Key figures
| Metric | Value | Note |
|---|---|---|
| Internet Users | 95.5 million | |
| Digital Ad Spend | $45.2 billion | |
| E-commerce Penetration | 62.5% | of total retail |
| Mobile Commerce Share | 60.1% | of e-commerce GMV |
| Average Time Online | 7h 30m | per day |
Overview
Mexico's digital market is rapidly evolving, with a large and growing internet user base increasingly engaging with online services and e-commerce. Digital advertising is becoming a cornerstone of marketing strategies.
Breakdown
- Digital Ad Spend by Channel (2026): Social Media Ads $18.1B, Search Ads $13.6B, Video Ads $7.2B, Other $6.3B
- E-commerce GMV (2026): $110.5 billion
Key E-commerce Segments: Electronics ($30.1B), Fashion ($25.4B), Home Goods ($18.8B) Outlook
Mexico's digital landscape is poised for significant expansion, driven by increasing internet accessibility, a young demographic, and a growing middle class. Mobile commerce will continue to be a dominant force, supported by substantial investments in digital advertising.
Sources: industry surveys, platform filings, and modeled estimates for 2026
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