E-commerce has become an essential channel for Spanish small and medium-sized enterprises (SMEs) to expand internationally. According to the latest data on Amazon’s impact on Spanish SMEs, there are five reasons why our store is the best option to take advantage of this opportunity.
In an increasingly competitive economic environment, digitalisation has become the passport that allows Spanish SMEs to succeed beyond national borders. The data speaks for itself: 96% of these businesses acknowledge that digital tools are key to boosting their international sales.
Our impact on Spanish SMEs confirms this trend and shows how technology enables small and medium-sized enterprises to compete on equal footing, reaching customers all over the world.
Why is Amazon a strategic ally for the international expansion of Spain’s SMEs?
- Driving growth and reaching more customers: Over 17,000 Spanish SMEs already sell on Amazon, representing businesses from every corner of Spain. Together, these SMEs sold more than 125 million products last year—equivalent to 230 items sold on Amazon every minute. “SMEs continue to be a cornerstone of our economy, and also of Amazon’s success. Our commitment is to remain a strategic partner and a springboard for the growth and internationalisation of these businesses.”— Ruth Díaz, Vice President and Managing Director, Amazon Spain and Portugal
- Facilitating international expansion: Today, a small business in Valencia can sell to a customer in Germany on Amazon with just two clicks, deliver within three business days, and do so without major investments, multilingual customer service teams, or its own logistics infrastructure. For the first time, these companies surpassed €1.2 billion in exports—up 20% from the previous year, demonstrating their international potential. 75% of Spanish SMEs now sell abroad, using Amazon as a launchpad for global growth. 65% export within the European Union, leveraging the advantages of the single market. Their top export destinations are France, Germany, Italy, the United States, and the United Kingdom.
- Collaborating with key institutions: Amazon has set a new goal: helping the Spanish SMEs it partners with double their exports to reach €2 billion by 2030. To achieve this, we have launched the “Impulsa” program in collaboration with ICEX España Exportación e Inversiones, designed for established Spanish SMEs eager to accelerate their international presence. This program offers participating companies personalised strategic consulting from Amazon experts, advertising credits, and tailored support for positioning their brands in global markets.
- Providing cutting-edge technology, services, tools, and training resources: For more than 25 years, we have developed and deployed machine learning and artificial intelligence technologies to support SMEs selling in our store. We use innovation to simplify complex tasks such as inventory management, sales forecasting, and advertising campaign planning. Ninety-two percent of marketing managers at Spanish SMEs believe AI-based advertising tools will drive future growth, allowing them to focus on strategic business priorities. For this reason, we have created tools that make it easier for businesses to generate ads with more complete product descriptions, compelling titles, and high-quality images. Our training program “Despega,” launched in collaboration with ICEX, CEPYME, and AECOC, has helped a total of 50,000 Spanish SMEs undergo digital transformation in the past five years.
- Contributing to local development: The success of SMEs selling on Amazon also translates into job creation—more than 45,000 people are employed managing their online operations, contributing to both the local economy and the digital transformation of Spain’s business landscape. Nearly 5,000 of these small and medium enterprises operate from towns with fewer than 30,000 inhabitants, helping to revitalise rural Spain’s economy.
The 10 autonomous communities with the most SMEs selling on Amazon (2024):
- Catalonia: over 3,700 SMEs
- Community of Madrid: over 3,300 SMEs
- Valencian Community: over 2,900 SMEs
- Andalusia: over 2,500 SMEs
- Galicia: over 600 SMEs
- Castilla-La Mancha: over 600 SMEs
- Castile and León: over 600 SMEs
- Region of Murcia: over 500 SMEs
- Basque Country: over 400 SMEs
- Aragon: over 400 SMEs
The 10 Spanish autonomous communities with the highest export volumes (2024):
- Catalonia: over €345 million
- Community of Madrid: over €270 million
- Valencian Community: over €200 million
- Andalusia: over €135 million
- Castilla-La Mancha: over €75 million
- Castile and León: over €45 million
- Region of Murcia: over €40 million
- Aragon: over €35 million
- Galicia: over €35 million
- Basque Country: over €25 million
What Spanish SMEs need to make the most of digitalisation
A group of SMEs from across Spain, together with Amazon and Adigital, presented an Open Letter to Congress outlining five key recommendations for creating a more favorable digital environment. These include:
- Greater digitalisation, with improved digital infrastructure, specialised human capital, and continuity of the Digital Kit program.
- More financing, through tailored funds, low-interest loans, and tax incentives.
- Fewer administrative barriers, with simplified, digitalised procedures and tax policies adapted to SME realities.
The success of Spanish SMEs on Amazon is tangible proof that, with the right tools, support, and momentum, small and medium businesses can not only compete but also thrive in an increasingly competitive global marketplace.
