Average Order Value on Marketplaces in Spain (2025–2026)

This study is based on aggregated and anonymised data from a sample of 250 merchants using Lengow to sell on Spanish marketplaces over the period April 2025 – April 2026. The sole indicator analysed is AOV (average order value per transaction), expressed as a range, broken down by marketplace and category.

Sales volume (GMV) and number of orders are not taken into account. A high ranking in this study does not reflect the size, traffic, or commercial power of a marketplace; only the average transaction value observed within our merchant panel.

This distinction is critical. Amazon, for example, ranks low on AOV in every single category here. That tells you nothing about Amazon’s dominance in Spain (it is the country’s largest e-commerce retailer by a wide margin). It tells you that the average basket on Amazon tends to be smaller, which is what you would expect from a generalist platform optimised for high-frequency, lower-ticket purchases.

Why ranges instead of exact figures?

To preserve strict neutrality and avoid turning this into a competitive ranking between platforms, we deliberately present AOVs as indicative ranges (e.g. 80–100 €) rather than precise values. This also protects the confidentiality of individual merchant data, while still allowing a reliable read on orders of magnitude and the hierarchies between platforms.

Which marketplaces are covered

This study reflects marketplaces that are available through Lengow and actively used by our merchant panel in Spain over the study period. As a result, several low-cost platforms frequently discussed in the Spanish market – notably AliExpress, Temu, and Shein – are not included in the rankings below. They sit outside the Lengow ecosystem, and our merchant panel does not sell through them. (We applied the same exclusion in our Lengow Barometer 2025: Top 10 Marketplaces in Spain earlier this year, for the same reason.)

This is worth flagging upfront, because the three platforms are major forces in Spain – together they account for roughly 34% of online transactions in the country – and their absence shapes how the rankings should be read, particularly in fashion, where their structurally low AOVs have pulled the wider market average downward without appearing in our data.

Miravia, by contrast, is included here, because Lengow merchants do sell through it. Worth noting: in our 2025 Top 10 Marketplaces barometer Miravia ranked just outside the Top 10 (#12) by overall merchant adoption, but its AOV profile is interesting enough – particularly in Consumer Electronics, where it ranks #4 in this study – to deserve close attention going forward.

Spain is the fourth-largest e-commerce market in the European Union, and growth shows no signs of slowing. According to the latest data from the Spanish National Markets and Competition Commission (CNMC), online revenue in Spain reached €95.2 billion in 2024 – a 13.1% year-on-year increase. Multiple market trackers put 2025 growth in the same double-digit range.

Average order value at the country level sits around €100. Spain’s nationwide e-commerce AOV was reported at $110.5 in late December 2025 – useful as a baseline, but, as our study shows, the variation across marketplaces is enormous.

The marketplace mix is unique. Amazon dominates by traffic, but Spain has a rich layer of strong domestic players (PC Componentes, El Corte Inglés, Worten, MediaMarkt Spain, Carrefour) and powerful European specialists (Veepee, Privalia, Spartoo, Zalando). Add to this Miravia – Alibaba’s Spain-focused marketplace launched in 2022 – and TikTok Shop’s recent arrival, and you get a competitive landscape that rewards a multi-channel strategy.

This is the backdrop. Now, to the data.

Brico Dépôt takes the top spot. With an AOV in the €360–380 range, Brico Dépôt sits roughly 5x higher than Amazon in this category. This is the same pattern we saw in our French AOV study with specialist players: when a marketplace is purpose-built for a vertical, the basket is naturally heavier – full kitchens, bathroom renovations, decking sets, large garden installations. People don’t buy a single screw on Brico Dépôt. They go there with a project.

Vente-unique in second is a similar story: pure-play furniture and garden, large-format items, considered purchases.

The Veepee question – and we want to address this head-on, because we expected the question to come up. Why is Veepee (€160–180) ranking above Leroy Merlin and ManoMano in DIY/Home/Garden, when intuitively you would expect a Spaniard looking for a drill or a garden hose to head straight to Leroy Merlin?

The answer is in what AOV actually measures. Veepee operates a Home & Garden flash-sales engine with a long-standing dedicated team and over 800 partner brands covering furniture, garden, lighting, bedding and outdoor equipment. When Veepee runs a Spanish sale on, say, a six-piece aluminium garden set, a pergola, or a premium barbecue, the basket is by definition large and there’s no €5 paint roller in the same dataset to drag the average down.

Leroy Merlin and ManoMano, by contrast, capture both ends of the spectrum. They do sell large kitchen renovations and full bathroom packs, but they also sell a single tube of silicone, a packet of screws, or a watering can. Those small transactions are absolutely critical to their business (and arguably explain why Spanish consumers go there first), but they pull the average basket down. A lower AOV here is a sign of breadth, not weakness.

The same logic explains why Carrefour (€160–180) edges out Leroy Merlin in this ranking despite being a generalist: Lengow merchants selling DIY and home goods on Carrefour Spain tend to list the higher-ticket items in their catalogue there, where the audience expects to fill a cart for a household project rather than pick up a small fix.

At the bottom, TikTok Shop and Miravia both sit at €40–60 – consistent with their positioning toward younger consumers and lower-ticket impulse buys. Neither is yet a destination for considered DIY purchases.

Fashion is the most compressed category in our dataset, almost every platform sits between €20 and €100, with very little daylight between the leaders. This compression is itself a story: in a market where fashion and apparel accounted for 29.49% of category spending in 2025, ultra-fast-fashion players like Shein and Temu have anchored consumer expectations around lower price points. Even premium platforms are pulled into a narrower AOV band as a result.

Spartoo at #1 is intuitive: footwear is structurally a higher-ticket fashion subcategory than apparel, and Spartoo’s catalogue skews toward branded shoes where a single pair is often €60–100.

The Zalando / Veepee / Privalia cluster (€60–80) also tracks: Zalando’s merchant mix on Lengow is mid-market apparel, and the two flash-sale players (Veepee and Privalia, both Spanish-relevant) tend to sell branded apparel at a discount in multi-item drops, lifting basket size compared to standard generalists.

Now, the El Corte Inglés question. For sure, El Corte Inglés is the country’s premium retail institution. Its own department-store fashion offer skews toward exclusive brands and a more affluent demographic, and recent industry analyses note that El Corte Inglés’ marketplace audience is premium. So why does our data put El Corte Inglés at €40–60, on par with Amazon, in fashion specifically?

Two honest explanations, and we want to be transparent about both:

1. Sample size matters. The Lengow merchant panel selling fashion specifically on El Corte Inglés’ marketplace is smaller than for the larger generalist platforms. With a smaller sample, the AOV is more sensitive to merchant mix, if the merchants in our panel skew toward accessories or mid-market apparel rather than premium brands, the average comes down.
2. The third-party marketplace ≠ the department store. El Corte Inglés’ first-party retail offer (its own buying team curating premium brands) is genuinely high-AOV. But the marketplace, opened to external sellers in 2022, is a separate and more diverse pool. Our data captures only the third-party sellers who use Lengow – and that subset, on the fashion side, currently runs at a lower AOV than the overall ECI brand reputation would suggest.

This is a useful reminder of what an AOV study can and cannot tell you. The data is the data. It reflects real transactions from a real merchant panel, but it should always be read against the structural context of each platform.

This is the cleanest category, and the most consistent with the “specialist beats generalist on AOV” thesis.

PC Componentes at the top (€240–260) is no surprise. The Murcia-based platform has built a fortress reputation in tech: over 8 million monthly visitors with a loyal customer base known for high purchase intent, gaming PCs that easily run €1,000+, and a checkout experience optimised for considered electronics purchases.

Fnac and MediaMarkt follow closely behind, both in the €200–240 range, and the order makes sense: both are tech-and-appliance specialists with strong third-party seller programmes, both routinely sell laptops, TVs, and large appliances.

The Miravia surprise. This is the most interesting story in this category. Miravia, Alibaba’s Spain-focused marketplace launched in 2022, lands at €180–200 – higher than Carrefour, El Corte Inglés, and Worten. The platform has been aggressive in onboarding electronics merchants, and the Lengow panel suggests its CE basket is genuinely substantial. This is worth watching: Miravia is still building scale, but its AOV profile in CE is closer to a specialist than to a discount generalist.

Amazon at #8 is the same pattern we see everywhere in this study: Amazon is the volume play, not the basket-size play. A €60–80 AOV in CE on Amazon Spain is consistent with a long tail of accessories, cables, chargers, and small electronics dominating the order count.

A few cross-cutting takeaways:

1. Specialist marketplaces are AOV-amplifiers, across every category. Brico Dépôt in DIY (€360–380), PC Componentes in CE (€240–260), Spartoo in fashion (€80–100): the pattern is uniform. If your product is in a specialist’s vertical, the basket is structurally larger there.
2. Generalists and Amazon are volume plays, not basket plays. Amazon ranks 8th, 8th, and 8th across our three categories. That doesn’t make Amazon less important, for most sellers, Amazon will still drive the bulk of unit volume in Spain. But a multi-channel strategy that complements Amazon with specialists captures higher-margin baskets.
3. Flash sales matter more than people think. Veepee and Privalia consistently land in the upper half of the AOV rankings. For brands with seasonal inventory, end-of-line stock, or premium positioning, flash-sale platforms in Spain are a credible AOV play – not a clearance dumping ground.
4. The “new” players are still finding their level. Miravia (high AOV in CE, low in DIY and Fashion) and TikTok Shop (consistently low) are still defining their identities in Spain. Miravia’s CE performance, in particular, is a signal worth watching.
5. AOV is one lens, read it alongside others. A low AOV doesn’t mean a marketplace is uninteresting. ManoMano, for example, ranks 6th in DIY by AOV – but it’s specifically built for the DIY vertical and likely drives meaningful order volume. The combination of a marketplace’s AOV and its order frequency is what determines real revenue contribution.

Methodology: Aggregated and anonymised data from 250 Lengow merchants on marketplaces in Spain (April 2025 – April 2026). Single metric: average order value per transaction, expressed as a range, by marketplace and category.