E-commerce continues to consolidate itself in the Canarian business fabric. 34% of companies with ten or more employees based in the islands made sales through e-commerce, a percentage higher than both the national average (27%) and the average of the European Union (24%).
This is stated in the Report on e-commerce in the Canary Islands 2024 (2025 edition), published in the Canary Islands Observatory of Telecommunications and the Information Society (OCTSI) of the Canary Islands Agency for Research, Innovation and the Information Society (ACIISI), in 2024.
This figure represents the first increase after three consecutive years of decline since the peak reached in 2021, which confirms a recovery of the digital channel as a strategic marketing channel.
By sectors of activity, the greatest dynamism is registered in the field of services, where 43% of companies sold online, reaching its historical maximum and placing itself eleven points above the national average (32%).
In the industrial sector, 28% of Canarian companies made electronic sales, slightly above the state average. In construction, 10% of companies sold online, compared to 7% nationally.
6,434 million euros in electronic sales
Canary Islands companies with ten or more employees reached in 2024 a turnover of 6,434 million euros in e-commerce sales, which represents 27% of their total turnover.
Although this figure is 2.4% lower than that recorded in 2023 —the year in which the historical maximum was reached— the weight of e-commerce in Canary Islands business turnover remains at 18.8%, in line with the European Union average (19.1%) and slightly below the national average (19.6%).
The sectoral distribution of these sales is as follows: Services: 86% (5,526 million euros); Industry: 12% (777 million euros); Construction: 2% (132 million euros); Electronic sales by Canarian companies represent 1.61% of the national total.
Business e-commerce in the Canary Islands shows a prominent external projection. In 2024, 67% of electronic sales were made in the national market. 24% had countries of the European Union as their destination. And 9% was directed to other international markets.
In comparison with the national average, Canarian companies concentrate a lower percentage of sales in the domestic market and a greater proportion in international markets.
The use of e-commerce not only grows in sales, but also in procurement. In 2024, 39% of Canary Islands companies with ten or more employees made online purchases, the highest record in the historical series and close to the national average (42%).
