What changes as the year draws to a close? Discounts. Along with them comes a shift in consumer behavior, with habits evolving toward a blended approach driven by promotions in both physical stores and online platforms. This trend reshapes business strategies and consumer expectations as shoppers seek direct financial benefits through price competition.

According to a recent Amazon survey, 67% of Mexican consumers take an omnichannel approach during major discount seasons like the holiday period: they research and purchase products online but also visit physical stores to try, buy, or pick up items. This preference confirms that the line between digital and physical retail is increasingly blurred, forcing retailers and e-commerce platforms to coordinate their efforts to meet the demands of consumers who value flexibility and integrated options.

One clear example of this evolution is Liverpool, which is not only the largest tenant—measured in gross leasable area—in shopping centers nationwide but also one of the top 20 industrial tenants. The company operates at least 13 industrial warehouses, including PLAN III, a 230,000-square-meter facility that is one of the largest in the country, according to SiiLA Market Analytics.

This model is not unique: more and more companies are expanding their industrial footprints to complement their physical retail operations as part of an omnichannel strategy transforming commercial real estate and supply chains.

According to Payments and Commerce Market Intelligence (PCMI), the e-commerce sector in Mexico is expected to experience a compound annual growth rate (CAGR) of 33% from 2023 to 2026, the highest in Latin America after Peru. Meanwhile, Amazon estimates that 25% of holiday shopping in Mexico occurs online, while the digital marketing agency Elogia puts this figure at 47%. This discrepancy, likely due to differences in methodology or analyzed categories, highlights the growing importance of digital commerce as a key driver of end-of-year shopping.

In general, available data suggests that the growth of digital commerce has pushed physical retailers to establish a robust online presence, including dedicated websites and advertisements on digital marketplaces. This growth is closely tied to factors such as delivery speed and, most importantly, the cost savings consumers seek. As a result, digital transactions surge during discount seasons. However, similar behavior is observed in physical stores, as current shopping trends show consumers comparing prices and products across both channels to maximize their savings. This explains why purchases are often made online but picked up in-store, allowing shoppers to verify the quality and condition of their items.

Ultimately, the convergence between digital and physical commerce is transforming consumer habits and the way companies structure their operations to compete in a market where omnichannel strategies are no longer an advantage but a strategic necessity.

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