E-commerce in Mexico surged 24%, surpassing brick-and-mortar stores

Mexico’s retail landscape is undergoing a structural transformation as digital commerce becomes the primary driver of growth, outpacing traditional physical storefronts. According to the National Association of Self-Service and Department Stores (ANTAD), affiliated chains generated MXN1.6 trillion in total sales in 2025. While growth at physical stores remained subdued, e-commerce surged nearly 24%, signaling a shift in consumer behavior toward a mobile-first, digital economy.

The association reported that same-store sales—a key metric measuring locations open for at least one year—grew by just 3.1%. Total store sales increased 5.6%, a figure driven primarily by the opening of 1,700 new locations, rather than stronger organic demand. These figures suggest that traditional retail expansion is approaching diminishing returns, as consumers become more selective and cautious in their spending.

The digital segment has emerged as the sector’s clear growth engine. In 2025, online sales reached MXN 86.7 billion, reflecting nominal growth of 23.8%. Department stores led this expansion with a 26.9% increase in online revenue, followed by self-service formats at 16.2%. Overall, the online channel is now expanding at a pace up to seven times faster than physical retail.

Pierre-Claude Blaise, CEO of the Mexican Online Sales Association (AMVO), noted that Mexico’s digital growth curve resembles China’s trajectory from roughly a decade ago. Projections indicate that by 2026, online sales will account for 17.7% of total retail sales in Mexico, approaching penetration levels seen in the United States. This momentum is underpinned by a mobile-first consumer base, with 85% of online purchases made via smartphones.

Looking ahead, the retail sector faces several risks, including uncertainty surrounding the USMCA, inflationary pressures, and competition from the informal economy. While the FIFA World Cup is expected to provide a temporary boost to categories such as electronics, sporting goods, and food and beverages, industry leaders stress that sustainable growth will require deeper reinvention of retail business models.

Future expansion is expected to depend on increasing purchase frequency and unlocking underpenetrated categories such as fashion. To achieve this, retailers are increasingly turning to fintech solutions—including microcredit and Buy Now, Pay Later (BNPL) models—to broaden access for underbanked consumers.

Click here read the original content