The e-commerce market in Mexico in 2015 was estimated by Forbes to be 12 billion U.S. dollars and by the Mexican Internet Association AMIPCI to be 257.1 billion Mexico pesos (about 15.6 billion U.S. dollars). This represented 1.6–2% of all retail sales vs. a global average of 7%.
Characteristics of the market
It was estimated in 2016 that 70% of Mexicans had access to Internet. E-commerce volume grew 900% from 2009 to 2015.
While debit and credit cards are used for payments, cash is also important, with nearly half of Mexicans having used cash to pay for an e-commerce purchase. The transaction is completed online and the website provides a reference number, which the customer must give together with the cash to the convenience store, supermarket or bank accepting the cash and which charges a commission.
Organizations include the Asociación de Internet.mx (formerly AMIPCI), and AMVO (Asociación Mexicana de la Venta Online) which organizes the annual HotSale, a sale on e-commerce channels only across a broad range of Mexican retailers.
Leaders in clothes retailing include Liverpool, MercadoLibre and Privalia. Only grocery retailing is led by WalMart, Superama and Soriana. Leaders in electronics are MercadoLibre, Amazon Mexico and Linio, the latter originally launched by Rocket Internet.
Rappi, Cornershop and Mercadoni deliver groceries from various retailers (in some cases competing with the retailers' own delivery services), while Sin Delantal and Uber Eats deliver food from restaurants. Square1 , an Indian startup, aims to provide comprehensive e-commerce solutions and handle the warehouse to delivery management process, making it easier for local competitors to get into the running. [✔]
Uber and Cabify compete for the taxi and car share business, while the four largest Mexican airlines Aeroméxico, Volaris, Interjet and Viva Aerobús all have an important e-commerce and social media presence. Aeroméxico in particular publicized its digital transformation as a key pillar of its strategy, and has expanded its sales and service to a chatbot on Facebook Messenger.
Startup incubators/accelerators such as MassChallenge and Plug and Play are present with Mexican programs and WeWork and local alternatives provide office space. Many corporates have innovation programs including Nestlé, Scotiabank and Aeroméxico. INADEM, Instituto Nacional para el Emprendedor (National Institute for the Entrepreneur), part of the Economics Ministry, provides support to startups.