E-commerce has dominated Mexican shopping habits in recent years, with sustained growth of 26% in 2023, according to the Mexican Online Sales Association (AMVO). However, this trend has also evolved over time, incorporating tools that increasingly personalize the shopping experience.
Pierre-Claude Blaise, CEO of AMVO, highlighted during the panel “The Evolution of E-commerce” that Mexico has been the country with the highest e-commerce growth globally over the past five years. Nevertheless, he noted that “we are all still novices,” and there needs to be more focus on areas of opportunity.
Blaise also pointed out that at least 70 million Mexicans make an online purchase once a year, while 40% of people make a purchase weekly, making it imperative to provide users with a good shopping experience.
Although according to AMVO data, nine out of ten Mexicans are satisfied with their online shopping experience, companies and platforms are increasingly striving to personalize the shopping experience for their users.
Luis Pedraza, Commercial Director at Mercado Libre, stated that the yellow marketplace’s strategy is to always put the customer at the center of decisions.
“What we are looking for is how results are increasingly personalized, trying to meet customers’ needs and preferences. We started making adjustments in how we strategically order products, innovating in the algorithm,” he said.
He assured that they use tools like a video platform to show sellers what their product should contain and help convince consumers to purchase.
Sarahí Abraham, E-commerce Director at L’Oréal Mexico, pointed out that in the beauty world, the digital channel presents a challenge in convincing users to buy products.
“We need to understand that we have experienced buyers, but they might not be used to shopping online. We must find ways to engage, even through partnerships with platforms. But the challenge is convincing people who may not know much about the brand. We need to connect and build trust to encourage purchases,” she said.
She added that through data, they better understand users, which helps personalize the shopping experience and provide tools for their purchase.
She indicated that they use tools like virtual reality and augmented reality to assist customers in their purchasing decisions.
Additionally, experts noted that shopping trends continue to evolve, such as leveraging social media or using influencers.
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