since both factors follow the trend of online sales. There is no great difference neither by sectors nor by income. Those who sell little online, sell little through a smartphone. Of course, even if it is a majority that sales represent 25% of the total, the truth is that we have gone from 77% of interviewees who gave this answer to 55%.

tendencias ecommerce 2017

The trend is clear: eCommerce grows. It develops. Slowly but without hurry, as if he knew it was a matter of time before he took over from the offline market. This has been the first analysis of the results. From Multiplicalia, experts in the development of virtual stores and positioning, we recommend that you follow the next publications, that you continue analyzing the eCommerce 2017 trends, evolutions and forecasts for this year 2018.


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