- New consumers in the market
- What should companies do?
Sales of businesses in Mexico are increasingly going through WhatsAppwhere immediate attention and automated messages have become the central way to close purchases, as stated Mateo de los Ríosregional director of alliances for Latin America at treble.aihighlighting that this channel responds to current consumer behavior.
“The user wants immediacy”he said, adding that the customer “wants an answer even up to the minute.”
The change in habits became evident during the Good End 2025. As brands adjusted discounts, the key interaction occurred in real time within WhatsAppwith consumers seeking to resolve doubts almost immediately.
The first results of the program in its XV edition of the Confederation of National Chambers of Commerce, Services and Tourism (Concanaco Servytur) show that pressure: 71% of businesses rated the program as “good” or “excellent,” and 78% reported sales increases of between 10% and more than 30%.
More than 215,000 businesses were officially registered and almost 37% did not complete registration, suggesting an even larger base.
The photography of consumption also changed. According to Concanaco79% of purchases were made with cards, 62% of transactions occurred in physical stores and more than 70% of sales were concentrated in white goods, electronics, clothing, footwear and furniture.
Nearly 40% of businesses reported average tickets greater than 5,000 pesos. The Social networks were consolidated as an axis of promotion: 49% of businesses stated that these channels boosted their sales and 37% had to hire temporary staff to meet demand.
New consumers in the market
On the consumer side, the Mexican Online Sales Association (AMVO) he anticipated a more meticulous buyer.
Eight out of ten Mexicans planned to purchase at least one product or service, but 76% said they would compare prices up to three weeks in advance, and seven out of ten expected to combine a physical and digital store to decide.
The program also became younger: Almost 40% of online buyers were between 18 and 30 years old.
All this happened on a digital ecosystem that is already the backbone of the market. In 2024, online retail sales in Mexico reached close to MXN $789.7 billion, a growth of 20% annually. according to figures compiled from AMVO studies.
The country is among the 15 markets where the digital channel contributes the most to retail sales, with 67.2 million people shopping online and 69% of those operations carried out from mobile devices.
In this environment, WhatsApp It stopped being a simple means of communication and became commercial infrastructure.
In 2025, around 93% of users surveyed in Mexico declare they use it and 92.6% of Internet users over 16 years of age have it among their active platforms. On a global scale, The app has more than 3.2 billion unique users, nearly 40% of the world’s population connected through the same channel.
What should companies do?
The manager explained that this massive adoption forces companies to operate where the customer really is.
“The client is on WhatsApp,” he noted. Therefore, companies are integrating automation to handle large volumes of conversations without increasing operating costs.
As he said, the Consumers are no longer willing to wait or navigate between multiple screens: “People no longer want to call or browse to find something; they want to write and solve.”
The owner maintained that companies that have not migrated to this channel are giving ground to those that already operate with automated systems, especially in high demand seasons.
