Small and medium-sized enterprises (SMEs) that manufacture and supply the retail sector are experiencing their best financial moment since 2018. According to the eighth edition of the GS1 Barometer: SME Manufacturers in the Consumer Industry , eight out of 10 companies rate their financial situation as good or excellent, an improvement compared to the 63% who reported that perception eight years ago.

The study, prepared by GS1 Mexico with a sample of 530 companies, indicates that 16% of companies are in a stage of sustained growth, while 66% believe they still have room to strengthen their financial health, reflecting that, despite optimism, challenges persist to consolidate their development.

The report also highlights a transformation in the competitive strategy of manufacturing SMEs, which have stopped focusing solely on price and are now betting on factors such as quality, operational efficiency, logistics, omnichannel and expansion into digital channels.

Among the elements they consider most relevant to compete in retail are the quality of raw materials (90%), having products free of defects (74%), quality certifications (62%), logistics and distribution (61%) and attractive packaging (60%).

However, logistics remains one of the main challenges for businesses. Although six out of ten SMEs recognize its importance, only 44% identify it as a strength, while 29% consider it a difficulty.

“The ability to deliver their products quickly, efficiently and with traceability has become a challenge for thousands of companies seeking to market their products in commercial chains and digital platforms,” said Alejandro Trejo Rivera, Director of Linkage, Market Development and Associates at GS1 Mexico.

In the digital realm, e-commerce continues to gain relevance. During 2025, the percentage of manufacturers who consider online sales a priority increased from 37% to 46%, reflecting greater adoption of the digital channel as part of their business strategy.

However, the study also reveals growth opportunities: 54% of SMEs obtain less than 10% of their sales through e-commerce, while only 11% generate between 31% and 60% of their income through this channel.

For Trejo Rivera, this evolution confirms that ” digital commerce has ceased to be an alternative and has become a strategic priority within the consumer industry .”

The research also identifies a diversification in marketing channels. Currently, 40% of SMEs sell their products in local or regional businesses, 37% use marketplaces , 21% sell in supermarkets, and 18% sell through wholesalers.

In this context, Paola Cabrera Magaña, Marketing and Communications Director of GS1 Mexico, highlighted that competitiveness demands the development of a phygital ecosystem , capable of integrating the shopping experience in physical and digital channels.

“This move towards omnichannel marks a qualitative leap in the digital maturity of the sector: companies are not only looking to sell more, but to build brands with their own identity, capable of engaging with diverse audiences and adapting to new consumption trends,” he noted.

The executive added that companies have learned to combine traditional and digital strategies to respond to different consumer profiles and purchase moments.

Since its first edition in 2018, the GS1 Barometer has established itself as a benchmark for measuring the evolution of SMEs in the consumer goods manufacturing industry. This eighth edition expanded its coverage to include the categories of alcoholic beverages, home care, household goods, and pet products, aiming to provide a broader perspective of the sector.

GS1 Mexico noted that SMEs represent more than 95% of the country’s economic units and generate 41.5% of national employment, so strengthening their competitiveness through digitalization, logistics, and the development of new commercial channels will be crucial to sustaining their growth in the coming years.

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GS1 Mexico announced the 7th edition of the 2024 Barometer , which highlights that e-commerce and social media have established themselves as strategic pillars for small and medium-sized enterprises (SMEs) in the consumer industry in Mexico.

According to the GS1 Barometer 2024, which provides an overview of the current panorama of manufacturing SMEs in the consumer industry, 60% of these companies already sell their products on digital platforms such as marketplaces and social networks, making this practice an essential requirement for their growth and professionalization.

In this sense, the study revealed that Facebook (75%), Instagram (61%) and WhatsApp (57%) are the networks most used by SMEs to connect with their consumers, while 42% use e-commerce giants such as Mercado Libre, Amazon, Walmart and Liverpool.

However, 38% of companies have not yet adopted online sales or have abandoned them due to challenges such as the complexity of management, lack of time and trained personnel, and characteristics of the products they sell.

Eduardo Aldave, Director of Strategic Planning and Finance at GS1 Mexico, stressed the importance of professionalizing omnichannel and unified commerce.

“While most have already ventured into online sales, many still face operational and strategic challenges that limit their potential,” he said.

He also highlighted that today’s entrepreneurs possess key characteristics such as optimism, resilience and adaptability, which allow them to face a changing and challenging environment, particularly in sectors such as consumer goods manufacturing.

The study points out how omnichannel, physical and digital sales , and technological adaptation have become priorities, however, important challenges persist, such as the lack of training in technological processes and the complexity of establishing a robust online presence.

According to Jorge Joaquín Valencia , Strategic Planning Manager at GS1 Mexico, there are 12 key success factors that companies identify as determining factors for standing out, such as quality certification, attractive packaging, technological innovation, efficient logistics and competitive price, the latter being what SMEs consider their greatest strength with 87% of the responses.

“The ability of companies to compete on price, combined with a strong value proposition, determines their attractiveness to consumers ,” he said.

He also mentioned that, according to historical analysis, the pandemic altered priorities, as logistics and distribution gained relevance, while factors such as packaging and prices fluctuated depending on market conditions.

On the other hand, the study highlights that 81% of SMEs rate their financial situation as excellent or good and 76% have an optimistic outlook for 2025, motivated mainly by the development of new projects (32%) and increased sales (16%).

However, Valencia Rocha warned about the risks of not investing in digital transformation and innovation strategies.

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