Buen Fin 2025: A Test of Mexican Commerce's Digital Maturity

The 15th edition of El Buen Fin, scheduled to take place from November 13 to 17, arrives with a clear expectation: the digital consumer will be the main protagonist and will define the direction of the national economy. The pursuit of immediacy, personalization, and technological efficiency continues to transform how Mexicans shop.

According to the Secretariat of Economy, during the 2024 edition, the program generated sales of 173.8 billion pesos, with the participation of over 190 thousand businesses and 257 business chambers. Approximately 89% of micro, small, and medium-sized enterprises (MSMEs) reported an average increase of 15.5% in their sales, representing between 15% and 30% of their annual revenues.

For this year, results are expected to be even higher, driven by the consolidation of e-commerce and the use of new technological tools.

According to the Mexican Online Sales Association (AMVO), online sales during El Buen Fin 2024 grew by 23.8% compared to the previous year, solidifying the digital channel as a strategic pillar of the event. Four out of ten shoppers expressed their intention to make more online purchases in future editions, reflecting that digitalization is no longer an alternative but the new standard of consumption.

Today’s consumer not only seeks discounts but also personalized experiences, immediate attention, and frictionless processes. In this context, intelligent chatbots, automated systems, and hybrid service centers have become key tools to improve customer service, reduce waiting times, and enhance satisfaction.

Artificial intelligence (AI) is transforming the relationship between businesses and consumers. Data from Statista reveals that 70% of companies implementing AI do so to enhance the personalization of their services and adapt their offerings to each customer’s preferences.

Alejandro Cardini, Co-CEO and co-founder of Konfront, a Mexican company specializing in technological development and artificial intelligence, highlighted that AI “amplifies the consumer experience, it doesn’t replace it.”

“Companies that understand this shift will be better prepared to compete in an increasingly digitized consumption environment,” he affirmed.

Cardini noted that bilingual chatbots and predictive demand systems will be essential for connecting with diverse audiences and anticipating purchasing habits. Furthermore, AI allows for analyzing large volumes of data to optimize commercial strategies, campaigns, and inventory management.

Automation also plays a central role in operational efficiency. Intelligent inventory tracking tools and dynamic pricing adjustments help reduce costs and improve margins. If a product is in high demand, the system can suggest a price increase; if it’s not selling, a strategic markdown frees up inventory and maintains profitability.

Likewise, CRM systems are gaining relevance by centralizing customer information — purchase history, preferences, and behaviors — to offer more personalized and effective experiences.

Beyond promotions, El Buen Fin 2025 is shaping up as a test of digital maturity for Mexican businesses. Those that adopt emerging technologies will be in a position to offer more agile, personalized, and sustainable shopping experiences, generating competitive advantages in an increasingly demanding market.

During the first hours of official registration, the Secretariat of Economy reported the enrollment of 1,290 companies on the El Buen Fin platform, reflecting the private sector’s confidence in a strategy that boosts domestic trade and strengthens the national economy.

Registration will remain open until November 12 on the official website www.elbuenfin.org.