Having been in Spain for just a few years, I’ve always considered Amazon an essential part of life. Lately, I’m not sure if it’s just me, but I feel like my friends and I are ordering less frequently than the same time last year. Fewer packages are arriving, and even Prime Day didn’t seem to trigger the same kind of massive shopping spree as before. Has anyone else noticed something similar?
It’s not that we’ve stopped buying, but it feels like purchasing decisions have become more cautious. Before, we might have jumped on any small discount, but now we’re more likely to shop around and compare prices, even checking out Miravia or other local e-commerce platforms. Could it be that overall consumer spending in Spain is declining? Or maybe Amazon’s appeal just isn’t as strong as it used to be? This is just a personal feeling, so I’d love to hear everyone’s thoughts.
I happened to read some reports on the Spanish e-commerce market a few days ago. Combining that with my own feelings, I’ve summarized a few possible reasons. Let me know if they make sense:
The Rise of Competitors
In recent years, both local and international e-commerce platforms in Spain have grown rapidly. For example, AliExpress Plaza has been improving its localization, offering fast delivery and competitive prices. Then there’s the previously mentioned Miravia, which has made a strong entrance with significant discounts and new user promotions, diverting many younger customers. Not to mention the impact of Shein and Temu in the clothing and small daily goods sectors. While Amazon is still the leader, it’s no longer the only choice.
Changes in Consumer Habits
The pent-up demand for in-person shopping during the pandemic was fully released over the past year. People are more willing to visit physical stores to browse, have an experience, and enjoy the sun and social interaction. Naturally, this has diverted some demand away from online shopping. Furthermore, inflation is hitting hard—utility bills for water, electricity, and gas are all rising. As a result, people are definitely being more careful with their spending, and consumption of non-essential items has likely decreased.
I’ve put together a simple comparison of the number of orders my friends have placed on different platforms over the last month. You can use it as a reference and see if it matches your own situation:
| Platform | Average Orders |
|---|
| Amazon | 3-4 |
| Miravia / AliExpress | 1-2 |
| Mercadona Online | 2 |
| Zara / Mango & other brand websites | 1 |
| Other | <1 |
It feels like Amazon’s position is still solid, especially for electronics, books, and certain specific home goods categories. However, returning to the old days of its ‘total dominance’ seems increasingly difficult. I wonder if fellow sellers have noticed similar trends in their backend data? Sellers, please feel free to share your experiences
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