Online Tech Sales Surge 15%, Brick-and-Mortar Stores Decline 0.9%

Online Tech Sales Surge 15%, Brick-and-Mortar Stores Decline 0.9%

Online sales of technology and durable goods in Mexico grew 15% in value during the 12 months ending March 2026, while the physical channel registered a 0.9% decline, according to information from NielsenIQ (NIQ). E-commerce also reported a 21% increase in the number of units sold, solidifying its position as the primary growth driver for the technology industry in the country. These results were presented during Electronics and Home Mexico 2026, an event where NIQ analyzed the market behavior of technology products, home appliances, and durable goods.

The performance of digital platforms contrasts with the weakness observed in traditional stores and an economic environment marked by consumption slowdown, inflation, and reduced household confidence. Despite this scenario, the Mexican industry for technology and durable goods grew 3.1% during the first quarter of 2026, placing the country among the top nine fastest-growing markets in Latin America.

Digital Channel Offers Four Times More Brands

One of the main advantages of e-commerce is the breadth of its offering. According to NIQ, digital platforms offer up to 9% more products or inventory units—known as SKUs—and four times more brands than physical stores. This availability allows consumers to compare prices, features, and financing options among a greater number of manufacturers and sellers.

“The online market in Mexico offers a broader portfolio than the physical channel, with up to 9% more SKUs and four times more available brands,” stated Daniel Gutiérrez, Director of Telco and Tech & Durables for NielsenIQ Mexico. The specialist explained that the industry is investing in exclusive products for digital platforms and in third-party (3P) commercialization schemes. Through this model, brands and merchants can offer their products directly to the end consumer via marketplaces, without relying solely on the inventory of retail chains.

For NIQ, this diversity is valued by Mexican buyers, who seek products that fit their budget without sacrificing innovation or functionality.

E-commerce Boosts Chinese Brands

The growth of e-commerce has also facilitated the entry and expansion of international brands, particularly those of Chinese origin. These companies have gained market share through competitive pricing, product variety, and the incorporation of new features. Despite tariffs implemented in early 2026, Chinese small appliance brands registered a 36% growth, compared to the 15% advance observed in the total market for the category. In large appliances or white goods, brands from China achieved 31% growth.

The increased availability of these companies on marketplaces and digital stores has allowed them to reach consumers who prioritize the price-quality ratio. The online channel also facilitates access to brands with a limited or nonexistent presence in physical establishments. Globally, e-commerce already accounts for nearly half of sales in categories like small appliances and information technology, according to the consultancy.

Credit and Installment Plans Support Sales

In addition to product variety, access to financing is a determining factor for the purchase of devices and appliances. For screens, 47% of transactions are paid in full, 29% through credit, and 13% with interest-free installment promotions. Among consumers in lower socioeconomic levels, credit usage increases to 33%, while cash purchases decrease to 44%.

For laptops, 42% of acquisitions are paid in full, 25% through credit, and 22% with interest-free installments. In lower-income households, the proportion of laptop purchases via credit rises to 29%, while cash payments drop to 38%. These data highlight the importance of payment options offered by digital and physical retailers in maintaining demand for products whose cost often represents a significant portion of household income.

Promotions Account for 45% of Sales

The growth of e-commerce is also linked to key discount seasons. NIQ identified that 45% of annual technology and durable goods sales in Mexico are concentrated in just 16 weeks, corresponding to six promotional periods: Mother’s Day, Hot Sale, summer promotions, autumn promotions, Buen Fin, and December holidays. Digital platforms play a central role during these campaigns due to the ability to compare prices, access wider catalogs, and use various payment methods.

“Seasonal periods are the heart of technology and durable goods consumption in the country,” affirmed Gerardo González, Account Director for Tech & Durables at NielsenIQ Mexico. During Buen Fin alone, approximately 70% of screen sales are made with some form of discount, with an average price reduction of 17% in the category.

World Cup to Boost Digital Screen Sales

The 2026 FIFA World Cup is emerging as another significant catalyst for technology sales, especially in the television category. NIQ estimates that the World Cup period could account for 17.3% of the annual sales value for screens. Although 92% of Mexican households own at least one television, only 42% have a Smart TV as their primary screen. This presents an opportunity for manufacturers, retailers, and digital platforms to drive equipment upgrades through discounts, financing, and home delivery.

In previous editions of the tournament, the World Cup accounted for 18.1% of annual screen sales in Brazil 2014, 17.6% in Russia 2018, and 20.3% in Qatar 2022. For the 2026 edition, Mexico’s status as a host country could strengthen interest in acquiring larger, higher-resolution, or more connected televisions.

Smaller Households Modify Consumption

The transformation of living spaces is also influencing technological demand. According to NIQ, Mexican households are becoming smaller, and the heads of households are aging, conditions that favor the search for compact, efficient, and multifunctional products. In Mexico City, the average dwelling size decreased from 78 to 60 square meters over the past 15 years. Economic pressure has also led families to move more entertainment activities indoors, increasing the relevance of screens, computers, and small appliances.

“The new Mexican household is smaller and has older heads of household, which is transforming technology demand,” indicated Gutiérrez. The 15% growth in digital sales shows that e-commerce is capturing these changes in consumer habits with a broader offering, more brands, and payment alternatives. Facing a 0.9% decline in physical stores, digital platforms are positioned as the key channel for the growth of the technology industry throughout the remainder of 2026.

appears first on Líder Empresarial.