VI Estudio Veepee-IESE sobre el futuro del e-commerce en España

What Market Radar took from it

The figures Market Radar reads from this report, as its data records them, each with the publisher, the place and the date.

1. 44% of Spanish online shoppers trust AI platforms such as ChatGPT or Gemini (vs 52% for store/brand assistants).

   Veepee and IESESpainMay 2026n=805

2. 51% of Spanish online shoppers consider it important to understand why AI recommends a product.

   Veepee and IESESpainMay 2026n=805

3. 63% of Spanish online shoppers already use AI in their online purchase process.

   Veepee and IESESpainMay 2026n=805

4. Only 8% of Spanish online shoppers would fully delegate the purchase decision to AI.

   Veepee and IESESpainMay 2026n=805

5. Store- or brand-integrated AI assistants are trusted by 52% of Spanish online shoppers, against 44% for platforms such as ChatGPT or Gemini.

   Veepee and IESESpainMay 2026n=805

About this report

Publisher

Veepee and IESE (Veepee)

Published

26 May 2026

Type

Survey

Sample

n=805

Countries

• Spain

Regions

• EMEA

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