Spain, Italy and Portugal have grown into major ecommerce markets, driven by mobile shopping, strong marketplaces and a new generation of digital-first brands. Each has its own language, payment habits and legal details, and each rewards stores that feel genuinely local. Shoppers here are often more cautious about paying online than in Northern Europe, so trust, familiar payment methods and clear service are decisive. This guide explains how to design and build an ecommerce website for Spanish, Italian and Portuguese shoppers.
This article is part of our complete guide: How to Start a Shopify Store: The Complete Guide (2026).
It is part of our series on ecommerce website design for European businesses.
What Southern European ecommerce has in common
- Mobile-first shopping. A large share of browsing and buying happens on smartphones.
- Trust matters. Shoppers look for recognisable payment methods, clear company details and responsive customer service.
- Marketplaces are strong. Amazon is a major player in all three countries, with local marketplaces also important.
- Local payment apps are rising. Bizum in Spain, Satispay in Italy and MB WAY in Portugal have become everyday tools.
- Cash on delivery still exists. It has declined but remains relevant for some audiences and categories.
Ecommerce website design for Spain
Language and content
Write in natural Spanish for Spain, not Latin American Spanish, which differs in vocabulary and tone. Consider whether Catalan content would help if you target Catalonia specifically, although Spanish works nationwide. Do keyword research in Spanish for Spain; search terms differ from other Spanish-speaking countries. If you also target Latin America, use hreflang to separate es-ES from other Spanish versions (see our guide to multilingual ecommerce websites).
Payments in Spain
Cards are widely used, alongside PayPal, Apple Pay and Google Pay. Bizum, the instant mobile payment service backed by Spanish banks, is used by a large majority of adults for person-to-person payments and is increasingly offered for online purchases. Buy-now-pay-later options such as Klarna, Aplazame or SeQura are popular for higher-value purchases. Cash on delivery (contra reembolso) still has a role for some audiences.
Delivery in Spain
Key carriers include Correos, SEUR, MRW, GLS and DHL, with pickup points and parcel lockers growing fast. Remember that the Canary Islands, Ceuta and Melilla are outside the EU VAT area, which affects VAT and customs; many stores either exclude them or set specific rules.
Legal details for Spain
Spanish law (LSSI) requires websites offering services to display company information in an aviso legal (legal notice): name, address, tax identification number (NIF), registration details and contact information. Add terms of sale, a privacy policy and a cookie policy in Spanish. The Spanish data protection authority, the AEPD, enforces cookie rules actively.
Ecommerce website design for Italy
Language and content
Italian shoppers expect fluent Italian and respond strongly to brand storytelling, quality and design. Product pages should combine attractive visuals with detailed information about materials, origin and craftsmanship, especially in fashion, food and furniture, categories in which Italians are knowledgeable and demanding.
Payments in Italy
PayPal is extremely popular in Italy. Cards, including prepaid cards such as PostePay, are widely used. Satispay, an Italian mobile payment app, is increasingly accepted online. Scalapay, an Italian buy-now-pay-later provider, and Klarna are popular for instalment payments. Cash on delivery (contrassegno) still appears in some categories, though usually with an extra fee.
Delivery in Italy
Main carriers include Poste Italiane, BRT, GLS, SDA, DHL and UPS, with pickup points and lockers increasingly common. Delivery to remote areas and islands can cost more and take longer, so show delivery estimates by region where possible.
Legal details for Italy
Italian businesses must display their VAT number (Partita IVA) on their website, usually in the footer. Other company details, terms of sale, privacy policy and cookie policy should be in Italian. The Italian data protection authority (Garante) has issued detailed cookie guidance that requires a clear way to refuse non-essential cookies, often with a close (X) button that dismisses the banner without consent.
Ecommerce website design for Portugal
Language and content
Use European Portuguese, not Brazilian Portuguese. The differences in vocabulary, grammar and tone are significant, and Portuguese shoppers notice them immediately. Keyword research should be specific to Portugal. If you also target Brazil, use separate pt-PT and pt-BR versions with hreflang.
Payments in Portugal
MB WAY, the mobile payment app linked to the Multibanco network, is hugely popular. Multibanco references, which let customers pay via ATM or online banking using a reference number, remain a common online payment method. Cards and PayPal are also widely used.
Delivery in Portugal
CTT (the Portuguese postal service), DPD, GLS, DHL and others serve the market, with pickup points widely available. The Azores and Madeira have different VAT rates and longer delivery times, so set specific shipping rules.
Legal details for Portugal
Portuguese businesses must provide access to the electronic complaints book (Livro de Reclamações Eletrónico), usually through a visible link or logo on the website. They must also inform consumers about alternative dispute resolution entities. Terms, privacy and cookie policies should be in Portuguese.
Building trust with Southern European shoppers
Across all three markets, trust signals have a direct effect on conversion:
- Visible company details, tax numbers and a physical address.
- Local-language customer service via email, phone or WhatsApp, which is widely used in Spain, Italy and Portugal.
- Recognisable payment logos on product pages.
- Genuine reviews from a recognised platform.
- Clear, generous returns policies.
- Professional design that feels local rather than translated; see our branding and UI/UX services.
EU rules that apply in all three countries
Spain, Italy and Portugal apply EU consumer law, GDPR, the European Accessibility Act and EU VAT rules. That means VAT-inclusive prices, a 14-day withdrawal period, clear pre-contract information, the EU online withdrawal function from June 2026, the 30-day reference price for discounts and accessible design. Cross-border sales from other EU countries can be reported through the One-Stop Shop. See our EU ecommerce compliance checklist. This is general information, not legal advice.
Choosing a platform
Shopify and WooCommerce both work well in Southern Europe. Shopify offers local-language checkouts and integrates with providers that support Bizum, Satispay and MB WAY. WooCommerce integrates with Redsys (the Spanish card processing network used by many banks), Nexi in Italy, and Portuguese gateways supporting MB WAY and Multibanco, while giving full control over content and SEO. PrestaShop is also popular in Spain, Italy and Portugal. See our Shopify solutions and WordPress solutions.
SEO for Spanish, Italian and Portuguese stores
- Native keyword research for each country; see our guide to keyword research.
- Unique category and product content in each language rather than direct translation.
- Correct hreflang for es-ES, it-IT and pt-PT.
- Strong internal linking between guides, categories and products; see our internal linking strategy.
- Product schema for rich results showing price and availability.
- Fast mobile pages; see our WordPress speed guide.
Which Southern European market should you launch first?
Spain and Italy are the largest of the three markets, and Portugal is smaller but highly connected to Spain through logistics. Your choice depends on product fit, competition and operations. Fashion, beauty and home brands often find strong demand in both Spain and Italy, while food and wine sellers face local competition and specific shipping rules. Many brands launch in Spain first, using Iberian logistics to add Portugal soon after, and then expand to Italy with a dedicated Italian version. Whatever you choose, launch one market properly, with native content, local payments and service, rather than three markets superficially.
Marketplaces versus your own store
Amazon is a major shopping destination in Spain and Italy, and local marketplaces such as El Corte Inglés, PcComponentes, ePRICE and Worten in Portugal and Spain attract large audiences in their categories. Marketplaces provide reach but take commission and control the customer relationship. Your own store builds brand, margin and customer data. Many successful brands use marketplaces to gain visibility and trust, then drive repeat customers to their own store with better service, exclusive products and loyalty programmes. Our work creating Amazon and eBay stores for Garden Aids shows how marketplace listings can be built from a retailer’s own catalogue.
Social commerce and messaging
Instagram, TikTok and WhatsApp play a large role in product discovery and customer service across Southern Europe. Design your store so that product pages load fast from social links on mobile, product feeds are ready for social shopping catalogues and customers can contact you on WhatsApp where appropriate. Our digital marketing services help connect social campaigns to a store that converts.
Common mistakes in Southern European ecommerce
- Using Latin American Spanish or Brazilian Portuguese for Spain or Portugal.
- No Bizum, Satispay, MB WAY or Multibanco where customers expect them.
- Missing aviso legal, Partita IVA or complaints book link.
- Ignoring special VAT territories such as the Canary Islands.
- Slow mobile pages.
- Customer service only in English.
A Southern European launch checklist
- Native Spanish, Italian and Portuguese content for each target market.
- Local payment methods tested with real transactions.
- Delivery rules for mainland, islands and special territories.
- Legal notices, tax numbers and complaints information displayed.
- Cookie banners meeting local authority guidance.
- hreflang configured and sitemaps submitted.
- Customer service channels in each language.
From our work
We carried out a theme change and customisation for hair colour brand Crazy Color Malta, built a ready-to-sell store for Haus of Mugs and created a premium brand website for Zimasa Vodka. See our case studies for more.
Related guides and services
- Ecommerce website design for European businesses: the complete guide.
- Ecommerce website design for France: the neighbouring French market.
- Multilingual ecommerce website for Europe: running several languages in one store.
- EU ecommerce compliance checklist: the EU-wide rules.
- SEO services: ranking your store in each country.
Get expert help
We design and build Shopify and WooCommerce stores for Spanish, Italian and Portuguese shoppers, with local payments, legal page structure, multilingual SEO and fast mobile performance. Explore our web design and development services or contact us for a free, no-pressure conversation.
Frequently asked questions
Is Bizum used for online shopping in Spain?
Yes. Bizum is best known for person-to-person payments, but it is increasingly accepted by online stores through compatible payment providers.
Do I need to show my VAT number on an Italian website?
Italian businesses must display their Partita IVA on their website. Foreign sellers should also show clear company and tax details to build trust.
What is MB WAY?
MB WAY is a popular Portuguese mobile payment app linked to the Multibanco network, widely used for online and in-person payments.
Is cash on delivery still necessary?
It is less common than before, but some audiences in Spain, Italy and Portugal still use it. Many stores offer it with a small fee or only for certain products.
Should I create one Spanish version for Spain and Latin America?
It is better to create a dedicated version for Spain. Vocabulary, spelling conventions, payment methods, delivery and legal requirements differ, and Spanish shoppers notice Latin American phrasing. Use hreflang to separate es-ES from other Spanish versions if you target both.
