SME E-commerce in Mexico Driven 40% by Fashion, Beauty

Mexico’s e-commerce sector continues to grow, with fashion and beauty accounting for nearly 40% of online sales among micro, small and medium-sized enterprises (SMEs), according to Tiendanube’s Mexican SME X-ray.

Between January and August 2025, clothing and accessories represented 20% of online transactions, while beauty and skincare products contributed 17%. Other leading categories included toys (5%), pet products (4.3%), and sporting goods (4%).

SMEs recorded a 90% increase in transactions and an 86% rise in billing between August 2024 and August 2025. The sector also gained 45% more new customers year-over-year, underscoring continued momentum in digital sales. However, the average ticket value slipped 2%, from MX$1,439 to MX$1,412, suggesting consumers favor competitive prices and smaller, more frequent purchases.

Geographically, Mexico City, Jalisco, and the State of Mexico accounted for 42% of SME online sales. 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.

Social commerce remains relevant, with 12% of sales generated through social media, primarily Instagram (58%) and Facebook (39%). Payment preferences were led by credit cards (24%), debit cards (20%), cash (17%), and digital wallets or transfers (10%).

According to the Mexican Association of Online Sales (AMVO), 85% of consumers prefer home delivery, while 10% opt for in-store pickup, requiring real-time inventory visibility and omnichannel coordination. Main delivery issues include damaged products (24%), delays (18%), and scheduling difficulties (16%).

Reverse logistics is also gaining importance, with 23% of digital shoppers reporting returns—especially in fashion, electronics, and spare parts. Meanwhile, three in 10 buyers use “last milers” for faster delivery of immediate-consumption products. Sustainability is another growing factor, with 67% of consumers willing to choose eco-friendly delivery options.