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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The digitized world has impacted commerce and the way consumers acquire their products, increasingly directing focus towards e-commerce. Uriel Quintana, Director of Supply Chain Omnichannel Acceleration for Walmart de México y Centroamérica (Walmex), tells T21 that in this journey towards omnichannel (combining physical and digital channels), customer service and their high delivery expectations represent a challenge for companies.

Although Mexico is a country where, even traditionally, its population continues to shop through physical channels, more than half of the people already shop online, with approximately 68 million buyers in 2023, according to Statista estimates, making it crucial for companies to venture into omnichannel.

Therefore, a central part of Walmex’s strategy for several years has been to grow its digital channels, which are becoming increasingly relevant to its business: in the first quarter of 2024, the digital channel accounted for 6.6% of the company’s total sales and grew by 25% compared to the first quarter of 2023.

But how has Walmart faced the challenges posed by omnichannel? The retail giant has developed a strategy based on leveraging all its infrastructure and technology to provide its digital customers with a better experience, especially in delivery.

“We are aware of this flexibility that our customers seek; it is one of the logistical challenges we have been very clear about,” says Uriel Quintana.

Walmart has three digital channels: On Demand, where customers can shop and receive their purchases in minutes; the extended catalog, with products that are generally not in-store; and the marketplace, where sellers complement the customer experience with their products, even breaking borders by bringing products from other countries.

To meet the demand of the digital channel, Walmart has a robust logistical muscle that it has been able to leverage…

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E-commerce has brought significant challenges for businesses, which have had to navigate towards new sales channels as customer needs evolve, putting pressure on operational efficiency and speed.

VTEX Vision provided an overview of industry needs by showcasing new solutions that unify consumer experiences while enhancing business performance.

“For us, the future outlook is our total commitment to excellence. We want retailers to have the best experiences, with the fastest loading speeds and the flexibility to meet consumer demands, always ensuring security,” stated Camilo Gaviria, General Manager for Latin America at VTEX.

The platform specialist indicated that VTEX aims to position clients on a trajectory of accelerated growth through four pillars: leveraging artificial intelligence (AI) and data in virtual stores; providing a fast, high-conversion, and composable experience; achieving omnichannel integration; and ensuring fast and efficient logistics.

“For us, it’s a commitment to accelerate innovation in the industry to meet complex customer demands, modernizing companies’ technological staff, and reducing operating costs,” they said.

The VTEX team highlighted that the use and implementation of AI will be crucial for businesses in an increasingly digitized world, and the platform has developed and improved solutions aimed at this tool to enhance business performance.

Meanwhile, Adriana Rodríguez, VP of Partner Delivery, emphasized that fast stores sell more, making load time on an online store crucial yet also a challenge. She stressed the importance of keeping inventory updated, requiring constant maintenance.

Additionally, changing consumer needs and their shopping habits have led to the necessity of moving to other channels, such as live shopping, an interactive sales channel where products are sold while interacting in real-time with buyers.

Therefore, specialists emphasized the importance of keeping sales channels unified, which fosters sustainable growth.

“Nowadays, to achieve a sale, it’s important to know where and how many products I have available for delivery and to which addresses they will be sent, whether they’re in physical stores or online, via WhatsApp, or in the app,” said Camilo Gaviria.

Lastly, Gaviria emphasized that there is no success without operational efficiency, highlighting that one way to achieve this goal is by expanding fulfillment centers and transforming retail stores into operational centers where orders can be handled more efficiently and profitably.

“We know it’s not an easy journey, which is why it’s important to have solutions that facilitate the operation of physical stores, improving not only order fulfillment capacity but also efficiency in completion,” he concluded.

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