¡Bienvenidos a México! This Latin American digital economy is growing by leaps and bounds. For the international fashion e-commerce retailer, Mexico represents an exciting opportunity to enter a new market of consumers eager to shop online. It also brings challenges – specifically, adjusting to the customs, regulations, and language of another country and culture – nevertheless, this opportunity market is worth a closer look.

Facts & figures

The country has a high population (131.5 million in January of 2025, making it the 11th most populated country globally) with 87.9% of people living in Mexico City and other major urban areas. Mexico’s mean age is just 29.6 years – the perfect target group for fashion e-commerce.

Mexico hasn’t always had the best infrastructure. The country has traditionally invested less than 1% of its GDP in infrastructure, meaning transportation has always been a huge issue in Mexico outside of rural areas. However, things have been improving in recent years with new airports opening, massive investment in new highways, and an extensive new railway system – all geared towards more connectivity in rural areas. The result: significantly improved B2B and B2C delivery times, making online shopping more accessible in rural areas.

Mobile shopaholics

Ever-increasing internet penetration and widespread smartphone adoption – especially among the members of Gen Z and Gen X – facilitate easy access to online platforms and represent major drivers of the fashion e-commerce market. The easy availability of smartphones rather than the significantly less budget-friendly desktop PC means that the vast majority of online shopping is done via mobile channels, making it crucial for retailers to optimize their platforms for mobile use. According to a survey, 98% of online shoppers in Mexico report using a smartphone for purchases.

Personalized customer experience

Improved logistics and delivery services enhance customer experience, while an expanding, highly fashion-conscious middle class with higher disposable incomes fuels spending power. increasing integration of advanced technologies including artificial intelligence (AI) and machine learning (ML) improves personalization and customer service. Social commerce is gaining traction, leveraging social media platforms (more than 90 million social media users) and the ever-present influencers for direct sales.

Fashion trends, variety, low prices, easy return policies, and personalized recommendations drive fashion e-commerce in Mexico. The top Mexican fashion e-commerce platforms Liverpool, Mercado Libre, Dafiti, and Falabella offer convenience, exclusive discounts, and the latest styles, attracting fashion-conscious consumers who appreciate the ability to browse and purchase from the comfort of their homes.

The art of the scam

Scamming remains a huge problem for online retailers in Mexico. In 2023 alone, 36% of businesses reported a surge in payment fraud attempts. Additionally, 33% of surveyed retailers confirmed the existence of replica websites mimicking their brands, a tactic intended to deceive users into entering their credit card and financial information.

As the digital landscape continues to evolve, consumers and retailers face the task of fortifying their defenses and ensuring a safe environment for online transactions. A Global Anti-Scam Alliance report found that 27% of Mexicans have lost money in a scam – at an accumulated cost of almost US$17 billion, representing 1% of Mexico’s GDP.

Security, security, security

Yes, credit/debit cards and PayPal are the preferred e-commerce payment methods, but that doesn’t mean retailers can wash their hands of all responsibility. Specifically, new arrivals in the fashion e-commerce sector must convince Mexican online shoppers that their private financial information is safe with them.

  • 94% of Mexican consumers view fraud prevention as more important than an easy checkout
  • 89% won’t shop at a store again where scammers slipped through the cracks

Since fraud protection is essential for both consumers and retailers, being aware of Mexico’s specific scammer red flags is the best way to be sure your fraud protection solution is vigilant to the current trends. However, most state-of-the-art shop solutions offer plenty of snares to catch scammers.

The arrival of fast fashion

Much to the chagrin of the increasingly environmentally conscious Mexican middle class, the ultra-fast fashion giant Shein has gained a strong foothold in the region within a few short years. Its sales grew by over 800% since its introduction to Mexico in 2019. By 2023, its turnover surpassed USD2 billion, ranking at number five in the overall Latin American fashion market. The main reason behind the brand‘s incredibly speedy success? Affordability? Definitely. But also its ability to quickly adapt to consumer needs and expectations. Let’s remember that fashion e-commerce wasn’t much of a thing in Mexico before the pandemic due to the reasons we touched on above. In 2022, Shein launched pop-up stores in Mexico, showcasing the adaptability of this originally purely digital retailer by understanding the relevancy of brick-and-mortar stores for Mexican consumers. The new format was initially launched in Monterrey, León, and Mexico City, but has since been extended to other regions.

Bottom line

What is the takeaway for international fashion retailers seeking to gain a foothold in Mexico? Physical stores remain relevant in Mexican fashion e-commerce. Hybrid formats with physical shops offering online purchase options plus increasing omnichannel options with heavy social media representation are the way to go.

Two business models appear to be the most attractive:

Direct-to-Consumer Model – Setting up a 100% foreign-owned subsidiary will provide the opportunity to connect directly with your Mexican customers – but you will have to establish an in-country presence, complete with premises, staff, and large overheads.

Distributor Partnership – Leveraging local expertise to boost your market reach and streamline operations means less initial set-up cost, while partnering with people familiar with the local fashion e-commerce market.

No matter your initial strategy for entering the Mexican fashion e-commerce segment:  the look and feel of your online presence needs to be mobile-optimized, feature dynamic content, and attention-grabbing features for your prospective Mexican online clientele. A sense of security for your online shoppers is an absolute must, as are flexible payment options, simplified returns processes, and social media proliferation.



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autor_eurotext_100Author: Eurotext Editorial Team

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