Local SMEs Drive 90% of Mexico’s E-Commerce Growth in 2026

The Mexican e-commerce sector has undergone a structural transformation over the past five years, driven by shifting consumer habits and the rapid digitalization of SMEs. According to data from Tiendanube, the e-commerce ecosystem in 2026 reflects a consolidated market where 90% of transactions are executed by local Mexican businesses. The platform has processed more than 900,000 transactions between businesses and consumers during this period. Juan Martin Vignart, Country Manager, Tiendanube, stated that the current growth projections for 2026 indicate a permanent change in how SMEs operate rather than a temporary trend.

E-commerce adoption has varied significantly across the country. Data indicates that three specific entities with the highest growth rates are Mexico City (29%), Jalisco (10.34%) and the State of Mexico (10.12%). Nuevo Leon (5.5%), Veracruz (4.5%), and Puebla (4%) also showed notable growth. Tiendanube highlighted that 57% of sales came from direct website traffic, underscoring the importance of brand positioning and loyalty.

Consumer preferences have also stabilized around specific verticals. The Health and Beauty category leads the market with a 20% share of total sales, followed by Fashion at 16%. These categories continue to dominate the digital storefront landscape as consumers prioritize personal care and apparel in online spending.

Rise of Social Commerce, Digital Payments

Social media platforms have become essential conversion channels. Between 2020 and 2025, social commerce accounted for 12% of total transactions. Instagram is the primary platform for completing sales with a 60% share, followed by Facebook at 38%.

“The social feed has definitively become a new point of sale (POS),” Héctor Tinjacá, General Manager North LATAM, VTEX, wrote for MBN. “With the rise of Live Shopping and native interaction systems, the traditional funnel has been reconfigured, and conversation is the sale, which demonstrates that immediacy becomes a decisive factor.”

By 2026, he added, no social strategy will be sufficient unless it is connected to inventory, pricing, and real-time checkout, because coordination between these elements becomes an essential requirement.

In terms of financial digitalization, traditional cards remain the preferred payment method, though digital alternatives are gaining traction:

• Credit Cards: 24% of transactions

• Debit Cards: 20% of transactions

• Digital Wallets and Transfers: Increasing usage due to transaction speed and convenience

“There is no unified payment strategy for Latin America; fragmentation is the norm and the key to inclusion,” says Tinjacá. “The ability to integrate local, fast, and heterogeneous methods will define the final conversion rate and open the door to previously inaccessible segments, reinforcing the need for adaptable and scalable solutions.”

Logistics optimization is now a critical factor in customer conversion. Modern consumers demand shorter delivery times and cost-effective shipping options. Tiendanube reports that 32% of all shipments were conducted under a "free shipping" model, which serves as a primary incentive for online store conversions.