The tour operator and travel agency sector tops the list, accounting for 8.5% of total turnover. This sector continues to grow as more consumers choose to plan and book their trips online. In second place, with 7.3% of total turnover, is the fashion sector, which has benefited from the rise in online shopping, especially thanks to the convenience of fast deliveries and flexible return policies.

Air transport is in third place, with 5.5% of total turnover. This sector has also seen an increase in online bookings, driven by exclusive offers and the convenience of booking flights through digital platforms. According to information from Aena, Spanish airports have registered more than 283 million passengers during the year, representing an increase of 16.2% compared to 2022. This growth is seen both in international flights, with an increase of 18.2%, and in domestic flights, with an increase of 12.6%.

Fourthly, online gambling, with 4.2% of total e-commerce turnover, occupies an important position. The popularity of online gambling and betting has grown substantially, partly due to the ease of access and the variety of gaming options available, as we can see on Techopedia. According to the Directorate General for the Regulation of Gambling (DGOJ), this sector experienced a 28% increase in its revenue, reaching more than 1.2 billion euros.

This increase is accompanied by a growth in deposits and withdrawals of funds by users, indicating greater confidence and participation in online gambling platforms. And the popularity of online gambling is partly due to the regulation of marketing and advertising in this sector, which has been adjusted to protect consumers, especially younger ones, by limiting advertising to certain hours and restricting the use of public figures in promotions.

Female participation in online gaming has also grown, representing 16.62% of the total number of players, indicating a diversification in the profile of consumers of these services. This increase in female participation has also been supported by marketing campaigns aimed at attracting and maintaining this segment of the market. This sector not only attracts a large number of transactions, but also generates a considerable volume of revenue, thus being a vital part of e-commerce in Spain.

In fact, the number of transactions in Spanish e-commerce reached more than 432 million in the fourth quarter of 2023, an increase of 15.1% compared to the previous year. Gambling and betting led this ranking with 6.9% of sales, demonstrating the strong demand and commitment of consumers in this sector.

Within the Spanish territory, e-commerce revenues grew by 7.2% year-on-year, totaling 6,638 million euros. Public administration, taxes and social security led domestic turnover with 9.1%, evidencing the importance of government and administrative services in the digital field.

The digital transformation in public administration has been key, not only to improve the efficiency of services, but also to adapt to modern expectations of electronic access and management by citizens. This is in line with the trends observed in other sectors that are increasingly integrating e-commerce into their daily operations.