The following is a detailed body of work that comprises research conducted on the Banking industry in Malaysia to understand the effect of multichannel banking services on customer satisfaction. The results show that Aliexpress is the most influential B2C in Spain, while at the same time it reveals that posts on Facebook and Instagram that contain some kind of visual element, i.e., image or video, are the usual trend in the management of communication on these platforms, obviating the use of text. To do so, a quantitative methodology based on massive data collection using the FanPage Karma tool is used. Based on this idea, the purpose of this article is to analyse the presence of Amazon, eBay and Aliexpress on social networks, specifically on Facebook and Instagram in Spain. In this sense, positioning on social networks is an essential task, which is key to any company’s marketing strategy nowadays, above all, due to the link with young consumers. This phenomenon where social networks emerge as a central element of communication is present in all advanced countries, and likewise in Spain, where this paper is focused. Along with this, there has been an increase in the number of users of social networks, a fact that undoubtedly shows a change in the current trend of young people when it comes to consumption. In addition, given the effects of the confinement caused by the SARS-CoV-2 virus, these have been confirmed as the purchase option as they are not affected by closures due to their nature. E-commerce platforms have transformed the way we understand commerce today.

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