The AI is no longer a “thing of the future” for Spanish consumers. According to idealo’s study data, Spain ranks among European markets where AI has a greater day-to-day presence and a more integrated role in the online shopping process.
According to this analysis, 76% of respondents in Spain say they have consciously used AI in online shopping, and nearly half use it very frequently, while 46% use it daily and 19% consult it several times a day.
And it isn’t limited to “try it out of curiosity”: half of Spaniards surveyed have already used AI to help them shop online (the highest figure among the surveyed countries) and 67% imagine using it in the future (also the highest). There’s even a trend beginning to normalize: 48% see themselves completing the entire purchasing process (from search to checkout) within an AI assistant.
From “looking” to “deciding”: how AI is being used when buying
AI comes into play just at the moments when online shopping becomes heavy. For example, when you’re comparing two smartphones and you can’t tell whether the real difference lies in the camera or the processor, or when you’re trying to pick a “good” coffee maker and you get lost among specifications.
AI comes into play just at the moments when online shopping becomes heavy. For example, when you’re comparing two smartphones and you can’t tell whether the real difference lies in the camera or the processor, or when you’re trying to pick a “good” coffee maker and you get lost in the specs.
In this sense, 80% of Spanish users find it very useful (27.5%) and fairly useful (52.5%) that an AI assistant explains products, compares options and helps find the best price in online shopping.
This leap into practical use is also reflected in AI tools: in Spain, ChatGPT is the most-mentioned tool by 76% of respondents, and Gemini also stands out with 59% representation. In other words, people aren’t just hearing about AI—they’re using concrete tools to inform themselves and make decisions.
Optimism with caveats: it’s widely used, but not blindly
Spain is also among the most optimistic countries about AI: more than half of respondents see it as an opportunity and only 14% view it as a risk. With an important caveat to understanding the Spanish consumer: trust isn’t “total.” 59% completely or mostly trust AI results, which suggests a very pragmatic attitude: it’s used because it helps, but it is still cross-checked.
In Spain, AI is becoming “that friend who lends a hand before you buy”: it summarizes, sorts options and guides you—but without fully substituting the buyer’s judgment.
Jovan Protić, CEO of idealo, says: “The value of AI in shopping will be measured not by how convincing or sophisticated an assistant sounds, but by the reliability of its results. Consumers need precise prices, trustworthy offers, transparent information and clear guidance. That’s why having reliable data on products, deals and prices will become a core pillar of AI-powered commerce.”
How shoppers across Europe are shopping (and using AI)
In the United Kingdom, online shopping is a deeply ingrained habit: more than half of respondents shop on a weekly basis. AI is very present in concrete tools like ChatGPT (used by more than 64%) and Gemini (over 44%), but 24% of users don’t always realize they’re using AI. In online shopping it’s mainly used as practical support to compare prices (50%), find products (43%), and better understand reviews (41%).
In Germany and Austria there is a widespread conscious use of AI and frequent use for day-to-day tasks. In shopping, adoption exists, but in Germany there’s a clear barrier: 38% of respondents don’t use it because they don’t see added value or because they prefer traditional methods (39%), more than due to a lack of trust.
In Austria, despite the high weight of tools like ChatGPT (73%), the use of AI in shopping is more restrained and the general perception is somewhat more cautious.
I think it’s worth clarifying this. I’ve seen that the percentages for “almost daily,” “twice a week,” and “once a week” sum to 33%. I think it should be noted that, regarding online shopping at least once a week, these are less frequent in France.
In France, behavior is more cautious: online shopping at least once a week is less common (33%), and AI is perceived with more caution, especially when it comes to important decisions. This translates into lower use of AI in shopping and less willingness to delegate the entire process to an assistant.
By contrast, Italy appears to be the most “pro‑AI”: there is higher conscious use of AI (77%), more trust (73%), and a more positive outlook, which shows in a greater openness to using it during the purchasing process as well.
