100 Million Internet Users: Mexico Hits Digital Tipping Point

For the first time ever, Mexico surpassed 100 million internet users in 2024 — a milestone that marks not just greater connectivity but a new era of digital commerce. E-commerce grew by an impressive 20% over 2023, and for the first time, digital video ad spending is set to overtake TV ad spending in 2025. With digital adoption and banking penetration accelerating at record speed, businesses that embrace technology now will be the ones leading in sales, efficiency, and security tomorrow. The digital revolution in Mexico is no longer coming — it’s here.

100 Million Online — 67 Million Ready to Buy

According to Mexico’s “National Survey on ICT Usage” (ENDUTIH), published by the Mexican National Institute of Statistics and Geography, 2024 marked the first time the country crossed the 100 million internet users threshold. Even more striking: 67 million of them are now active e-commerce shoppers, as reported by the Mexican Association of Online Sales (AMVO). That’s 2 out of every 3 connected Mexicans already making purchases online.

What’s driving this massive shift? Convenience, ease, and better logistics continue to be the top reasons — cited by 80% of buyers. But new differentiators are gaining ground: seamless site navigation, frictionless checkout, and personalized delivery experiences are now key to winning and retaining customers.

Mexico’s online retail market hit MX$789.7 billion (US$41 billion) in 2024, a 20% jump from the previous year. Latin America has become the world’s second-fastest growing region for e-commerce, only trailing behind Africa. Among the top-selling categories fueling this surge are durable goods like gardening tools, photography equipment, DIY products, and home appliances — industries now booming online.

A Rising Power in Social Media and Digital Advertising

Mexico doesn’t just consume digital, it leads. The country ranks among the Top 5 global markets for time spent on social media. A remarkable 72.1% of users turn to Facebook to research brands and products, making social platforms critical touchpoints for any brand strategy.

On the advertising front, the returns are eye-catching: For every dollar invested in Amazon ads, advertisers in Mexico generated an average return of US$9.83 in 4Q23. And 2025 is poised to be historic, as digital video ad spending is projected to surpass traditional TV ad spending — a clear signal that digital is now the dominant channel for brands.

More Transactions, More Threats: The Cybersecurity Challenge

But with more digital transactions comes greater risk. Mexico has seen a 25% annual increase in cybercriminal activity over the past decade, outpacing the global average of 21%, according to a recent report published by the World Bank.

This makes cybersecurity an urgent priority for businesses expanding online. At Bambú Mobile, we advise companies — of all sizes — to embed strong security from the ground up: multifactor authentication, end-to-end data encryption, and secure payment gateways are no longer optional, they’re essential. Security should be integrated from day one, not retrofitted after the fact. This is the core principle behind DevSecOps: building security into every phase of software development, from design to deployment.

Technology: The Growth Engine for Sales and Efficiency

Companies that leverage technology to personalize the online experience of their clients can boost conversion rates by 10% to 30%. With AI, digital businesses can go even further, offering smart product recommendations, deploying 24/7 chatbots, detecting fraud in real time, optimizing prices, and predicting inventory needs before they arise.

At Bambú Mobile, we have seen firsthand how digital sales channels can transform businesses. Projects developed with leading brands like Office Depot and Estrella Roja have empowered companies to deliver better customer experiences while unlocking measurable gains in marketing and sales performance.

From smarter customer service to data-driven decision-making, digital tools are now the baseline for any business serious about scaling in today’s market.

The Bottom Line: The Future Belongs to the Digitally Ready

Mexico is undergoing its fastest digital acceleration in history. With more users online, stronger e-commerce growth, and a seismic shift in advertising, the opportunities for businesses are enormous — but only for those that act now. Technology is the ultimate business enabler: it personalizes, simplifies, and scales sales. But security must go hand in hand with this growth to protect businesses and consumers alike.

The winning formula is clear: digitize, personalize, and secure. Companies that embrace this trifecta today will be the market leaders of tomorrow.