These are the 24 most important B2C marketplaces for selling to SPAIN
Last Updated: 12.08.2025
Spain continues to be one of Europe’s most exciting and fast-evolving e-commerce markets. With strong year-on-year growth and a highly dynamic competitive landscape, marketplaces are becoming increasingly central to digital commerce in the country. Our newly updated Marketplace Country Quadrant Spain highlights the most important platforms brands and retailers should know in 2025.
The market: A high-growth environment with room to grow
Spain is the fourth-largest e-commerce market in Europe. In 2024, e-commerce turnover reached €32.6 billion, growing by 13.2% over the previous year. The online share of total retail sits at 12%, leaving plenty of room for continued expansion.
Around 60% of the Spanish population shop online regularly, a number that keeps rising each year. The strongest categories remain fashion and electronics, but food, home, and DIY are gaining traction and becoming more relevant than in many neighboring countries.
The top 5 online stores in Spain in 2024 by turnover were:
- Amazon
- AliExpress
- Shein
- Carrefour
- Temu
All five are marketplaces — a clear sign of how central platforms have become to Spanish e-commerce.
Marketplace Momentum: Rapid development and global domination
Spain’s marketplace landscape has developed at breakneck speed over the past three years. The COVID-19 pandemic gave marketplaces an extra push — and they haven’t slowed down since. While local marketplaces exist, the market is dominated by foreign players, especially from the US and China.Even the most relevant local platforms, El Corte Inglés and PC Componentes, face heavy competition from international giants.
What’s changed since last year?
Several changes in platform relevance and positioning have led to a reshuffling of our quadrant:
- 📉 Exits:
- Privalia, Brico Depot, Sprinter, Conforama, and Maisons du Monde lost relevance and were removed.
- Alcampo/Auchan was displaced by Carrefour, which is now much stronger across categories.
- 📈 New entries:
- Carrefour gained enough relevance to be placed among the generalists.
- Vinted was added to the Fashion category due to increasing B2C second-hand activity.
- TradeInn joins the Sports category after a strong year.
- Veepee was added in both Home and Beauty due to rising traffic and turnover.
- 🔁 Re-positioning:
- Shein is no longer just in Fashion — it now appears in Home & Living, Beauty, and Sports as well. It nearly made the Generalists box but remains listed in categories due to a more focused impact.
- eBay dropped from the Generalists box but remains somewhat relevant in DIY, Home & Living and Electronics.
The generalists
Amazon continues to dominate all categories, while AliExpress, Temu, and Shein reflect the increasing power of Chinese platforms. Carrefour’s growing importance in several categories pushed it into the generalists list. Miravia is also gaining traction quickly, especially in fashion and electronics. Local hero El Corte Ingles is the only Spanish player in the Generalists’ box.
The Chinese front
Shemu has taken the Spanish market by storm. Shein has catapulted itself to second place among the top-selling online shops in Spain within two years and dominates the fashion industry. It’s no wonder that the Shein marketplace, which only opened in April 2024, has already thrived in Spain and that many products from Western premium brands have found their way to the Spanish offshoot via a wide range of channels. This makes the Spanish market a difficult one for fashion brands because it is extremely price-sensitive. Temu has also become indispensable in Spanish e-commerce after only a year on the market.
The specialists
👗 Fashion & Shoes
- Shein
- Zalando
- Vinted
Shein is the top player here, surpassing all competition in fashion turnover — even Amazon. Zalando remains strong, while Vinted represents the growing second-hand trend, with B2C sales on the rise.
💻 Electronics
- MediaMarkt
- PC Componentes
- Backmarket
MediaMarkt and PC Componentes are trusted names in Spain. Backmarket maintains relevance with its refurbished offering, but lost its spot in some other countries.
🛋️ Home & Living
- Shein
- Veepee
- eBay
Shein’s low prices and aggressive expansion give it a foothold in home goods. Veepee‘s promotional model and strong presence in Spain make it a valuable channel. eBay remains a broad-use platform, especially for niche and second-hand goods.
🛠️ DIY & Garden
- eBay
- ManoMano
- Leroy Merlin
Leroy Merlin continues to be the most prominent DIY marketplace in Spain. eBay and ManoMano are widely used for tools and supplies. Other platforms have struggled to gain a foothold.
🏃 Sports
- Decathlon
- Shein
- TradeInn
Decathlon still dominates sports equipment and apparel. Shein is gaining ground in fashion-related categories. TradeInn, based in Girona, has had a successful year and is becoming a serious player.
💄 Beauty & Care
- Shein
- PromoFarma
- Veepee
PromoFarma continues to build relevance as a marketplace for health and pharmacy products. Veepee also plays a growing role in discounted beauty items.
Explore more
Curious how Spain compares to other major European markets?📊 Dive into our updated Marketplace Country Quadrants for
France, Italy, Germany, Poland, UK, Switzerland and the Netherlands – each offering a detailed look at the most relevant marketplaces per category on our Marketplace Quadrants main page.
Do you have anything to add to our country quadrant for Spain? Let us know!