For six consecutive years, Mexico has maintained consistent double-digit growth, according to the Online Sales Study by the Mexican Online Sales Association (AMVO).

The value of retail e-commerce in Mexico in 2024 was 789.7 billion pesos (US$38.84 billion), representing a 20% increase compared to the 658.3 billion pesos (US$32.38 billion) recorded in 2023, according to the Mexican Online Sales Association (AMVO).

The AMVO 2025 online sales study highlights that the penetration of digital buyers in Mexico was 84%, higher than that of markets such as India (63%) and the global average (60%).

Furthermore, Latin America is the second fastest-growing region, ahead of North America, Asia, and Europe.

This places Mexico in the top 15 countries with the highest online contribution to retail sales, accounting for 14.8% of total retail sales, surpassing Poland, Japan, and Argentina, but below the United States.

According to Daniela Orozco, director of market research and business intelligence at AMVO, the growth rate has remained at double digits for six consecutive years.

This growth is due to the democratization of e-commerce among lower-middle socioeconomic levels and unbanked populations, as cash payments have increased in retail chains and now represent 26% of payment methods.

IMPACT OF TARIFF ON E-COMMERCE

According to Pierre Claude-Blaise, executive director of AMVO, e-commerce will continue to grow through 2025; however, it is expected to be impacted by the tariffs imposed by the United States.

"Macroeconomic factors will indeed affect e-commerce, but we have seen great resilience in difficult times."

He pointed out that the average ticket price, which is 1,000 pesos (US$49.1), as well as the frequency of purchases, are factors driving the growth of e-commerce , but it is not yet known what impact macroeconomic issues will have.