AMWO: Online Consumer Research Report 2023

According to the "2023 Online Consumer Research Report" published by the Mexican Online Sales Association (AMWO), we have learned the latest online shopping user portraits and Mexico's online shopping consumption channels in 2022. It focuses on several points of concern for companies and sellers exporting to Mexico, and provides some new ideas and new thoughts for foreign trade merchants who are preparing to make a big splash in the Mexican market in 2023.

Popular categories

From this AMWO research report, we know that the following categories are represented in the popular categories, such as clothing and footwear, furniture and home furnishings, electronics, travel, food and beverages, sports, B2B, financial services, beauty, automobiles, pharmacies, pets, entertainment, children, luxury goods, telephone services, etc.

These product categories are very popular on e-commerce platforms in the Mexican market, such as Amazon and Meikeduo, and some of them are key supported categories by the platforms. If you are still struggling with what are the popular categories, you might as well take a look at what products are more popular with buyers in the Mexican market. It is very suitable for some sellers to choose small categories of products from these large categories for sales reference.

Understanding the Mexican market

In 2022, Mexico's e-commerce retail market was worth $528 billion, up 23% from 2021, and in 2022 more than 63 million people shopped online, doubling in five years.

One key point I saw in the report is that shoppers are increasingly concerned about brands. This shows that sellers can learn more about trademarks. It is best to have their own product brand patents and trademarks in Mexico. This is a protection measure for stores and products. As platforms like Meikeduo gradually become compliant, they are gradually forming a protection strategy for sellers with product patents.

The report shows that nine out of ten Internet users shop online, mainly in categories such as takeout, fashion, and beauty and personal care. Referring to SHEIN's product positioning, with fashion clothing as its core product, it has been deeply rooted in the international market for 10 years and has been guided by long-termism. Finally, it has successfully occupied a large share of the Mexican fashion market.

It is worth noting that the survey report also reflects that during 2022, eight out of ten digital buyers will shop on cross-border websites, and the main reasons for shopping are imported goods and price discounts.

Changes in the e-commerce market

In 2022, Mexico's e-commerce retail sector generated more than $52.8 billion in sales through digital channels, an annual growth rate of 23% compared to 2021. In 2022, e-commerce retail contributed 13.4% to total retail sales, while in 2021, e-commerce retail contributed 12.1% to total retail sales, and the value of Mexican e-commerce increased 2.9 times in 4 years. From the perspective of the world's e-commerce environment, Mexico has reached the world average of 7.4% in the growth of e-commerce in the world.

Looking at the evolution of Mexico’s e-commerce market, the figure below shows that the number of sellers and Internet usage in Mexico has continued to rise from 2018 to 2022, from 37 million online shoppers in 2018 to 63 million online shoppers.

The overview of the statistics of online shoppers in Mexico in 2022 shows that users aged 18-24 account for 16%, users aged 25-34 account for 30%, users aged 35-44 account for 27%, users aged 45-64 account for 19%, and users aged 65 and above account for 8%. Generally speaking, male groups are more active in electronic digital products, while those under 30 tend to prefer sports trends and second-hand trading platforms, and those aged 31-50 prefer digital home appliance platforms; while female consumers aged 30 pursue more trendy and fashionable products.

It is worth noting that in the report on users' living habits, 70% of people exercise regularly and 73% have pets. Product positioning can be based on the buyers' living conditions and habits.

Analysis of online shopping crowd behavior

Regarding the top five reasons why online shoppers buy online, 58% do so because the products can be delivered to their door, 49% do so to save time, 42% do so because they can buy from all over the world, 41% do so because products that are not available in physical stores can only be purchased online, and 36% do so because product prices on the Internet are more favorable.

Similarly, fashion apparel and beauty care are the most frequently purchased products online, and takeaway and fashion are still the most frequently purchased categories online. On the other hand, the growth of online shoppers who buy electronic products for the first time and repeat purchases of toys is particularly prominent.