The source explains that missing percentage points to 100 percent make up the population with a neutral preference.
*The total sample size of 17,218 includes a minimum of 1,000 respondents in each of the 17 markets analyzed.
The release date is the date of access.
The source does not provide information on the original wording used during the survey. Thus, the wording chosen for this statistic may differ slightly from the one in the survey.
Citation formats
Spain: shopping channel preference among millennials & Gen Z for clothes & shoes 2023
In 2023, approximately 46 percent of zoomers in Spain said they would do most of their clothing and footwear shopping online if they had the freedom to choose. Only about 29 percent of millennials and 32 percent of Gen Z consumers had a preference for buying apparel and shoes in physical stores.
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Klarna. (May 26, 2023). Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for apparel and shoes in Spain in 2023 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 04, 2026, from /statistics/1387279/mostly-online-vs-offline-shopping-clothing-and-shoes-spain/
Klarna. "Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for apparel and shoes in Spain in 2023." Chart. May 26, 2023. ÌÇÐÄÆƽâ°æ. Accessed August 04, 2026. /statistics/1387279/mostly-online-vs-offline-shopping-clothing-and-shoes-spain/
Klarna. (2023). Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for apparel and shoes in Spain in 2023. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 04, 2026. /statistics/1387279/mostly-online-vs-offline-shopping-clothing-and-shoes-spain/
Klarna. "Share of Gen Z and Millennial Consumers That Would Prefer to Shop Mostly Online/In-store for Apparel and Shoes in Spain in 2023." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 26 May 2023, /statistics/1387279/mostly-online-vs-offline-shopping-clothing-and-shoes-spain/
Klarna, Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for apparel and shoes in Spain in 2023 ÌÇÐÄÆƽâ°æ, /statistics/1387279/mostly-online-vs-offline-shopping-clothing-and-shoes-spain/ (last visited August 04, 2026)
Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for apparel and shoes in Spain in 2023 [Graph], Klarna, May 26, 2023. [Online]. Available: /statistics/1387279/mostly-online-vs-offline-shopping-clothing-and-shoes-spain/
