2023-03-20-AMWO-2023年网上消费者研究报告_75页_1mb

报告摘要

eCommerce Retail market in Mexico reached 528 billion pesos in 2022, with a 23% growth rate.
Pure Players (100% online) and Brick&Clicks (physical and digital presence) grew by 24% and 22%, respectively.
International growth trends position Mexico as one of the top markets globally, but digital sales represent only 13.4% of total retail sales.

Demographics: Digital buyers include predominantly young adults (18-24 years) and high Socioeconomic NSE groups, with strong offline preference for product interaction.
Purchase Patterns: 90% of digital buyers purchased products or services online in 2022; frequent buyers (Intensive) exhibit higher satisfaction and are driven by convenience, discounts, and delivery incentives.
Cross-Border Shopping: 80% of digital buyers engaged in international purchases, primarily for automotive, medical, and wellness products, influenced by price and variety.

Tarjetas de Débito and Crédito remain dominant payment methods (51% and 43%, respectively), with growing use of installment options and digital wallets.
Satisfaction levels increased for online shoppers, but concerns persist about payment security and fraud, affecting adoption rates.

Growth Areas: Expanding digital penetration in categories like groceries, home goods, and health, leveraging omnichannel strategies and trust-building measures.
Barriers: Fraud concerns, preference for physical verification, and limited digital adoption among offline buyers hinder further growth.

Data from 2022, collected through panels like AMVO Analytics and Netquest, ensuring representativeness and methodological rigor.
Comparative trends show increasing internet and smartphone usage, reinforcing digital commerce's role in Mexican consumer behavior.

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