1. 1
!"#$%&'"($)$&*%+,'&"(-.!(./0/
!"#$%&'("')*+(
,'-+*.&'(!/+.#*01&.'(
23,(+1(!"4565
7.#$)*+(3898
Estudio sobre Comercio Electrónico B2C 2010 en España

2. 2
La cifra de negocio B2C en 2009 ha experimentado un crecimiento del 15,9%
respecto al año anterior, situándose en los 7.760 millones de euros.
!/(.'-+*.&'(+/+.#*01&.'(23,(5/.51:5(/'"(
;<;=8(-&//'1+"(%+(+$*'">
!"#$%#&'()*+,
?'/$-+1(%+(.'-+*.&'(+/+.#*01&.'(23, @-&//'1+"(AB
5.911
6.695
7.760
2007 2008 2009
1(02345
*El volumen de negocio se ha obtenido siguiendo un método de cálculo nuevo, según se describe en la ficha técnica

3. 3
1,1 MM
2,1 MM
3,5 MM
4,0 MM
4,3 MM
5,1 MM
8,0 MM
8,9 MM
10,4 MM
2001 2002 2003 2004 2005 2006 2007 2008 2009
C 678 9$)(:05(9$ ',*$%,;<*;8(=;(
%$;)'>;9"(;)(#$,"8(<,;(&"#?%;(
?"%(@,*$%,$*($,(.//4A
!El principal motor del crecimiento en los últimos años es el aumento del
número de internautas, que en 2009 pasa del 58,3% al 64% de la población de
15 años y más.
!Con el incremento del 40,3% al 41,5% de los internautas que compraron en
2009, se eleva el número absoluto de compradores on-line casi en 1.500.000
individuos, hasta alcanzar los 10,4 millones en 2009.
!1(388D(.'-4*5*'1(4'*(E1#+*1+#(98FG(
-&//'1+"(%+(4+*"'15"
1(0B5
H$+1#+I(7JKLE
@,*$%,;<*;8(
&"#?%;9"%$8(
$,(.//4
@,*$%,;<*;8(,"(
&"#?%;9"%$8(
$,(.//4
41,5%58,5%

4. 4
!/(M5"#'(-+%&'(4'*(.'-4*5%'*("+(
-51#&+1+(+1(#'*1'(5(;N8(+$*'"
!"#$%#&'()*+,
C C;(#$9';(?"%(&"#?%;9"%(8$($8*;D')'>;(
;)%$9$9"%(9$(B2/EA
C C"8(?%"9<&*"8(F<$(G$,$%;,(#;H"%(G;8*"(
8",I
J );8(%$8$%K;8(9$(;)"L;#'$,*"(M2N.EO3(
J )"8(D'))$*$8(9$(*%;,8?"%*$(M2N.EO(H(
J )"8(?%"9<&*"8(9$($)$&*%+,'&;(MN::EOA
749 €754 €739 €
2007 2008 2009
*El gasto se ha obtenido siguiendo un método de cálculo nuevo, según se describe en la ficha técnica

5. 5
9F9
98F3
8FG
OF3
GF3
GF;
GFP
NF=
PFG
DF8
98F8
98FD
9GFO
9GFP
9;FP
ONFN
GNF8
N8FG
JF"Q1F.
7#*'"
R+%("'.&5/(%+(45M'
S?SQ-$"&.5QT&%+'U$+MFV'*-F%&M&#5/
W$+M'"(%+(5:5*Q(.'1.$*"'"
S?SQ-$"&.5QT&%+'U$+MFV'*-FVX"&.'
!/+.#*'%'-+"#&.'"(Y(Z'M5*
L'V#[5*+
/]$&/+*(%+(.'.Z+"(Y(-'#'*
L+*TF(V&151.&+*'"(Y("+M$*'"
/&-+1#5.&'1(Y()5:5*
L+*T&.&'"(%+(E1#+*1+#
^&)*'"
!/+.#*01&.5
R'45(Y(.'-4/+-+1#'"
!1#*5%5"(5(+"4+.#5.$/'"
R+"+*T5"(5/'U5-&+1#'
2&//+#+"(%+(#*51"4'*#+
!C;(#'*;9(9$()"8(&"#?%;9"%$8(=;(;9F<'%'9"(<,(D'))$*$(9$(*%;,8?"%*$(
H(#78(9$(&<;*%"(9$(&;9;(9'$>(=;&$(%$8$%K;8(9$(;)"L;#'$,*"<
!^'"(4*'%$.#'"(.'1(-5Y'*(1_-+*'(%+(5*#X.$/'"(T+1%&%'"F("'1(/'"(%+(
5/&-+1#5.&01(Y()5:5*I(-`"(%+(38($1&%5%+"(5/(56'<(
K*51"4'*#+(Y(5/'U5-&+1#'(.'1#&1_51(
"&+1%'(/'"(4*'%$.#'"(V5T'*&#'"(+1(/5(R+%
!"#$%#&'()*+,
2&+1+"(Y("+*T&.&'"(.'-4*5%'"(4'*(E1#+*1+#
Base: Total de internautas compradores
PF3
NF9
9OFG
GF=
3F3
OF8
3FG
=FN
38F;
3FN
GFN
GFP
NFO
GFG
3F=
GFO
7#*'"
ST%F(-_"&.5(Y(T&%+'U$+M'"(%&M&#5/
W$+M'"(5:5*Q(.'1.$*"'"
ST%F(-_"&.5(Y(T&%+'U$+M'"(VX"&.'
!/+.#*'%F(Y(Z'M5*
L'V#[5*+
,'.Z+"(Y(-'#'*
L+*TF(V&151.&+*'"
/&-F(Y()5:5*
L+*TF(&1#+*1+#
^&)*'"
!/+.#*01&.5
R'45(Y(.'-4/F
!1#*5%5"(+"4+.#F
R+"+*T5"(5/'UF
2&//+#+"(#*51"4'*#+
Ja -+%&'(%+(5*#X.$/'"(5%]$&*&%'"(4'*(.'-4*5%'*
Novedad

6. 6
Reservas
Servicios financieros
Electrónica
Alquiler de coches/motor
Billetes transporte
Entradas
Libros
Ropa y complementos
Software
Multimedia, formato físico
Multimedia, formato digital
Servicios de Internet
Alimentación y bazar Juegos de azar
Electrodomésticos y hogar
Red social de pago
0
10
20
30
40
50
0 10 20 30 40 50 60 70
%compara info más frecuentemente on line
%compramásfrecuentementeonline
b5Y(4*'%$.#'"(]$+("+(.'-4*51(.'1(-5Y'*(
V*+.$+1.&5(4'*(E1#+*1+#(]$+(4'*(/5(TX5(#*5%&.&'15/(
Base: Internautas que han comprado el producto (on-line u off-ine) en 2009
^$M5*(-`"(V*+.$+1#+(%+()_"]$+%5(%+(&1V'*-5.&01(Y(.'-4*5(c4'*(E1#+*1+#('(V$+*5(%+(E1#+*1+#d
!"#$%#&'()*+,
!e`"(%+($15(#+*.+*5(45*#+(%+(/'"(&1#+*15$#5"($#&/&:5(+1(-5Y'*(-+%&%5(/5(R+%(
]$+( '#*5"( TX5"( 45*5( 5%]$&*&*( 4*'%$.#'"( %+( *<%'8#" Y( *%;,8?"%*$F( 5/]$&/5*(
&"&=$8F('(.'1#*5#5*(8$%K'&'"8(9$(@,*$%,$*<
!^5(&"#?;%;&'+,(9$(?%$&'"8 +"(#5-)&f1(-`"(V*+.$+1#+(4'*(E1#+*1+#(45*5(/5(
-&#5%( '( -`"( %+( /'"( &1#+*15$#5"F( 5/( #*5#5*"+( %+( 4*'%$.#'"( %+( #$*&"-'F(
#*51"4'*#+F(E1#+*1+#F('.&'F("'V#[5*+(Y(-$/#&-+%&5(%&M&#5/<(
g9QO
g9Q3

7. 7
0,3%
1,6%
0,4%
1,9%
3,1%
0,5%
14,2%
15,8%
89,8%
90,4%
2008 2009
!P<$K$( 9$( &;9;( 9'$>( &"#?%;9"%$8(",J)',$3( $Q$&*R;( );( &"#?%;(
9$89$($)(="G;%<(
!^+( "&M$+F( .'1( $1( 9=h( /5( .'-4*5( %+"%+( +/( #*5)5U'F( .'1( $1( /&M+*'(
&1.*+-+1#'(*+"4+.#'(5(388P<
^5(.'-4*5('1i/&1+ "+(*+5/&:5(
4*&1.&45/-+1#+(%+"%+(+/(Z'M5*
Base: Total internautas compradores
^$M5*(Z5)&#$5/(%+(.'-4*5"(4'*(E1#+*1+#(@*+"4$+"#5(-_/#&4/+B
!"#$%#&'()*+,
Hogar
Empresa / Trabajo
Cibercafés/otros
puntos de acceso privados
Escuela/Universidad
Puntos de acceso públicos

8. 8
0,4%
1,1%
4,1%
10,7%
24,7%
13,9%
70,0%
42,2%
53,2%
51,4%
44,9%
51,9%
2008 2009
!L&M$&+1%'( $15( #+1%+1.&5( ]$+( "+( ')"+*T5( #5-)&f1( +1( `-)&#'(
&1#+*15.&'15/F(/5(S$D 9$)( Q;D%'&;,*$ 45"5(5('.$45*(+/(4*&-+*(/$M5*F(/'(
]$+(%+-$+"#*5(+/(4'%+*(%+(%+"&1#+*-+%&5.&01(%+(E1#+*1+#<
!^5( .'-4*5( +1( #&+1%5( ]$+( T+1%+( %+( /5"( %'"( V'*-5"F( 4'*( E1#+*1+#( Y(
+"#5)/+.&-&+1#'( VX"&.'F( 45"5( 5( #+*.+*( /$M5*( @G3hBF( -&+1#*5"( ]$+( /5"(
#&+1%5"(+j./$"&T5-+1#+(T&*#$5/+"(-51#&+1+1("$(.$'#5(@N9hB<
$M+(%+(/5(T+1#5(%&*+.#5(%+(/5([+) %+/(
V5)*&.51#+(Y(%+(/5"(#&+1%5"(4$*5-+1#+('1i/&1+
Base: Total internautas compradores
!"#$%#&'()*+,
cS01%+("$+/+(.'-4*5*(4'*(E1#+*1+#d(@*+"4$+"#5(-_/#&4/+B
No sabe
Otros
Subastas
Tienda que vende por Internet y que dispone
también de establecimiento físico
Tienda exclusivamente virtual
Web del fabricante del producto

9. 9
0,1%
1,6%
1,3%
1,0%
0,1%
1,8%
0,7%
0,1%
1,2%
3,0%
10,7%
5,0%
6,7%
9,2%
29,1%
13,6%
50,2%
64,6%
2008 2009
^5"(*;%L$*;8(9$(&%T9'*"U9TD'*" Z51(M515%'(-$.Z'(+1(4*+V+*+1.&5(+"#+(
56'<( k5*5( &;8'( 9"8( 9$( &;9;( *%$8( ?$%8",;8( $8( );( Q"%#;( 9$( ?;G"(
?%$Q$%'9;<(%+-`"(+/(=Nh(%&.+(]$+($"5(/5(#5*U+#5(45*5(45M5*(+1#*+(+/(
P9h(Y(+/(988h(%+(/5(.'-4*5(4'*(.'-+*.&'(+/+.#*01&.'<
l515(4+"'(/5(4*+V+*+1.&5(%+(45M'(.'1(
#5*U+#5(V*+1#+(5('#*5"(V'*-5"(%+(45M'
Base: Total internautas compradores !"#$%#&'()*+,
,$51%'(.'-4*5(4'*(E1#+*1+#(c]$f V'*-5(%+(45M'(4*+V&+*+d
No sabe
Otros
Móvil
Domiciliación bancaria
Tarjeta de establecimiento
Tarjeta de prepago
Tarjeta Paypal
Transferencia bancaria
Contra reembolso
Tarjeta de crédito/débito
De 0 a 20 %
18%
No se
8%
De 21 a 40 %
3%
De 41 a 60 %
1%
De 61 a 80 %
5%
De 81 a 100 %
65%
h(%+/(&-4'*#+(%+(.'-+*.&'(+/+.#*01&.'(45M5%'(
.'1(K5*U+#5(%+(.*f%&#'Q%f)&#'

10. 10
2,9%
2,3%
20,2%
20,3%
18,6%
17,1%
21,8%
18,9%
18,3%
17,4%
9,9%
10,9%
8,4%
13,1%
2008 2009
! !1(388D(+/(38h(%+(/'"(.'-4*5%'*+"(Z5(M5"#5%'(-`"(%+(9<888(+$*'"F(
&M$5/(]$+(+/(56'(51#+*&'*(
!L+( ')"+*T5($1( 5$-+1#'(&-4'*#51#+(%+/(1_-+*'(%+(&1%&T&%$'"(]$+(Z5(
M5"#5%'(-+1'"(%+(N8(+$*'"<
!/(38h(%+(/'"(.'-4*5%'*+"(M5"#0 -`"(
%+(9<888(+$*'"
Base: Total internautas compradores !"#$%#&'()*+,
Menos de 50 euros
De 51 a 100 euros
De 101 a 200 euros
De 201 a 500 euros
De 501 a 1000 euros
Más de 1000 euros
Ns/Nc
Media 2009: 749€
Media 2008: 754€
*El gasto se ha obtenido siguiendo un método de cálculo nuevo, según se describe en la ficha técnica

11. 11
N i
co mprado
ni vendido
83,1%
N ,s/ n,c
1,2%
So lo he
vendido
1,2%
So lo he
co mprado
9,2%
Vendido y
co mprado
5,3%
VN32
NV32
.23:
0/32
W3V
03N
X%$&'"
Y,'&"(#$9'"
9'8?",'D)$
6;H"%("Q$%*;
X"%(?%"D;%
Z$&"#$,9;&'",
[*%;
!,'-'( 1'T+%5%F( +"#+( 56'( "+( 4*+M$1#5( #5-)&f1( 4'*( /5( &"#?%;JK$,*;(
$,*%$(&",8<#'9"%$8(Q',;)$8F(+"(%+.&*F(+/(.'-+*.&'(+/+.#*01&.'(!.!<(S+/(
#'#5/( %+( &1#+*15$#5"( .'-4*5%'*+"( 4'*( E1#+*1+#F( +/( 9NF;h( %+./5*5( Z5)+*(
*+5/&:5%'(5/M_1(#&4'(%+(#*51"5..&01(+1#*+(45*#&.$/5*+"(@)&+1("+5(.'-4*5*F(
T+1%+*('(5-)5"B<(
!!/(4*+.&'(+"(+/(5/&.&+1#+(-`"(V*+.$+1#+F(-$Y(4'*(+1.&-5(%+(/'"(%+-`"<(
b5Y($1(9=h(]$+(45*#&.&45(+1(/5(.'-4*5i
T+1#5(+1#*+(45*#&.$/5*+"
Base: Total internautas compradores
!"#$%#&'()*+,
Novedad
cb5(.'-4*5%'('(T+1%&%'(5/M_1(4*'%$.#'('("+*T&.&'(5($1(
45*#&.$/5*(5(#*5Tf"(%+(E1#+*1+#d
ck'*(]$f *5:01(/'(Z5(Z+.Z'd
Base: Total internautas compradores
entre particulares

12. 12
]^]P!_P`_[^Z]!@]P`]^
PYP!_(
![6XZ_Z[P
Jm!?7L(J7(,7ekRS7R!L
P[(![6XZ_[Z]^(]P(.//4
P[a]C]^Z]`[ZP_[^![P^`_P`]^
Jm!?7L(,7ekRS7R!L
![6XZ_[Z]^ ]P(.//4
^'"(.'-4*5%'*+"(.'1"#51#+"(M5"#51(%+(
-+%&5(+/(%')/+(%+(/'"(1'T+/+"
!`%$8( 9$( &;9;( &<;*%"( &"#?%;9"%$8( 9$( .//4( H;( =;Db;( %$;)'>;9"(
&"#?%;8($)(;c"(;,*$%'"%<(
!!"#'"( .'-4*5%'*+"( .'1"#51#+"F( M5"#5*'1( 4N/E %$4/&.51%'( +/(
4*+"$4$+"#'(%+(/'"(.'-4*5%'*+"(1'T+/+"(@GG8AB<(
B325B23N5 0B3.5 W3B5WB3/5 :3N5
2009
2008
Antes
COMPRARON
NO COMPRARON
!"#$%#&'()*+,
Base: Internautas de la muestra constante 2008-2009

13. 13
H&.Z5(#f.1&.5
*-.$/.0'1#'2#.34/10'1#'/$53260./7$
!1.$+"#5(4'"#5/(5(451+/<
!#.809'1#'2#.34/10'1#':0'/$53260./7$
S+/(P(%+(5)*&/(5/(O(%+(-5Y'(%+(3898<(n-)&#'(M+'M*`V&.'I(K'#5/(J5.&'15/<
;$/<#293
K'#5/( OD<8OP<G3=( &1%&T&%$'"<( k')/5.&01( %+( 9N( Y( -`"( 56'"( +1( k+1X1"$/5F( 25/+5*+"( Y( ,515*&5"<(
H$+1#+I(k51+/(%+(b'M5*+"(KE,(R+%<+"(@-5*:'i3898BF()5"5%'(+1(k*'Y+..&'1+"(EJ!("')*+(,+1"'(3889(
45*5(3898<
E1#+*15$#5"I(3G<D=N<;=N(&1%&T&%$'"(%+(9N(56'"(Y(-`"<(S5#'(%+(4+1+#*5.&01(%+(E1#+*1+#(@=GF8hBI(
k51+/(%+(b'M5*+"(KE,(R+%<+"(@-5*:'i3898B<
*060=3'6"#9%20:
3<=;N

14. 14
H&.Z5(#f.1&.5
>3$1#20./7$
^'"(*+"$/#5%'"(Z51("&%'(4'1%+*5%'"(%+(5.$+*%'(5/(4+*V&/("'.&'%+-'M*`V&.'(%+(/'"(&1#+*15$#5"(%+(9Ng(
56'"(')#+1&%'(+1(+/(k51+/(R+%<+"(5(V+.Z5(!1+*'ie5*:'(98<(
^'"(.*&#+*&'"(%+(4'1%+*5.&01(.'1"&%+*5%'"(V$+*'1(5(1&T+/(%+(Z'M5*I(.'-$1&%5%(5$#01'-5F(#5-56'(
%+(Z`)&#5#F(#5-56'(%+(Z'M5*F(./5"+("'.&5/(!leF(4*+"+1.&5(%+(1&6'"(+1(+/(Z'M5*(Y(+%5%(%+/(5-5(%+(
.5"5o(Y(5(1&T+/(&1%&T&%$'I("+j'(Y(+%5%<(
?024#$'1#'#2232
k5*5(+/(.'/+.#&T'(%+(.'-4*5%'*+"(5(#*5Tf"(%+(E1#+*1+#(+1(388DI(p3FDh
k5*5(+/(.'/+.#&T'(1'(.'-4*5%'*+"(+1(388DI(p3FNh
k5*5(+/(#'#5/(%+(/5(-$+"#*5I(p9FDh
)3%0'6#%313:74/.0&'.@:.":3'1#:'409%3
,'1(+/(')U+#&T'(%+(-+U'*5*(/5(+"#&-5.&01(%+/(M5"#'(#'#5/(%+(.'-+*.&'(+/+.#*01&.'F(+"#+(56'("+(Z51(
*+5/&:5%'(.5-)&'"(V$1%5-+1#5/+"(+1(+/(.`/.$/'(%+/(M5"#'(Y(+/(1_-+*'(%+(.'-4*5"<(,'1.*+#5-+1#+F(
+1(56'"(45"5%'"(+/(M5"#'(Y(1_-+*'(%+(.'-4*5"(4'*(&1%&T&%$'("+(+"#5)/+.X5(+1()5"+(5($15(4*+M$1#5(
M+1+*5/("')*+(+/(M5"#'(+1(.'-+*.&'(+/+.#*01&.'(+1(+/(56'(51#+*&'*<(!1(.5-)&'F(+"#+(56'("+(.5/.$/5(/5(
"$-5( %+/( M5"#'( +1( .'-4*5"( '1i/&1+ +1( )5"+( 5( M5"#'"( Y( 1_-+*'( %+( .'-4*5"( %+./5*5%'"( 45*5( 9;(
.5#+M'*X5"(%+(4*'%$.#'<
!"#'"(.5-)&'"(#&+1+1(.'-'(.'1"+.$+1.&5($1(5$-+1#'(%+(+"#'"(%'"(&1%&.5%'*+"(.'1(*+"4+.#'(5(/5(
-+#'%'/'MX5( 51#+*&'*<( k5*5( -51#+1+*( /5( "+*&+( Z&"#0*&.5F( "+( Z5( *+4/&.5%'( /5( 1$+T5( -+#'%'/'MX5( %+(
.`/.$/'(45*5(/5"(%'"('/5"(51#+*&'*+"("')*+(+/(M5"#'(+1(.'-+*.&'(+/+.#*01&.'(%+(388;(Y(388P<

15. 15
!%&V&.&'(2*'1.+
k/5:5(e51$+/(l0-+:(e'*+1'("Q1
3P838(e5%*&%<(!"4565
K+/<I(D9(393(;=(38(Q(3N
H5jI(D9(393(;=(ON
[[[<*+%<+"