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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