AI, Data, Payments Strengthen Mexico’s Retail Sector

VTEX CONNECT 2025 brought together retail and technology leaders to explore how artificial intelligence, structured data, and digital payments are driving growth in Mexico and Latin America. The event highlighted both opportunities and challenges arising from macroeconomic shifts and evolving consumer behavior.

Speakers identified Mexico as one of the top three global markets for retail and digital commerce expansion, citing local talent, consumer demand, and institutional support. “Mexican talent is truly making this country the intersection point for technology,” said Héctor Tinjacá, Country Manager, VTEX, emphasizing the role of human capital in fostering innovation.

Artificial intelligence and structured data were presented as critical for optimizing logistics, inventory, credit allocation, and payments. “AI models based entirely on numerical calculations require all platforms to be structured safely through data architecture,” noted Santiago Naranjo, CRO, VTEX. Such infrastructure enables scalable, reliable solutions for businesses and consumers.

In financial services, real-time consumer data supports smarter credit allocation, seamless payments, and reduced risk. Retailers and fintechs are integrating these tools to enhance customer experiences while maintaining transparency.

Predictive analytics emerged as a key growth driver. Pinterest, for example, reported 80% accuracy in forecasting consumer trends over the past five years. “If we identify a trend early, we can turn a short-lived fashion into a long-term business opportunity,” said Eduardo Picazo, Sales Director, Pinterest.

Panelists also stressed the importance of meeting evolving consumer expectations for personalized, frictionless experiences. “Consumers want simple, affordable ways to connect with brands, not intrusive advertising,” Picazo added. Direct-to-consumer models, automation, and human-centered platforms were cited as essential responses.

Executives highlighted the fragility of global financial systems as a factor shaping retail strategy. “Practically 38% of banks in Spain are insolvent,” noted Daniela Orozco, Market Researcher, AMVO, underscoring the role of technology and data in building resilient business models. AI and predictive platforms must align insights with consumer realities, including economic inequality and social conditions.

With over 30% of local searches occurring on digital platforms, visibility and accessibility were identified as critical for retail success. “If we are not relevant through these digital tools, businesses will simply not appear in the market,” Naranjo said.