The Mexican Online Sales Association (AMVO) presented the results of El Buen Fin 2025 in a session led by Daniela Orozco, the organization’s Research Director. With this analysis, AMVO concludes its annual reporting cycle and confirms the solid growth of e-commerce in one of the country’s most important sales events.
During the campaign, the digital channel reached almost 46 billion pesos (mdp) in sales , representing a growth of 31% compared to 2024.
With this figure, e-commerce now contributes 21% of all the revenue generated during El Buen Fin, consolidating itself as an indispensable engine for the performance of Mexican retail .
Orozco recalled that, although this initiative was born 15 years ago in a mainly physical context, today omnichannel sets the pace of consumption.
The study also revealed the key factors for brand success in this edition. Attractive promotions remain the primary attention-grabber, but inventory availability and logistical efficiency now play an equally crucial role.
According to AMVO, the alignment of inventory, routes, delivery times, and return policies became critical for competitiveness. This, coupled with the seamless integration of online and offline channels , enabled many companies to achieve double-digit growth.
In terms of consumer behavior, six out of ten internet users made a purchase during El Buen Fin. The AMVO (Mexican Association of Online Sales) observed an increase in shoppers who opted exclusively for digital channels, a sign of greater maturity and confidence, especially among frequent users of specialized platforms.
There was also a notable advance in lower-middle socioeconomic segments, which now represent 11% of digital buyers, as well as a greater balance between men and women, something that had not happened in previous years.
The report confirms that almost eight out of 10 participants had purchased in previous editions , but highlights the addition of new users, particularly from Generation Z, who are approaching digital purchasing for the first time.
Many of them opted for alternative payment methods, such as bank transfers or digital wallets , which were used by almost half of online shoppers . The use of options like “buy now, pay later” also saw significant growth.
In terms of categories, electronics and fashion remained the most purchased products both online and in physical stores . However, there were significant differences depending on the channel: while beauty and toys had a greater presence online, in physical stores, appliances and pantry staples saw growth.
According to AMVO, these variations reflect how brands are refining differentiated strategies according to the point of sale and the convenience perceived by each type of buyer.
The overall user experience remained positive . Nine out of ten shoppers reported being satisfied with their purchases, and this positive perception surpassed levels from previous years. However, affordability and product availability remain the main barriers, both for those who wanted to buy more and for those who didn’t buy at all.
Traffic to e-commerce sites also saw a considerable boost . During the five days of the campaign, more than 1,600 e-commerce pages were visited , increasing national digital traffic by 56 percent.
For Orozco, this year’s findings confirm five key trends: the digital channel as a growth engine ; the need for segmented proposals driven by analytics and artificial intelligence; an advertising approach based on efficiency; the consolidation of retail media as a central strategy; and the importance of social engagement to generate trust and business results before, during and after the event.
Comment and follow us on X: @jenna_GH_ / @GrupoT21
