Verbal recommendations from friends, family and acquaintances drove online purchases in Spain last year, according to research by Cetelem.
62% of online shoppers said they made purchases based on recommendations from people they knew, making it the most important factor driving online sales.
Information provided by web brands was the second biggest information source leading to online sales, at 60%.
Blogs and opinion forums, physical stores and social networks came third, fourth and fifth respectively.
57% said they engaged in ecommerce at least once a month, with leisure, travel and fashion items being the most commonly purchased categories.
The Spanish ecommerce market was worth almost 18 billion US dollars last year, with 62% of internet users in Spain engaging in online shopping.