Science & Tech · AI · 54 mins ago
14% of Mexico’s online shoppers use AI to discover fashion brands
A 2026 study by Elogia found that 14% of online shoppers in Mexico use AI tools to find products, including fashion brands.
AI is now used more often for discovery than blogs and forums, which 8% of shoppers use.
Marketplaces remain the leading place to discover fashion brands, used by six in 10 shoppers.
Social media is increasingly turning discovery into purchases: 56% of surveyed online fashion buyers said they bought directly through a social network, up from 45% in 2025.
TikTok Shop is also widely used, with two in three shoppers using it to buy.
Among shoppers who discovered brands on TikTok, 59% bought something they had seen there in the past month, compared with 48% in the previous study.
The findings point to a need for fashion brands to improve how they present products and information online, while keeping price and quality central to the offer.
A study by Elogia found that 14% of online shoppers in Mexico use AI tools such as ChatGPT or Gemini to search for products.
The Moda Online México 2026 study says AI is now used more than blogs and forums to discover fashion brands.
Marketplaces and social media remain the leading channels for discovering brands.
The study found that 56% of respondents who bought fashion online made a purchase directly through a social network, up from 45% in 2025.
Price and product quality remain the main factors in buying decisions.
- Who
- Online shoppers in Mexico, according to a study by Elogia.
- What
- The study found that 14% use AI tools to search for products.
- When
- The study is Moda Online México 2026. The article was published on November 13, 2026.
- Where
- Mexico.
- Why
- Shoppers use AI tools to search for products and discover brands.
This story does not have two clearly opposing sides.
The share of surveyed online fashion buyers who purchased directly through a social network was 45%.
The Moda Online México study reported that this share had risen to 56%.
El Economista MX published its article on the study’s findings.
- AI use
- 14% of online shoppers in Mexico use AI tools to search for products.
- Gen Z
- 12% use AI tools to discover new brands.
- Blogs and forums
- 8% of shoppers use them to discover brands.
- Social network purchases
- 56% in 2026, compared with 45% in 2025.
- Average spending
- 1,436 pesos per online fashion transaction.
What people are saying
Artificial intelligence is beginning to play a role while consumers are still exploring what to buy and which brands to consider.
Fashion brands have to prepare for new ways of discovery, such as AI, without losing sight of what drives a purchase: price, quality and a consistent experience across every channel.