When making online purchases, Spanish customers frequently use their cellphones. According to the report Online Shopping in Spain (Compras online en España) by the National Observatory for Technology and Society (ONTSI), almost 84% of customers who made purchases online in 2024 did so on their cellphones. This is compared to 51% of customers who used computers. This data presents a clear conclusion: smartphones have become the preferred tool for Spaniards when buying products or services online. This trend also explains the rise of mobile commerce (m-commerce).

In this guide, we analyze the growth of m-commerce and regulations governing it in Spain. We also explain how to enhance your online store so customers can shop using their devices.

What’s in this article?

• What is mobile commerce (m-commerce)?
  
• Main advantages of m-commerce
  
• Main challenges of m-commerce
  
• Recommended practices for m-commerce
  
• How Spanish regulations govern m-commerce
  
• Common m-commerce payment methods in Spain
  
• How to improve m-commerce with Stripe
  
• FAQs about m-commerce in Spain
  

What is mobile commerce (m-commerce)?

M-commerce involves online transactions using mobile devices, such as smartphones or tablets. These transactions usually happen in online stores, but they also occur in other digital environments, including marketplaces and auction platforms. They might also involve specific apps or websites refined for mobile devices.

Main advantages of m-commerce

One factor that has driven growth for m-commerce is the advantages it offers customers and companies. Below we provide some of the advantages for businesses:

• Global reach
  M-commerce eliminates geographical limitations because customers can complete transactions from any location. Furthermore, global reach increases potential customer bases and makes it easier to expand a business outside of Spain. According to the National Commission on Markets and Competition (CNMC), over 54% of revenue earned through m-commerce and ecommerce in Spain was from online purchases made outside of Spain during the second quarter of 2025.
  
• Higher revenue
  Increasing the potential customer base has a direct impact on revenue growth. In the first quarter of 2025, overall ecommerce revenue reached €25.7 billion in Spain. Almost 84% of shoppers said they used their cellphones for these transactions, and 49% did not make a single purchase from a computer. This data shows that online stores that don’t use m-commerce have the potential to lose revenue.
  
• Better communication
  Push notifications can improve communication and help increase revenue. They allow businesses to build customer loyalty with personalized coupon codes. Businesses can also send customers reminders about abandoned shopping carts to help them easily complete purchases.
  

Meanwhile, customers benefit from the greater convenience offered by m-commerce. This includes faster and simpler checkout processes that eliminate optional steps (e.g., manually entering payment details). According to the ONTSI report Online Shopping in Spain, the convenience of m-commerce—when compared to using a computer—is the main reason customers shop online from their cellphones.

Main challenges of m-commerce

Although the list of advantages is extensive, m-commerce also presents drawbacks. Below, we provide the most significant challenges that companies encounter when offering their products or services through mobile channels:

• Screen size
  The small size of some phone screens—especially older cellphones—can cause difficulties with viewing content. According to the ONTSI report Online Shopping in Spain, almost two out of three online shopping customers that use other devices—such as tablets or computers—prefer to use larger screens.
  
• Perception of less security
  Data from ONTSI reveals that almost 23% of customers who do not use cellphones to shop avoid m-commerce for security reasons. This is mainly due to the perception that their banking information is more vulnerable. To reinforce customer trust, businesses should comply with security regulations—such as the revised Payment Services Directive (PSD2)—and apply mobile payment page design tips, such as including logos of major payment methods.
  
• Technical issues
  When completing m-commerce purchases via mobile networks, it is more common to experience technical issues, such as interruptions during checkout and errors with purchase confirmations. This is due to unstable connections, especially in rural areas. For example, 20% of Spain’s rural population did not have 5G coverage in 2024.
  

Recommended practices for m-commerce

To improve the customer experience and reduce shopping cart abandonment, it is advisable to improve website and mobile app design, especially at checkout. Businesses can apply the following practices to make mobile payments clearer, simpler, and more efficient:

• Limit information requests
  Include only the important fields to expedite the checkout process. For example, with m-commerce it is not advisable to require customers to enter email addresses twice to confirm information.
  
• Set up autocomplete fields
  Decide which fields will automatically fill, and set up the form so customers can enter their saved information with a single tap.
  
• Assign the appropriate keyboard
  Configure each field so the most appropriate keyboard automatically displays. For example, the numeric keypad shows for fields such as ZIP code and telephone number.
  
• Validate data in real time
  Detect incorrect data as the customer enters it, and explain how to correct it. It is important to indicate the exact field that contains the error, such as a ZIP code with an extra digit or a past date for the card expiration.
  
• Use floating labels
  Implement labels that remain visible at all times, either in floating format or above the fields. This way, if checkout is interrupted, the customer can resume data entry without losing context.
  
• Create a vertical design
  Include all the content in a single column that scrolls from top to bottom. This avoids lateral scrolling and the need to zoom.
  
• Perform tests with several devices
  Test websites or apps on multiple mobile devices with different operating systems, screen sizes, and connection types. This can help detect potential errors, such as misaligned elements or incorrect keyboards.
  

How Spanish regulations govern m-commerce

In Spain and Europe, there are several regulations that govern m-commerce. Below, we provide a brief summary of the most important laws and the obligations they impose.

Law 11/2023

Directive (EU) 2019/882 introduced digital accessibility requirements for products and services, which were incorporated into Spanish legislation through Law 11/2023. Here are some of the most important requirements:

• Ensure that mobile identification and payment functions are accessible to people with disabilities (e.g., by integrating text-to-speech functions into the interface).
  
• Provide information on the accessibility of products sold through mobile devices, according to the technical information provided by the manufacturer.
  
• Describe how m-commerce works in a universally accessible way (i.e., with simple language understandable in written and oral formats).
  

Beyond accessibility requirements, this law also imposes traceability obligations. Specifically, it requires businesses to keep records of all sales that take place through digital interfaces (e.g., online stores or mobile apps) and retain that information for 10 years.

PSD2

Ecommerce stores that allow purchases via mobile devices must comply with PSD2. This regulation governs payment services and emphasizes Strong Customer Authentication (SCA). In practice, this means transactions with mobile devices often require multifactor authentication. This improves payment security in online stores, especially with methods such as biometric payments.

Law on Information Society Services and Electronic Commerce (LSSI)

Law 34/2002 governs business activities that take place online, such as the sale of products through m-commerce stores. The main legal obligations it imposes focus on website transparency and communication. For example, businesses need to include all identifying information and clearly communicate the general terms and conditions and returns policy. This can be challenging when designing an online store, especially for small screens.

The LSSI also requires confirmation of receipt of payment immediately after the transaction. In the context of m-commerce, this notice is usually sent via push notification or email.

General Law for the Protection of Consumers and Users

This law unifies and governs several rights of electronic commerce customers. This includes the right of withdrawal, which allows customers to cancel purchases within the legally mandated period. This is common in m-commerce because the use of social media can lead to impulse purchases the customer might later regret. As revealed by a Hostinger survey, more than 35% of Spaniards make impulse purchases at least twice a month. Almost one in three regret it immediately after completing the purchase.

General Data Protection Regulation (GDPR)

This European regulation requires companies that enable purchases via mobile devices to comply with several requirements when processing customers’ personal data. For example, they must allow customers to consent to the use and storage of cookies. Sometimes, this can make navigation difficult, especially when the informational elements limit the visibility of the interface.

Common m-commerce payment methods in Spain

With m-commerce checkouts, there is typically a wide range of traditional and modern payment methods available. Below, we describe some of the most common payment methods in Spain.

Credit and debit cards

When making online transactions, cards are by far the most used payment method. According to Stripe data, 48% of ecommerce purchases made in Spain were paid by card.

Digital wallets

Digital wallets are applications that allow customers to complete transactions in m-commerce stores conveniently and easily because they eliminate the need to enter card details.

Most digital wallets—such as Apple Pay, Google Pay, and PayPal—allow customers to save digital balances or card details, which are available to complete transactions with a single click. In Spain, these payment methods account for 29% of all online payments.

Bizum

This payment method is integrated into online banking applications. It allows bank account holders in Spain to send and receive money instantly. When Bizum began, it was mainly aimed at transfers between individuals. However, it has progressively become more popular with businesses. In 2024, more than 58,000 ecommerce businesses accepted Bizum payments. Its success lies in its ease of use. Customers can complete payments with ecommerce stores simply by entering their phone numbers.

Buy now, pay later (BNPL)

BNPL methods allow customers to buy from m-commerce stores and pay in installments. In Spain, some of the most popular BNPL platforms are Klarna, seQura, and Alma.

With these services, payments are deferred immediately and without interest. In Spain, fees are typically charged only if the customer pays late. These favorable conditions have contributed to BNPL methods being used in 5% of online purchases.

Direct debit

Unlike transfers where customers initiate sending money to recipients, direct debit allows companies to make automatic charges. Single Euro Payments Area (SEPA) Direct Debit is ideal for handling recurring purchases for m-commerce in Spain.

For companies, greater revenue predictability and reduced administrative burden are the main factors driving its implementation. For customers, direct debit offers convenience and a high level of security. These factors place it among the most popular payment methods in Spain, where 77.5% of recurring payments are processed through direct debits.

Cash on delivery (COD)

This in-person payment method allows customers to pay for m-commerce orders after receiving them, instead of in advance. Although cash is mainly used for in-person purchases, it is also a valid payment method for m-commerce stores that accept COD payments.

How to improve m-commerce with Stripe

According to data from the Banco Bilbao Vizcaya Argentaria (BBVA) Foundation, 56% of customers make purchases in ecommerce stores using cellphones or tablets. In part, this is because mobile devices have capabilities that many desktop computers lack. This includes biometric payment and geolocation, which makes it easier to select a nearby delivery location.

To meet this growing trend, Stripe offers an infrastructure designed to simplify mobile payments. Below, we provide several Stripe solutions that can help improve the customer experience.

Enhance checkout with Stripe Checkout

By implementing specific features, checkout with mobile devices can become easier and faster than on desktop computers. For example, Stripe Checkout uses customizable user interface elements that allow for full-page designs on mobile devices. This can eliminate distractions and make the form readable and concise.

Integrate payments with Stripe’s mobile software development kits (SDKs)

According to the ONTSI report Online Shopping in Spain, 31% of people who shop online prefer to do so from a mobile app rather than a website. Therefore, more and more Spanish businesses have chosen to launch their own apps. With Stripe, adding payment gateways to your app is much easier because of its mobile SDKs for iOS and Android.

Accept common m-commerce payment methods with Stripe Payments

In m-commerce, the trust and security conveyed by certain payment gateways have a positive influence on purchasing decisions. For example, by integrating an advanced platform such as Stripe Payments, you can accept customers’ preferred mobile device payment methods. This includes credit and debit cards, Google Pay, Apple Pay, and Link—Stripe’s digital wallet that allows customers to complete purchases in a few seconds.

In addition, Payments complies with all current regulations to accept payments from customers in more than 195 countries. It also has the strictest security certifications in the industry, which help to reduce the perceived risk associated with paying from a mobile device.

Sell products from any sales channel with Stripe Payment Links

Social media platforms have grown as direct sales channels for m-commerce. This requires solutions for easily receiving payments from any channel. With Stripe Payment Links, you can share hosted payment pages that make it much easier to sell on Instagram without an online store. This functionality is important in Spain, where a third of online shoppers make purchases through social media, according to the E-shopper barometer 2025 by SEUR, a leading logistics provider for the Spanish ecommerce industry.

FAQs about m-commerce in Spain

What information must be displayed in m-commerce transactions?

The LSSI and GDPR are two of the regulations governing the data that must be displayed to customers in m-commerce transactions. This mandatory data includes the company’s identifying information, fees for products or services offered, general terms and conditions, returns policy, confirmation of receipt of payment, and a notice to give consent for the use and storage of cookies.

How can I display the required information in an m-commerce interface without hindering the customer experience?

With small mobile device interfaces, it can be difficult to avoid inconveniencing customers while clearly displaying the information required under regulations such as the LSSI. A useful strategy is to display the important information and give customers the option to expand it using links to full text. You can also achieve this by using drop-down menus.

How can I reduce shopping cart abandonment in m-commerce?

While impulse purchases are quite common with m-commerce, shopping cart abandonment also happens often. Fortunately, there are some methods to reduce this, such as allowing customers to make purchases without creating accounts. Many Spanish companies in m-commerce—such as Zara—allow guest purchases in a single step. Other methods include refining the checkout form by saving payment data, using autocomplete functions for some fields, and allowing shipping addresses to be the same as billing addresses.

What grants are available to help adapt to m-commerce in Spain?

There are programs designed to promote the start of ecommerce businesses through subsidies, such as those offered by some Autonomous Communities to promote digital entrepreneurship. For example, Catalonia launched its Agency for Business Competitiveness (ACCIÓ) program, which promotes the digital transformation of companies and can help traditional businesses adapt to m-commerce in Spain.