MEXICO AT THE DIGITAL TABLE: THE BOOM OF FOOD ECOMMERCE

The new grocery cart is an app

Mexico is experiencing a digital boom in food consumption. More and more households, with a single click, are getting their groceries delivered to their door. Recent data shows that nearly 30 percent of Mexicans aged 16 to 64 buy groceries online weekly. This habit explains why total eCommerce grew 20 percent in 2024, reaching 789.7 billion pesos, consolidating Mexico as the fastest-growing online market globally. According to AMVO, eCommerce already represents 13.4 percent of consumer spending in Mexico, although other categories dominate. Nearly 68 percent of users purchase prepared food through delivery apps and 62 percent buy apparel online.

Internet penetration, close to 83 percent, and the almost universal use of smartphones, around 80 percent of the population, have been major drivers of this growth. However, the purchase of pantry staples and groceries has yet to fully take root. Fewer than 35 percent of online users regularly acquire basic food items. This indicates that food eCommerce is expanding from a low base, with significant potential ahead, driven by new post-pandemic consumption habits.

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Cold chain urgency: the invisible battlefield

The rise of food eCommerce presents unprecedented logistical challenges. Refrigerated transport has become strategic. As noted by José Carlos Gómez of Thermo King, “a shipment that does not guarantee the right temperature can lose its value in minutes.” Preserving the cold chain from storage facilities to the last mile is essential to keep dairy products, meat, fruits, and vegetables fresh.

The demand for cold chain logistics is growing at a rapid pace. The global market is expected to reach 427.6 billion dollars by 2030, with 77 percent coming from food and beverages. This has forced companies to invest in specialized fleets, advanced thermal packaging and digital monitoring solutions. IoT sensors now allow real-time tracking of temperature and location for each order, mitigating risks along every link. Thermal efficiency is no longer a luxury. It is a decisive advantage. Without it, there is no viable eCommerce for perishables.

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Last mile, first major obstacle

The last mile and distribution infrastructure represent another major challenge. Even with historic investments in lockers, drones and distribution centers, a clear urban-rural divide remains. Metropolitan areas concentrate most express deliveries, while remote towns experience longer delivery times or are not covered at all.

Cultural barriers add to the challenge. The average Mexican still feels uneasy about buying food without seeing it physically and relies heavily on cash. Only 3 out of 10 consumers buy groceries online, compared to 9 out of 10 who do so in physical stores. Hybrid solutions are emerging. One example is OXXO Pay. This deposit system in OXXO convenience stores bridges the gap between cash and online transactions. OXXO has even filed the trademark “OXXO Delivery,” entering the home delivery revolution and competing not only with other stores, but also with apps like Rappi and Uber Eats.

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Artificial intelligence in your shopping cart

Technology is redefining the food eCommerce business. Major players are integrating AI, IoT and blockchain to optimize every stage. Artificial intelligence algorithms improve demand forecasting and delivery routes. Rappi, for example, acquired an AI startup to anticipate orders and reduce waste. Its “Turbo” service promises deliveries of thousands of products in less than ten minutes.

The Internet of Things connects trucks and containers into an intelligent network. Warehouses across Mexico monitor temperature and location in real time. Meanwhile, blockchain ensures full traceability of products from their origin to delivery, strengthening consumer trust in food quality.

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Success stories: Mexican innovation at work

Mexican companies are taking the lead in this transformation. Jüsto, the country’s first fully digital supermarket, operates with its own refrigeration facilities and no intermediaries. In five years, it has expanded into several cities and plans to scale further.

In food delivery, Rappi has clearly won over the Mexican market. More than 65 percent of users already use delivery apps weekly. Its focus on ultra-fast deliveries, electric vehicles, drones and predictive technology positions it as a regional leader.

OXXO is also building bridges between its vast brick-and-mortar network, with more than 17,000 stores, and digital services. Through OXXO Pay and its upcoming delivery platform, it is transforming its physical convenience model into a logistics network that is always within reach.

In the industrial space, Grupo Bimbo has invested in electric fleets, data analytics platforms and optimized routes. With more than 58,000 daily routes, the world’s largest baking company has been recognized for its strategic use of logistics technology.

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Green deliveries: sustainability with purpose

Sustainability has become imperative. Electrifying fleets is no longer just an environmental commitment. It is a sound business decision. An electric truck can have 25 to 40 percent lower maintenance costs than a diesel unit. In cities, operational savings and reduced emissions make the transition increasingly attractive.

Logistics companies in Mexico are adjusting routes, using AI to reduce travel miles and adopting ESG strategies as a core business component. Today, consumers, especially younger ones, value not only whether their delivery is fast, but also whether it is environmentally friendly.

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What comes next? The future has already arrived

Food eCommerce in Mexico still has a long way to go. Projections indicate sustained annual growth of 20 to 30 percent. Most consumers already use hybrid channels, buying both online and in stores. New formats are appearing: delivery memberships, augmented reality to select produce, chatbots to manage orders and more.

Borders are also blurring. Around 80 percent of Mexican digital consumers now buy foreign products. Platforms that successfully integrate global operations with efficient local delivery will hold a decisive advantage.

But success will not be measured only in sales. The key metric will be how many gaps are closed. Gaps between rural and urban regions. Between generations. Between the physical and digital worlds. Food eCommerce can redefine how we eat, buy and live. The challenge is to do so efficiently, equitably and responsibly.