GS1 Mexico announced the 7th edition of the 2024 Barometer , which highlights that e-commerce and social media have established themselves as strategic pillars for small and medium-sized enterprises (SMEs) in the consumer industry in Mexico.
According to the GS1 Barometer 2024, which provides an overview of the current panorama of manufacturing SMEs in the consumer industry, 60% of these companies already sell their products on digital platforms such as marketplaces and social networks, making this practice an essential requirement for their growth and professionalization.
In this sense, the study revealed that Facebook (75%), Instagram (61%) and WhatsApp (57%) are the networks most used by SMEs to connect with their consumers, while 42% use e-commerce giants such as Mercado Libre, Amazon, Walmart and Liverpool.
However, 38% of companies have not yet adopted online sales or have abandoned them due to challenges such as the complexity of management, lack of time and trained personnel, and characteristics of the products they sell.
Eduardo Aldave, Director of Strategic Planning and Finance at GS1 Mexico, stressed the importance of professionalizing omnichannel and unified commerce.
“While most have already ventured into online sales, many still face operational and strategic challenges that limit their potential,” he said.
He also highlighted that today’s entrepreneurs possess key characteristics such as optimism, resilience and adaptability, which allow them to face a changing and challenging environment, particularly in sectors such as consumer goods manufacturing.
The study points out how omnichannel, physical and digital sales , and technological adaptation have become priorities, however, important challenges persist, such as the lack of training in technological processes and the complexity of establishing a robust online presence.
According to Jorge Joaquín Valencia , Strategic Planning Manager at GS1 Mexico, there are 12 key success factors that companies identify as determining factors for standing out, such as quality certification, attractive packaging, technological innovation, efficient logistics and competitive price, the latter being what SMEs consider their greatest strength with 87% of the responses.
“The ability of companies to compete on price, combined with a strong value proposition, determines their attractiveness to consumers ,” he said.
He also mentioned that, according to historical analysis, the pandemic altered priorities, as logistics and distribution gained relevance, while factors such as packaging and prices fluctuated depending on market conditions.
On the other hand, the study highlights that 81% of SMEs rate their financial situation as excellent or good and 76% have an optimistic outlook for 2025, motivated mainly by the development of new projects (32%) and increased sales (16%).
However, Valencia Rocha warned about the risks of not investing in digital transformation and innovation strategies.
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