Mexican Consumers Balance Online Search with In-Store Buying

Online browsing has become a staple for Mexican shoppers, yet traditional retail channels continue to play a vital role, according to Kantar’s latest study, Retail Media, Clicks & Bricks: The New Path for Brands. The report explores evolving advertising trends and consumer behavior in Mexico’s omnichannel environment.

The research found that nine in 10 consumers purchase a product after encountering an ad, either online or in-store. Around 40% research products across both channels before buying, underscoring the importance of integrated marketing strategies that connect digital and physical touchpoints.

Packaging, in-store promotions, and signage were found to be as influential as online ads. A typical shopping journey may begin with an Instagram discovery, continue with online research, and conclude with an in-store purchase.

Price remains a key driver: over 60% of shoppers say visible discounts can prompt a purchase. At the same time, consumers face constant ad exposure, making personalized messaging twice as effective at generating conversions, the study notes.

Smartphones dominate the experience, with more than half of shoppers using mobile devices in-store to check product information. This behavior, known as showrooming, highlights the need for retailers to optimize mobile engagement and link digital browsing to physical purchases.

Daily shopping patterns also differ: in-store traffic peaks in the afternoon, while online activity rises at night and early morning. Kantar recommends connecting these moments to maintain a seamless omnichannel experience.

Trust remains a major factor. While marketplaces attract the most searches, official brand websites and retail stores strongly influence final purchase decisions. About 70% of shoppers report that seeing a product in-store reinforces their confidence after viewing it online, demonstrating that retail media complements rather than replaces traditional channels.

The study concludes that success in Mexico’s retail environment depends on combining personalized, data-driven marketing with consistent messaging across all channels, ensuring a smooth consumer experience across both clicks and bricks.