Social networks stopped being just a communication channel a long time ago; for brands, they are now direct engines of consumption, product discovery, and purchase decisions for millions of people. A study by Kueski confirms this with a compelling fact: 65% of Mexican consumers have purchased at least one product after seeing it recommended on social media. This phenomenon directly impacts industries such as fashion, beauty, technology, food, and retail, categories that concentrate a significant portion of digital spending in the country.
The behavior of Mexican digital consumers in 2026 has its own characteristics. Almost nine out of ten Mexicans make online purchases regularly, and 53% do so two to three times a month. Scrolling, short videos, and live broadcasts have become the new commercial showcase, where content and purchase intent coexist in the same moment.
The role of influencers in the commercial funnel
Content creators actively participate in the first phase of the purchasing process, generating attention and desire before the consumer reaches an ecommerce platform. The Kueski study details that 42% of respondents believe that creators influence "little" in their decisions, 23% acknowledge that they influence "somewhat," and 7% admit that they influence "a lot." Although influencers do not always secure the final sale, their role as discovery triggers in categories such as sneakers, makeup, gadgets, and home items is consistent and measurable.
Advertising investment reflects that relevance. Data from Statista estimates that global investment in social commerce will surpass $2 trillion in the coming years, driven by short video, artificial intelligence, and algorithmic recommendations.
The marketplaces that are capitalizing on social commerce
Brands like Shein, Amazon, and Mercado Libre have reinforced their strategies with influencers, live broadcasts, and sponsored content to accelerate sales during high consumption seasons. TikTok Shop continues to expand integrated shopping tools that allow the acquisition of products without leaving the app, a model that is pushing traditional brands to reallocate marketing budgets towards creators, micro-influencers, and performance campaigns on social media.
Live shopping: high potential, low adoption
The live shopping format, which represents a significant portion of ecommerce in markets like China, has yet to take off in Mexico. 59% of respondents state they would not purchase through live broadcasts, 32% had never heard of the format, and only 9% would consider it during discount seasons. The contrast with Asia is notable, although retail operators and technology platforms continue to bet on the format given the growth potential of social commerce in Latin America.
From the reading that next+ makes of the AdTech ecosystem in Mexico, Kueski's data is a direct signal for media and advertising planning teams: social commerce is an advertising surface that is maturing at a speed that traditional budgets have not yet reflected. TikTok, Instagram, and content formats with creators are already functioning as advertising inventory with the ability to directly attribute to sales, placing them in the same territory as retail media or paid search in terms of accountability. For brands that still treat influencer marketing as a separate branding tactic from their performance strategy, the numbers suggest that this separation no longer corresponds to how the funnel truly operates. Social platforms have become conversion channels, and the advertising technology that supports them, from integrated buying formats to recommendation algorithms, is now as much a part of the media infrastructure as any DSP or programmatic network.