In 2024, e-commerce sales in Mexico totaled 789.7 billion pesos, a 20% year-over-year increase, the Mexican Online Sales Association (AMVO) reported Wednesday , releasing the results of its 2025 Online Sales Study.
Pierre Blaise, CEO of AMVO, stated in a virtual press conference that economic factors such as the application of tariffs in the trade relationship between Mexico and the United States could affect e-commerce as well as other industries, however, the sector has shown great resilience to these types of impacts.
“We believe this will be an industry that will continue to grow, driven by factors such as the growing profile of Mexican buyers, the middle class, and payment methods. More people will shop online in 2025 and beyond. Mexico is ranked 11th globally, which is very positive and represents an interesting position in the global e-commerce market,” he indicated.
In this regard, he affirmed that the average ticket in the country, which currently stands at one thousand pesos, will grow, as will penetration and purchase frequency. “It’s difficult to predict how much the macroeconomic situation will affect it—the changes, the announcements—but we’re confident that the ingredients we have are positive, and a Hot Sale is coming soon and will help reactivate the economy,” he said.
Daniela Orozco, Director of Market Research and Business Intelligence at AMVO, stated that the growth rate over the last six years has been 33.8%, which translates into a “healthy market” in terms of double-digit expansion.
He detailed that in 2024, the categories that drove growth were durable goods such as gardening, photography, home care, DIY, and small appliances.
“These categories have been driving growth, some with improved performance, others more mature, such as DIY and small appliances, but we also see a positive impact in consumer categories. And we see how home care led the list of the top five fastest-growing categories due to the positioning of the supermarket and self-service sectors,” he said.
In this regard, the country’s contribution to total online retail sales was 14.8%, ranking it 11th worldwide, behind China, South Korea, and the United States, which are growing at around 18%.
He mentioned that by 2024, digital buyer penetration will reach 84% of daily internet users, compared to 93% of China’s population. Therefore, “Mexico could become a very solid market compared to these powers.”
He also noted that the retail sector accounts for 52% of the traffic generated by e-commerce sites.
Regarding the characteristics of those who purchase online, a greater penetration of low-to-middle socioeconomic levels and unbanked profiles stood out . Similarly, 51% are women and 49% are men, with an average age of 37.4 years, primarily from the center of the country.
Regarding the reasons for purchasing online, they argued that it was due to the convenience and ease of purchase, the logistical benefits, the variety and availability, and the additional benefits and payment options.
He highlighted that in 2024, 16.6 billion visits to e-commerce sites were recorded , with 70% of them coming from mobile devices , which will be key to expanding to new audiences.
Through social media sales channels, they reached 12% of digital buyers , and they also function as a platform for interacting with consumers.
Regarding the perception of security when shopping online, Pierre Blaise highlighted that 85% of shoppers say they feel confident doing so . “That’s not a sign of distrust. There are problems, it’s a reality, but they need to be put into perspective given the number of transactions made each year.”
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