Orange Spain has expanded its online store to surpass the 3,700 devices and technological products, distributed across 144 categories and coming from more than 190 brands. The company has multiplied its catalog by more than twelve in just over a year, in a strategy with which it seeks to extend its business beyond the sale of mobile phones and establish itself as a technological provider for homes and businesses.
The commercial expansion coincides with the growth of this activity. Between January and September 2026, income from device sales reached 995 million euros, close to about 19% more than in the same period of the previous year. In the third quarter, revenue rose to 353 million, up 28% year-on-year.
Orange, which states that it is already the main retail channel in the Spanish market for the sale of phones, expects to maintain double-digit growth in this business. One of the keys to this development is diversification: categories other than mobile phones already represent more than half of total device sales.
The company attributes this development to a strategy that aims to cover different technological needs through a single channel. "Our goal is to become the reference technology provider for our customers. We want anyone who thinks about acquiring technology to find in Orange the best offer, the most recognized brands, and a simple and distinctive experience," explains Rafael Pérez, head of Devices and Strategic Partnerships at Orange Spain.
The commercial offering is based on three elements: installment financing without interest, personalized recommendations, and preferred agreements with more than 190 premium brands in the sector. Orange links this model to an improvement in the shopping experience and notes that customers who finance their devices through the company show higher levels of satisfaction and a strong willingness to repeat this formula in future purchases.
A strategic area within B2B, Digital & Growth
Device sales have acquired a central role in Orange Spain's growth strategy and in its goal of strengthening the long-term relationship with customers. As part of the company's reorganization, the business led by Rafael Pérez has been integrated into the new general direction of "B2B, Digital & Growth".
This area, led by Víctor del Pozo, brings together the main levers for diversification of the operator. The integration of the devices business responds to the goal of simplifying the organizational structure and focusing efforts on growth activities. Orange places it among its priorities and as one of the areas with the greatest potential for expansion in the coming years.
Featured story
Orange España accelerates its growth and backs Spenger’s strategy in his new stage
3 minutes
The strategy also incorporates circular economy and responsible consumption criteria. Between January and September 2026, the repurchase of devices increased by more than ten times compared to the same period in 2025. At the same time, the units of KM0 and refurbished equipment rose by almost 90% year-on-year.
This market makes it possible to offer next-generation technology at more affordable prices and, at the same time, extend the useful life of devices and contribute to reducing electronic waste.
Integral provider
The expansion of the activity is framed by the transformation of Orange España into a integral provider of connectivity, services and technology. The company has nearly 48 million broadband and mobile lines, including M2M connections, and offers to individuals and businesses television services, insurance, energy, alarms, consumer financing, health, cybersecurity, 5G private networks and cloud.
Its offering is structured through eight national brands —Orange, Yoigo, Jazztel, MASMOVIL, simyo, Pepephone, Lebara and Llamaya— and five regional ones —Euskaltel, R, Telecable, Guuk and Embou—. As for its infrastructures, it has around 33 million marketable homes with fiber optics and 4G mobile coverage for 99% of the Spanish population. The 5G network reaches 94% of the population and connects around 5,250 municipalities.
Orange España indicates among its objectives improving customer satisfaction, boosting talent and developing a purpose-driven economy, with a focus on technological accessibility —especially in rural Spain—, protecting minors in the digital environment and creating products and services aimed at improving users’ experience.