Imagine the impact of 5.5 million fans arriving in Mexico in the second quarter of 2026, not only to cheer on their national soccer team, but also to unleash a wave of consumption, investment, and business opportunities. The FIFA World Cup, co-hosted with the United States and Canada, could generate up to $3.5 billion in economic activity nationwide , according to estimates from both the organizers and the Mexican Ministry of Tourism .

In Mexico City, Monterrey, and Guadalajara, key venues for this sporting event, a significant boost to commerce, tourism, and services is expected. Beyond the packed stadiums, restaurants, and Fan Fests, and the excitement in the streets, offices, and homes of fans, the real game will be played in businesses, retail chains, and online marketplaces , because this event will not only be a sporting spectacle but also a strategic platform for economic growth.

Those who stand to gain the most are Mexican entrepreneurs and micro, small, and medium-sized enterprises (MSMEs) capable of transforming football fever into sustainable sales. From food, beverages, and clothing to souvenirs, logistics, and e-commerce, demand will grow like never before.

However, to compete on a global playing field, a good product is not enough. Order, efficiency, and responsiveness are essential. This is where crucial tools like GS1’s international standards GTIN, GLN, and EPC come in , fundamental for strengthening and streamlining modern supply chains.

Translated into business terms: these identifiers allow the excitement of the initial whistle to be transformed into a hat-trick of efficiency, traceability and access to formal markets, especially in retail , e-commerce , exports and logistics .

To understand its strategic value, the GTIN (Global Trade Item Number) is a GS1 barcode that uniquely identifies each product or service, including different presentations of the same item (unit, box, or pallet) on the shelf or at the point of sale. The GLN (Global Location Number) , on the other hand , is used to identify companies, warehouses, stores, and even internal areas within an organization, specifying who participates in and where each operation takes place.

Equally important is the EPC (Electronic Product Code) , a digital identifier linked to smart tags that allows for the automatic capture of information using RFID (Radio Frequency Identification) technology. Its main advantage is enabling real-time tracking and traceability of products and shipments throughout the entire value chain. Together, these standards reduce errors, accelerate deliveries, and improve operational control.

A market that will move billions of products

Mexico will host 13 of the 104 matches, which translates to weeks of intense consumer spending. The National Chamber of Commerce of Mexico City (Canaco) anticipates a 50% increase in food and beverage sales, as well as 35% in merchandising and 40% in hospitality .

For a Mexican SME in the snack, sportswear, or promotional products sector, this can mean contracts with distributors, retail chains, or digital platforms for amounts ranging from 500 million to 1 billion pesos, which would normally take years to achieve. The challenge is that seven out of ten of these companies lose between 10% and 15% of their annual sales due to logistical errors , disorganized inventory, or a lack of visibility; in other words, they have talent and a desire to succeed, but they operate without a strategy.

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This is where GS1 standards are a game-changer, reducing errors by 92% and enabling real-time tracking of 10,000 units. Goodbye to excess inventory, hello to just-in-time deliveries for Fan Fests!

In this regard, e -commerce will be the main stage . Platforms like Mercado Libre and Amazon Mexico anticipate a 60% increase in traffic. With a GS1 barcode, products from local entrepreneurs and SMEs will be able to stand out in marketplaces and digital catalogs, seamlessly complying with NOM-051 regarding the labeling of commercial and health information.

For example, an energy drink bottling company in Monterrey integrated these codes and saw its online sales grow by 45% , expanding to other regions of the United States through logistics processes that occur from when a customer makes a purchase until they receive their order ( fulfillment ).

Certified businesses report 30% greater visibility and a 25% increase in revenue—like a scoreboard going from 0-0 to 3-0 in stoppage time. This translates to more visibility, increased consumer trust, and higher conversion rates.

Exports will also play a key role. The nearshoring phenomenon , strengthened by the USMCA, finds in the World Cup an extraordinary opportunity for Mexican companies to take their products beyond our borders.

Countless visitors from around the world will be seeking out all kinds of local brands to take a piece of Mexico back to their countries. In this scenario, digital customs and traceability technologies can significantly accelerate logistics processes, reducing clearance times from seven to two days.

Let’s consider a textile company in Puebla that exports t-shirts to Texas during Mexican National Team matches, taking advantage of its commercial and geographic proximity to the United States. Cases like this reflect a growing trend. Companies that incorporate GS1 standards will be better positioned to integrate into international chains, handle larger orders, and respond quickly to more demanding markets. In other words, they will go from selling locally to competing in the big leagues, exporting 40% more than their competitors.

Logistics completes the counterattack . With 16 stadiums and fan buses everywhere, the demand for transportation and pop-up shops will skyrocket. Electronic messaging, EDI (Electronic Data Interchange), will reduce costs between 18% and 22%, scaling from 100 to 5,000 orders per day with precision. Thus, companies that adopt it will capture 15% more market share in the tournament’s supply chains, equivalent to an additional 200 million pesos.

In our organization, we maintain a permanent support effort for SMEs, micro-businesses and entrepreneurs in the country, bringing them tools such as the traditional barcode and the innovative 2D code that allow them to professionalize their products, strengthen their operations and facilitate their integration into commercial chains.

Today more than ever, on the road to the World Cup , these capabilities will be key for them to compete on equal terms, grow sustainably and access new opportunities in national and global retail .

*Juan Carlos Molina is currently the general director of GS1 Mexico .

Comment and connect with Juan Carlos through LinkedIn .

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The rapid growth of e-commerce in Mexico continues to test the country’s logistical capacity, especially during periods of high demand such as Hot Sale and the 2026 World Cup , which this year coincide with other commercial and holiday campaigns.

According to Antonio Torres, CEO of Lievant , the national logistics infrastructure is still not progressing at the same pace as e-commerce, which maintains growth rates close to 20% annually.

“The logistics infrastructure is definitely not keeping pace with the growth of e-commerce , and it’s unlikely to ever do so. We’ve been growing at rates of 20% and above for several years now, and this year it’s estimated that we’ll be close to 20% again. So, there’s simply no infrastructure that can keep up,” he stated.

According to the executive, during Hot Sale days, last mile orders increase between 40% and 50% per day compared to a normal month, a situation that generates saturation in both fulfillment centers and delivery networks.

As a result, major marketplaces have had to extend their delivery times.

“Amazon and Mercado Libre typically double their delivery times during this season. That slightly affects user satisfaction,” he commented.

Unlike previous years, Torres pointed out that in 2026 the Hot Sale promotions are combined with the World Cup, the commercial campaigns of self-service and department stores, as well as purchases related to Father’s Day.

“We recommend that our customers view it all as one big season that could last until the end of June,” he said.

While it anticipates a moderation in order volume after the Hot Sale (which ended on June 2), it believes that demand will remain high for several weeks due to the interest generated by the World Cup.

The last mile presents the greatest challenges

For Lievant, the most pressured link in the logistics chain remains the last mile, which currently represents about 50% of the total cost of delivering a product to the end consumer.

“When you have an event like Hot Sale, there isn’t enough transportation, independent delivery drivers, and logistics companies to deliver that last mile,” he explained.

He also noted that the costs of this stage have increased by about 15% in the last 12 months due to the increase in fuel, wages and other operating factors.

“These costs have ended up being absorbed by the business, in the best-case scenario, or in the worst-case scenario the end consumer ends up paying an extra fee for the delivery of their product,” he added.

Given this scenario, the CEO of Lievant recommended that companies rely on specialized logistics centers and take advantage of the fulfillment infrastructure of large marketplaces for high-turnover products.

However, he acknowledged that keeping delivery promises has become increasingly difficult.

“I can tell you openly that it is very complicated because the logistics infrastructure of even the largest marketplaces is not keeping pace with the growth of e-commerce ,” he said.

Despite this, he considered that during promotional seasons Mexican consumers prioritize other factors over delivery speed .

“If you were to ask me what the first obstacle is for a user to buy from your online store, today it won’t be the delivery time, but the promotion you have,” he explained.

Reverse logistics also increases the pressure

Another effect of peak demand is the increase in returns and refunds.

According to Torres, in categories such as fashion, returns usually represent between 8% and 15% of sales, a percentage that can increase to 50% during high-demand campaigns.

“Reverse logistics costs three times more than initial logistics,” he warned.

Therefore, he recommended that companies consider a significant increase in these costs in their financial planning.

Domestic challenges are compounded by those related to cross-border e-commerce.

Torres indicated that during 2025 more than 30% of e-commerce sales in Mexico came from cross-border operations , mainly from China and the United States.

“When you’re talking about 30% of the product sold coming from abroad, then you have a very significant challenge at the customs level,” he stressed.

However, he explained that regulatory changes and new tariffs have begun to modify this dynamic, gradually favoring a greater share of domestic trade.

Automation advances

Regarding technological adoption, the executive acknowledged progress in automation within Mexican logistics centers , although he considered that the pace is still lower than that observed in the United States.

“Automation will help you with errors and will help you reduce costs. It’s just that in Mexico it’s a little slower,” he commented.

He attributed this difference to the lower labor costs that still exist in the country, which reduces the economic urgency to replace manual processes.

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Mercado Libre announced an investment of four billion 6 billion dollars (USD) in Mexico during 2026 , an amount that represents an increase of 35% compared to the previous year and that will be focused on strengthening its logistics infrastructure, technological development and financial services, in addition to boosting job creation.

The company detailed that the resources include both capital investment and operating expenses and will be directed towards strengthening the Mercado Libre and Mercado Pago ecosystem , with special attention to logistics operations, technological innovation and the expansion of its financial solutions.

As part of this plan, the company will create 8,500 new jobs, primarily to strengthen its logistics operations, as well as its business and corporate areas. This will bring the company’s workforce in Mexico to over 42,000 employees by the end of 2026.

“More than a record figure, this reflects our commitment to continue leading the transformation of the Mexican digital ecosystem. We are strengthening our logistics infrastructure, the innovations and financial solutions we offer that allow millions of Mexicans, entrepreneurs, and SMEs (small and medium-sized enterprises) to grow, and ensuring our users have the best possible experience. At Mercado Libre, we continue to deliver the best for Mexicans and thus consolidate the engine of the digital economy that undoubtedly drives the country’s economic development and progress,” said David Geisen, General Manager of Mercado Libre Mexico and SVP of Commerce for Hispanics.

With this new capital injection, the company will have allocated more than $14 billion to the country between 2020 and 2026 , consolidating Mexico as one of the company’s strategic markets and one of the main growth drivers in the region.

Mexico is Mercado Libre’s second most important market in Latin America. Furthermore, the platform has become the primary source of income for 45% of Mexican SMEs operating on its marketplace .

Currently, more than one million SMEs use Mercado Libre and Mercado Pago solutions, which has helped expand opportunities for e-commerce and financial services in the country.

The announced investment also reinforces the company’s commitment to continue expanding its logistics network in Mexico, a key component to sustain the growth of e-commerce and meet the increasing demand for fast deliveries and digital financial services.

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Logistics has gone from being a poorly understood concept within companies to becoming one of the strategic pillars of global competitiveness, according to Arturo Frías, a consultant and specialist in the sector, who considered that the evolution of the discipline has been “infinite”, driven by technological changes, global disruptions and a growing understanding of its financial impact on businesses.

Frías recalled that when he started his career in logistics, this word wasn’t even a common term within companies.

“More than 40 years ago, the word logistics was practically not used. Some even confused it with logic. Today we know that it is the management of the physical flow of products or services to comply with the principle of the ‘five rights’: the right product, in the right place, in the right quantity, at the right time and at the right cost,” he explained.

Over the decades, various sectors have set the pace of logistics innovation , although the automotive industry has been one of the main catalysts.  According to Frías, this industry pioneered the integration of external logistics operators and schemes such as direct supply to production lines, or line feeding . It also promoted more complex supplier management models.

“Automakers began integrating logistics into third-party operations more than 30 years ago. Specialized companies started handling warehousing, transportation, and supplier management,” he noted.

This model later spread to other industries such as consumer goods, electronics, and pharmaceuticals.  While the evolution of logistics has been constant, Frías identified the COVID-19 pandemic as the moment that accelerated the sector’s transformation.

Disruptions in global supply chains, port closures, and increased transportation costs forced companies to rethink their sourcing strategy.

“The model of manufacturing in the cheapest location ceased to be sufficient when shipping containers began to cost up to $60,000 and delivery times multiplied,” he explained.

In this context, nearshoring (relocation of production lines) , the growth of e-commerce, and the greater strategic value placed on logistics within companies became key factors for its recent evolution.

Artificial intelligence and automation

Another decisive change has been the adoption of advanced technology in logistics operations . Warehouse management systems, robotics, and predictive models based on artificial intelligence (AI) have transformed the planning and execution of supply chains.

“Today you can integrate factors such as weather, mobility, or customer behavior into a planning model. This allows you to move from forecasts with 70% accuracy to levels close to 95%,” he explained.

Automation is also changing operations in distribution centers, where robotization and process digitization are becoming increasingly common.  However, he cautioned that technology alone is not enough.

“Before implementing artificial intelligence or logistics software , companies need to review and improve their processes. If you automate inefficient processes, you’ll only get more errors,” he pointed out.

Launch of their marketplace

In this context, Frías recently launched a marketplace specializing in logistics , arturofrias.shop , a platform that seeks to concentrate content, training and services related to the sector.

The specialist explained that the initiative arose after identifying a gap in logistics training, especially among young professionals and small businesses seeking practical tools to improve their operations. Although corporate training has grown significantly in Mexico over the past few decades, he believes there is still a need for accessible materials focused on practical application.

“Logistics doesn’t have to be elitist; it has to be accessible to everyone. The more people who are starting out in the sector are reached, the faster they can learn and apply concepts that will help them improve their operations,” he said.

The platform integrates various resources developed throughout his professional career, including specialized books, video tips on logistics strategies, and digital training programs with animations aimed at operational and administrative staff.

In addition, the marketplace also seeks to connect other services related to the sector, such as consulting, specialized recruitment, and artificial intelligence-based solutions for logistics management.

According to Frías, the goal is to broaden access to logistics knowledge and at the same time create a meeting point for companies seeking to improve their processes in an increasingly digital environment.

A future with two possible scenarios

Looking ahead to the next decade, Frías envisions two possible scenarios for Mexican logistics.  The first would involve greater coordination between companies, associations, and the government to develop infrastructure and take advantage of nearshoring .

The second, less optimistic, scenario would be that the country continues to lose positions in international logistics rankings .

“We have the location, the market, and the talent. The question is whether we can work together to turn those advantages into a true logistics platform,” he emphasized.

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E -commerce continues to gain ground in the purchasing preferences of Mexican consumers, as in 2024 electronic commerce of goods and services had a share of 6.9% of the national Gross Domestic Product (GDP) , the National Institute of Statistics and Geography (Inegi) announced on Wednesday .

The contribution of e-commerce as part of GDP rose from 6.4% in 2023, the agency detailed.

According to the Gross Value Added of Electronic Commerce (Vabcoel) report , the 2024 results reflected the behavior of internet commerce in the economy , with an increase in the use of services through business-to-consumer (B2C) transactions.

The analysis indicated that the Gross Value Added of Electronic Commerce in 2024 was 2.3 trillion pesos.

Of the Gross Value Added (GVA) generated by electronic commerce in the aforementioned period, 51.3% corresponded to other services – such as real estate rental, hotel services, transportation, business support services, among others – that are offered through digital business-to-business (B2B) and B2C transactions.

Meanwhile, 29.1% corresponded to retail trade – marketplaces that sell directly to end consumers – whose increase was due to the increase in purchases made by users through social networks and instant messaging.

In turn, 19.6% were wholesale trade transactions , that is, companies that sell products to other companies.

The results from Vabcoel show that the digital economy is experiencing rapid growth , especially in e-commerce, which encompasses the process of buying, selling or exchanging goods, services and information through computer networks, driven, in part, by campaigns such as El Buen Fin and Hot Sale.

The data also reveals the behavior of the country’s economy, which grew 0.7% in 2025, according to information from Inegi.

According to the consulting firm Statista , in 2025 the Mexican e-commerce market had approximately 80 million users and was estimated to generate around 45 billion dollars.

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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.

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