Having surged by three quarters during 2020, e-commerce retail constant value sales (2021 prices) stabilised in 2021 – with growth slowing to low single digits – as COVID-19 restrictions were eased and a growing number of consumers returned to shopping in person. However, the pandemic has served to introduce more local consumers (particularly younger ones) to e-commerce, and now that they have grown comfortable with it, many of them are likely to persist with it.
Fraud continues to plague e-commerce in Mexico. As a result, many consumers are hesitant to use credit and debit cards online, continuing to favour cash-on-delivery instead.
Grocery shopping has been the category that is most resistant to e-commerce in Mexico. While companies like Wal-Mart de México SAB de CV have invested in e-commerce for a number of years, Mexican consumers remained wary of using its platforms for grocery items.
The rate of growth in retail constant value sales of e-commerce will gradually accelerate over the course of the forecast period. Local consumers, particularly younger ones, will buy a broader range of goods online, with beauty and personal care set to be the top performer – albeit from a relatively low base – with the rollout of 5G mobile internet making online shopping faster and more accessible than ever.
Currently, third party merchants that work with the likes of Mercado Libre and Amazon lead in Mexican e-commerce, ahead of Coppel and Wal-Mart. The retail value share of third-part merchants almost trebled over the course of the review period, and they are likely to remain strong during the forecast period.
In June 2020, Alibaba announced a plan to partner with GINgroup to promote and develop e-commerce skills in Mexico via Alibaba’s global e-commerce talent program. Alibaba hopes to develop “digital villages” in all 32 Mexican states to increase the potential for e-commerce and to make it easier for locals to launch micro-businesses.
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Understand the latest market trends and future growth opportunities for the E-Commerce (Goods) industry in Mexico with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.See All of Our Definitions
This report originates from Passport, our E-Commerce (Goods) research and analysis database.
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