1. Physical shops build trust and accelerate purchase decisions
Whilst e-commerce continues to grow in Spain, the majority of retail spending still occurs in physical establishments. Moreover, many consumers still need to see, touch, or try a product before making a decision.
Physical shops provide credibility, reduce uncertainty, and enable a far more sensory experience than any digital channel. Particularly in sectors such as fashion, beauty, sport, home décor, or luxury, the point of sale remains a key element in driving conversion.
This is why an increasing number of digital brands are choosing to open physical spaces to complement their online strategy, using the shop as a tool for customer acquisition, loyalty building, and brand development.
2. Consumers no longer distinguish between channels
Today's customer expects an integrated experience. They want to be able to discover a product on social media, check its availability online, view it in-store, and complete the purchase through whichever channel is most convenient.
This reality is driving the transformation of commercial spaces towards more flexible and connected models:
- Click & collect services.
- Unified stock management.
- Cross-channel returns.
- Personalised experiences supported by data.
- Digital tools within the establishment itself.
Omnichannel capability is no longer a competitive advantage; it has become a basic consumer expectation.
3. The shop has become a brand experience tool
In an environment where products are easily comparable online, differentiation increasingly lies in the experience.
Indeed, one of the major trends defining retail today is the search for spaces capable of generating emotional connections with customers. Experience, personalisation, human connection, and the creation of memorable moments are factors that increasingly influence purchase decisions.
Consequently, shops are evolving towards formats that incorporate:
- Events and activations.
- Product demonstrations.
- Specialist advice.
- Community spaces.
- Interactive technology.
The objective is no longer solely to sell, but to strengthen the relationship between brand and consumer.
4. Higher online sales also mean greater importance for shops
It may seem contradictory, but the growth of e-commerce is reinforcing the value of strategic physical locations.
According to market forecasts, online sales will continue to grow in Spain over the coming years, but this growth does not mean the disappearance of physical shops. On the contrary, it is driving a model where both channels complement each other. Shops function as showrooms, collection points, returns centres, and brand experience spaces.
Brands that properly integrate both environments typically achieve better results than those operating exclusively through a single channel.
5. Prime locations remain the most sought-after
The strength of physical shops is also reflected in Spain's principal commercial thoroughfares.
During the first quarter of 2026, Madrid and Barcelona recorded intense opening activity driven by the search for quality spaces in prime locations. Limited available stock and continued tourism growth are maintaining strong pressure on the best high streets.
Availability continues at historic lows, particularly in some of the main commercial thoroughfares in both cities.
This demonstrates that, despite the rise of e-commerce, brands still consider physical presence in strategic locations an essential investment for their growth.
Examples of retail units in strategic locations
Brands pursuing omnichannel strategies typically prioritise properties with high visibility, footfall, and the capacity to deliver differentiated experiences.
Here you can discover examples of retail units available in Madrid and Barcelona's principal retail zones, particularly suited to operators seeking to integrate physical and digital channels within a single strategy.
6. The future of retail will be phygital
The question is no longer whether to sell online or in physical shops. The real issue is how to integrate both worlds to deliver a unique customer experience.
The most successful retail over the coming years will be that which combines the convenience of the digital environment with the connection and experience offered by a well-located physical space.
Brands that understand this reality will be better positioned to capture footfall, increase conversion, and build stronger, more lasting relationships with their consumers.
The right location still makes all the difference
In an omnichannel environment, choosing the right retail unit remains a strategic decision. Factors such as location, visibility, customer profile, footfall, or lease terms can directly influence business results.
At JLL, we help national and international retailers identify the best opportunities in the market, select locations that best align with their business objectives, and negotiate the most favourable terms with landlords.
Our knowledge of the Spanish retail market and evolving consumer behaviour enables us to support brands in an environment where success depends on effectively connecting the physical and digital worlds.
About this article
This article has been prepared based on an analysis of retail market trends in Spain, combining sector sources and data from JLL Research (Retail Q1 2026 Report & Slide Deck), which examines the evolution of demand, supply, investment, and new drivers within the sector.
Our Expert
Antonio Sánchez-Moliní is Head of Retail Leasing at JLL Spain. He has over a decade of experience in the property sector, advising national and international operators on their expansion strategies, location selection, and negotiation of retail space. Throughout his career, he has led projects for retailers across different sectors, with particular focus on prime locations and the evolution of retail formats adapted to new consumer demands. His market perspective combines knowledge of brand behaviour, consumer trends, and the dynamics of Spain's principal commercial thoroughfares.
Email: A.SanchezMolini@jll.com
You can also explore available retail unit opportunities here: inmuebles.jll.es/locales-alquiler/locales-alquiler
