The market in one line
Retail e-commerce in Mexico is worth 941 billion pesos, grew 19.2% in 2025 and already represents 17.7% of retail sales — the 8th highest penetration in the world, with 77.2 million digital shoppers, according to AMVO's 2026 Online Sales Study.
This page gathers the numbers we use to make logistics and channel decisions, each with its source linked. We update it as new reports come out.
Market size
| Figure | Data | Source |
|---|---|---|
| Retail e-commerce value (2025) | 941 billion pesos | AMVO, Online Sales Study 2026 |
| Annual growth | +19.2% (≈25× faster than the general economy) | AMVO via Marketing4ecommerce |
| Share of total retail | 17.7% — 8th worldwide | Retailers.mx |
| Digital shoppers | 77.2 million Mexicans (average age: 39) | AMVO |
| Omnichannel shoppers | 71% combine physical and digital channels | AMVO |
The latest pulse (2026)
- +12% year-over-year growth for internet-only retail in May 2026 — the biggest gain in the entire Mexican retail sector, per INEGI's official EMEC survey. The detail and its operational read, in our note on the data.
- 85% of Mexican e-commerce is concentrated in two platforms: Amazon and Mercado Libre, according to competition authority Cofece's analysis — why that is a channel risk, analyzed here.
- USD 4.6 billion is Mercado Libre's 2026 investment in Mexico — its largest ever in the country, with 8,500 new jobs mostly in logistics (announcement covered by UDG TV).
- ×59 is how much TikTok Shop multiplied its average daily gross sales value in its first year in Mexico (Feb 2025–Jan 2026), with ×25 more active sellers, per El Universal.
- 27,000 Mexican sellers (99% SMBs) took part in Prime Day 2026, with same-day delivery in 18 cities — the full numbers and their logistics lesson.
What to do with these numbers
The figures tell a single story in three chapters: the market grows at double digits, the shopper no longer distinguishes channels, and the platforms are investing billions in ever-faster delivery. For a brand — Mexican or entering Mexico — that translates into two decisions:
- Be on several channels without duplicating inventory. With 71% of shoppers omnichannel and 85% of the market in two marketplaces, the play is one centralized inventory pool serving your store, marketplaces and wholesale at once — the model of a 3PL in Mexico.
- Scale delivery without building it. Competing against the platforms' infrastructure doesn't require copying it: it requires renting it. An ecommerce fulfillment service in Mexico puts the fast-delivery standard within an SMB's reach, paying per order instead of per warehouse.
The qualitative analysis of where all this is heading — AI, social commerce, logistics as differentiator — is in our Mexican e-commerce trends for 2026.
Frequently asked questions
How big is e-commerce in Mexico? 941 billion pesos in retail sales during 2025, growing 19.2% annually (AMVO, Online Sales Study 2026).
What percentage of retail sales in Mexico is online? 17.7% — the 8th highest penetration worldwide, above markets like the United States (AMVO).
How many people shop online in Mexico? 77.2 million Mexicans made online purchases during 2025; the average shopper is 39 years old (AMVO).
Is Mexican e-commerce still growing in 2026? Yes: in May 2026, internet-only retail grew 12% year-over-year — the retail sector's biggest gain — even as overall consumption moderated (INEGI, EMEC).