Fifty-seven percent of ecommerce shoppers in Spain have used a fast delivery app, a figure very close to the 60% of consumers worldwide who have opted for these tools, according to the 'Ecommerce On' study by Kantar Insights.

By product, these applications are most often used to purchase baby products such as milk or diapers, food or both alcoholic and soft drinks.

"The study results show that shoppers start testing with one or two categories, and once the barriers are removed, other categories quickly follow," explained Kantar Insights retail director Cristina Perez.

However, 60% of online shopping processes already involved the purchase of multiple categories. In the case of Spain, 61% of purchases with fast delivery applications involve simultaneous categories. On this issue, Perez pointed out that it is more necessary than ever for companies to "be visible", which means knowing the target categories or those between which there is a certain affinity from the consumers' point of view.

AMAZON AND CARREFOUR AGLUTINATE 40% OF ONLINE SHOPPING IN SPAIN

According to the e-commerce data in the Kantar report, Amazon leads the online sales market in Spain, with 25% of the market share, a figure still lower than that recorded by the company in other countries in Europe, America or Asia. In second position is Carrefour, which accounts for 14% of the electronic market in Spain.

Among fast delivery service providers there is a wide variety by country, with Just Eat and Glovo being the leaders in the Spanish market, while Deliveroo is the leading application in other European countries such as the United Kingdom.