Introduction
In the last five years, e-commerce in Mexico has undergone a significant transformation, largely driven by shifts in consumer behavior. The pandemic and subsequent lockdowns accelerated the adoption of online shopping, while the demand for faster deliveries redefined consumer expectations.
Regional Growth and Consumer Preferences
E-commerce growth has not been uniform across Mexico. According to Tiendanube, the entities with the highest e-commerce growth are the City of Mexico (29%), Jalisco (10.34%), and the State of Mexico (10.12%). Health and beauty products lead sales with a 20% share, followed by fashion (16%).
Juan Martin Vignart, Country Manager of Tiendanube, highlights that the platform has facilitated over 900,000 transactions between businesses and consumers in the last five years, with 90% of these transactions conducted by Mexican SMEs.
Rise of Social Commerce and Digital Payments
Social media platforms have played a crucial role in the e-commerce transformation. Between 2020 and 2025, sales through these platforms accounted for 12% of total transactions, confirming the growth of social commerce in Mexico.
Instagram and Facebook are the most popular platforms for completing sales, accounting for 60% and 38%, respectively. These platforms have become key channels for digital conversion.
Digital financial transformation has also shaped e-commerce. Mexicans prefer using credit cards, with 24% of transactions conducted via credit and 20% through debit cards. However, digital alternatives like wallets and transfers are also gaining traction due to their convenience.
Logistics and Delivery
Optimized logistics have become essential for enhancing customer experience. Consumers now seek free shipping and shorter delivery times.
According to Tiendanube, 32% of deliveries were made under the “free shipping” strategy, which continues to gain relevance as an incentive for increasing conversion rates in online stores.
Juan Martin Vignart notes that after five years in Mexico, there is a much more robust ecosystem. The projected growth towards 2026 reflects a structural change in how SMEs sell and grow in the country.
Key Questions and Answers
- What has driven the transformation of e-commerce in Mexico? The pandemic and changing consumer behavior have accelerated online shopping adoption, while demand for faster deliveries redefined expectations.
- Which regions have experienced the most e-commerce growth? The City of Mexico, Jalisco, and the State of Mexico have shown the highest growth rates.
- What are the most popular categories for online sales? Health and beauty products lead with a 20% share, followed by fashion (16%).
- Which social media platforms are most used for e-commerce transactions? Instagram (60%) and Facebook (38%) are the primary channels for digital conversion.
- What payment methods do Mexican consumers prefer for e-commerce? Credit cards (24%) and debit cards (20%) are popular, with digital alternatives like wallets and transfers also gaining traction.
- How have logistics and delivery options evolved in Mexican e-commerce? Free shipping has become increasingly popular, with 32% of deliveries using this strategy to boost online store conversion rates.
