One in 10 online shoppers in Mexico uses tools such as ChatGPT, Gemini or Claude to discover new fashion brands, according to the sixth edition of the Estudio Moda Online México 2026 by Elogia, as reported by Marketing4eCommerce México. It is the first time the study measured this behavior. AI is ahead of blogs and forums (8%) and close to influencers (15%), though marketplaces and social networks still dominate discovery, with marketplaces used by 6 in 10 shoppers.
Adoption is higher among shoppers who place more importance on fashion: 14% of them discover brands through AI, almost triple the rate among those who buy clothes mainly out of need, the study found. Among Gen Z, the figure is 12%. Rodrigo Martín, CEO of Elogia México, said AI is starting to participate while consumers are still deciding what to buy and which brands to consider, giving companies a reason to review how they present products and what information they offer in digital channels.
On the purchase side, 56% of online fashion buyers have bought directly inside a social network, up from 45% in 2025, and almost 2 in 3 social-network fashion buyers have used TikTok Shop, up from 40%. Marketplaces became the preferred channel to buy fashion online at 42%, up 7 points and ahead of online stores with physical locations. Shoppers make 1.6 purchases a month on average, spending 1,436 pesos per transaction. The report does not give the study's sample size.