Mexico Leads LATAM eCommerce With 16.1% Retail Share

Mexico’s digital commerce sector continues to evolve as the country solidifies its position as a regional leader. The 12th edition of eRetail Day México, held from July 1 to 3, 2025, brought together over 2,000 professionals and more than 40 national and international speakers in a hybrid format. Organized by the eCommerce Institute and the Mexican Online Sales Association (AMVO), the event focused on artificial intelligence (AI), unified commerce, and professionalization as key pillars of digital transformation.

“This is the 12th edition of eRetail Day in Mexico and the 187th event regionally. It is an intensive gathering—more than 2,000 professionals. It is streamed for Mexico, Latin America, and globally. You can feel the pulse of the digital commerce ecosystem,” said Marcos Pueyrredon, President of the eCommerce Institute and Co-Founder and Global Executive SVP, VTEX. 

According to AMVO’s Director of Intelligence and Market Studies, Daniela Orozco, Mexico now leads Latin America in the share of total retail sales generated through e-commerce. As of 2025, 16.1% of Mexico’s total retail sales are online—more than four percentage points above the regional average. Projections suggest that Mexico will match the United State in e-commerce contribution to total retail by 2026 and could surpass it by 2028.

“Mexico is not only a demographic powerhouse; it is an economy with enormous digital potential. Despite the challenges of 2025, we continue to demonstrate the resilience and adaptability of the local ecosystem. Today, over 300 million people in Latin America shop online, and Mexico is leading that transformation through inclusion, investment, and talent,” said Pueyrredon.

AI was not only a key topic during panels—it was also embedded into the event’s infrastructure. An AI-powered virtual assistant provided attendees with real-time answers and session guidance. “We must stop talking about technological promises. At this event, we demonstrate how AI can drive real profitability and sustainability for brands,” Pueyrredon added.

Key insights from AMVO’s research and the event’s discussions included:

• 82% of Mexican consumers engage in omnichannel shopping, blending digital and physical experiences.

• Retail websites account for 60% of total e-commerce activity.

• Online retail has grown 135% since April 2025.

• Top-performing categories include fashion, ready-to-eat food, beauty, personal care, home décor, and appliances.

Mexico’s digital transformation is also reshaping the travel sector. “In Mexico, 62% of travel packages are now sold online. That is a deep transformation,” Pueyrredon noted. He also highlighted that more than 17% of all B2C commerce in Mexico occurs through digital platforms, reflecting a maturing digital consumption culture.

The event served as a platform for collaboration among brands, retailers, tech providers, and entrepreneurs. AMVO Director General Pierre-Claude Blaise emphasized the need to foster competition at every level. “Professionalizing digital talent, leveraging data strategically, and integrating channels are top priorities if Mexico wants to maintain its growth pace. We urgently need inclusive ecosystems where small and medium-sized businesses can compete on equal terms,” he said.