MEXICO CITY.- Retail commerce in Mexico reached a value of 789.7 billion pesos in 2024, a growth greater than 20% compared to the previous year, according to the Mexican Association of Online Sales (AMVO).
The data also consolidated six consecutive years of double -digit expansion, according to the online sales study 2025.
The report, published Wednesday by the Association, stressed that the penetration of digital buyers in the country reached 84%, exceeding the world average of 60% and being above markets such as China and India.
In addition, Latin America positioned itself as the second region of greater growth in electronic commerce, only behind Africa.
Mexico at the Top 15 of Global Electronic Commerce
According to the study, online sales in Mexico represent 14.8% of total retail sales, placing the country among the 15 markets with the highest participation of the digital channel in retail trade.
In 2024, 67.2 million people in Mexico made digital purchases, with expanding categories such as home care, photography, do it yourself (DIY) and small appliances.
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Digital Buyer Profile
The AMVO report identifies an increase in the participation of consumers of medium-low socioeconomic levels and profiles not banked in electronic commerce. The average age of the digital buyer is 37.4 years and is mainly concentrated in the center of the country. As for gender, 51% of buyers are women and 49% men.
The main factors that drive digital purchase are comfort and ease of use (81%), logistics benefits (67%), variety and availability of products (67%), and payment options and promotions (64%).
TRENDS IN PAYMENT METHODS AND METHODS
Mobile devices continue to dominate digital trade, representing almost 70% of the 16.6 billion visits to eCommerce platforms recorded in 2024.
Regarding payment methods, the debit card remains the most used option (75%), although an increase in cash payments was observed, driven by the inclusion of non -banking sectors.
Purchase and sustainability experience
The report also highlights that 83% of consumers consider that the physical store experience complements their digital purchase, which reinforces the importance of omnichannel strategies.
In addition, 70% of buyers are willing to participate in recycling programs and choose delivery options with lower environmental impact, while 44% showed interest in acquiring second -hand products.
The AMVO identified three key growth areas for electronic commerce in Mexico: the expansion towards non -banking segments, the strengthening of omnichannel strategies and the adoption of new trends in personalization and sustainability.
With EFE information
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