{"id":784,"date":"2025-01-09T04:21:00","date_gmt":"2025-01-09T04:21:00","guid":{"rendered":"https:\/\/www.salesforce.com\/?post_type=sf_press_release&#038;p=784"},"modified":"2025-03-13T13:18:20","modified_gmt":"2025-03-13T12:18:20","slug":"online-shopping-in-spain-has-grown-by-11-this-christmas-and-has-reached-9-8-billion-dollars-according-to-salesforce","status":"publish","type":"sf_press_release","link":"https:\/\/www.salesforce.com\/es\/news\/press-releases\/2025\/01\/09\/online-shopping-in-spain-has-grown-by-11-this-christmas-and-has-reached-9-8-billion-dollars-according-to-salesforce\/","title":{"rendered":"Las compras online en Espa\u00f1a crecen un 11% en Navidades y alcanzan los 9.800 millones de d\u00f3lares, seg\u00fan Salesforce"},"content":{"rendered":"\n<ul class=\"wp-block-list\">\n<li><em>El aumento de las compras digitales en Espa\u00f1a supera en 10 puntos a la media de la UE y en 8 a la cifra global.<\/em><\/li>\n\n\n\n<li><em>Durante la semana de Navidad, el volumen de compras online en Espa\u00f1a aument\u00f3 un 57%, mientras que el n\u00famero de pedidos se increment\u00f3 en un 22% con respecto al a\u00f1o anterior.<\/em><\/li>\n<\/ul>\n\n\n\n<p><strong>Madrid, 9 de enero de 2025 \u2013<\/strong> La campa\u00f1a navide\u00f1a de 2024 ha superado todas las expectativas, tanto en Espa\u00f1a como a nivel global. Las compras online han aumentado un 11% en nuestro pa\u00eds con respecto a la Navidad de 2023, mientras que el gasto total ha alcanzado los 9.800 millones de d\u00f3lares. Son <a href=\"https:\/\/www.salesforce.com\/retail\/peak-holiday\/\">datos obtenidos por Salesforce<\/a> de la actividad de 1.500 millones de compradores en 89 pa\u00edses de todo el mundo, entre los que se incluye a Espa\u00f1a.<\/p>\n\n\n\n<p>El volumen de crecimiento de las compras online en Espa\u00f1a supera en 10 puntos porcentuales a la media de la Uni\u00f3n Europea, que se sit\u00faa en el 1%, y en 8 puntos a la global, que se queda en el 3%. El aumento de la actividad en el comercio online es a\u00fan m\u00e1s evidente si nos centramos en los per\u00edodos estelares de la campa\u00f1a navide\u00f1a. De esta forma, en la semana de Navidad, las compras v\u00eda Internet crecieron un 57% a nivel nacional con respecto a la misma semana del a\u00f1o anterior, frente a un aumento del 9% a nivel global.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Por otro lado, el volumen de pedidos online durante toda la campa\u00f1a ha experimentado una subida interanual del 22% en Espa\u00f1a, dato que supera considerablemente al incremento del 3% que se ha producido a nivel global. Esta cifra aumenta hasta el 71% en nuestro pa\u00eds, si nos centramos solo en la semana de Navidad, frente a un 11% a nivel global.&nbsp;<\/p>\n\n\n\n<p>El tel\u00e9fono m\u00f3vil sigue siendo el dispositivo preferido por los espa\u00f1oles para efectuar sus compras navide\u00f1as, ya que el 74% de los pedidos online efectuados en nuestro pa\u00eds durante la semana de Navidad se hicieron desde el smartphone, mientras que el 22% se realizaron desde el ordenador y s\u00f3lo el 4% desde una tablet. En cuanto a los canales online m\u00e1s utilizados por los compradores espa\u00f1oles, el 44% del tr\u00e1fico lleg\u00f3 por v\u00eda directa a la p\u00e1gina web del comercio durante la semana de Navidad, el 43% mediante b\u00fasquedas, el 11% v\u00eda redes sociales y s\u00f3lo el 1% proven\u00eda de anuncios.&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>Una Navidad de r\u00e9cord a nivel mundial<\/strong><\/p>\n\n\n\n<p>Los datos de Salesforce arrojan un nuevo r\u00e9cord para el ecommerce en esta Navidad 2024, con un <a href=\"https:\/\/www.salesforce.com\/news\/press-releases\/2025\/01\/06\/2024-holiday-shopping-data\/\">gasto de 1,2 billones de d\u00f3lares<\/a> en todo el mundo, lo que <a href=\"https:\/\/www.salesforce.com\/news\/stories\/holiday-predictions-2024\/\">ha superado todas las predicciones<\/a>, aunque se espera que la cifra baje debido a las devoluciones. Supone un aumento del 3% con respecto al a\u00f1o anterior.<\/p>\n\n\n\n<p>El informe indica que la temporada de compras navide\u00f1as se ha visto impulsada por el auge del comercio procedente del tel\u00e9fono m\u00f3vil y las redes sociales, junto con el aumento del gasto de los consumidores tras <a href=\"https:\/\/martech.org\/salesforce-shoppers-are-saving-their-big-moments-for-later-in-2024\/\">meses de ahorro<\/a> en el primer semestre de 2024. Sin embargo, hay que tener en cuenta que los compradores ya han devuelto productos por valor de 122.000 millones de d\u00f3lares.&nbsp;<\/p>\n\n\n\n<p>Tanto los consumidores como los minoristas se han inclinado por el uso de <a href=\"https:\/\/www.salesforce.com\/artificial-intelligence\/what-is-ai\/?d=cta-body-promo-8\">IA<\/a> y <a href=\"https:\/\/www.salesforce.com\/agentforce\/what-are-ai-agents\/?d=cta-body-promo-8\">agentes<\/a> para mejorar las experiencias de compras navide\u00f1as a trav\u00e9s de recomendaciones de productos y soporte personalizado de pedidos, influyendo en el 19% de los pedidos online de todo el mundo, equivalentes a 229.000 millones de d\u00f3lares. Adem\u00e1s, el uso por parte de los retailers de funciones <a href=\"https:\/\/www.salesforce.com\/artificial-intelligence\/what-is-generative-ai\/?d=cta-body-promo-8\">de IA generativa<\/a>, como los agentes, ha aumentado un 25% a nivel global durante la temporada navide\u00f1a en comparaci\u00f3n con los meses de septiembre y octubre de 2024. Los compradores, por su parte, han utilizado chats con IA y agentes para el servicio de atenci\u00f3n al cliente un 42% m\u00e1s que durante la Navidad de 2023.&nbsp;<\/p>\n\n\n\n<p><strong>Sobre Salesforce<\/strong>&nbsp;<\/p>\n\n\n\n<p>Salesforce es el CRM de IA n\u00famero 1, que permite a las empresas de todos los tama\u00f1os y sectores conectar con sus clientes de una forma totalmente nueva a trav\u00e9s del poder de la IA + datos + CRM + Confianza en una plataforma unificada: Einstein 1.&nbsp;&nbsp;Para obtener m\u00e1s informaci\u00f3n, visite <a href=\"https:\/\/www.salesforce.com\">https:\/\/www.salesforce.com<\/a>.<\/p>\n\n\n\n<p><strong>Contacto para prensa:<\/strong>&nbsp;<\/p>\n\n\n\n<p>Fabi\u00e1n&nbsp;Gradolph &#8211; <a href=\"mailto:fgradolph@salesforce.com\">fgradolph@salesforce.com<\/a>&nbsp;\u2013 610 712 617&nbsp;<\/p>\n\n\n\n<p><strong>Archetype&nbsp;&#8211;&nbsp;<\/strong><a href=\"mailto:salesforcemadrid@archetype.co\">salesforcemadrid@archetype.co<\/a>&nbsp;<\/p>\n\n\n\n<p>Marta Barjola &#8211; 611 50 34 60<\/p>\n\n\n\n<p>C\u00e9sar Pastrana &#8211; 607 42 97 80&nbsp;<\/p>\n\n\n\n<p>\u00c1ngela Mozo &#8211; 674 00 44&nbsp; 76<br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Madrid, 9 de enero de 2025 \u2013 La campa\u00f1a navide\u00f1a de 2024 ha superado todas las expectativas, tanto en Espa\u00f1a como a nivel global. Las compras online han aumentado un 11% en nuestro pa\u00eds con respecto a la Navidad de 2023, mientras que el gasto total ha alcanzado los 9.800 millones de d\u00f3lares. Son datos [&hellip;]<\/p>\n","protected":false},"author":467,"featured_media":807,"template":"","meta":{"sf_subhead":"","sf_i18n_disclaimer":false,"alternateThumbnailId":0,"sf_product_cta_id":0,"footnotes":""},"sf_content_type":[54],"sf_theme":[59],"sf_topic":[15],"sf_product":[],"sf_industry":[104],"sf_role":[],"sf_multimedia_asset":[],"sf_location":[124],"sf_collection":[],"sf_visibility":[],"coauthors":[278],"class_list":["post-784","sf_press_release","type-sf_press_release","status-publish","has-post-thumbnail","hentry","sf_content_type-snapshots","sf_theme-digital-transformation","sf_topic-digital-transformation","sf_industry-retail","sf_location-emea"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Las compras online en Espa\u00f1a crecen un 11% en Navidades y alcanzan los 9.800 millones de d\u00f3lares, seg\u00fan Salesforce - Salesforce<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Las compras online en Espa\u00f1a crecen un 11% en Navidades y alcanzan los 9.800 millones de d\u00f3lares, seg\u00fan Salesforce\" \/>\n<meta property=\"og:description\" content=\"Madrid, 9 de enero de 2025 \u2013 La campa\u00f1a navide\u00f1a de 2024 ha superado todas las expectativas, tanto en Espa\u00f1a como a nivel global. 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