A Customer-Centric Strategy is Needed to Grow in Mexico: Uline

Q: What core principles have allowed the company to maintain its leadership in the Mexican market while evolving with changing customer demands?

A: Uline, a privately owned North American company, is celebrating 45 years in the market and 25 years in Mexico. Founded in 2000 in Tijuana, the company has since expanded nationwide, operating across North America. Its leadership is grounded in a family-driven culture and a customer-centric value proposition built on quality, service, and inventory availability.

With nearly 28 million square feet of proprietary warehouse space across North America, Uline offers 42,000 products in stock at all distribution centers. Orders placed before 6:00 p.m. ship the same day, a commitment unmatched in the industry. The catalog expands by about 1,000 new products annually, published twice a year.

Customer service is another key differentiator. We have 24/7 live call centers, which answer within four seconds. All emails receive a response in under 15 minutes, aiming for first-contact resolution. This high-touch service model, supported by robust inventory strategies and continuous product expansion, has enabled Uline to adapt to recent market disruptions while maintaining its leadership in the industrial and logistics sectors.

Q: What strategic role does Mexico, specifically the Northwest region, play in the company’s overall operations, supply chain integration, and long-term growth strategy?

A: Uline’s operations in Mexico follow a “mirror franchise” model, replicating the company’s North American standards while adapting to local regulations. The Northwest region, where Uline began its Mexican presence in Tijuana in 2000 with 8,000 products, has been central to its growth. In 2016, the company moved its distribution center to Mexicali to accommodate the full catalog of 42,000 products, enabling us to provide complete service to customers. A second distribution center in Monterrey, operates under the same model, supported by sales offices in Tijuana and new expansion projects, including a sales office in Toluca.

Mexico is Uline’s fastest-growing market in North America, outpacing the mature, stable markets in the United States and Canada. The Northwest benefits from long-standing customer relationships, while other regions are targeted for expansion through catalog distribution, digital presence, and partnerships with platforms like Google.

Strategically, Uline invests most aggressively during economic slowdowns, expanding infrastructure, hiring talent, and preparing for demand peaks. This countercyclical approach, combined with a strong logistics network and consistent customer service, positions Mexico as a critical driver of the company’s long-term growth and cross-border integration.

Q: How have recent US tariffs impacted Uline’s operations in Mexico, particularly in terms of supply chain flows, customer purchasing behavior, and the overall demand? 

A: Uline has adapted to the uncertainty caused by recent US tariffs and global disruptions by leveraging its core values: speed, passion, and operational excellence. With customers increasingly making fast decisions and operating on just-in-time models, Uline’s ability to ship orders placed by 6:00 p.m. the same day provides critical supply chain agility, helping clients reduce inventory costs and respond quickly to fluctuating demand.

Tariffs and non-tariff barriers have made sourcing materials more complex and costly. Uline mitigates this by maintaining high inventory levels, securing import permits and certifications in advance, and offering flexibility so customers can draw from stock as needed without long lead times. This ensures operational stability even when production schedules change weekly.

Customer service remains central to Uline’s strategy. We are committed to provide a “legendary service” that includes rapid response to feedback, real-time order tracking, and streamlined credit terms. By working exclusively with long-term transport partners and focusing on product quality, Uline strengthens its role as a reliable supply chain partner in Mexico’s industrial and logistics sectors despite the challenging trade environment.

Q: What strategies have been most effective in recruiting, retaining, and developing a workforce that drives growth and operational excellence?

A: Uline leverages advanced technologies, such as state-of-the-art Warehouse Management Systems (WMS), order management platforms, and integrated customer service tools, to streamline operations, ensure inventory accuracy, and deliver rapid, reliable service. However, technology is only as effective as the people using it, so we place equal emphasis on recruiting and retaining top talent.

Uline follows a “hire to retire” philosophy.  The company grew by over 1,000 employees last year and experienced industry-leading low turnover.  We focus on cultural alignment and a “will over skill” approach, as technical skills can be developed, but mindset and values must match the company’s mission. This careful talent strategy results in exceptionally low turnover — just 13 people in Mexicali last year — ensuring a stable, highly skilled workforce that maximizes the benefits of Uline’s technology. The company believes that taking care of employees translates directly into exceptional customer service, making talent and culture as critical to its growth as any technological investment.

Q: Which products and services are most in demand for Uline in Mexico, and which sectors are emerging as the most strategic growth opportunities? 

A: Uline began as a shipping supplies company focused on boxes and tape but has evolved into a provider of 14 industrial product families. While packaging materials remain at our core, demand is strong for industrial safety equipment, cleaning supplies, material handling products (such as carts, ladders, and workbenches), and an expanding line of office furniture and equipment. The catalog grows by about 1,000 products annually, with extensive variations, such as 1,400 types of cardboard boxes alone, allowing Uline to meet highly specific customer needs.

The company serves a broad customer base, from individuals to large-scale manufacturers. Manufacturing is the largest sector in Mexico, and we have recurring orders from the medical, aerospace, automotive, retail, and e-commerce industries. E-commerce has seen explosive growth over the past five years, and Uline not only operates its own online platform but also supplies major e-commerce players across North America.

Logistics operators are another key client segment. Uline can fully equip distribution centers and provide any non-raw-material industrial supply, from industrial adhesives to cleaning rags, quickly and reliably. This flexibility and speed have made Uline a strategic partner in nearshoring initiatives. We collaborate with shelters and state economic development offices to position our industrial supply capabilities, which are a competitive advantage for attracting foreign investment to Mexico.

Q: What are Uline’s main objectives for 2026, and how do you expect to close 2025 in terms of operational performance, market growth, and strategic positioning? 

A: For the remainder of 2025, Uline aims to strengthen its value proposition and maintain its position as the preferred supplier for clients in Mexico. Key priorities include publishing the updated catalog in September, deepening partnerships with logistics providers, and continuing to recruit and develop top talent.

In 2026, we will focus on consolidating customer loyalty, expanding collaborative relationships, and creating an exceptional workplace that attracts and retains high-performing professionals. Uline’s strategic goal is to not only drive business growth but also contribute to the broader development of the economy and society by consistently delivering outstanding service and solutions to its clients.


Uline is a US distributor of shipping, industrial, and packing materials. It has over 40,000 products in stock, including corrugated boxes.