Enterprise Software Adoption in Spain
Written by Mateus Rocha ·
Edited by Sebastiaan Smits ·
Fact-checked by Priya Nandakumar ·
Published September 14, 2026 · Updated October 1, 2026
Spain falls below the EU27 average on CRM cloud adoption. 10.02% of enterprises with 10 or more employees paid for CRM software as a cloud service in 2023, 1.32 points under the bloc's 11.34% and eighth of the 10 countries compared here.
CRM and ERP in Spain, against the EU27
Growth has been slower than the bloc's: up 2.87 points from 7.15% in 2018, while the EU27 average gained 4.69. In 2018 Spain was above the EU27 average of 6.65%; it has since dropped behind it. Ranked on the 2018 figures it would have been sixth, so it has lost 2 places.
CRM and ERP run close to level here: 11.18% for ERP in 2023 against 10.02% for CRM, with ERP ahead by 1.16 points. That is 0.55 points below the EU27's 11.73% and seventh of 10, 1 place higher than on CRM. From 10.3% in 2021 that is a gain of 0.88 points, less than the EU27 average's 2.08. In the CRM ranking Spain sits between Germany (10.26%) and Italy (7.84%).
| Cloud adoption | Spain | EU27 | Difference |
|---|---|---|---|
| CRM, 2023 | 10.02% | 11.34% | -1.32 pts |
| CRM, 2018 | 7.15% | 6.65% | +0.5 pts |
| ERP, 2023 | 11.18% | 11.73% | -0.55 pts |
| ERP, 2021 | 10.3% | 9.65% | +0.65 pts |
Vendors in our rankings headquartered in Spain
Spain is the headquarters given for 16 of the 1416 listings in our software rankings: 16 vendors in 14 of the 106 categories. No vendor appears in more than one. Belgium has the same number; 10 headquarters countries have more.
Among the 10 countries on these pages Spain is joint fifth by number of listings but eighth by CRM cloud adoption. More than half of them, 9, sit in Revenue & Growth categories; the rest are in Operations (2), Vertical (2), AI software (1), Finance (1) and People (1). There is none in IT & Collaboration.
4 of the 16 hold a top-three place:
- Typeform, #1 in survey software. Pricing: Free plan with a small monthly response limit, then published monthly tiers priced by response volume and features.
- Landbot, #2 in chatbot software. Pricing: Free €0 (100 chats/month, 1 seat); Starter €32/month billed annually (€40 monthly), 500 chats, 100 AI chats, 2 seats; Professional €80/month annually (€100 monthly), 2,500 chats, 300 AI chats, 3 seats; Professional WA €160/month annually, 500 AI chats and 1 WhatsApp number; Business from €400/month; overage €0.05/chat, €0.10/AI chat, €25/extra seat
- Influencity, #2 in influencer marketing software. Pricing: Tiered, pay-for-what-you-need pricing with a 7-day free trial on all plans; exact current tier figures were not published in a static table on the vendor's own pricing page during this review, so a buyer should confirm the current number directly before committing.
- Metricool, #3 in social media management software. Pricing: Tiered plans priced by number of brands, with a low entry paid tier and a permanent free plan for a single brand.
Barred from places 1 to 3 as a dominant incumbent in a category: Amadeus Cytric. 3 of the 16 sell on quote only (19%), below the 28% across all 1416 listings.
| Ranking | Vendor | Place | Best for | Pricing model | Free option |
|---|---|---|---|---|---|
| AI image generators | Magnific (formerly Freepik) | #4 of 13 | Content teams that also license stock | Flat monthly | None |
| GEO agencies | GrowPad | #7 of 12 | A European or globally distributed B2B SaaS company in that revenue band that wants Google and AI search pursued as one system. | Custom quote | None |
| PIM software | Plytix | #4 of 13 | A growing brand that wants PIM priced against its actual SKU count rather than a flat enterprise quote | Published SKU-based tiers + per-module add-ons | Free plan |
| PIM software | Sales Layer | #5 of 13 | A team that wants to test real PIM workflows for a full month before any sales conversation | Tiered, quote-only | Free trial |
| chatbot software | Landbot | #2 of 11 | Landbot was built from the ground up as a conversion and lead-generation chatbot builder, not a support-chat tool with a bot bolted on after | Per seat + conversation volume | Free plan |
| influencer marketing software | Influencity | #2 of 16 | Agencies wanting a creator CRM and client-presentable campaign reporting | Tiered, configured pricing | 7-day free trial |
| influencer marketing software | Heepsy | #6 of 16 | Anyone who needs a shortlist of creators cheaply, including on a genuine free plan | Free + paid tiers | Free plan |
| proposal and quote-management software | Nusii | #6 of 12 | Freelancers and small agencies that want simple published plans and a money-back guarantee | Per plan / month, published | Free trial |
| social media management software | Metricool | #3 of 16 | Freelancers and budget agencies | Per brand / month | Free plan |
| survey software | Typeform | #1 of 17 | Customer-facing surveys and lead capture | Tiered by responses | Free plan |
| travel management software | Amadeus Cytric | #8 of 12 | Large enterprises already standardised on Microsoft 365 and SAP | Quote only | None |
| CMMS software | Fracttal One | #8 of 11 | Spanish and Portuguese speaking operations | Quote only | None |
| warehouse management systems | Easy WMS | #9 of 12 | Warehouses adding Mecalux automation | Quote only | None |
| HR software | Factorial | #8 of 14 | Small companies in Southern Europe | Per user / month | Free trial |
| property management software | Lodgify | #14 of 15 | Owners with 1 to 20 holiday rentals | Per listing / month | Free trial |
| real estate CRM software | Inmovilla | #14 of 14 | Estate agencies operating in Spain | Per user / month | None |