E-Commerce Becomes a Priority for Mexico’s SMEs

Summary: Mexico’s SMEs are increasingly treating e-commerce as a core growth strategy, with 46% of surveyed companies identifying digital commerce as very important, up from 37% a year earlier, while marketplaces such as Mercado Libre and Amazon lead adoption. The trend is expanding beyond online sales into omnichannel commerce, QR-enabled product engagement and AI-driven operations, while Mercado Libre’s CLIC program is addressing SME digitalization, training and market-access barriers. 

E-commerce is becoming a strategic priority for Mexico’s small and medium-sized enterprises (SMEs), as businesses increase their reliance on digital sales channels and technologies to reach consumers, according to GS1 Mexico. At the same time, Mercado Libre is expanding training programs designed to help local producers and SMEs establish digital operations and increase online sales.

The shift reflects the growing role of digital commerce in Mexico’s consumer industry. According to the “Barómetro GS1: Fabricantes PyME de la Industria de Consumo,” 46% of surveyed companies now consider e-commerce very important for business growth, up from 37% a year earlier.

The study, conducted by GS1 Mexico with a sample of 530 companies, indicates that online sales are moving beyond their role as a complementary channel. Businesses are increasingly integrating digital commerce into their broader commercial strategies as they seek to expand their customer base and respond to changing consumer behavior. 

Mercado Libre Leads SME E-Commerce Channels

As SMEs increase their participation in online commerce, marketplaces are emerging as key platforms for reaching consumers without requiring companies to build their own digital infrastructure.

The GS1 study found that Mercado Libre was the most recognized digital sales channel among respondents, with 87% of mentions. Amazon followed with 61%, while Walmart accounted for 15%, Shopify for 9% and TikTok Shop for 8%.

The findings also point to the growing importance of omnichannel strategies. Companies are increasingly seeking to connect their physical and digital operations to provide customers with a more consistent purchasing experience.

“The big leap for 2026 will be the consolidation of omnichannel strategies, driven by the importance companies place on integrating their physical and digital strategies to offer a more consistent and personalized customer experience,” said Paola Cabrera Magaña, Director of Marketing and Communications at GS1 Mexico.

For SMEs, this integration can involve coordinating online marketplaces, physical stores, social media, logistics and customer service rather than treating e-commerce as a separate sales operation. 

QR Codes Expand Beyond Logistics

The expansion of e-commerce is also increasing the use of technologies that connect physical products with digital information.

GS1’s barometer found that 40% of surveyed companies have already implemented QR codes. While QR codes have traditionally been associated with logistics and product identification, businesses are increasingly using them to provide consumers with additional product information.

Companies can use QR codes to offer nutritional information, videos, certifications and customer loyalty initiatives directly through consumers’ smartphones. This allows manufacturers to provide information at the point of interaction with the product while addressing consumer demand for transparency.

The technology also provides SMEs with an additional way to connect physical products with digital marketing and customer engagement strategies. As businesses expand their online presence, these tools can help integrate product packaging and digital channels. 

Marketing, Logistics Remain Challenges

Despite the growth of online sales, SMEs continue to face operational challenges as they expand their e-commerce activities.

According to GS1, marketing performance is the main area of opportunity identified by surveyed businesses, followed by logistics and customer service. These challenges can become more relevant as companies move from occasional online sales toward a larger share of revenue generated through digital channels.

Artificial intelligence is emerging as one of the tools companies are using to address some of these challenges. The barometer found that 35% of surveyed companies already use chatbots, while 24% automate internal processes through intelligent assistants. Another 6% are using predictive analytics.

The adoption of these technologies suggests that digital transformation among SMEs is extending beyond the sales channel itself. Companies are also applying technology to customer interaction, internal operations and business analysis. 

Mercado Libre Expands E-Commerce Training

Against this backdrop, Mercado Libre has launched the second edition of CLIC: El Impulso de lo Nuestro, a free, permanent e-commerce training platform for Mexican producers, cooperatives and SMEs.

The initiative is available nationwide and does not require prior technical knowledge or entry requirements. Participants receive a business assessment, six practical training modules and ongoing support to apply the lessons to their operations on Mercado Libre’s marketplace, reported MBN. 

The program focuses in particular on businesses entering digital commerce, including local producers in the food, beverage and beauty sectors.

The second edition follows a 2025 pilot that received more than 1,400 applications and trained 849 SMEs, cooperatives and producers from Oaxaca, Chiapas, Queretaro, Jalisco, Guanajuato and Mexico City.

Three participating businesses — Pan Q' Ayuda, Pergal and Habanerísima — received a combined MX$300,000 (US$17,121) at the conclusion of the first edition to improve packaging, photography and visual identity.

“CLIC was born from the conviction that e-commerce can transform the work of people who have a quality product but still lack a digital presence,” said Guadalupe Marín, regional sustainability director at Mercado Libre. 

Program Adds Six-Week Acceleration Phase

The 2026 CLIC program will operate in two phases, expanding the training model beyond the initial pilot.

The first phase is permanent and self-paced, allowing organizations to access the platform throughout the year. Participants begin with a business diagnostic and then complete six modules covering digitalization, sales strategies, pricing, logistics and marketplace operations. The course requires about five hours to complete.

The second phase is scheduled to begin in mid-August and will select between 30 and 40 organizations for a six-week acceleration program. The program will focus on locally produced food, beverage and beauty products and include group mentoring sessions and masterclasses.

FIBO will support the acceleration phase by managing participant support, training delivery and follow-up.

Mercado Libre said the initiative forms part of its strategy to promote digital inclusion and economic development in Mexico by reducing geographic and digital barriers faced by producers and small businesses seeking access to online markets.