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Retail in Mexico Current Behavior Changes Analysis

Ongoing Behavior Changes

Based on the provided reports on the Mexican retail industry, several ongoing behavior changes are significantly impacting relationships and demand within the value chain. A primary driver is the accelerating digital adoption by both final consumers (B2C) and business consumers (B2B). For B2C customers, this manifests as a rapid shift towards e-commerce, with online sales showing robust growth from USD 74 billion in 2023 to projected figures around USD 100 billion in 2024 and potentially USD 176.8 billion by 2026. This indicates a growing number of individual consumers are comfortable and prefer purchasing goods online, driven by perceived convenience, wider product selection, and competitive pricing.

Accompanying the rise of e-commerce are evolving B2C customer expectations. Consumers increasingly demand seamless omnichannel experiences, expecting consistent service and the ability to interact with retailers across physical and digital touchpoints (e.g., online browsing with in-store pickup). Personalization in offers and recommendations is also gaining importance. Furthermore, there is a heightened demand for rapid and often free delivery, a behavior largely fueled by the offerings of major e-commerce platforms like Mercado Libre and Amazon. Value for money remains a crucial factor, and consumers' reliance on credit and financing options, such as Buy Now, Pay Later (BNPL) services, is a notable behavior, particularly among lower-to-middle-income segments. This is further supported by the growing comfort and preference for digital payment methods, including digital wallets like Cashi and Spin by OXXO.

For the B2B segment, the adoption of digital platforms is also increasing, particularly among businesses (SMEs and MNEs) that are becoming sellers on e-commerce marketplaces like Mercado Libre and Amazon. This behavior reflects a strategic move by businesses to expand their reach and tap into the growing online customer base. However, a significant portion of the B2B landscape, specifically the numerous traditional retailers or nanostores, continues to rely on established behaviors centered on proximity, personalized service, and informal credit arrangements with wholesalers and distributors. While efforts are underway to integrate these traditional outlets, their core purchasing behavior from suppliers remains largely based on frequent, smaller orders and often cash transactions with informal credit.

In summary, the key ongoing behavior changes include a significant migration of B2C purchasing to online channels, a rise in customer expectations for integrated and convenient shopping experiences (omnichannel), a growing demand for faster fulfillment and flexible payment options (including digital and credit-based), and an increased adoption of e-commerce platforms by businesses seeking to sell online. Simultaneously, the traditional B2B behavior of nanostores persists, highlighting a dual-track evolution in the market.

Table of the impact of these changes on the value chain

Value Chain Step Impact of Ongoing Behavior Changes
Sourcing & Procurement Increased demand for diverse product ranges suitable for online sale; potential changes in order volumes and frequencies from suppliers to serve both online fulfillment centers and physical stores; growing importance of reliable and fast supplier relationships for efficient inventory flow across channels.
Logistics & Distribution Substantial impact due to increased last-mile delivery demands for e-commerce (faster, more frequent, and often free); increased complexity in managing inventory across multiple fulfillment nodes (warehouses, stores); higher volume of returns (reverse logistics) from online sales; need for greater investment in logistics technology (tracking, route optimization).
Retail Operations Requires integration of physical and online systems (omnichannel capability); necessitates investment in e-commerce platforms, in-store technology (POS, inventory management), and potentially adapting physical stores for click-and-collect or ship-from-store; impacts staffing needs and training for digital interactions and fulfillment.
Marketing & Sales Shift in marketing spend towards digital channels; need for sophisticated data analytics to personalize offers across touchpoints; adaptation of sales strategies to drive conversion both online and in-store; increased focus on promoting convenience, speed, and flexible payment options (BNPL, digital wallets).
Customer Service & Support Increased volume of inquiries via digital channels; need for integrated customer service systems to handle issues across online and offline interactions; focus on efficient and user-friendly returns processes for e-commerce purchases; greater emphasis on digital self-service options.
Commercial Relationships Strengthening of partnerships with logistics providers, technology vendors (e-commerce platforms, payment gateways), and fintech companies (for BNPL, digital wallets); evolution of relationships between e-commerce platforms and third-party sellers (focused on platform policies, fees, and fulfillment standards); ongoing, often informal, relationships between wholesalers/distributors and traditional nanostores.
Demand Patterns Overall market growth driven significantly by e-commerce expansion; shift in how and where consumers purchase; increased demand for convenience, speed, and personalized value; fluctuating demand influenced by online promotions and consumer digital engagement.

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