Google Shopping in Spain

Spain is a significant and modern ecommerce market. Google Shopping offers a simple, effective and highly visible way to enter the Spanish ecommerce market and target Spain buyers. With a population of 46,754,778, Spain has an average annual ecommerce spend of €1,127 while the European average spend is €2,186

Google Shopping in Spain - International Marketing
Google Shopping in Spain - International Marketing   Spain at a glance
Average CPC €1.09
Average CTR 2.12%
Average spend per capita €1,127
GDP per capita €28,175
GDP €1.07748 trillion
GDP growth rate 3%
Population 46,754,778
Number of Internet users 32,728,345
Median age 45
Mobile ecommerce 49%
Language(s) spoken Spanish
Currency Euro (EUR)
Google Shopping in Spain - International Marketing
How to benefit from free visibility on Google Shopping in Spain
Top sites
1. Amazon
2. El Corte Ingles
Google Shopping in Spain - International Marketing

Find out how to improve the
Return on Ad Spend of your campaigns

Increase your ROAS

Targeting international markets with Google Shopping Ads can often lead to an increased ROAS and reduction in CPC compared to your domestic market.

Click here to generate personalised report to show you which international markets have the highest potential for your store.

Average CPC cost in Spain

Acquiring traffic through Google Shopping Ads in Spain is often cheaper and will provide a better Return on Ad Spend than in your own domestic market.

Below are the average CPC rates in Spain across the top Google Shopping Ads categories.


Average CTR in Spain

In order to calculate the click-through rate (CTR) of a paid ad you divide the total number of clicks on the ad by the total number of impressions (i.e. the total number of people who saw the ad).


Top ecommerce categories in Spain

Below are the top ecommerce categories in Spain and the % of online buyers that have purchased in these categories.


What you need to know before selling in Spain?

Today Spain's B2C e-commerce market is worth €1.07748 trillion. Growth, however, is steady and is set to continue at an annual growth rate of around 3%.

Per capita the average annual online spend in Spain is €1,127. Although Spain lags some way behind the leading European e-commerce markets of the UK, Germany and France, positive signs do exist. As payment options increase and products arrive faster than before, this highly mobile commerce-enabled market looks set to evolve to become a serious rival to Europe’s top three.

Spain’s top ecommerce sites are:

  • 1. Amazon
  • 2. El Corte Ingles
  • 3.

Cross-border spending in Spain is growing, international e-commerce now accounts for 6% of total ecommerce spend in Spain. When Spanish buyers choose to buy cross-border they tend to seek products from major markets like China, the UK, the US and Germany. The main driver for buying outside of Spain tends to be price and the availability/uniqueness of the product.

How to list for free on Google Shopping Spain?

In 2020 Google transitioned their Google Shopping Ads platform from a mainly paid service to a global ecommerce ecosystem that enables any merchant to sell their products anywhere for free.

It’s now free to list on Google Shopping in the US, the UK, EU, Asia and Latin American markets. By selling internationally in markets such as Spain, merchants not only open up their business to more buyers than ever before, but it also enables them to move away and ahead of their domestic competition.

We compared the Google Shopping traffic of several merchants; after the US launch of free visibility in April 2020 and then, after the international launch in October 2020:

  • In the US, merchants saw a massive influx of free clicks growing to 10%-25% of total clicks.
  • After October global launch, merchants could see their unpaid clicks quickly grow to 8-15% of total clicks in less than a month.
  • Learn more about the impact of free listings on international Google Shopping.

How do I qualify for free Google Shopping in Spain?

Whilst it is now free to list items, there are still criteria that needs to be met in order for merchants to qualify, and just like paid ads if they do not meet 100% of the requirements then they will not be eligible to be shown in the shopping tab.

To qualify for the free Google Shopping Ads in Spain, you need to first create a Spanish feed and then opt into their program. To do this you need to localise your website and your listings for the Spanish market, to ensure that you meet the criteria set by Google to sell onto the Spanish market.

To set up your Spanish feed, you will need to:

  • Translate and localize your landing page and product details so they meet Google’s Spanish requirements.
  • Convert product currencies into Euro (EUR) and make sure your checkout accepts Euro (EUR) payments.
  • Enable international shipping through a global carrier. International shipping prices for the Spanish market will have to be included in your Spanish product feed. See more details.
  • If your Spanish product pages are hosted on a separated domain, you’ll need to setup a multi-client account that will allow you to submit data feeds for multiple domains. Each client may have a distinct store name and URL. When you request a multi-client account, your current Google Merchant Center account will become a sub-account in your new multi-client account. See more details.
  • Once your website is fully localised, upload your product feed for the Spanish market to your Merchant Center.

Why do you need to localize product ads?

Localization is extremely important for cross-border trade. Not only does it ensure your international listings get traffic but that your store can start to convert international buyers at the checkout. They expect a shopping experience similar to if they were to shop domestically, and providing them with a localized experience leads to an increased checkout conversion.

You’ll need to adapt your listings and store to the Spanish market. This includes product descriptions in Spanish, correct local sizes, prices in Euro (EUR) and with common Spanish methods of payment.

Adopting your feed, listings and store for the Spanish market will not only dramatically increase your international transactions, but also increase the average transaction value. Learn more about Glopal’s free product ads localisation solution.

Don’t have a Spanish store?

If you don’t have a Spanish store you can still benefit from Google Shopping Ads, but you will need to address the following:

Language: Spanish version. Your store must have a Spanish version and your product feed that you submit to the merchant center for Google Shopping Ads should also point to the Spanish version.

Currency: The prices in your product feed must be in Euro (EUR).

Prices: Your landing pages, product pages and checkout must show the same currency that you use in the feed. For example, if you submit a feed with Euro (EUR) then all the prices on your site must also be in Euro (EUR).

Shipping: All shipping prices must also be in Euro (EUR).

Taxes: Where possible include local duties and taxes to ensure smooth and quick delivery of your products to Spain.

Legal: Ensure your site is fully compliant with Local Spanish ecommerce Terms of Service and Returns policies.

Checkout: You’ll need to have a checkout that can process payment in Euro (EUR).

Find out how to automate the store localization process with our translation plug & play solution.

How to localize your Google Shopping campaigns for Spain?

As a business partner of Google, Glopal enables merchants across Shopify, Magento, and BigCommerce platforms, to scale their international sales through Google Shopping. Glopal’s simple Plug & Play solution takes care of all aspects of store localization to ensure that your international product feeds are compliant with Google Shopping Ads requirements.

Glopal’s pricing model is simple and easy-to-understand. We have a “Free forever” plan that enables full access to our Google Shopping solution as well as a “Pro” plan with custom features for advanced merchants.

Google Shopping in Spain - International Marketing
Google Shopping in Spain - International Marketing


Find out how to improve the
Return on Ad Spend of your campaigns