{ "title": "España tiene más empresas vendiendo online que la UE, pero el ecommerce pesa menos en su facturación", "slug": "empresas-ecommerce-facturacion-espana-2026", "retrievedAt": "2026-08-03", "observationTime": "2025", "eurostatUpdated": { "isoc_ec_esels": "2026-06-15T11:00:00+0200", "isoc_ec_evals": "2026-02-27T11:00:00+0100", "isoc_ec_eseln2": "2026-06-15T11:00:00+0200", "isoc_ec_evaln2": "2026-02-27T11:00:00+0100", "isoc_ec_wsobs": "2026-02-27T11:00:00+0100" }, "canonicalUrl": "https://tienrank.com/investigaciones/empresas-ecommerce-facturacion-espana-2026", "summary": { "title": "España tiene más empresas vendiendo online que la UE, pero el ecommerce pesa menos en su facturación", "slug": "empresas-ecommerce-facturacion-espana-2026", "folder": "empresas-ecommerce-eurostat-2026", "retrievedAt": "2026-08-03", "observationTime": "2025", "spain": { "geo": "ES", "country": "Espana", "size_emp": "GE10", "size_label": "10 o mas empleados", "ecommerce_enterprises_pct": 28.62, "ecommerce_at_least_1pct_turnover_pct": 25.44, "web_sales_enterprises_pct": 26.09, "edi_sales_enterprises_pct": 5.23, "own_site_enterprises_pct": 24, "marketplace_enterprises_pct": 9.37, "marketplace_20pct_enterprises_pct": 7.98, "web_sales_foreign_enterprises_pct": 8.76, "web_sales_other_eu_enterprises_pct": 8.41, "web_sales_rest_world_enterprises_pct": 5.46, "physical_goods_web_enterprises_pct": 17.04, "digital_services_web_enterprises_pct": 6.09, "other_services_web_enterprises_pct": 6.88, "ecommerce_turnover_pct": 18.27, "web_sales_turnover_pct": 8.49, "edi_sales_turnover_pct": 9.78, "own_site_turnover_pct": 7.09, "marketplace_turnover_pct": 1.4, "domestic_web_turnover_pct": 6.74, "other_eu_web_turnover_pct": 1.12, "rest_world_web_turnover_pct": 0.62, "own_site_share_of_web_sellers_pct": 91.97, "marketplace_share_of_web_sellers_pct": 35.93, "web_sales_foreign_share_of_web_sellers_pct": 33.56, "ecommerce_turnover_per_seller_index": 0.64 }, "eu": { "geo": "EU27_2020", "country": "UE-27", "size_emp": "GE10", "size_label": "10 o mas empleados", "ecommerce_enterprises_pct": 23.59, "ecommerce_at_least_1pct_turnover_pct": 20.26, "web_sales_enterprises_pct": 20.69, "edi_sales_enterprises_pct": 5.6, "own_site_enterprises_pct": 17.72, "marketplace_enterprises_pct": 9.31, "marketplace_20pct_enterprises_pct": 7.64, "web_sales_foreign_enterprises_pct": 8.86, "web_sales_other_eu_enterprises_pct": 8.6, "web_sales_rest_world_enterprises_pct": 5.2, "physical_goods_web_enterprises_pct": null, "digital_services_web_enterprises_pct": null, "other_services_web_enterprises_pct": null, "ecommerce_turnover_pct": 19.49, "web_sales_turnover_pct": 8.39, "edi_sales_turnover_pct": 11.07, "own_site_turnover_pct": 7.09, "marketplace_turnover_pct": 1.3, "domestic_web_turnover_pct": null, "other_eu_web_turnover_pct": null, "rest_world_web_turnover_pct": null, "own_site_share_of_web_sellers_pct": 85.65, "marketplace_share_of_web_sellers_pct": 45, "web_sales_foreign_share_of_web_sellers_pct": 44.01, "ecommerce_turnover_per_seller_index": 0.83 }, "spainSmall": { "geo": "ES", "country": "Espana", "size_emp": "10-49", "size_label": "10-49 empleados", "ecommerce_enterprises_pct": 26.3, "ecommerce_at_least_1pct_turnover_pct": 23.5, "web_sales_enterprises_pct": 24.83, "edi_sales_enterprises_pct": 3.28, "own_site_enterprises_pct": 22.89, "marketplace_enterprises_pct": 8.29, "marketplace_20pct_enterprises_pct": 7.23, "web_sales_foreign_enterprises_pct": 7.59, "web_sales_other_eu_enterprises_pct": 7.27, "web_sales_rest_world_enterprises_pct": 4.55, "physical_goods_web_enterprises_pct": 16.31, "digital_services_web_enterprises_pct": 5.64, "other_services_web_enterprises_pct": 6.09, "ecommerce_turnover_pct": 5.79, "web_sales_turnover_pct": 4.12, "edi_sales_turnover_pct": 1.67, "own_site_turnover_pct": 2.99, "marketplace_turnover_pct": 1.13, "domestic_web_turnover_pct": 3.08, "other_eu_web_turnover_pct": 0.63, "rest_world_web_turnover_pct": 0.4, "own_site_share_of_web_sellers_pct": 92.21, "marketplace_share_of_web_sellers_pct": 33.41, "web_sales_foreign_share_of_web_sellers_pct": 30.55, "ecommerce_turnover_per_seller_index": 0.22 }, "euSmall": { "geo": "EU27_2020", "country": "UE-27", "size_emp": "10-49", "size_label": "10-49 empleados", "ecommerce_enterprises_pct": 21.38, "ecommerce_at_least_1pct_turnover_pct": 18.28, "web_sales_enterprises_pct": 19.5, "edi_sales_enterprises_pct": 3.75, "own_site_enterprises_pct": 16.48, "marketplace_enterprises_pct": 8.95, "marketplace_20pct_enterprises_pct": 7.5, "web_sales_foreign_enterprises_pct": 8.14, "web_sales_other_eu_enterprises_pct": 7.93, "web_sales_rest_world_enterprises_pct": 4.72, "physical_goods_web_enterprises_pct": null, "digital_services_web_enterprises_pct": null, "other_services_web_enterprises_pct": null, "ecommerce_turnover_pct": 8.65, "web_sales_turnover_pct": 5.23, "edi_sales_turnover_pct": 3.42, "own_site_turnover_pct": 3.96, "marketplace_turnover_pct": 1.27, "domestic_web_turnover_pct": null, "other_eu_web_turnover_pct": null, "rest_world_web_turnover_pct": null, "own_site_share_of_web_sellers_pct": 84.52, "marketplace_share_of_web_sellers_pct": 45.9, "web_sales_foreign_share_of_web_sellers_pct": 42.92, "ecommerce_turnover_per_seller_index": 0.4 }, "spainLarge": { "geo": "ES", "country": "Espana", "size_emp": "GE250", "size_label": "250 o mas empleados", "ecommerce_enterprises_pct": 54.18, "ecommerce_at_least_1pct_turnover_pct": 47.58, "web_sales_enterprises_pct": 42.37, "edi_sales_enterprises_pct": 26.16, "own_site_enterprises_pct": 39.32, "marketplace_enterprises_pct": 19.9, "marketplace_20pct_enterprises_pct": 15.24, "web_sales_foreign_enterprises_pct": 18.49, "web_sales_other_eu_enterprises_pct": 17.89, "web_sales_rest_world_enterprises_pct": 13.14, "physical_goods_web_enterprises_pct": 29.87, "digital_services_web_enterprises_pct": 13.61, "other_services_web_enterprises_pct": 14.76, "ecommerce_turnover_pct": 26.05, "web_sales_turnover_pct": 11.3, "edi_sales_turnover_pct": 14.75, "own_site_turnover_pct": 9.74, "marketplace_turnover_pct": 1.55, "domestic_web_turnover_pct": 9.17, "other_eu_web_turnover_pct": 1.36, "rest_world_web_turnover_pct": 0.77, "own_site_share_of_web_sellers_pct": 92.81, "marketplace_share_of_web_sellers_pct": 46.97, "web_sales_foreign_share_of_web_sellers_pct": 43.63, "ecommerce_turnover_per_seller_index": 0.48 }, "euLarge": { "geo": "EU27_2020", "country": "UE-27", "size_emp": "GE250", "size_label": "250 o mas empleados", "ecommerce_enterprises_pct": 48.48, "ecommerce_at_least_1pct_turnover_pct": 42.94, "web_sales_enterprises_pct": 34.28, "edi_sales_enterprises_pct": 27.81, "own_site_enterprises_pct": 31.7, "marketplace_enterprises_pct": 14.16, "marketplace_20pct_enterprises_pct": 9.32, "web_sales_foreign_enterprises_pct": 16.37, "web_sales_other_eu_enterprises_pct": 15.83, "web_sales_rest_world_enterprises_pct": 10.54, "physical_goods_web_enterprises_pct": null, "digital_services_web_enterprises_pct": null, "other_services_web_enterprises_pct": null, "ecommerce_turnover_pct": 24.24, "web_sales_turnover_pct": 9.99, "edi_sales_turnover_pct": 14.25, "own_site_turnover_pct": 8.71, "marketplace_turnover_pct": 1.28, "domestic_web_turnover_pct": null, "other_eu_web_turnover_pct": null, "rest_world_web_turnover_pct": null, "own_site_share_of_web_sellers_pct": 92.48, "marketplace_share_of_web_sellers_pct": 41.32, "web_sales_foreign_share_of_web_sellers_pct": 48.74, "ecommerce_turnover_per_seller_index": 0.5 }, "travel": { "nace": "N79", "sector_short": "Agencias de viaje y reservas", "ecommerce_enterprises_pct": 68.27, "ecommerce_at_least_1pct_turnover_pct": 67.14, "web_sales_enterprises_pct": 68.05, "edi_sales_enterprises_pct": 4.76, "own_site_enterprises_pct": 67.3, "marketplace_enterprises_pct": 29.36, "marketplace_20pct_enterprises_pct": 23.58, "web_sales_foreign_enterprises_pct": 42.79, "web_sales_other_eu_enterprises_pct": 34.87, "web_sales_rest_world_enterprises_pct": 37.43, "physical_goods_web_enterprises_pct": 10.28, "digital_services_web_enterprises_pct": 20.38, "other_services_web_enterprises_pct": 49.92, "ecommerce_turnover_pct": 42.12, "web_sales_turnover_pct": 37.41, "edi_sales_turnover_pct": 4.71, "own_site_turnover_pct": 27.99, "marketplace_turnover_pct": 9.42, "domestic_web_turnover_pct": 18.58, "other_eu_web_turnover_pct": 11.18, "rest_world_web_turnover_pct": 7.65, "web_share_of_ecommerce_turnover_pct": 88.81, "edi_share_of_ecommerce_turnover_pct": 11.19 }, "accommodation": { "nace": "I55", "sector_short": "Alojamiento", "ecommerce_enterprises_pct": 94, "ecommerce_at_least_1pct_turnover_pct": 93.6, "web_sales_enterprises_pct": 94, "edi_sales_enterprises_pct": 4.75, "own_site_enterprises_pct": 88.84, "marketplace_enterprises_pct": 79.7, "marketplace_20pct_enterprises_pct": 76.69, "web_sales_foreign_enterprises_pct": 86.22, "web_sales_other_eu_enterprises_pct": 86.22, "web_sales_rest_world_enterprises_pct": 77.09, "physical_goods_web_enterprises_pct": 17.41, "digital_services_web_enterprises_pct": 10.5, "other_services_web_enterprises_pct": 89.5, "ecommerce_turnover_pct": 53.42, "web_sales_turnover_pct": 46.51, "edi_sales_turnover_pct": 6.92, "own_site_turnover_pct": 20.01, "marketplace_turnover_pct": 26.5, "domestic_web_turnover_pct": 18.49, "other_eu_web_turnover_pct": 17.41, "rest_world_web_turnover_pct": 10.61, "web_share_of_ecommerce_turnover_pct": 87.05, "edi_share_of_ecommerce_turnover_pct": 12.95 }, "manufacturing": { "nace": "C", "sector_short": "Manufacturas", "ecommerce_enterprises_pct": 28.04, "ecommerce_at_least_1pct_turnover_pct": 23.9, "web_sales_enterprises_pct": 21.52, "edi_sales_enterprises_pct": 11.86, "own_site_enterprises_pct": 20.21, "marketplace_enterprises_pct": 5.78, "marketplace_20pct_enterprises_pct": 3.82, "web_sales_foreign_enterprises_pct": 6.21, "web_sales_other_eu_enterprises_pct": 6.07, "web_sales_rest_world_enterprises_pct": 3.19, "physical_goods_web_enterprises_pct": 19.57, "digital_services_web_enterprises_pct": 2.53, "other_services_web_enterprises_pct": 1.4, "ecommerce_turnover_pct": 25.66, "web_sales_turnover_pct": 5.49, "edi_sales_turnover_pct": 20.18, "own_site_turnover_pct": 5.19, "marketplace_turnover_pct": 0.3, "domestic_web_turnover_pct": 5.04, "other_eu_web_turnover_pct": 0.31, "rest_world_web_turnover_pct": 0.14, "web_share_of_ecommerce_turnover_pct": 21.39, "edi_share_of_ecommerce_turnover_pct": 78.61 }, "retail": { "nace": "G47", "sector_short": "Comercio minorista", "ecommerce_enterprises_pct": 44.05, "ecommerce_at_least_1pct_turnover_pct": 35.68, "web_sales_enterprises_pct": 43.85, "edi_sales_enterprises_pct": 2.39, "own_site_enterprises_pct": 42.61, "marketplace_enterprises_pct": 12.27, "marketplace_20pct_enterprises_pct": 9.32, "web_sales_foreign_enterprises_pct": 12.66, "web_sales_other_eu_enterprises_pct": 12.5, "web_sales_rest_world_enterprises_pct": 7.55, "physical_goods_web_enterprises_pct": 40.04, "digital_services_web_enterprises_pct": 6.22, "other_services_web_enterprises_pct": 2.4, "ecommerce_turnover_pct": 11.69, "web_sales_turnover_pct": 8.66, "edi_sales_turnover_pct": 3.03, "own_site_turnover_pct": 8.03, "marketplace_turnover_pct": 0.63, "domestic_web_turnover_pct": 6.91, "other_eu_web_turnover_pct": 1.52, "rest_world_web_turnover_pct": 0.22, "web_share_of_ecommerce_turnover_pct": 74.06, "edi_share_of_ecommerce_turnover_pct": 25.94 }, "spainObstacles": { "geo": "ES", "country": "Espana", "size_emp": "GE10", "any_difficulty_pct_of_eu_web_sellers": 35.45, "delivery_returns_cost_pct_of_eu_web_sellers": 22.25, "complaints_disputes_pct_of_eu_web_sellers": 13.59, "product_labelling_pct_of_eu_web_sellers": 10.31, "languages_pct_of_eu_web_sellers": 10.75, "partner_restrictions_pct_of_eu_web_sellers": 5.6, "vat_pct_of_eu_web_sellers": 13.61, "no_difficulty_pct_of_eu_web_sellers": 64.55 }, "germanyObstacles": { "geo": "DE", "country": "Alemania", "size_emp": "GE10", "any_difficulty_pct_of_eu_web_sellers": 55.22, "delivery_returns_cost_pct_of_eu_web_sellers": 36.45, "complaints_disputes_pct_of_eu_web_sellers": 12.14, "product_labelling_pct_of_eu_web_sellers": 18.26, "languages_pct_of_eu_web_sellers": 15.46, "partner_restrictions_pct_of_eu_web_sellers": 9.19, "vat_pct_of_eu_web_sellers": 24.13, "no_difficulty_pct_of_eu_web_sellers": 43.86 }, "gaps": { "ecommerce_enterprises_pct": 5.03, "ecommerce_turnover_pct": -1.22, "web_sales_enterprises_pct": 5.4, "edi_sales_enterprises_pct": -0.37, "own_site_share_of_web_sellers_pct": 6.32, "marketplace_share_of_web_sellers_pct": -9.07, "web_sales_foreign_share_of_web_sellers_pct": -10.45, "small_turnover_pct": -2.86, "large_turnover_pct": 1.81 }, "ranks": { "ecommerce_enterprises_pct": { "rank": 9, "total": 27 }, "ecommerce_turnover_pct": { "rank": 16, "total": 27 }, "web_sales_enterprises_pct": { "rank": 9, "total": 27 }, "web_sales_foreign_enterprises_pct": { "rank": 11, "total": 20 }, "web_sales_foreign_share_of_web_sellers_pct": { "rank": 18, "total": 20 }, "own_site_enterprises_pct": { "rank": 8, "total": 27 }, "marketplace_enterprises_pct": { "rank": 12, "total": 27 } } }, "findings": [ "El 28,6% de las empresas españolas de 10 o más empleados tuvo ventas ecommerce, +5,0 pp por encima de la UE-27.", "El ecommerce aportó el 18,3% de la facturación empresarial española, -1,2 pp por debajo de la UE-27.", "España ocupa el puesto 9 de 27 en adopción empresarial ecommerce, pero el 16 de 27 en peso sobre facturación.", "La pequeña empresa española de 10 a 49 empleados supera a la UE en adopción (26,3% frente a 21,4%), pero factura menos por ecommerce (5,8% frente a 8,7%).", "Entre las empresas españolas con ventas web, el 92,0% vende por web o app propia, frente al 85,7% europeo; en marketplaces, España queda en 35,9% frente al 45,0%.", "Solo el 33,6% de las empresas españolas con ventas web vende al extranjero, -10,4 pp por debajo de la UE-27.", "En España, alojamiento (53,4%) y agencias de viaje y reservas (42,1%) muestran intensidades de facturación ecommerce mucho mayores que el comercio minorista (11,7%)." ], "methodology": [ "Fecha de cierre del análisis: 3 de agosto de 2026.", "Fuente principal de cálculo: Eurostat Digital Economy and Society, datasets isoc_ec_esels, isoc_ec_evals, isoc_ec_eseln2, isoc_ec_evaln2 e isoc_ec_wsobs, descargados por API el 3 de agosto de 2026.", "Universo Eurostat: empresas con 10 o más personas empleadas, actividades C10-S951_X_K, es decir, todas las actividades salvo agricultura, silvicultura y pesca, minería y canteras, y sector financiero, salvo cuando se indica un sector NACE concreto.", "El campo time=2025 de Eurostat corresponde a la encuesta TIC de empresas 2025; las variables de comercio electrónico se refieren al último año natural. En la nota nacional del INE, esa referencia se publica como año 2024 y primer trimestre de 2025.", "Las posiciones de España se calculan ordenando los 27 Estados miembros con dato disponible en cada indicador. Si un país no tiene dato en una variable, el denominador del ranking se reduce y se informa.", "Las cuotas sobre empresas con ventas web usan la unidad Eurostat PC_ENT_AWSELL; no son porcentajes sobre todas las empresas.", "Las cuotas de facturación por web, EDI, web propia, marketplace y destino se expresan como porcentaje de la facturación total empresarial, salvo cuando la tabla indica porcentaje sobre facturación ecommerce o sobre ventas web.", "La definición OCDE 2025 se usa para separar el pedido realizado por redes digitales del pago y la entrega, y para no confundir ecommerce estadístico con pago online, retail B2C o tráfico web." ], "limitations": [ "La investigación es descriptiva y no establece causalidad entre tamaño de empresa, canal, venta exterior y peso de facturación.", "Eurostat e INE miden empresas y facturación declarada; no miden pedidos individuales, visitas web, conversión de tiendas, ventas con tarjeta ni cuota de marketplaces concretos.", "Las ventas EDI forman parte del ecommerce estadístico aunque no equivalen a una experiencia web de compra para consumidores.", "Algunos indicadores transfronterizos u obstáculos no están disponibles para todos los países; los rankings y comparaciones se calculan solo con países con dato.", "Los sectores NACE tienen tamaños económicos distintos; un porcentaje sectorial alto no implica mayor volumen absoluto que otro sector.", "La comparabilidad entre países depende de la encuesta armonizada, pero puede verse afectada por estructura sectorial, tamaño empresarial y composición de ventas.", "La nota del INE aporta contraste nacional y metodología, pero las comparaciones europeas de esta investigación se calculan sobre la API de Eurostat para conservar un marco común." ], "sources": [ { "organization": "Eurostat", "label": "E-commerce sales of enterprises by size class of enterprise", "url": "https://doi.org/10.2908/ISOC_EC_ESELS" }, { "organization": "Eurostat", "label": "Value of e-commerce sales by size class of enterprise", "url": "https://doi.org/10.2908/ISOC_EC_EVALS" }, { "organization": "Eurostat", "label": "E-commerce sales of enterprises by NACE Rev. 2 activity", "url": "https://doi.org/10.2908/ISOC_EC_ESELN2" }, { "organization": "Eurostat", "label": "Value of e-commerce sales by NACE Rev. 2 activity", "url": "https://doi.org/10.2908/ISOC_EC_EVALN2" }, { "organization": "Eurostat", "label": "Obstacles for web sales by size class of enterprise", "url": "https://doi.org/10.2908/ISOC_EC_WSOBS" }, { "organization": "INE", "label": "Encuesta sobre el uso de TIC y del comercio electrónico en las empresas. Año 2024 - Primer trimestre 2025", "url": "https://www.ine.es/dyngs/Prensa/ETICCE20241T2025.htm" }, { "organization": "OCDE", "label": "The 2025 OECD Definition of E-Commerce and Guidelines for Interpretation", "url": "https://www.oecd.org/en/publications/the-2025-oecd-definition-of-e-commerce-and-guidelines-for-interpretation_2254f1de-en.html" } ] }