Same-Day Delivery Options Expand in Spain

More delivery choices tend to spur ecommerce sales

Author: Cliff Annicelli

August 4, 2017

Competition for digital buyers continues to heat up in Spain, where apparel retailer Zara has joined a small but growing list of merchants looking to spur digital sales with a same-day delivery option.

The Galicia-based apparel merchant now offers customers same-day delivery in Madrid for a €5.95 (roughly $6.50) fee, according to Ecommerce News. The firm already offers delivery nationwide for a fee of €3.95 (about $4.40) for orders under €30 (around $33); the fee is waived for orders exceeding that value. The company also offers shoppers the option of using free standard postal delivery, or picking up items in-store.

Zara joins the likes of local department store chain El Corte Inglés—Spain's most popular homegrown retail website, according to February 2017 comScore Inc. data—electronics retailer PcComponentes and (via Prime Now) in offering same-delivery in certain cities in Spain.

Considering that such shipping options are still limited to a handful of major cities, they are unlikely to dramatically affect Spain’s ecommerce sector in the short term. But studies have found providing more fulfillment options can have a direct influence on digital buying behavior in Spain.

According to a September 2016 study by MetaPack, for example, about six in 10 digital buyers in Spain had purchased goods from a digital retailer as a result of additional delivery options.

That response rate was about even with the UK—the Western European leader for share of retail sales derived from ecommerce, according to eMarketer estimates—and trailed France by 8 percentage points.

Moreover, according to MetaPack's study, Spain was the leader when it came to percentage of digital buyers (88%) who desire a digital loyalty program from digital retailers. That was a response rate 11 points above the average among respondents in six countries in Western Europe and the US.

In that light, moves like Zara's are a step toward meeting pent-up demand among digital consumers in Spain that might make ecommerce a bigger part of their buying behavior, if given the right incentives.

Photo credit: Ferran Fusalba on Unsplash