Social Media Drives 65% of Mexico Consumer Purchases: Kueski

A Kueski consumer survey found that 65% of Mexican consumers have purchased goods or services after seeing recommendations on social media, positioning digital platforms as key drivers of product discovery and purchase decisions. The rapid growth of social commerce, projected to expand at double-digit rates across the region, is pushing retailers, e-commerce companies, and financial service providers to integrate seamless digital shopping and payment solutions. While this ecosystem strengthens brand engagement in a market where 90.4% of internet users have active social media accounts, it also raises concerns over consumer credit risks and potential over-indebtedness.

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65% of Mexican consumers now purchase products or services after seeing recommendations on social media platforms, according to a survey conducted by financial platform Kueski. The study, titled "Mexico 2026: The Summer Where Consumption and Sports Intersect," found that digital networks such as Facebook, Instagram, TikTok, and Pinterest play an increasingly important role in product discovery and purchasing decisions across Mexico.

The report found that while social platforms are effective at introducing consumers to new products, content creators have varying levels of influence on final purchase decisions. When asked about the specific impact of influencers on their transactions, 7% of respondents said creators had a strong influence, 23% reported moderate influence, and 42% said creators had little impact on their final choices.

Samantha Garcia, Vice President of Marketing, Kueski, said the findings show that social media platforms are becoming a central channel for consumer discovery, although creators are not always the determining factor behind final conversions.

This shift in consumer behavior aligns with broader market trends. Data from eMarketer indicates that social commerce in Latin America will continue expanding at double-digit rates over the next three years, with Mexico expected to become one of the region's fastest-growing markets. Globally, social media users reached 5.79 billion, meaning approximately two-thirds of the world's population uses these platforms. In Mexico, the National Institute of Statistics and Geography (INEGI) reported that 90.4% of internet users have at least one active social media account.

The growing influence of social networks creates new opportunities for brands to connect with consumers, but it also introduces financial risks. Ricardo Arenas, Chief Content Officer at peer-to-peer lending platform Yotepresto, warned that constant exposure to aspirational online lifestyles can contribute to overspending and excessive debt.

"We have a lot of people watching other people's lives on social networks and with highly elevated goals for their current moment, which can distort their real purchasing possibilities," Arenas said. Arenas noted that this pressure can encourage consumers to spend beyond their available income.

An analysis by the European Business School’s European Graduate Center (CEUPE) found that digital consumer behavior has transformed traditional marketing through several mechanisms. First, social networks function as visual marketplaces, where short videos and attractive images capture attention and can encourage impulse purchases. Second, the phenomenon known as FOMO (fear of missing out) increases purchasing pressure as users see peers and influencers adopting specific products, encouraging consumers to participate in trends and reinforce social belonging.

Finally, the integration of direct purchasing tools within social platforms has reduced barriers between product discovery and transaction completion through one-click checkout options. At the same time, a growing segment of consumers is placing greater emphasis on sustainability and social responsibility, encouraging companies to adapt their marketing strategies around environmental and corporate responsibility commitments.

Consumer Planning and Payment Security Trends

Additional findings from Kueski's El Buen Fin consumer study reveal changes in how Mexican shoppers plan purchases, manage budgets, and select payment methods. The financial platform reported that 95% of surveyed consumers planned their purchases in advance, signaling a shift away from purely impulsive buying behavior.

According to the survey, high-value categories such as technology, electronics, home goods, and travel remain among the most popular spending areas, with notable generational differences. Online shopping continues gaining ground, with 50% of consumers now preferring digital channels over traditional brick-and-mortar stores.

As e-commerce expands, consumers increasingly prioritize payment methods that provide flexibility, transparency, and security. One-third of digital shoppers actively seek installment payment options and compare prices more carefully than in previous years. Security concerns also influence purchasing behavior, with 57% of respondents worried about becoming victims of online fraud.

Garcia said that non-bank financial solutions are helping address these concerns. "Buy Now, Pay Later (BNPL) options do not require consumers to share banking information. That gives users a stronger sense of security and control when buying online," Garcia said.