Spain’s Chamber in Mexico Advances SME Digital Capacity

In a global economy defined by rapid technological shifts and rising competition, the Spanish Chamber of Commerce in Mexico hosted the second edition of its SME event, designed to empower small and mid-size businesses through strategic dialogue, digital readiness, and commercial collaboration. The event brought together corporations, logistics leaders, and software innovators to support the more than 4.5 million SMEs that form the backbone of Mexico’s productive sector.

According to Sergio Rubio, Deputy Director of the Chamber, the event grew out of a clear need: SMEs represent 85% of the Chamber’s membership, and many are seeking opportunities to integrate into broader business networks.

“This second edition comes directly from the work of our SME Commission,” Rubio explained. “Two years ago, we asked ourselves: ‘How do we connect large companies in the Chamber with SMEs that want to become suppliers or sell their products?’ From that question, the idea for the event emerged.”

What began as a small gathering with modest stands and four strategic panel discussions has evolved into a consolidated initiative held in a larger venue, with 14 sponsors and hundreds of participating companies.

Rubio described the event’s dual purpose: first, knowledge transfer—helping SMEs benefit from expert-led conversations on topics such as talent retention, digital transformation, and commercial strategy; and second, commercial activation—giving SMEs direct access to stands, corporate buyers, and business partners to expand visibility and opportunities.

“For SMEs without dedicated human resources departments, for example, hearing large companies discuss talent management or adapting workplace culture to younger generations is incredibly valuable,” he noted. “At the same time, the commercial exposure allows our members to present their brands, showcase their services, and generate new business.”

As the main corporate sponsor, DHL Express Mexico highlighted its commitment to SME development through its SME Program, a national initiative that provides operational support and free educational resources.

“There are more than 4.5 million SMEs in Mexico,” said Ana Melisa Contreras, Marketing Director, DHL Express. “Our program is an honest and direct proposal to help them grow.”

Contreras explained that the program is built on two pillars:

1. Access to DHL’s operational infrastructure
SMEs gain access to a global logistics network that ensures efficient, secure delivery.

2. Learning and capability-building
DHL offers free content to help SMEs understand pricing strategies, customs regulations, digital marketing, and global commerce trends.

“We make available everything from how to define a pricing strategy to how to optimize digital marketing,” she said. “The goal is to help them grow with confidence, knowing they have both the infrastructure and the knowledge.”

Contreras also addressed a challenge facing SME marketing teams: the shift from traditional SEO to emerging generative-engine optimization (GEO). While GEO is gaining attention, she emphasized that fundamentals remain essential.

“We still need to focus on SEO,” she said. “SEO allows you to audit everything you do, attract traffic, convert customers, and position yourself as a market leader. SMEs must perfect SEO before thinking about GEO.”

Digital Transformation Is About Culture as Much as Technology

Ángel Gómez, co-founder, Triskell, offered a perspective critical for SMEs undergoing digital and strategic transformation.

Triskell’s software helps companies structure, measure, and align their strategic objectives with project execution. For SMEs, the company offers specialized licenses to make professional-grade strategic tools more accessible.

“Triskell accelerates the execution of strategy,” Gómez said. “We help companies manage objectives, align them to projects, and measure results. As we heard in the panel today: What is not measured cannot be improved.”

But Gómez stressed that the biggest barrier is not technological—it is cultural. “The main challenge for SMEs and large companies alike is mindset,” he said. “People must continually adapt to change. Technology helps, but cultural transformation is the real obstacle.”

For financial, fintech, and e-commerce leaders, supporting SMEs is essential to strengthening Mexico’s economic fabric. Doing so requires more than credit or infrastructure; it demands strategic guidance, digital capability, and cultural change.

As Rubio concluded, “Our goal is to ensure SMEs leave with knowledge they can apply immediately and with commercial connections that help them grow.”