---
title: El Buen Fin Is Boosting E-Commerce in Mexico - BoaCompra
description: Mexico’s El Buen Fin is scooping revenues from other popular shopping events and is also spreading to e-commerce. Learn more about this phenomenon.
image: https://blog.international.pagseguro.com/hubfs/Imported_Blog_Media/Banner-2.jpg
---

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 E-commerce

 El Buen Fin Is Boosting E-Commerce in Mexico

 Mexico’s El Buen Fin is scooping revenues from other popular shopping events and is also spreading to e-commerce. Learn more about this phenomenon.

![El Buen Fin Is Boosting E-Commerce in Mexico](https://blog.international.pagseguro.com/hubfs/Imported_Blog_Media/Banner-2.jpg)

 November 7, 2019

*El Buen Fin* is the [most pop](https://www2.deloitte.com/content/dam/Deloitte/mx/Documents/consumer-business/2018/el-buen-fin-2018.pdf)[ular](https://www2.deloitte.com/content/dam/Deloitte/mx/Documents/consumer-business/2018/el-buen-fin-2018.pdf) shopping event in Mexico and has traditionally been the discount weekend of the year. It is the Mexican version of The Black Friday and is held, since 2011, around November the 15th.

Over the years, sales revenues have been growing from [USD 2.03 billion](https://www2.deloitte.com/content/dam/Deloitte/mx/Documents/consumer-business/2018/el-buen-fin-2018.pdf) in 2011 to [USD 5.25 billion](https://www2.deloitte.com/content/dam/Deloitte/mx/Documents/consumer-business/2018/el-buen-fin-2018.pdf) in 2018 [currency conversion rates from MXN to USD on 10/15/2019], including online sales revenues.

As Mexico is ranked [#1](https://www.statista.com/statistics/266064/revenue-growth-in-e-commerce-for-selected-countries/) among the fastest-growing retail e-commerce markets worldwide in 2019, international merchants must be aware of its own dynamics and familiarize themselves with phenomena like *El Buen Fin*.

### **El Buen Fin’s Dynamics**

*El Buen Fin* was planned in Mexico, back in 2011, as an initiative to boost sales during which retailers offered a wide range of advantages, such as discounts and promotions.

This is one of the best shopping events for the Mexican people to acquire most desired goods and services for the best price, contributing, therefore, to the family’s economy, as pointed out by [Ernesto Acevedo](https://www.consumotic.mx/consumidor/continuara-vigente-el-buen-fin-secretaria-de-economia/), the current Mexican Undersecretary for Commerce and Industry.

![Table with the Bestselling Product Categories during El Buen Fin in 2018, such as clothing and electronic devices.](https://blog.international.pagseguro.com/hs-fs/hubfs/Imported_Blog_Media/Tabela_2-1.png?width=366&height=336&name=Tabela_2-1.png)

According to [Eric Pérez-](https://www.eleconomista.com.mx/empresas/Buen-Fin-genero-2484-mdp-en-ventas-en-linea-20171206-0049.html)[Grovas](https://www.eleconomista.com.mx/empresas/Buen-Fin-genero-2484-mdp-en-ventas-en-linea-20171206-0049.html), President of the Mexican Association of Online Sales (AMVO), it is also an opportunity to develop e-commerce in Mexico, enabling merchants to engage with consumers who are not yet shopping online (due, for example, to the lack of [alternative payment methods](https://boacompra.com/en/blog/why-reaching-the-unbanked-in-mexico-will-boost-your-e-commerce-business) in the online checkout) and also to improve the relationship with their customer base.

#### **Why is *El Buen Fin* a business opportunity for e-commerce merchants?**

1. Digital channels are increasingly relevant in the buying decision: [57](https://www.thinkwithgoogle.com/intl/es-419/insights/la-guia-para-conectar-con-los-mexicanos-en-el-buen-fin/)[%](https://www.thinkwithgoogle.com/intl/es-419/insights/la-guia-para-conectar-con-los-mexicanos-en-el-buen-fin/) of physical store purchases were due to previous online research;
2. Consumers start searching for product information [o](https://www.thinkwithgoogle.com/intl/es-419/insights/la-guia-para-conectar-con-los-mexicanos-en-el-buen-fin/)[ne month](https://www.thinkwithgoogle.com/intl/es-419/insights/la-guia-para-conectar-con-los-mexicanos-en-el-buen-fin/) before the beginning of the event; it is a window of time for merchants to convert website visitors into e-customers;
3. In 2018, online shopping was a positive experience for consumers during *El Buen Fin* because: 
     - Of better discounts and offers than in physical stores ([54%](https://www.statista.com/statistics/974269/main-reasons-consumers-buy-products-online-el-buen-fin-mexico/));
     - It allowed online consumers to avoid crowds ([39%](https://www.statista.com/statistics/974269/main-reasons-consumers-buy-products-online-el-buen-fin-mexico/));
     - Of the purchase of products which weren’t available in physical stores ([30%](https://www.statista.com/statistics/974269/main-reasons-consumers-buy-products-online-el-buen-fin-mexico/)).

*El Buen Fin* is leading the increment expected for online sales on selected dates – such as Christmas, HotSale and Cyber Monday – with a share of [92%](https://www.statista.com/statistics/821812/increase-online-sales-holidays-mexico/) in 2017, which corresponded to a revenue of [USD 4.89 billion](https://www.statista.com/statistics/1049127/sales-revenue-buen-fin-mexico/), which surpassed the [USD 4.66 billion](https://www.statista.com/statistics/1049127/sales-revenue-buen-fin-mexico/) transacted in 2016.

This boost in online sales was provided by an increase in e-commerce consumers and a set of most-purchased products, which ranged from tech devices to cosmetics.

![Table presenting what the Mexican Online Consumers planned to buy during El Buen Fin in 2018.](https://blog.international.pagseguro.com/hs-fs/hubfs/Imported_Blog_Media/Tabela_3-1.png?width=455&height=514&name=Tabela_3-1.png)

### **Who Is Buying during El Buen Fin?**

Indeed, over the years, a crescent number of Mexicans became online consumers. According to Statista, Mexico had [60.6 million](https://www.statista.com/statistics/251662/e-commerce-users-in-mexico/) e-commerce users in 2018 and are forecasted to have [78.8 million](https://www.statista.com/statistics/251662/e-commerce-users-in-mexico/) in 2023.

Regarding the *El Buen Fin*’s consumers’ profile, mainly [young adults](https://www.statista.com/statistics/994366/share-people-who-buy-el-buen-fin-mexico-age/) between the age of 18 and 29 years old, and [women](https://www.statista.com/statistics/994356/share-people-buy-el-buen-fin-mexico-gender/) were planning to buy something during the shopping event in 2018.

Concerning the preference for online shopping, it is the younger population who mostly buys in e-commerce websites. In 2018, [39.1%](https://www.statista.com/statistics/973875/age-distribution-online-shoppers-el-buen-fin-mexico/) of the Mexican online consumers during *El Buen Fin *were aged between 15 and 24.

![Table with the distribution of Online Consumers during El Buen Fin in 2018, by age group.](https://blog.international.pagseguro.com/hs-fs/hubfs/Imported_Blog_Media/Tabela_4-1.png?width=393&height=514&name=Tabela_4-1.png)

Despite the majority of *El Buen Fin* consumers ([89%](https://www2.deloitte.com/content/dam/Deloitte/mx/Documents/consumer-business/2018/el-buen-fin-2018.pdf) in 2018) still prefer to buy directly from physical stores,  [43%](https://www2.deloitte.com/content/dam/Deloitte/mx/Documents/consumer-business/2018/el-buen-fin-2018.pdf) of consumers who shopped in physical stores searched online for discounts and participating retailers, to compare prices and check the product availability.

### **Mexico’s E-Commerce Status **

With [USD](https://www.statista.com/statistics/804022/latin-america-e-commerce-sales/)[ 18 billion](https://www.statista.com/statistics/804022/latin-america-e-commerce-sales/) in sales revenues in 2018, Mexico is the second most important market in Latin America. In recent years, the country has seen a significant and steady increase in the number of e-commerce users, and this line is projected to continue in an ascending rhythm, as shown in the following table:

![A table with Mexico’ e-commerce status: total population, internet users, e-commerce users and digital buyer penetration by year.](https://blog.international.pagseguro.com/hs-fs/hubfs/Imported_Blog_Media/Tabela_5-1.png?width=518&height=314&name=Tabela_5-1.png)

As the internet penetration rate is increasing, the e-commerce penetration rate will tend to increase, therefore the forecast for the coming years regarding sales revenues is very positive reaching [USD 28 billion](https://www.statista.com/statistics/804022/latin-america-e-commerce-sales/) by 2022.

### **Expanding to Mexico**

Facing such an encouraging panorama that is Mexico’s e-commerce, international companies may consider investments and consequent expansion into the country. To do so, merchants must take into consideration the fact that Mexico has its own set of regulations, cultural nuances and local payments preferences, which can compromise the success of your business expansion.

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