Mexico isn’t just growing, it’s breaking records. According to the latest AMVO Online Sales Study, in 2024 it was the fastest-growing country in the world in online retail sales. The numbers are striking: MX$789.7 billion (US$43.1 billion), 20% more than in 2023 (+16.3% in USD). There are now 67.2 million Mexicans shopping online, representing 15.8% of total retail. Six consecutive years of double-digit growth solidify Mexico as one of the most dynamic markets in Latin America.
The digital podium is clear: Amazon leads with 121 million monthly visits, followed by Mercado Libre with 99 million. AliExpress, Walmart, and Liverpool complete the front line. More than 60% of transactions are mobile: the field is set, and those who fail to optimize the mobile experience are out of the game.
The boom isn’t exclusive to major players. During Hot Sale 2025, SME sales grew 70% year over year, with fashion, health, and beauty leading the way. Mexican consumers show an appetite for variety: 62% bought clothing online in 2024, but demand is also accelerating in appliances, home goods, and digital services. A young population and high connectivity — 83.2% internet penetration and 80% smartphone usage — are natural engines for this takeoff.
The Financial Front: Digitalization in Action
Bank cards remain the primary payment method (+70% of transactions), but the payments landscape is diversifying. Mercado Pago and local fintechs are adding millions of users. SPEI processed 5.34 billion transfers in 2024 (MX$219 trillion), and the percentage of Mexicans using electronic payments jumped from 8.2% in 2021 to 23.7% in 2024.
BNPL will grow from US$4.6 billion in 2024 to US$18.5 billion in 2030. And yet, cash still dominates the informal economy. OXXO Pay remains a reminder that digital inclusion requires hybrid bridges.
Logistics: The Great Service Battle
Digital demand is forcing historic investments: Mercado Libre announced MX$3.4 billion to expand its network and hire 10,000 employees; Amazon will invest US$5 billion in a data center in Queretaro. Lockers, drones, and last-mile models are being tested, but the rural gap persists. Therein lies one of the biggest pending debts: shortening delivery times and improving returns with the same speed at which demand grows.
The strengths are clear: youth, connectivity, and increasing financial inclusion. But so are the weaknesses: limited trust in online security, strong attachment to cash in the informal economy, and an urban-rural divide that shapes access. Added to this is the regulatory challenge: digital taxes, data protection, and global standards Mexico must adopt to stay competitive.
Looking Toward 2030: From Boom to Digital Habit
The future is omnichannel: 85% of consumers already combine physical and digital. Technologies such as artificial intelligence, chatbots, augmented reality, voice search, and biometric payments will redefine the experience. Cross-border e-commerce already reaches 80% of Mexican shoppers and will represent 20% of the market by 2027.
B2B is becoming digital with smarter supply chains and automated purchasing platforms. All of this points to annual growth rates of 20–30% in the coming years.
As a Latin American who has accompanied this ecosystem for 25 years, I’ll say it plainly: Mexico has a historic opportunity. It leads in growth, attracts massive investment, and has a young, connected consumer base. But true success will not be measured only in sales volume; it will depend on the ability to close gaps: reducing dependence on cash, narrowing the urban-rural divide, building trust in digital security, and consolidating clear regulatory frameworks.
The current boom must evolve into a digital habit—into sustainable competitiveness. Those who invest in mobile, innovative logistics, and customer experience will be in pole position for the next chapter.
Let’s not forget something essential: behind every click is a human being. The challenge is ensuring that technology doesn’t just drive transactions but also expands inclusion, trust, and equity.
The true impact of digital commerce in Mexico won’t be measured in “how much,” but in “how.” How we reduce inequalities, how we build inclusion, how we strengthen talent and trust. If we do more with less—if we bring every finger together into a common fist — Mexico’s leadership will be far more than a record: it will be the engine of a regional ecosystem that learns, unlearns, and learns again in order to keep growing.
