Mexico Accelerates in E-commerce: Consumer Packaged Goods Online Sales Grew 35%

The e-commerce of consumer packaged goods (CPG) in Latin America already exceeds 8 billion dollars and maintains a growth considerably higher than sales made through physical channels. According to data from NielsenIQ (NIQ), e-commerce in this category is growing at 26.7% in the region, while the offline channel is advancing at 6.6%. This means digital sales are increasing at approximately four times the rate. In this scenario, Mexico and Brazil account for 74% of online CPG consumption in Latin America, positioning both countries as the main regional markets for this purchasing method.

How is E-commerce Growing in Mexico?

Mexico ranks second among the fastest-growing e-commerce markets in Latin America, according to NielsenIQ. During 2025, the value of online CPG sales increased by 35% compared to 2024. Furthermore, Mexico is among the markets with the highest dynamism in digital grocery purchases, a segment that recorded a growth of 29.4%. This trend is also linked to mobile device penetration. Over 90% of Mexican shoppers use their smartphones as one of the primary tools for making purchases, while convenience remains among the factors driving e-commerce adoption.

Food Generates Volume; Health & Beauty Increases Spending

Digital purchasing behavior also changes depending on the category. According to NIQ’s analysis, Food generates a higher volume of transactions, while Health & Beauty presents a higher average ticket size. In this latter category, the spending per transaction can more than double that registered in other segments. Other factors also influence purchasing decisions. Exclusive products account for about 7% of sales, while items associated with specific seasons participate in 63% of the analyzed sales. Promotions continue to be relevant for the digital consumer and can influence up to 25% of online purchases.

Artificial Intelligence Transforms the Purchase Process

The growth of e-commerce is occurring simultaneously as Artificial Intelligence (AI) tools begin to modify how consumers find and compare products. The purchasing process no longer necessarily starts directly in a physical store or on an e-commerce platform. A person might discover a product on social media, consult information with an AI assistant, review opinions, compare prices, and then decide whether to purchase online or in a brick-and-mortar store. This shift can also reduce the number of products exposed to the consumer. While a physical shelf might display over 50 alternatives, a digital shelf might present just over five, and a mobile screen around four. With AI tools, a recommendation could be limited to even one or two products. This also alters competition among brands, which no longer solely depends on appearing in the top search engine results. Accurate information about product features, availability, price, and presentation is now crucial for digital platforms to identify products correctly.

The Digital Shelf Becomes Another Competitive Arena

In this context, the so-called Digital Shelf acquires greater relevance within the purchasing process. An AI tool might recommend a product and direct the consumer to a specific store, but the sale still depends on factors such as:

Correct name and description
Product images
Availability
Price
Ratings
Reviews from other buyers

Incomplete information, errors in the description, or lack of inventory can interrupt the purchase even after the consumer has shown interest.

The separation between social media, entertainment, and e-commerce is also beginning to blur. According to NIQ, 56% of Latin Americans have made a purchase through social media. In Mexico, WhatsApp stands out particularly, with its use for commercial transactions exceeding that on platforms like TikTok and Instagram, according to data presented by the firm. Simultaneously, consumers show greater willingness towards digital tools that facilitate their decisions. Globally, 84% of shoppers would purchase a product if the e-commerce platform facilitated the comparison of relevant attributes on its website or app. Furthermore, 65% value receiving suggestions related to previous purchases, while 58% are comfortable receiving recommendations through digital platforms. On the other hand, 51% express interest in using AI to manage household purchases in the future, and 40% would be willing to allow a platform to make some purchasing decisions.

Mexicans Accept AI Recommendations, But Maintain Reservations

In Mexico, openness to these tools still has limits. NielsenIQ reported that 68% of Mexicans are comfortable receiving product recommendations through a digital platform. However, 38% are still not comfortable allowing these tools to make purchasing decisions on their behalf. This discrepancy highlights one of the challenges e-commerce will face in the coming years: incorporating greater automation and personalization without reducing the consumer’s perception of control and trust. With the growth of digital shopping and the integration of AI tools, brands will compete not only on price, availability, or promotions but also on the quality of information used by consumers and platforms to make decisions.

The post originally appeared on Líder Empresarial.