Ten years after its arrival in Mexico, Amazon is celebrating much more than an anniversary. It is celebrating the consolidation of a model that has reshaped e-commerce, logistics, and the country’s consumer culture. With a cumulative investment of more than 145 billion pesos, the company has not only generated employment and technology but has also become a key player in the Mexican digital economy. However, the magnitude of its footprint also raises questions about the dependence of local ecosystems on a global operation that imposes standards and transforms markets

Pedro Huerta, country manager of Amazon Mexico, expressed it with a tone of balance and pride: “Amazon began operations in Mexico in 2015 with a clear mission: Amazon is for everyone, every day, anytime. In these 10 years, we have learned that growing together with Mexico means investing in innovation for customers, in our people, and in small and medium-sized businesses .” The statement summarizes a long-term strategy based on expansion, technology, and extensive logistics

The scope of that strategy translates into a network that today includes 14 fulfillment centers and 29 delivery stations, enabling same-day delivery in 14 cities and next-day delivery in more than 80. In 2024, the company generated more than 15,000 direct and 37,000 indirect jobs, in addition to another 11,000 induced jobs. “What I want is to create the best jobs in the country. Period,” emphasized Diego Méndez de la Luz, Chief Operating Officer, in a message that reflects the commitment to building not only infrastructure, but also a work culture based on stability and well-being.

The year 2025 also marked the beginning of a new technological era with the launch of the first Amazon Web Services (AWS) Region in Mexico, located in Querétaro. With an investment exceeding five billion dollars, this infrastructure positions the country as a nerve center for digital innovation in Latin America

Amazon’s narrative is anchored in the idea that its success drives a virtuous cycle in the national economy. Today, more than 27,000 Mexican small and medium-sized enterprises (SMEs) sell their products on the platform, 99% of which are local. “My role is to help SMEs grow,” explained Renata Arbizu, Director of Seller Services. “These 27,000 companies are in every corner of the country; some in large cities, but others in places where e-commerce didn’t exist before. Guanajuato and Chihuahua, for example, saw up to 13% growth in new SMEs joining the digital ecosystem.” Collectively, these companies generated 52,000 jobs and contributed 19.4 billion pesos to the national GDP in 2024.

Beyond the numbers, Amazon’s story reflects a two-way learning process. “Ten years ago, we faced significant logistical and technological challenges, and we learned from the Mexican reality,” Huerta recalled. This adaptation allowed Mexico to become one of the three fastest-growing e-commerce markets in the world over the last five years. From its beginnings as “a bookstore” to its current operation, the expansion has been exponential. “Today, many complain if the package doesn’t arrive the next day,” the executive quipped. “Consumers have increasingly higher expectations, and that forces us to be better.”

In 2025, Amazon also took another step with the announcement of 15-minute deliveries through a partnership with Rappi. This service, which will begin in the country’s main cities, represents the most accelerated expression of instant commerce, a field where logistical efficiency becomes a competitive advantage and a symbol of modernity. But it also raises questions about sustainability, working conditions, and the concentration of power in the last mile

The economic impact is undeniable. The 2025 Economic Impact Report indicates that Amazon’s investments contributed more than 29 billion pesos to the national GDP in 2024 alone, and that for every peso invested, an additional 1.1 pesos are generated in the economy. However, the expansion also redefines the rules of retail and pressures local competitors to adapt their models, often with fewer technological or financial resources. Amazon’s success, in that sense, also reflects the country’s digitalization challenges

In the cultural sphere, Amazon presents itself as a platform for Mexican identity, promoting programs like “Made in Mexico,” in collaboration with the Ministry of Economy , which now includes more than 80,000 certified products. “We want to be a window for everything made in Mexico,” Huerta stated. More than 3,000 of these companies already export to the United States, reflecting a new avenue for the internationalization of national entrepreneurship, albeit under the umbrella of a global corporation.

Amazon’s history in Mexico can be read as a metaphor for the country’s economic transformation: a decade in which technology, logistics, and consumption converged to redefine the relationship between customers, companies, and territories. For Huerta, the horizon is just beginning: “We’re thinking about the next 10 or 20 years, and I’m sure that Mexico will play a fundamental role not only in terms of investment, but also in continuing to learn from Mexicans and Mexicanizing Amazon to make it more relevant.”

The next decade will test whether this Mexicanization will be a true model of shared development or whether the speed of innovation will end up concentrating even more economic power in a few hands. For now, the legacy of these first 10 years is already written in the warehouses, data centers, and screens that redefined the way Mexico buys, sells, and connects with the world.

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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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E-commerce has grown exponentially. The Mexican Association of Online Sales (AMVO) reported that in 2023, Mexico became the country with the highest growth in e-commerce worldwide, with an annual growth rate of 24.6 percent.

This surge has created a need for not only a digital channel but also an almost impeccable management of this channel to meet the growing needs of end customers.

As a result, the offer of specialized services in this sector has also expanded. For example, Infracommerce, a full-service e-commerce company, bases its business on five key processes, all aimed at putting the customer at the center: Infra log, Infra digital, Infra tech, Infra data, and Infra pay.

The company has more than 750 clients in Latin America, where they have over 130,000 square meters of logistics capacity.

Regarding the logistics part of the business, which provides fulfillment services, in 2023, across six countries in Latin America (now eight), the company moved more than 3.2 million units. They adhere to two main KPIs: handling time, which is the time it takes to fulfill an order from approval to readiness for transport, which must be done within 24 hours. That year, they achieved 97.3% of orders within this timeframe.

Infracommerce has three warehouses, one of which is located in Mexico— the others are in Argentina and Chile— situated in Tultitlán, Estado de México. It spans 2,000 square meters with an additional 3,400 square meters provided by a mezzanine, allowing for 90,000 positions capable of storing around 1.5 million items.

“The warehouse is the heart of our e-commerce operations; from here, we orchestrate what the end customer expects and what our contracting customer needs,” said Abisaí Rojas, Head of Warehouse Mexico.

This location specializes in the logistics of luxury brands, which presents a challenge due to the care and security measures that must be implemented.

In this warehouse, 51,000 units from five different brands have been moved so far this year, and 400 units of reverse logistics have been managed.

Infracommerce handles logistics for products ranging from a book to a large big-ticket item. Abisaí Rojas assured that the brand treats all packages equally, regardless of their size, with full brand support.

“They present the same challenges to us. The challenge a big-ticket item poses is that the carrier doesn’t have the same capacity to deliver a piece of clothing or a chair. The packing process requires more materials and more work, but the processing is equally important,” he noted.

Infracommerce towards digitalization

Given the rise of e-commerce in Mexico and the promising market for the coming years, the brand has been migrating brands to its own warehouse in the State of Mexico from locations managed by three different 3PLs. This warehouse already has expansion plans in place to prepare for Buen Fin.

Abisaí Rojas mentioned that a vertical storage project is planned for the end of this year, featuring a structure 10 meters high and six meters wide. This will optimize space and shift the strategy of the pickers through automation and digitalization (artificial intelligence).

He added that by next year, the facility will expand to 6,000 square meters with the addition of a second mezzanine. They will also incorporate a pick-to-light system and other collaborative technologies.

Furthermore, Infracommerce has developed its own Warehouse Management System (WMS), which will be standardized across all its operations.

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The Tax Administration Service (SAT) announced that it identified improper practices by courier and messaging companies in the importation of various goods such as clothing, home decorations, jewelry, kitchenware, toys, electronics, among others, aiming to avoid paying the General Import Tax (IGI) and the Value Added Tax (VAT).

The supervisory body found that imports involving foreign companies engaged in online sales, e-commerce platforms, consignees, and courier and messaging companies have increased. By omitting tax payments and failing to comply with non-tariff regulations and restrictions, they could incur in the crime of smuggling and tax evasion.

The government agency also published the First Modification to Annex 5 of the General Rules of Foreign Trade for 2024, which indicates that, for the clearance of goods through registered courier and messaging companies, Article 59 of the Law establishes the obligations that those who introduce or extract goods from the national territory must comply with, which will not apply to imports and exports made when using the simplified procedure referred to in Article 88 of the Law.

However, rule 3.7.5. states that this procedure cannot be applied to the importation of goods whose shipment is part of a series of shipments made or planned with the purpose of evading customs duties or taxes, or avoiding any regulation.

Instead, rule 3.7.35., section I, states that clearance without payment of the IGI and VAT may be made when the goods’ customs value does not exceed 50 US dollars or its equivalent in national or foreign currency.

“For example, a taxpayer in Mexico places an order for various goods online, paying 100 (one hundred) United States dollars or its equivalent in national or foreign currency; the shipment of said order cannot benefit from the exemption from payment of contributions referred to in rule 3.7.35., section I, because the amount exceeds what is indicated by the rule, and even because the goods may be subject to compliance with non-tariff regulations and restrictions,” the document states.

It added that in this case, companies and e-commerce platforms fragment the order into small individual packages to evade the restrictions contained in rule 3.7.35., section I, and/or omit to describe or incorrectly describe the imported merchandise, or declare a customs value lower than that corresponds, “illegally avoiding paying the corresponding contributions.”

Therefore, SAT considers as improper practices that alter foreign trade operations:

• Manipulating orders that are sent on the same day, week, or month, dividing them into individual packages in which the original value of the order is undervalued, so that the value of each package does not exceed 50 United States dollars.
• Assisting, aiding, helping, cooperating, contributing, collaborating, coordinating, or directly or indirectly participating in improperly applying the simplified clearance of goods through courier and messaging companies; omitting payment of the IGI and VAT; as well as not describing or incorrectly describing products.
• To anyone who advises, counsels, provides services, or participates in the realization or implementation of any of the above practices.

Finally, SAT indicated that it carries out audit actions to strengthen surveillance and combat such practices and urges companies in the sector to operate within the framework of legality and avoid causing harm to the federal treasury.

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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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