The digital supermarket channel in Mexico is experiencing a structural paradox . On the one hand, figures show sustained growth in e-commerce and increasing consumer adoption; on the other, several of the most ambitious 100% digital supermarket projects have ended in abrupt closures , resulting in millions of dollars in losses and profound impacts on employees, suppliers, and logistics operators. The market is growing, but the business models are not sustainable. 

According to the Mexican Online Sales Association (AMVO) , the market value of online retail sales   in Mexico reached 789.7 billion pesos in 2024 , representing an annual growth of 20 percent. Within this sector,  pure players  (digitally born companies) grew by 28 percent, while  brick-and-click models  (physical chains with an online channel) advanced by 18 percent. Collectively, the online channel now accounts for 15.8% of total retail sales in the country. 

In the specific case of supermarkets, the penetration is even clearer: 84% of digital shoppers in Mexico purchased supermarket products online during 2024, representing a 20% increase compared to 2023, according to AMVO data. The consumer exists. The demand does too . 

Even the projections reinforce this optimism. The Mexico Online Grocery Market Forecast & Analysis 2025–2033 report estimates that the online grocery market could grow from $11.5 billion in 2024 to over $60 billion by 2033, with a compound annual growth rate of nearly 20 percent. Given these figures, the question becomes unavoidable: if the market is growing, if consumers are adopting it, and if the potential is real, why have so many online supermarkets failed?

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El cargo The mirage of the digital superstore apareció primero en T21.

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.

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El cargo Digital channels contribute 21% of sales for El Buen Fin 2025: AMVO apareció primero en T21.

According to data from the  Mexican Online Sales Association (AMVO) ,  El Buen Fin 2025  could exceed  200 billion pesos (mdp) in sales , which would mean a 16% increase compared to the 2024 edition.

Under this context, and due to the increased volume of merchandise movement due to the proximity of the El Buen Fin sales season, cargo thefts on highways and distribution centers regularly register a seasonal increase that can fluctuate between 10% and 17% , explained Luis Villatoro, president of the National Association of Vehicle Tracking and Protection Companies (ANERPV) .

“The increase in criminal activity is expected these days, as has happened seasonally in previous sales seasons for El Buen Fin and December sales, although it should be noted that the trend reverses once the period is over, which on this occasion will extend for five days and will end on November 17,” he explained.

Electronic equipment, clothing, footwear, and household appliances are among the products most sought after by criminals during that season.

The head of ANERPV stressed that the increased movement of goods these days towards warehouses, shopping centers and points of sale generates a temporary spike in the incidence of these crimes, including in last mile operations of delivery vehicles and not only on highways.

After El Buen Fin, that is, from November 17, “there is a momentary decrease and then a new spike in robberies that extends until mid-December, when all the merchandise has already been delivered to the stores and shopping centers for the end-of-year sales.”

Villatoro highlighted the coordination with federal authorities, which has made it possible to tackle cargo theft on highways; however, he acknowledged that greater involvement from some states and municipalities is needed to achieve better results.

According to information from the analysis ”  Cargo Thefts in El Buen Fin: What You Need to Know ,” conducted by Overhaul , it is estimated that the highways that will possibly show the greatest risk are the Mexico-Veracruz highway with 14%, Mexico-Saltillo with 11%, Mexico-Pachuca with 7%, Arco Norte with 6%, Circuito Exterior Mexiquense with 4%, Avenida Jesús Reyes Heroles with 3%, and Atlacomulco-Zapotlanejo with 2%.

Regarding the  timing patterns  during El Buen Fin, the study stated that 73% of robberies are projected to occur between  Tuesday and Friday , while the most vulnerable times would be between  4:00 and 8:00 a.m.  with 27% of the incident, as well as between  7:00 p.m. and 11:00 p.m.  with 25 percent.

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El cargo Cargo thefts could increase during El Buen Fin, warns ANERPV apareció primero en T21.

According to the Mexican Online Sales Association (AMVO) , El Buen Fin 2025 could exceed 200 billion pesos (mdp) in sales , which would mean a 16% increase compared to the 2024 edition.

Considering the above and that e-commerce represents 25% of current sales, it is important to understand the patterns that organized crime uses to commit crimes such as cargo theft , and which merchandise they target during peak seasons such as El Buen Fin, which will celebrate its 15th anniversary this year and will take place from November 13 to 17.

Luis Villatoro, director of Supply Chain Security & Intelligence Latam at Overhaul , recalled that, according to the Confederation of National Chambers of Commerce, Services and Tourism (Concanaco Servytur) , during El Buen Fin 2024 the most purchased products were electronic devices with 79.4%, clothing and footwear with 15.9%, and white goods and appliances with 4.7 percent .

In the webinar Cargo Thefts in El Buen Fin: What You Need to Know , conducted by Overhaul, Villatoro emphasized the importance of understanding this consumption pattern, since practically 80% of sales were of appliances and electronics, which consequently become a target for criminal groups.

The specialist stated that during November, as a result of El Buen Fin sales, the movement of goods across the country increased by between 20% and 30%.

“Over the past three years, Overhaul’s trend analysis shows that during the El Buen Fin weekend, cargo theft activity in Mexico decreases by 28% and subsequently increases by up to 36%,” he emphasized.

During November, cargo theft in the country increased by 7.6% compared to the monthly trend. Some of the most affected hot products, which could present seasonal increases in cargo theft, are electronics, such as screens, video game consoles, and cell phones , which have an increased risk of up to 38%. “That is, there is a traditional trend regarding the participation of theft in this type of sector,” Villatoro noted.

Appliances are another type of merchandise with increases of up to 29%, clothing and footwear with growth of up to 15%, and auto parts, specifically tires and wheels, with an increase of up to 8 percent.

According to the analysis, delivery van theft is estimated to increase by 19% nationwide in November , driven by the use of these types of vehicles to supply department stores and shopping centers, as well as for last-mile deliveries.

Regarding spatial patterns during this peak season , the states that have historically had the highest incidence of cargo theft with potential increases are, with 31% representative nationwide, the State of Mexico with a risk of increase of 3%.

Also, Puebla with increases of up to 6%, San Luis Potosí with 12%, Jalisco with 8% and Tlaxcala with an increase of up to 9 percent.

Meanwhile, it is estimated that the highways that will likely show the greatest risk are Mexico City-Veracruz with 14%, Mexico City-Saltillo with 11%, Mexico City-Pachuca with 7%, Arco Norte with 6%, Circuito Exterior Mexiquense with 4%, Avenida Jesús Reyes Heroles with 3%, and Atlacomulco-Zapotlanejo with 2%.

Regarding time patterns during El Buen Fin, Villatoro explained that 73% of robberies are projected to occur between Tuesday and Friday , while the most vulnerable times would be between 4:00 a.m. and 8:00 a.m. with 27% of the incidence, as well as between 7:00 p.m. and 11:00 p.m. with 25 percent.

Meanwhile, delivery van thefts are likely to increase by 17% during the last quarter of 2025, according to an analysis of trends over the past three years, due to the increase in merchandise movement due to El Buen Fin 2025 and the Christmas celebrations.

It is expected that 49% of delivery van thefts will occur in the metropolitan areas of the States of Mexico, Jalisco, and Puebla , with the main sectors affected being packaging, household appliances, clothing, and footwear, among others.

Among the measures to reduce cargo theft, Luis Villatoro believes it is necessary to establish a program and identify which layer of electronic and physical security is most appropriate based on the value matrix.

“There are units where you can operate with 30 million pesos if you decide to add the highest levels of electronic security. You can install five GPS devices, a Bluetooth belt, perhaps two or three radio frequency devices, and you also have telematics video within the units, based on the contracts you have established with the service providers,” he emphasized.

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El cargo Cargo theft during El Buen Fin 2025: routes and merchandise targeted by criminals apareció primero en T21.

The Hot Sale concluded its 2025 edition with a historic sales record of 42,725 million pesos (mdp) , which represented a growth of 23.7% compared to the previous year, as announced by the Mexican Online Sales Association (AMVO).

El cargo Hot Sale 2025 breaks sales record; Mexicans shop more online apareció primero en T21.

Mercado Libre

The twelfth edition of Hot Sale in Mexico , which will be held from May 26 to June 3, 2025 , comes with high expectations of digital consumption, in which 7 out of 10 Internet users plan to purchase a product or service during this campaign, according to the Pulso Hot Sale 2025 report by the Mexican Online Sales Association (AMVO) .

Since 2018, purchase intent has grown by more than 22 percentage points , reflecting the increasing value this seasonality represents for consumers.

In this context , Alejandro Caballero highlighted that this year a record investment of three thousand 400 million dollars (mdd) was announced in Mexico , an increase of 34% compared to the previous year.

This commitment reinforces Meli’s leadership, which has invested more than $1 billion annually in the country over the past five years .

“Our investment has allowed us to build the most competitive logistics arm in Mexico. Today, we are the largest carrier in the country, and that allows us to offer same-day or next-day deliveries,” Caballero said.

Currently, Mexico is the company’s second-largest market , after Brazil and ahead of Argentina.

In 2024, Mercado Libre grew 37% in net revenue globally , and in the country alone it already has around 25 thousand employees , compared to the 300 it had just six years ago.

During Hot Sale 2025, they will offer discounts of up to 55% on 15 million products , within a catalog that exceeds 100 million items .

In this regard, Caballero highlighted that 50% of sales come from small and medium-sized enterprises (SMEs) , and 75% of registered sellers are also SMEs .

“We’re further supporting SMEs. Our ecosystem greatly helps Mexican families, including with loans and campaigns designed to boost them,” he added.

For his part, Alessandro Labelli, Insurtech Director of Mercado Pago , explained that Mercado Libre will offer a 10% discount with Mercado Pago credit cards, a 10% discount with deferred payment options ( Buy Now, Pay Later ); 18 and 24 months of interest-free payments on purchases made on and off Mercado Libre; 10 to 20% coupons with seven participating banks; and 10 to 20% cashback with five financial institutions.

Logistics, the silent differentiator of e-commerce

Omar Ramírez, Senior Director of Logistics at Mercado Libre Mexico, pointed out that eight out of 10 consumers want their package delivered to their home , and there’s a significant strategic plan to make that possible, so ” logistics is just as important as discounts .”

In this regard, Ramírez explained that technology is the key to aligning processes and responding to growing demand , aligned with a distribution and storage expansion strategy.

Currently, more than 80% of the products sold use the company’s fulfillmentmodel, which already operates 12 logistics centers with almost one million square meters and 100% recycled packaging .

The logistics network includes more than 100 operational nodes , a fleet of more than 900 electric vehicles and  an air hub in Querétaro , with four aircraft operating daily, and up to six flights per day during Hot Sale , making same-day deliveries possible in 26 cities across the country.

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El cargo Mercado Libre consolidates its position as the fastest-growing platform in Mexico heading into Hot Sale 2025. apareció primero en T21.

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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El cargo Evolution of E-Commerce: Personalization as the Key Purchase Factor apareció primero en T21.

In 1999 Marcos Galperin began his venture in a garage in Buenos Aires, Argentina, starting an online auction site that 25 years later would become the most important marketplace in Latin America, which is how Mercado Libre (Meli) was born .

David Geisen, general director of Mercado Libre México, said that the yellow marketplace was born with the objective of democratizing electronic commerce, which is why, over time, it has been transformed in favor of the needs of users.

El cargo Mercado Libre Celebrates 25 Years of History apareció primero en T21.

The eleventh edition of the Hot Sale that took place from May 15 to 20 of this year broke a sales record with a growth of 15.3% compared to the previous year’s edition, accounting for 34,539 million pesos in total sales.

According to the report from the Mexican Association of Online Sales (AMVO) , in collaboration with NielsenIQ , Netquest , Similarweb , Emplifi , Digimind and Retail Compass , the growth of the campaign continues to increase year after year, with a sustained double growth digit, so in 10 years Hot Sale has grown 57.2% in sales .

Roberto Butragueño, Retail Director of NielsenIQ, highlighted that nine out of every 10 sales are from the retail sector, that is, 88% of sales, while 12% belong to the travel and B2C services sector.

Likewise, he highlighted that the average ticket during the 2024 campaign was 2,391 pesos, and 28.1 million units were sold in 14.4 million orders, while the average number of items per order was cited as 1.9 items per order.

“It is a little less than previous years (average items on order) due to a trend in which the consumer increasingly has more alternatives, is more informed and looks for the best purchase option product by product. He no longer concentrates the purchase on a single order, but rather places different orders on different brands,” said Butragueño.

For her part, Daniela Orozco, director of Intelligence and Market Studies at AMVO, indicated that four out of every 10 Internet users bought during the Hot Sale , that is, 47%, which corresponds to 12.5 million people, of which 84 % are banked people.

Regarding sales channels, it is worth remembering that this campaign was born exclusively in the digital channel and migrated to the physical channel, however, the preference for buying online remains, which is why six out of every 10 purchases are made online .

“Due to the maturity of the companies, the campaign is beginning to extend to physical channels. The physical channel is no longer an exception, it has become an omnichannel campaign,” said the specialist.

In this sense, 59% of buyers in the campaign went to the online channel , mainly for the convenience of buying from anywhere (69%); 13% bought in physical stores; while 29% of shoppers used an omnichannel experience .

In addition, Daniela Orozco highlighted that the southeast of the country was the main purchasing area, with 28%, even surpassing the area of ​​Mexico City and the Valley of Mexico , with 24 percent.

The main payment methods were debit card (42%), credit (40%) and departmental card (12%); However, the specialist highlighted that payment on delivery grew (11%).

Regarding delivery, eight out of 10 people preferred home delivery, with 79% ; But picking up the order at some pickup point grew in this campaign, with 14% of participants.

Finally, Daniela Orozco indicated that this campaign maintained the perception of security when purchasing at the Hot Sale, since 85% of buyers say they feel safe when making a purchase .

Furthermore, Roberto Butragueño indicated that, according to what was collected by the study, 86% of the companies declared that they will participate again in the next edition of the Hot Sale, committing to understanding and improving the customer experience.

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El cargo Hot Sale 2024 Breaks Sales Record; Southeast Mexico Increases Participation apareció primero en T21.

The eleventh edition of the Hot Sale that took place from May 15 to 20 of this year broke a sales record with a growth of 15.3% compared to the previous year’s edition, accounting for 34,539 million pesos in total sales.

According to the report from the  Mexican Association of Online Sales (AMVO) , in collaboration with NielsenIQ ,Netquest , Similarweb , Emplifi , Digimind  and  Retail Compass, the growth of the campaign continues to increase year after year, with a sustained double growth digit, so in 10 years Hot Sale has grown 57.2% in sales .

Roberto Butragueño, Retail Director of NielsenIQ, highlighted that nine out of every 10 sales are from the retail sector, that is, 88% of sales, while 12% belong to the travel and B2C services sector.

Likewise, he highlighted that the average ticket during the 2024 campaign was 2,391 pesos, and 28.1 million units were sold in 14.4 million orders, while the average number of items per order was cited as 1.9 items per order.

“It is a little less than previous years (average items on order) due to a trend in which the consumer increasingly has more alternatives, is more informed and looks for the best purchase option product by product. He no longer concentrates the purchase on a single order, but rather places different orders on different brands,” said Butragueño.

For her part, Daniela Orozco, director of Intelligence and Market Studies at AMVO, indicated that four out of every 10 Internet users bought during the Hot Sale , that is, 47%, which corresponds to 12.5 million people, of which 84 % are banked people.

Regarding sales channels, it is worth remembering that this campaign was born exclusively in the digital channel and migrated to the physical channel, however, the preference for buying online remains, which is why six out of every 10 purchases are made online .

“Due to the maturity of the companies, the campaign is beginning to extend to physical channels. The physical channel is no longer an exception, it has become an omnichannel campaign,” said the specialist.

In this sense, 59% of buyers in the campaign went to the online channel , mainly for the convenience of buying from anywhere (69%); 13% bought in physical stores; while 29% of shoppers used an omnichannel experience .

In addition, Daniela Orozco highlighted that the southeast of the country was the main purchasing area, with 28%, even surpassing the area of ​​Mexico City and the Valley of Mexico , with 24 percent.

The main payment methods were debit card (42%), credit (40%) and departmental card (12%); However, the specialist highlighted that payment on delivery grew (11%).

Regarding delivery, eight out of 10 people preferred home delivery, with 79% ; But picking up the order at some pickup point grew in this campaign, with 14% of participants.

Finally, Daniela Orozco indicated that this campaign maintained the perception of security when purchasing at the Hot Sale, since 85% of buyers say they feel safe when making a purchase .

Furthermore, Roberto Butragueño indicated that, according to what was collected by the study, 86% of the companies declared that they will participate again in the next edition of the Hot Sale, committing to understanding and improving the customer experience.

Comment and follow us on X: @jenna_GH_ / @GrupoT21

El cargo Hot Sale 2024 Breaks Sales Record; Southeast Mexico Increases Participation apareció primero en T21.