Where should a Chinese brand sell in Mexico?
Most Chinese brands start on one marketplace, Mercado Libre, Amazon.com.mx or Walmart.com.mx, because buyers are already there, and add distributors or retail chains once they have sales data. The channels ask for different things, so read each official page before committing: Walmart’s Mexican marketplace lists Mexican company documents, Amazon offers a local and a global route, and Mercado Libre has a local flow plus separate cross-border programs whose terms we could not read.
How big is Mexican online retail, and who sells there?
AMVO, the Mexican online-sales association, reports MXN 941 billion of online retail in 2025, up 19.2% on the year and equal to 17.7% of all retail, with 77.2 million online buyers. Its study surveys an online panel of 1,132 buyers aged 18 or older (AMVO). INEGI’s household survey is more conservative: 35.8% of internet users bought something online in 2024, most often personal-care items (77.9% of those shoppers), household goods (45.8%) and food and drink (33.0%) (INEGI). Treat buyer counts as indicators, not forecasts.
The panel also shows what buyers respond to. Social networks outrank search engines as the most influential source of product information, 7 in 10 buyers mix physical and digital channels, and precise descriptions, user reviews and order tracking weigh most on the decision. Among online buyers, 69% pay by debit card and 54% by credit card, and 23% pay cash at retail chains such as through Paynet or OxxoPay (AMVO).
The U.S. Commercial Service names Mercado Libre, Amazon, Walmart, Liverpool and Coppel as the key players, and says TikTok launched TikTok Shop in Mexico in February 2025 (U.S. Commercial Service). We could not verify seller requirements for Liverpool, Coppel, TikTok Shop, Temu or Shein from official pages, and vendor blogs are not rules, so we leave them out of the comparison. Read each platform’s own seller page.
What do you need to sell on Mercado Libre?
The U.S. Commercial Service calls Mercado Libre by far the most popular online retailer in the region (U.S. Commercial Service). For Q2 2026 the company reported 89 million unique buyers and US$21.9 billion of merchandise volume, named Mexico its largest cross-border market, and said cross-border volume grew 60% in constant currency (SEC filing, 5 Aug 2026).
Its official Mexican seller page says publishing is free and registration needs an ID document and an email, with company tax data added later; it also describes Mercado Envíos shipping and Mercado Pago payments (Mercado Libre México, read 20 Oct 2026). That page describes the local flow.
Sellers in China follow a different route. Caixin reports that Mercado Libre has recruited Chinese merchants since 2019 and widened access in 2025 with direct shipping, warehouse fulfilment and managed logistics (Caixin, 3 Dec 2025). Jiemian adds overseas warehousing, direct shipping from China and semi- and fully-managed services for manufacturers (Jiemian). The 8-K says volume through its China fulfilment center grew 170% quarter on quarter, and that advertising revenue grew 62% in constant currency (8-K); the 90-day plan covers marketplace ads.
Fees, eligibility and tax terms for these programs are not on a page we could read, because the official Global Selling page asks for a login. 费用和资格以美客多官方页面为准: ask Mercado Libre’s seller team and read the terms in your account before you ship.
How do Amazon.com.mx and Walmart.com.mx compare for new sellers?
Amazon’s Mexican seller page (read 20 Oct 2026) lists a referral fee that starts at 8% and varies by category, and a reduced monthly seller fee of MXN 75 after a fee-free first year; promotions change. Individuals need a Mexican tax status certificate, an ID, proof of address, a card and a bank account that accepts transfers. Companies add a company certificate, an authorization letter and a bank account in the company’s or main seller’s name. Optional programs such as FBA, Easy Ship and Amazon Ads carry their own costs (Amazon México).
Its global-selling page describes a second route: a unified account for the U.S., Mexico, Brazil and Canada at US$39.99 a month, FBA stock held in Mexico, or Remote Fulfillment from stock held in the U.S. It says a company outside Mexico may not need a Mexican entity, though one may help. It does not say which countries’ companies can register, so confirm in Seller Central (Amazon global selling).
Walmart’s Mexican marketplace is free to join and charges a referral fee per item, whose percentage the pages we read do not give. It asks for an RFC, CURP and articles of incorporation, tax data for invoicing and GTIN/GS1 product codes. Its fulfilment service (WFS) needs an existing Marketplace Mexico account and, for international sellers, says that for now the seller handles the import (Walmart, Walmart WFS). Both pages are dated October 2024.
Who is the importer when a marketplace ships for you?
A marketplace program does not remove the customs questions of the pricing guide; it changes who answers them. Walmart says, for now, that its fulfilment service does not help with the import and the international seller is responsible. Amazon tells global sellers to review Mexican taxes and regulations before listing. For Mercado Libre’s cross-border programs, the pages we could read do not say who is the importer of record.
Ask each platform, in writing, who appears as importer on the customs declaration, who pays duty and VAT, who holds any NOM certificate and who handles returns. Your tariff code and NOM needs come first: see how to start selling in Mexico.
How do distributors and B2B buyers fit in?
Large retail chains are among Mexico’s biggest importers, and the official importer database lists about 3,500 firms (U.S. Commercial Service, 17 Feb 2026). The agency advises splitting Mexico into territories rather than granting one exclusive national deal, using sales agents to reach smaller cities, and putting agreements in writing. No indemnity law prevents ending an agent or distributor agreement, so cancellation clauses should be specific, and performance clauses are permitted.
Before approaching a distributor, prepare sales data from a marketplace pilot, a Spanish catalog, a stock or lead-time plan and a warranty plan. We found no credible published margin figures, so ask for price lists in writing before comparing offers.
Which trade shows suit which sectors in 2027?
These shows state 2027 dates and venues on their organizers’ own sites (read 20 Oct 2026). We left out shows whose sites state no 2027 dates.
| Show | Sector | Dates and place |
|---|---|---|
| Expo ANTAD | Retail: food and beverage, health and beauty, general merchandise, store equipment, technology | 27–29 Apr 2027, Guadalajara |
| Expo Manufactura | Manufacturing and industry | 23–25 Feb 2027, Cintermex, Monterrey |
| Expo Nacional Ferretera | Hardware trade: manufacturers, distributors, importers, stores | 9–11 Sep 2027, Expo Guadalajara |
| INA PAACE Automechanika | Automotive aftermarket | 7–9 Jul 2027, Centro Banamex, Mexico City |
| EXPO PACK (PMMI) | Processing and packaging | 8–10 Jun 2027, Guadalajara |
Official sites: Expo ANTAD, Expo Manufactura, Expo Nacional Ferretera, INA PAACE Automechanika and EXPO PACK. For scale, Expo ANTAD says its 2026 edition drew over 52,000 visitors and 1,800 exhibitors, and INA PAACE reports over 780 exhibitors and 28,500 visitors in 2026; these are organizer figures.
Which channel fits your product and stage?
| Channel | Who it suits | What you need | Official site |
|---|---|---|---|
| Mercado Libre | A first test of demand for consumer goods | ID and email for the local flow; cross-border terms on its own pages | vendedores.mercadolibre.com.mx |
| Amazon.com.mx | Brands that want FBA or a global account | Tax status certificate (local route) or a global account; card and bank account | vender.amazon.com.mx |
| Walmart.com.mx | Sellers with Mexican company papers | RFC, CURP, articles of incorporation, GS1 codes | marketplacelearn.walmart.com/mx |
| Distributors and importers | Products that need local stock, service or reach beyond big cities | Sales data, Spanish catalog, written agreement | trade.gov (Mexico distribution chapter) |
| Retail chains via shows | Established products with volume | Samples, compliance papers, exhibitor registration | expoantad.com.mx |
Settle tariff code, NOM and labels
These decide whether you can sell at all; see the start-selling guide and the tariff guide.
Decide who imports
Your own Mexican company, a licensed provider or a marketplace program.
Pick one marketplace
Read its official seller pages and list a small range.
Run a pilot and keep the numbers
Sales, returns, response time and landed cost per unit.
Approach distributors with data
Use the pilot results, a Spanish catalog and written terms.
Plan trade shows once sales support them
Check each organizer’s exhibitor deadlines.
Xin Puente connects you with licensed Mexican partners, coordinates with them in Chinese and helps you market and sell, including on Mercado Libre; the partners do the regulated work and you pay them directly. Start with the free assessment, then see the 90-day plan.
Verified 20 Oct 2026 against: AMVO: Estudio de Venta Online 2026, INEGI (ENDUTIH 2024), Mercado Libre / SEC, Mercado Libre (vendedores), Amazon.com.mx (vendedores), Amazon global selling, Walmart Marketplace México, Walmart WFS México, U.S. Commercial Service: channels, Expo ANTAD.
Frequently asked questions
Which marketplace should a new Chinese brand try first in Mexico?
Many brands start with Mercado Libre because of its reach, and the U.S. Commercial Service calls it the region’s most popular online retailer (U.S. Commercial Service). The right first channel depends on your documents and product, so compare the requirements in the table and read each official page.
Do I need a Mexican company to sell on Amazon.com.mx?
Amazon’s global-selling page says a company outside Mexico may not need to form a Mexican entity, though it may be advantageous. Its local seller route asks for a Mexican tax status certificate (Amazon global selling, Amazon México). Confirm in Seller Central which route fits you.
What does Walmart.com.mx ask of sellers?
Its onboarding page lists an RFC, CURP, articles of incorporation, tax data for invoicing, GTIN/GS1 codes and a catalog that meets its prohibited-products policy (Walmart). For its fulfilment service, international sellers handle the import for now (Walmart WFS).
What are Mercado Libre’s fees for Chinese sellers?
We could not read an official page with them, because the Global Selling page asks for a login. 费用和资格以美客多官方页面为准, so confirm fees and eligibility with Mercado Libre before you commit.
Which Mexican trade show should I visit first?
It depends on your sector. Expo ANTAD (retail, 27–29 April 2027) has the widest range of consumer categories; Expo Manufactura, Expo Nacional Ferretera, INA PAACE Automechanika and EXPO PACK cover industry, hardware, auto parts and packaging (Expo ANTAD).
Sources
- AMVO (Asociación Mexicana de Venta Online) with Netquest: Estudio de Venta Online 2026, public version (online panel, 1,132 buyers aged 18+)
- Mercado Libre, Inc.: Form 8-K, Q2 2026 shareholder letter (SEC filing, 5 Aug 2026)
- Amazon México: Vende en Amazon México (official seller page: fees, documents, programs; read 20 Oct 2026)
- Amazon: Expande tu negocio a América Latina, México y Brasil (official global selling page; read 20 Oct 2026)
- Walmart México Marketplace Learn: Antes de empezar a vender en Marketplace (page dated 14 Oct 2024; read 20 Oct 2026)
- Walmart México Marketplace Learn: WFS, vendedores internacionales (page dated 16 Oct 2024; read 20 Oct 2026)
- U.S. Commercial Service (trade.gov): Mexico Country Commercial Guide, Distribution and Sales Channels (last published 17 Feb 2026)
- INEGI: Encuesta Nacional sobre Disponibilidad y Uso de Tecnologías de la Información en los Hogares (ENDUTIH) 2024, results report of 6 May 2025
- Mercado Libre México: Vender en Mercado Libre (official seller page, read 20 Oct 2026)
- Caixin Global: MercadoLibre sees surge in Chinese sellers diversifying from US (3 Dec 2025)
- Jiemian News: Mercado Libre courts Chinese sellers as Latin America e-commerce heats up (Shenzhen event, April 21)
- Expo ANTAD 2027, Guadalajara, 27-29 April 2027 (organizer site)
- Expo Manufactura 2027, Cintermex Monterrey, 23-25 February 2027 (Informa Markets)
- Expo Nacional Ferretera 2027, Expo Guadalajara, 9-11 September 2027 (organizer site)
- INA PAACE Automechanika Mexico City, Centro Banamex, 7-9 July 2027 (Messe Frankfurt)
- EXPO PACK trade shows (PMMI): Guadalajara, 8-10 June 2027
Rules and figures change. Before you decide, check the official sources and confirm with a licensed professional.
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More guides
- How does a Chinese brand start selling in Mexico?
- How can a Chinese company sell on Mercado Libre Mexico?
- What changed in Mexico's 2026 tariffs on imports from non-FTA countries?
- How can a Chinese company enter Mexico: with or without a Mexican company?
- How do you find and verify a lawyer, notary, customs broker or lab in Mexico?
- How do you price and quote goods for the Mexican market?
- How do you plan your first 90 days of selling in Mexico?
- How long does it take to register a company in Mexico, and what is the process?
- What are the RFC and e.firma, and how does a foreign company get them?
- Which imported products need a NOM certification in Mexico, and how does it work?
- How do I find the HS code and the import duty for my product in Mexico?
- What must a foreign seller prepare to open a store on Mercado Libre Mexico?
- How do you open a bank account in Mexico for a foreign-owned company?
- What does door-to-door, duties-paid shipping to Mexico mean, and how do you compare quotes?
- What do Chinese business owners need to know first about Mexican labor law?
- What is Mexico's IMMEX program, and what does a company need to qualify?
- How does a foreign brand find and work with distributors in Mexico?
- How do you compare e-commerce marketplaces for selling in Mexico?
- How do you register a trademark in Mexico, and what does the registration protect?
- Which Chinese companies are moving into Mexico in 2026, and why?