Mexico Sees E‑Commerce Surge Through Mobile and Social Sales

Mexico’s e-commerce market continues to demonstrate remarkable growth, establishing itself as one of the most dynamic sectors in Latin America. Market valuations vary depending on methodology, highlighting the importance of focusing on broader trends rather than a single figure. According to a UnivDatos report, Mexico’s e-commerce market was valued at approximately US$39.3 billion in 2024, with a projected compound annual growth rate (CAGR) of 21.2% from 2025 to 2033.

This growth is largely driven by widespread smartphone adoption and the rise of social and conversational commerce. Mobile devices account for the majority of online transactions, with mobile commerce representing 78% of total e-commerce volume in 2024, according to PCMI. UnivDatos projects that mobile e-commerce will exceed 70% of all online sales, reaching over 95 million users in 2024 and beyond. Despite this strong uptake, overall online shopping penetration remains modest at 33.2%, placing Mexico near the bottom of OECD countries. 

Limited online adoption is attributed to consumers’ preference for physical stores, lack of interest, or unfamiliarity with online shopping, according to OECD data. Social commerce offers a solution by embedding shopping in engaging, trusted environments, says Kenneth Campbell, former President and CEO, L’Oreal Mexico. 

The social commerce segment is projected to reach US$5.09 billion in 2025, growing 20.8% year over year, with forecasts suggesting US$10.52 billion by 2030 (CAGR of 15%). CSIS projects that this channel will account for 40% of all online sales in Mexico by 2025.

“It is about more than selling—it is about building community, starting conversations, and fostering loyalty,” says Luis Fernando Pelayo, Founder, Atália, on MBN. 

TikTok Shop exemplifies this trend, providing a full in-app commerce solution that allows sellers to list products, process payments, and fulfill orders without a separate website or third-party fees, challenging traditional platforms like Amazon or Mercado Libre.

However, only about 52% of Mexicans are formally banked, and card adoption remains limited, according to PPRO and Antom. While debit cards, international credit, and digital wallets account for the majority of transaction volume, consumers increasingly explore alternative solutions.

Buy Now, Pay Later (BNPL) has emerged as a popular option, particularly among younger consumers. Kueski research shows over 80% of shoppers compare prices before buying, and more than 63% of BNPL users would not have completed purchases without the option. Karen Herrera, PR and Editorial Manager at Kueski, notes BNPL provides transparency and financial control without the drawbacks of traditional credit.

“For Mexican entrepreneurs, these trends represent an opportunity to grow, reach new customers, and boost sales while overcoming traditional digital barriers,” adds Pelayo.