Mexico is positioning itself as one of the world’s most advanced digital retail markets, projected to lead Latin America and surpass the United States in e-commerce penetration next year. According to the eMarketer’s Latin America Ecommerce Forecast 2025, Mexico is among the few countries expected to exceed a 20% e-commerce share of total retail sales by 2029.
The country’s performance stands out in a region posting the world’s fastest e-commerce growth. Latin America’s online retail sales are forecast to increase 12.2% in 2025, reaching MX$191.25 billion, growing 1.5 times faster than the global average. Mexico currently leads the region, ahead of Brazil and Argentina.
Mexico is expected to strengthen its digital leadership, overtaking the United States in e-commerce penetration by 2026. That year, 17.7% of Mexico’s total retail sales are projected to come from online channels, compared to 17% in the United States.
Key figures highlight this momentum:
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In 2023, Mexico’s e-commerce revenue exceeded US$30 billion.
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Revenue is expected to grow over 15% annually by the end of 2024.
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Digital penetration among the population, at 70.4% in 2023, is forecast to reach 90.2% by 2029.
The sector’s robust expansion is fueled by controlled inflation, rising purchasing power, and increasing digital maturity among consumers.
eMarketer also projects that Argentina, Brazil, Mexico, and Uruguay will each see e-commerce surpass 10% of total retail sales by 2025, while Colombia and Chile may reach that threshold closer to 2029.
Beyond consumer markets, analysts expect strong B2B e-commerce growth, as Mexican companies increasingly transition their procurement and sales operations to digital platforms.
