An Overview of E-Commerce Trends in Mexico

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Basic elements to consider for Small and Medium-Sized Enterprises (SMEs) doing business in Mexico via e-commerce channels

Quick facts

  • Population: 128.6 million
  • Gross Domestic Product (GDP) per capita: US $8,120
  • 71.1 million Internet users
    • 41.3% of households have access to the Internet
    • 70.5% of Internet users in Mexico are 35 or younger
  • All online purchases: US $4.56 billion
    • With a growth rate of 31% from 2012 to 2016

Consumer spending:

  • Total consumer spending: US $64.18 per Internet user
    • Total online grocery consumer spending: US $1.11 per Internet user (Total online grocery data only includes food and drinks)
  • Total online grocery purchases: US $78.6 million
    • With a growth rate of 25.7% from 2012 to 2016
  • Total online packaged food purchases: US $16.3 million (estimate)
    • With a growth rate of 14% from 2012 to 2016

Top method of accessing the Internet for shopping

  • 108.8 million mobile phone users
    • 33% are smartphone users
  • 62.5 million personal computer users
  • 57.8 million laptop users
  • 16.9 million tablet users
  • M-commerce is forecasted to grow at a rate of 25% from 2017 to 2021, and to account for 24% of all internet retail sales by 2021.
  • The number of mobile Internet subscriptions continued to increase at a double-digit rate of 35% from 2012 to 2016.

Top ten packaged food sold online in Mexico

US$ millions

  • Rice, pasta and noodles: 5.7
    • Rice, pasta and noodles made up 35% of online packaged food sales.
  • Baked goods: 2.80
  • Dairy: 1.80
  • Sweet biscuits, snack bars and fruit snacks: 1.60
    • Sweet biscuits, snack bars, fruit snacks and breakfast cereals saw the highest growth rate of 68% from 2012 to 2016.
  • Soup: 1.40
  • Breakfast cereals: 0.80
    • Sweet biscuits, snack bars, fruit snacks and breakfast cereals saw the highest growth rate of 68% from 2012 to 2016.
  • Baby food: 0.60
  • Processed meat and seafood: 0.50
  • Sauces, dressings and condiments: 0.50
  • Ready meals: 0.30
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Mexican customer behaviour and trends

Mexican consumers are starting to shop more online for edible goods due to their busy lifestyles, traffic in urban zones, more reliable access to Internet, and increased awareness of online shopping. This trend is beneficial to Canadian SMEs as there is greater opportunity to sell Canadian products in the Mexican market.

Mexican shoppers want:

  • Free and multiple delivery options
  • Interest-free credits, promotional deals, price discounts, and cashbacks through coupons
  • Flexible payment options
  • Trustworthy brands
  • Time-saving solutions

Payment methods:

78% of online shopping payments are made online, while the remaining 22% are made offline.

Understanding Mexico’s online marketplace

  • Mexico’s digital landscape is underdeveloped in comparison to similar countries around the world. However, the government’s National Digital Strategy aims to increase the use of e-commerce.
  • Low levels of credit/debit card use and fears about fraud are affecting e-commerce growth.
  • Companies are looking at innovative ways to make payments flexible for consumers who prefer to use cash and do not own bank accounts.
  • 57% of online consumers shop from websites in other countries due to wider product availability and quality.
  • Online purchase decisions are based on price comparisons and delivery fees.
  • Online foodservice is expected to grow rapidly due to busy lifestyles and decreasing leisure time.
  • Internet retailers, who only sell products online, made up 67% of e-commerce sales, while non-Internet retailers such as hypermarkets/supermarkets made up 33% of e-commerce sales.

Mexico’s top Internet retailers selling grocery online

Note: Top retailers selling grocery online is according to Euromonitor, Internet retailing in Mexico, 2016 report. Data represents total e-commerce sales.

US$ millions

  • Walmart Stores Inc. – Walmart, Sam’s Club and Superama: 252.2
    • Walmart is the largest online supplier of grocery products in Mexico, with a growth rate of 148.6% from 2012 to 2016.
  • Organización Soriana SAB de CV – Soriana and Súper en Su Casa: 38.5
  • HE Butt Grocery Co. – H-E-B: 14.6
  • La Comer SAB de CV – La Comer en Tu Casa: 10.8
  • Grupo Comercial Chedraui SA de CV – Chedraui: 5.7

Source: Euromonitor, 2016.

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An Overview of E-Commerce Trends in Mexico (PDF Version, 188 KB)

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