He III Fashion Online Studio Spain 2025prepared by the Boutique Agency Specialized in Fashion Fashion praiseconfirms that the consolidation of the online channel as a reference in fashion consumption continues to advance in Spain.
Patricia DíazDirector of Praise Fashion, explains: «LA digital experience is no longer an option, but the standard. Obtaining competitive relevance today goes through Design Omnicanal Experiences that connect, convince and loyal to the consumer ».
How we buy fashion in Spain: balance between online and offline
According to the report, 53% of fashion purchase acts are made in eCommercecompared to 47% in physical store. This data is only invested in the case of people between 61 and 75, who buy mostly in physical stores (53%). For their part, among those who have between 46 and 60, their fashion purchases are distributed to 50% between online and offline.
However, this general trend does not reveal a displacement of traditional purchase, but demonstrates a harmonic coexistence between both channels. The consumers choose to combine physical and online purchase according to the occasion and their needs.
In fact, if we look to the future, the 68% of the surveyed people affirms that will continue buying both physical and online. Only 19% consider that they will only buy online. This means that we must stop raising the purchase of fashion in Spain as a scenario that forces to opt for a purchase channel and understand it as a hybrid experience. Brands must Offer integrated, fluid and coherent experiences In all your contact points.
In Spain we make 6.5 online fashion purchases a year with an average expenditure of € 69
In Spain We buy fashion items online an average of 6.5 times a yeara figure very similar to 6.4 times of 2024. In the case of womenthis data amounts to an average 6.8 annual online purchases, while in the men descends to 6.2 shopping.
If we segment for age stretches, people aged 16 to 30 are the ones who buy the most online, with an average of 6.8 online orders. In addition, the data is falling when the age of the sample rises more: people between 31 and 45 years (6.7 times), 46 to 60 (6.5 times) and 61 to 75 (5.4 times).
For its part, the Medium Ticket It is in an approximate expense of € 69a figure slightly lower than that registered in 2024 (€ 72). The Men (€ 75)as well as the people from 31 to 45 years (€ 78) and from 61 to 75 (€ 77), stand out for having an average ticket higher than average, while younger consumers, especially people from 16 to 30 years old, compensate for their lowest cost per order (€ 61) with a higher purchase frequency.
Taking into account the general data of the average ticket and the purchase frequency, we can deduce that We spend about € 448.5 average annual to buy fashion online.
Price and quality, main online fashion purchase drivers
The study investigated the essential characteristics that an online fashion store should have to be chosen and the most indicated was “Have good prices” (58%). This condition is followed “that offers quality products” (47%) and “that offers the best offers/discounts” (31%).
In the opposite direction, the main barrier For the online channel it continues to be the Impossibility of testing clothes before buying it (62%)followed by high shipping costs (34%) and long delivery deadlines (31%).
More and more sustainability, ethics and transparency are valued
Beyond functionality, sustainability emerges as an increasingly influential aspect in brand perception. He 67% of consumers declares prefer stores that show an ethical commitment in its processes and operations.
Likewise, 64% positively values stores that are transparent with their production processes, 59% prefer those that use sustainable materials (recycled or organic fibers) and another 59% prefer those that market locally made products.
Diverse and personalized shopping experience based on generation
The study shows that There is no single buyer profilebut a coexistence of diverse behaviors that respond to different digital needs, values and habits. Therefore, Understand the preferences of each generation It is essential to build more effective strategies.
For example, the Gene generation (people from 18 to 30 years old) is the most active in purchase frequency (6.8 times a year), with intensive mobile use (89%) and a clear influence of social networks such as Instagram and Tiktok on the discovery of products. Although its average ticket is lower (€ 61), they compensate with greater constancy and digital connection.
Regarding Millennials (31-45 years), they lead in purchase for purchase (€ 78) and combine the mobile with the computer as purchase devices. They are mainly inspired by search engines and opinions of the environment, valuing customer service, promotions and comfort.
The Generation x (46-60 years) Buy especially from the computer (82%) and look for price, trust and variety. Its behavior is more rational, with less weight of social networks and greater relevance of search engines and recommendations.
Finally, the Boomers (61-75 years) although they continue to bet in part by the physical store, they show increasing digitalization. They prefer the computer and stand out for prioritizing quality, customer service and brand confidence.
Shein and Zara: The most powerful online fashion brands in Spain
With regard to leading brands in the digital environment, the study indicates a Foreign leadership between Shein and Zara. If we talk about the store in which the most consumers and consumers of Spain have bought in the last six monthsgold is for Shein (25%)while the silver is carried by Zara (23%) and the bronze Zalando (13%).
But, if we meet the future consideration data, Zara (60%) It is the brand that more people have in mind to make their upcoming purchases. This is followed by Shein (49%), H&M (41%), Mango (41%) and Zalando (41%).
The study also reveals the perception of consumers about each brand. In the case of Sheinthis stands out for its image defined as a brand of low prices, constant promotions and wide variety. For its part, Zara It maintains its strength in trends, ease of use and web experience.
In the case of Zalandothis is associated with a great product offer and Kiabi or H&M With accessibility and variety of sizes. Brands like Ecoalf, Adolfo Domínguez or Uniqlo They manage to build their positioning around quality and sustainability, appealing to a more senior and committed audience.
The study of praise fashion confirms that the Online fashion consumer in Spain has evolved towards a profile demanding, digitally advanced and consciouswhich seeks a balance between convenience, price, brand and experience values. Accessing the complete radiography offered by this report will help companies in the sector to better understand the current panorama and act accordingly to capture new buyers and loyalty in an environment where competition is increasingly intense and differentiation is built from multiple fronts.
Photo: GPT-4O
