Fashion Retail Falls 0.4% in Stores, E-Commerce Leads in Mexico

Fashion retail in Mexico is experiencing contrasting dynamics between physical and digital channels. Department store fashion sales declined by 0.4% in March 2025 compared to the same month in 2024, while e-commerce continues its expansion, with fashion remaining the most purchased category online.

According to the National Association of Self-Service and Department Stores (ANTAD), comparable sales in fashion stores open for at least a year dropped by 1.7%, highlighting deeper challenges in brick-and-mortar fashion retail. This decline occurred despite overall department store sales rising 1% year over year, reaching MX$130.7 billion (approximately US$5.8 billion) in March.

ANTAD also reported a 2.9% growth in total retail sales across all affiliated formats during Q1 2025, totaling MX$368.5 billion. However, this broader market growth has not been reflected in the fashion segment within department stores.

In contrast, online fashion retail continues to thrive. The Study on Online Sales in Mexico 2024 reveals that Mexico's e-commerce market reached a value of MX$789 billion in 2024, a 20% year-over-year increase. Fashion remains the leading online category, with 62% of shoppers purchasing apparel, driven by increased mobile adoption and growing trust in digital platforms.

Aloma García Font, Country Manager of secondhand fashion platform GoTrendier in Mexico, stated, "Mexico has undergone a transformation in how fashion is consumed online, driven by greater digitalization, smartphone access, and changing consumer mindsets. The pandemic accelerated e-commerce adoption, benefiting circular fashion as people seek affordable, sustainable options."

To meet these evolving behaviors, platforms like GoTrendier have adopted technologies such as pricing recommendation engines, personalized product suggestions, and flexible payment options like Buy Now, Pay Later (BNPL). 

Offline, specialized stores reported a 5.5% increase in total sales and a 1.7% rise in comparable sales, while self-service stores saw growth of 5.7% and 2.6%, respectively. These shifts suggest that consumers are redirecting spending toward essential goods or personalized experiences.

For 2024, ANTAD’s affiliated companies achieved a 7.1% increase in total sales, reaching MX$1.6 trillion. However, fashion sales in department stores underperformed relative to other segments, reflecting ongoing challenges in the category.