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Catalonia vs Madrid: two agency markets of the same size, with different shapes

Catalonia has more agencies and more of them are small; Madrid has twice the share of agencies above 50 people. They also implement different software and serve different sectors.

November 2, 2026 · 1 min read

Spain's two largest agency markets are almost the same size: 2,344 agencies in Catalonia and 2,113 in the Community of Madrid. Look closer and they are built differently.

Size

In Catalonia, 71% of the agencies with a known size have ten people or fewer; only 4.5% have more than 50.
In Madrid, 60% have ten people or fewer, and 9.4% have more than 50, twice Catalonia's share. 23 Madrid agencies have more than 500 people, against 5 in Catalonia.

Madrid is where the big groups and networks have their Spanish headquarters; Catalonia is a market of independent firms.

Software

Catalonia is more eCommerce-native: PrestaShop 217 (Madrid 145), WooCommerce 320 (199), Shopify 195 (157), Magento 85 (59).
Madrid leads in WordPress (443 vs. 402), Amazon marketplace services (37) and HubSpot (23 vs. 17).

Clients

Catalonia has a slightly higher share of agencies with known clients (59% vs. 53%). Their sectors differ too:

Catalonia: food, health, education, restaurants, tourism, fashion.
Madrid: food, education, automotive, restaurants, health, fashion, beverages and energy: the large consumer and industrial brands.

For vendors

A vendor targeting mid-market brands and retail will find more partners in Catalonia; one targeting enterprise and large consumer brands will find the bigger agencies in Madrid.

Live figures: agencies in Catalonia and agencies in Madrid.