Digital Sales Platforms Now Used by 60% of Manufacturing SMEs

E-commerce is rapidly becoming a key pillar for small and medium-sized enterprises (SMEs) in Mexico, especially within the consumer goods industry. According to the GS1 2024 Barometer, 60% of SMEs in the manufacturing sector now sell their products through digital platforms.

Social media plays a dominant role in the digital sales strategies of many SMEs, with 75% using Facebook, 61% using Instagram, and 57% utilizing WhatsApp to connect with consumers. The popularity of WhatsApp has surged due to its convenience for conversational commerce. Additionally, 42% of SMEs have expanded to established marketplaces such as Mercado Libre, Amazon, Walmart, and Liverpool, which offer enhanced visibility and access to new market segments.

Despite these trends, 38% of SMEs still do not engage in online sales, with 2% having abandoned their digital operations due to challenges such as managing multiple platforms, insufficient skilled staff, or product-specific limitations.

“It is crucial to train SMEs to effectively operate both stores and online platforms. This not only drives their professional development but also strengthens their ability to compete,” said Eduardo Aldave Fuentes Calvo, Director of Strategic Planning and Finance, GS1 Mexico, in an interview with Mundo Ejecutivo. 

MSMEs in Mexico contribute 52% of the country’s national revenue and employ 27 million people—68.4% of the total workforce in the business sector, according to INEGI. With the expanded reach that e-commerce provides, the sector could experience further growth. However, implementing omnichannel strategies that integrate online and offline sales to enhance customer experiences requires substantial investment in technology, logistics, and staff training—obstacles many SMEs still face.

Jorge Joaquín Valencia Rocha, GS1 Mexico’s Strategic Planning Manager, pointed out, “Micro-enterprises often face narrower profit margins, making it harder to adjust prices strategically.” In addition, fixed pricing remains a competitive advantage for 82% of SMEs, offering stability to customers but limiting the flexibility needed for discounts and promotions.

Amazon has played a transformative role in opening international markets for Mexican SMEs. The platform now hosts over 27,000 sellers in Mexico, with 98% being SMEs. Over the past year, the number of sellers on Amazon Mexico has grown by 52%, collectively offering over 5million products, according to Amazon's report “De la A a la Z: Impacto de Amazon en México”.

Currently, 3,000 Mexican companies are using Amazon to sell in the United States and Canada, with international sales growing by 20% year-over-year.

To further support SMEs, Amazon has launched initiatives like Global Selling, which allows businesses to ship inventory to fulfillment centers in the United States, where Amazon handles the sales processes. Additionally, Amazon hosted 11,000 training sessions last year, including seminars and webinars, often in collaboration with local government agencies and trade associations.