Amazon Launches Full Retail Operations In Mexico

Amazon today formally announced its expansion into physical goods sales in Mexico. The company had previously only offered Kindle e-books on its online site which opened for Mexican customers in 2013. Today on, Amazon will introduce a Spanish-language site featuring millions of items including consumer electronics, kitchen and home items, sports equipment, tools, baby, health and personal care products, jewelry, music, books, movies, software and more.

The company is also launching its online selling service for Mexican businesses and sellers as well as its Fulfillment by Amazon service.

Amazon made special mention of the fact that it was also introducing three of its Kindle devices in its Mexican online store: the MXN 1,499 Kindle, the new Kindle Paperwhite, and the Kindle Voyage. It also noted that customers in this market would be able to shop online or via mobile devices, using the Amazon app on iTunes and Google Play.

News of Amazon’s plans to expand in Mexico were announced last week, but today marks the official announcement and the launch of the new site. In the region, Mexico will now compete with other e-commerce companies, including MercadoLibre, Walmart and Inditex, among others. The arrival will boost Mexico’s e-commerce sector, which is growing at 34 percent annually.

A Forrester report also stated that Mexico was due to see increased sales of 150 percent between 2013 and 2018, going from $2.2 billion to $5.5 billion. The study said that the number of Mexican online buyers would increase by 114 percent, from 8.4 million in 2013 to 18 million in 2018. That study was released ahead of Amazon’s announcement, however.

Mexico has over 110 million inhabitants, but its e-commerce industry is small and growing. Amazon’s arrival will clearly impact the market, where, according to an AMIPCI survey of Mexican Internet users, 75% had made at least one online purchase in the first trimester of 2015.