E-commerce set a new record turnover in 2011 after taking in € 9.2 billion, a 25.7% increase over 2012 which recorded €7.3 billion, and 60% more than the € 5.75 billion of 2009. This data is taken from the 4th Quarter 2011 Report on Electronic Commerce published by CMT and records online sales by credit card.
Turnover in 4Q 2011 (October to December) amounted to € 2.4 billion, a year-on-year increase of 25.7% (coinciding with the total for the year). However, during that period there was a slight slowdown in turnover growth since income was 0.85% less than the previous quarter, which hadn´t occurred since first quarter 2009.
On the other hand, fourth quarter set a new all time record with 36.7 million transactions. Throughout 2011, 131 million purchases were made (up 30.9% from the previous year).
Transactions by geographic breakdown
In 4Q 2011, turnover from purchases by Spaniards at Spanish stores was again higher than turnover from purchases by Spaniards at foreign stores, the same as the third quarter, when that happened for the first time. Turnover in Spain amounted to € 1.06 billion (44.2% of the total), while turnover from Spaniards making purchases abroad was € 1.04 billion (43.4% of the total).
Nevertheless, Spain´s trade balance (exports less imports) again saw a deficit in the fourth quarter, specifically a deficit of € 746.4 million. This was due to the fact that turnover from purchases made at Spanish stores from overseas was € 296.2 million (12.3% of the total), much less that the amount Spaniards spent buying abroad.
Geographic breakdown by number of transactions was less favorable to the Spanish trade balance. In this case, the number of transactions made by Spaniards making purchases abroad was 52% of the total (19.2 million transactions), which exceeded the number of transactions made by Spaniards shopping at Spanish stores, 40.6% of the total (14 million transactions). In addition, exports (2.7 million transactions)accounted for 7.4% of total transactions.
Throughout 2011, travel agencies and air travel took first and second place respectively in industry rankings by turnover. Together they accounted for 26.5% of total e-commerce turnover. Direct marketing (6.7%) and ground transportation (5.9%) took third and fourth place respectively, and gambling and betting ranked fifth with 4.4% of total turnover.
In the fourth quarter in particular, tourism also ranked among the top in turnover. The three main branches of the industry accounted for 28.5% of e-commerce revenue, however, that was one point less than a year ago when they made up 29.5% of the total.
The music download, sound, image and electrical appliance industry retained its first place ranking for number of fourth quarter transactions, with 10.1% of the total. It has kept that position since
first quarter 2011. Direct marketing follows in second place with 8.4% of total transactions, up from third place both last quarter and last year.
It is worth mentioning that clothing, which in the fourth quarter jumped up two points in rank from the last quarter and last year, ranked fifth with 5.1% of total e-commerce turnover (€ 123.4 million). Last year, in 4Q 2010, turnover from this industry amounted to € 76.4 million, or 4% of total e-commerce turnover. Clothing also improved its position in number of transactions, up from 10th place in the third quarter to 8th place in the fourth. In 2010, that industry was not among the top ten in number of transactions.