Asociación Mexicana de Venta Online

What Asociación Mexicana de Venta Online does

Asociación Mexicana de Venta Online (AMVO) is a non-profit civil association (Asociación Civil, A.C.) founded in 2014 and headquartered in Mexico City that serves as Mexico's principal trade association for the e-commerce industry. AMVO represents more than 550 affiliated companies that collectively generate 70% of Mexico's e-commerce market value, with membership managed through a formal affiliation process overseen by the Director General and Board of Directors. The association is member-funded through affiliation fees, campaign participation revenues, and event revenues; it does not disclose financials and operates without venture capital or private equity backing.

AMVO's core offerings span four pillars: (1) nationally coordinated sales campaigns, including the flagship HOT SALE, HOT TRAVEL, HOT FASHION, and El Buen Fin, with HOT SALE 2025 generating $42,725 million pesos in total sales (+23.7% YoY); (2) research and analytics through AMVO Estudios and AMVO Analytics, delivered in partnership with Netquest, NIQ, and Similarweb and producing 50+ studies including the annual Estudio de Venta Online; (3) ecosystem and training platforms including Ecom·System (a directory of e-commerce solution providers), Onda Digital (SME e-commerce training), AMVO TV (video content), and She Commerce (women's empowerment in digital commerce); and (4) industry events including AMVO Forum and AMVO FWD, with 200+ events annually engaging 32,000+ participants. All major brand identities are registered trademarks.

The association's go-to-market is community-led and event-driven: it recruits affiliates through direct outreach, networking, research value, and campaign participation rights, then retains them via recurring access to brand licensing, research, training, and ecosystem connections. Primary customer segments are e-commerce companies and online retailers (primary) and SMEs seeking digital commerce capability (secondary). The association operates exclusively within Mexico.

Name

Asociación Mexicana de Venta Online

Legal name

ASOCIACIÓN MEXICANA DE VENTA ONLINE, A.C.

Website

https://amvo.org.mx

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Asociación Mexicana de Venta Online (AMVO) is a Mexican non-profit trade association serving 550+ affiliated companies that represent 70% of the country's e-commerce value, operating national sales campaigns (HOT SALE, HOT TRAVEL, HOT FASHION), industry research (AMVO Estudios), training (Onda Digital), and an e-commerce solution directory (Ecom·System).

Ownership category

akta.pro rank

Headquarters

HQ city

Mexico City

HQ country

Mexico

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Membership/Affiliation Fees: AMVO generates revenue through affiliation fees paid by member companies. Companies become affiliated members to access brand licensing rights for campaigns, industry research, training programs, networking events, and the broader e-commerce ecosystem. The association represents companies that generate 70% of e-commerce value in Mexico, indicating a substantial and influential membership base.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Asociación Mexicana de Venta Online (AMVO) is a non-profit trade association representing Mexico's e-commerce industry. It delivers value to 550+ affiliated member companies through nationally coordinated sales campaigns (HOT SALE, HOT TRAVEL, HOT FASHION, El Buen Fin), proprietary industry research (AMVO Estudios, AMVO Analytics), SME training (Onda Digital), an ecosystem directory of e-commerce solution providers (Ecom-System), and community initiatives (She Commerce). Its affiliated members generate 70% of the value of e-commerce in Mexico.

Product overview

Asociación Mexicana de Venta Online (AMVO) is a trade association for e-commerce in Mexico, not a software product company. It operates a portfolio of campaign events (HOT SALE, HOT TRAVEL, HOT FASHION), research services (AMVO Estudios, AMVO Analytics), and community platforms (EcomSystem, She Commerce, Onda Digital). The HOT SALE campaign alone generated $42,725 million pesos in 2025 (+23.7% YoY). The association represents companies generating 70% of Mexico's e-commerce value with over 550 member companies.

Differentiator

Problem solved

Functional benefit

Brands

• Ecom·System: Ecosystem of e-commerce solutions that helps strengthen and maximize online sales.
• She Commerce
• HOT SALE
• HOT TRAVEL
• HOT FASHION
• Onda Digital
• AMVO FWD
• AMVO Forum
• AMVO TV

Products and services

• Ecom-System Online ecosystem directory that helps e-commerce companies in Mexico find and connect with verified technology and service vendors to strengthen and maximize their online sales operations.
• She Commerce AMVO initiative that empowers women in digital commerce by offering tools and resources to support their growth in the Mexican e-commerce ecosystem.
• Onda Digital E-commerce training platform for SMEs in Mexico, providing educational content and certification on digital commerce best practices.
• HOT SALE Major annual e-commerce sales campaign organized by AMVO. The 2025 edition generated $42,725 million pesos in total sales, growing 23.7% versus 2024. Affiliated companies gain brand licensing rights to participate.
• HOT TRAVEL Annual travel and tourism-focused e-commerce campaign within AMVO's portfolio of branded seasonal sales events.
• HOT FASHION Annual fashion-focused e-commerce campaign analyzing the digital evolution of the fashion category and consumer purchase intentions in Mexico.
• AMVO Estudios AMVO's research division that publishes market studies on e-commerce trends, consumer behavior, and campaign results in Mexico, including the annual Estudio de Venta Online produced with Netquest, NIQ, and Similarweb.
• AMVO Analytics Analytics platform providing data and insights on e-commerce performance metrics and market intelligence to members.
• AMVO TV Video content platform featuring webinars, presentations, and educational content about e-commerce best practices for the AMVO community.
• Amazon Crossborder Seller Program Educational program developed with Amazon Global Selling to teach Mexican companies how to sell in the United States and access Amazon's global marketplace customers.
• AMVO Blog Public blog covering e-commerce trends, data analysis, and best practices for digital sector professionals in Mexico.

Quantifiable outcome

• HOT SALE 2025 generated $42,725 million pesos in total sales (+23.7% vs 2024)
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core.

• Amazon Global Selling ProgramcoreStrategic or Co-development PartnerAMVO partners with Amazon to offer the Amazon Crossborder Seller Program, enabling Mexican companies to learn how to sell in the United States and access millions of customers through Amazon's global marketplace infrastructure.
• NetquestcoreTechnology or IntegrationResearch partner providing consumer panel and market intelligence data for AMVO Estudios publications, including the annual Estudio de Venta Online.
• NIQcoreTechnology or IntegrationResearch partner contributing data and analytics expertise to AMVO's industry studies and market research publications.
• SimilarwebcoreTechnology or IntegrationResearch partner providing digital intelligence and web analytics data for AMVO's industry research publications and campaign performance analysis.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Others

• GSMA: Global mobile industry trade association producing flagship events (MWC) and authoritative industry research. Comparable as an event-driven, research-led, member-funded trade association, though serving the telecom vertical rather than e-commerce.
• CANACO Ciudad de México: Mexican chamber of commerce with historical retail and SME scope. Loosely comparable as a Mexican business association serving merchants, though not focused specifically on e-commerce or digital channels like AMVO.

Broad incumbents

• IAB (Interactive Advertising Bureau): Global digital advertising trade body driving research, standards, and policy. Broadly comparable in research output, event IP, and member-funded trade association model, but operating upstream in advertising rather than directly in e-commerce.
• NRF (National Retail Federation): US-based retail trade association running flagship events (Big Show) and authoritative research (e.g., holiday spending surveys). Comparable in member-funded association model, research IP, and event-driven engagement, but broader in scope and larger in scale.

Regional players

• eCommerce Europe: Pan-European e-commerce trade association producing research, policy advocacy, and events for digital commerce. Directly comparable in mission and association structure, but geographically focused on Europe rather than Mexico.

Direct peers

• IAB Mexico: Mexican trade association for digital advertising and marketing with a member-funded model, industry research output, training/certification programs, and signature events—structurally the closest analog to AMVO in the same Mexican market and adjacent digital industry.
• Digital Commerce Coalition: US-based non-profit industry coalition enabling digital commerce through research, best-practice sharing, and member programs. Directly comparable in mission (advancing digital commerce), non-profit structure, and research-led value proposition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/amvomexico
• Facebookfacebook.com/amvomex
• LinkedInlinkedin.com/company/amvo

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Asociación Mexicana de Venta Online