In fact, it is the sector that contributed the most money to the Spanish economy in 2018 - 176 billion euros.
Although they do not sell physical products, we have decided to include this category as well, given that this sector has a great specific weight within e-commerce websites in Spain.
c are Booking.com and TripAdvisor, with 15.6 and 11.5 million traffic in October in Spain respectively.
Scyscanner is ranked third with 3.6 million traffic.
E-commerce websites - Top 10 tourism sites
The table shows data for the 10 websites with the most traffic.
It is clear that the distribution of traffic between devices in the sector is clear - in all cases the mobile traffic share is over 85%.
Tourism: traffic trend
If we analyze the traffic trend of the three domains with the most traffic in the tourism industry, we get some quite interesting results.
As the holiday season in Spain is usually in the summer, you can see in the graph how much growth there is in these months on Booking and TripAdvisor.
At the same time, Skyscanner in Spain does not have such a notable dependence on seasonality.
E-commerce websites - Tourism traffic trends
Audience analysis
To better understand the tourism market in Spain, we decided to also look at the audience demographics of the top 3 websites in the industry.
If we analyse the audience according to gender criteria, we see a similar situation in the three domains analysed, with women prevailing over men.
For Booking and TripAdvisor, the majority of the audience in Spain is between 25 and 34 years old. However, at Skyscanner, the audience is older and the majority is between 35-44 years old and it is the only website of all those analysed in this study with this audience range.
E-commerce Websites - Tourism Demographics
A new trend: sites for comparing offers
Thanks to this research on the most visited e-commerce sites by Spaniards in 2019, we have noticed the emergence of an interesting new trend.
Traffic to websites that allow price comparison is growing, these are called online comparators.
Sites such as buscounchollo.com or chollometro.com have more web traffic than most of the e-commerce sites analysed; this means that users compare the various offers before buying, looking for the cheapest options.
Final Conclusions
The increased dominance of mobile traffic is a fact. In most of the domains analysed, more than 80% of traffic comes from mobile devices and in some cases it reaches 97% of total traffic.
In e-commerce stores selling physical products, there are two main peaks - November and January, which correspond to Black Friday and the January discounts.
Internet users who visit shopping websites the most are between 25-34 years old.
Does our research reflect your online shopping habits?
Are there any data in our study that have surprised you or, on the contrary, seem very logical to you?
What other sectors would you like us to analyze in future studies?
Let us know in the comments which e-commerce websites you visit most frequently and whether you prefer to access them from desktop or mobile.