Overview of the Hot Sale 2025 Success
Despite a complex economic environment, the Hot Sale 2025 exceeded expectations by reaching sales of 42,725 million pesos, marking a 23.7% growth compared to the previous year, according to the Mexican Association of Online Sales (AMVO).
Positive Assessment from AMVO’s Director General
Jean-Claude Blaise, the director general of AMVO, expressed his satisfaction: “A 23.7% growth in a year with complicated economic, political, and geopolitical contexts is truly a ‘great success.’ It surpasses our expectations, and for businesses, it was also a ‘great success’ as they far exceeded their growth expectations.”
Historical Resilience of E-commerce in Challenging Times
Historically, e-commerce has shown resilience during economic downturns. Between 2021 and 2024, online commerce grew at an average annual rate of 23%. During the twelfth edition of Hot Sale, which took place from May 26 to June 3, eight out of ten companies reported achieving or exceeding their sales objectives.
Key Findings from the Hot Sale 2025
- 80% of companies reported increased customer bases, either by attracting new audiences or boosting sales with existing customers.
- 57% of participating companies met their brand positioning goals.
- More than 700 companies participated, with 20% being small and medium enterprises.
A total of 38.8 million units were sold, and 19.2 million orders were placed, reflecting an average of two items per order and a spending average of 1,100 pesos per purchase.
Most Sought-After Categories
The most popular categories were fashion items (28%) and beauty & personal care products (20%). Electronics (18%), small appliances (17%), and audio, TV & video equipment (16%) followed closely behind.
These durable goods categories accounted for a significant portion of purchases, driven by mid-to-high socioeconomic consumers and those over 55 years old.
Retail Industry Leads the Way
The retail industry was the star performer, accounting for 87% of total sales and growing at a rate of 20.9% compared to 2024.
The travel industry (transportation & accommodation) contributed 13% of sales, growing by 8.4%. Meanwhile, B2C services (telephony, entertainment, education) gained prominence, though with a more modest participation.
Women and Millennials Drive Sales
During the presentation, Daniela Orozco, director of Market Intelligence and Studies at AMVO, explained that 54% of buyers were women, while millennials (aged 25-34) increased their participation.
The average consumer age was 36 years. Most shoppers (69%) preferred digital channels for convenience, exclusive promotions (65%), and ease of navigation (60%). 94% reported that their experience met or exceeded expectations.
Regarding delivery methods, 80% of purchases were home-delivered, though store pickup and delivery to a family member gained traction. However, retail pick-up points and courier offices experienced a slight decline.
Regional and Payment Method Trends
The Mexico City area and central region led with 37% of purchases, while the northwest and west regions gained prominence, displacing the southeast.
Payment methods included debit/credit cards (50%), cash on delivery (20%), departmental cards (14%), and gift cards (6.5%). Bancarization also increased, with 86% of consumers opting for banking payment methods.
Security was a crucial factor, with 80% of participants feeling safe while shopping online. However, there is still a need to encourage neutral segments’ participation in the e-commerce experience.
Key Questions and Answers
- Q: What was the overall sales growth for Hot Sale 2025? A: The sales grew by 23.7% compared to the previous year, reaching 42,725 million pesos.
- Q: Which categories were the most popular during Hot Sale 2025? A: Fashion items (28%) and beauty & personal care products (20%) were the most sought-after categories.
- Q: How did the retail industry perform in Hot Sale 2025? A: The retail industry led the way, accounting for 87% of total sales and growing at a rate of 20.9% compared to 2024.
- Q: What were the preferred delivery methods among consumers? A: 80% of purchases were home-delivered, while store pickup and delivery to a family member gained traction.
- Q: How did consumers perceive the security of online shopping during Hot Sale 2025? A: 80% of participants felt safe while shopping online, though there is still a need to encourage neutral segments’ participation in the e-commerce experience.
