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This week in retail news: Mexico’s e-commerce market is entering a phase of structural transformation, with annual revenues projected to exceed US$215 billion by 2026. Growth is being driven by a mobile-first consumer base and strategic shifts toward outcome-based advertising models that prioritize measurable business results. To capture this momentum, companies such as Sunhouse are deploying centralized order and warehouse management systems across North America, while BBVA México and Conekta have launched Pago Directo, a solution designed to secure in-app payments for nearly 30 million digital clients.
More news below:
Mexico E-Commerce Poised for US$215 Billion Milestone
Latin America has long been labeled a “high-growth” e-commerce region. According to leaders from AMVO and Endeavor Mexico, however, the industry has now crossed into something far more consequential: a structural transformation reshaping retail, entrepreneurship, and the broader digital economy.
Sunhouse, Anchanto Partner to Scale Global E-Commerce
Sunhouse Group launched a major digital transformation push by signing a strategic partnership with Anchanto to scale its international e-commerce expansion and triple its online business. Under the project, Sunhouse will deploy a centralized Order Management System (OMS) across Vietnam, the United States, Mexico, and Canada, while implementing a Warehouse Management System (WMS) at two key e-commerce logistics hubs in Northern and Southern Vietnam.
BBVA México Rolls Out Pago Directo for In-App Payments
BBVA México has launched Pago Directo, a digital payment solution designed to streamline e-commerce transactions through embedded finance. Developed in collaboration with Conekta, a leading Mexican payment platform and BBVA Spark client, the tool allows users to authorize purchases directly within the bank’s mobile app without sharing card details with third-party merchants.
The Strategic Shift to Outcome-Based Advertising
Alberto Pardo, CEO & Founder, Adsmovil, writes that the advertising industry in Latin America is undergoing a structural shift away from traditional volume-based metrics like CPM and impressions toward a model centered on finite consumer attention and measurable business outcomes. This transformation is driven by audience fragmentation and the decline of third-party data, forcing a strategic pivot toward first-party data and high-impact channels like Connected TV and Retail Media.
Retail Outlook 2026: Data, Loyalty and ESG Trends
Latin American retailers are being urged to maintain momentum by leveraging “omnichannel” habits, where 52% of households now utilize seven or more shopping channels without abandoning physical stores, writes expert Sergio Thome, Regional General Manager, Sensormatic. Success in 2026 will increasingly depend on holistic sustainability practices that move beyond surface-level claims to satisfy value-driven Gen Z consumers, alongside the adoption of subscription-based loyalty programs that provide recurring revenue and critical shopper data.