70% of Mexican franchises have a digital strategy

Some 70% of Mexican franchises have a digital strategy, according to information from the Mexican Franchise Association (AMF) published by El Economista on 15 October 2026. The adoption of omnichannel approaches, e-commerce tools and digital marketing forms part of the franchise sector’s efforts to remain attractive and competitive for investors.

Seven in ten franchises have a digital strategy

The figure suggests that digital adoption is now widespread among Mexican franchises. The scope reported by the AMF covers a range of tools and approaches: it extends beyond a brand’s online presence to include e-commerce, digital marketing and omnichannel operations.

However, the percentage needs to be interpreted carefully. Having a digital strategy does not, in itself, demonstrate any particular level of online sales, profitability or technological integration across outlets. The published information does not break down these results or establish what proportion of brands uses each of the tools mentioned.

For anyone assessing a franchise opportunity, the news offers a starting point, not an automatic endorsement. The useful question is no longer simply whether a brand has a digital presence: prospective investors should establish what its strategy covers and how it translates into practical support for those running its outlets.

Three components worth examining separately

Omnichannel operations, e-commerce and digital marketing feature together in the picture presented by the AMF, but they should be examined separately when reviewing an investment opportunity. The overall figure of 70% does not mean that every franchise is equally developed in all three areas.

On omnichannel operations, a prospective franchisee can ask the brand to explain how it connects its different customer touchpoints. It is also worth asking what role the outlet plays in those operations and which responsibilities fall to head office.

For e-commerce, the review can focus on the tools available and the terms under which each outlet participates. Before investing, prospective franchisees should seek clarity on order management, how sales are allocated and the costs the operator would bear, where these elements form part of the model on offer.

For digital marketing, questions can focus on the scope of support: which activities the brand organises, which are the franchisee’s responsibility and how they are evaluated. These are points for investors to investigate, not features that can be attributed to every franchise on the basis of the reported percentage.

An indicator of competitiveness, not a performance guarantee

The AMF links the adoption of digital tools to the goal of keeping franchises attractive and competitive as investment opportunities. This is the key context for the figure: technology forms part of the brands’ business proposition.

For Mexico’s franchise sector, this progress raises questions about the quality of that proposition. A sales presentation may list platforms and channels; assessing an investment also requires an understanding of how they work within the business being offered.

It is therefore important to distinguish reported adoption from verifiable results. The published percentage describes the presence of digital strategies, but it does not allow investors to compare the performance of individual brands or conclude that any particular tool guarantees better results. Nor does it identify differences by network size or business sector.

What to check before choosing a franchise

The seven-in-ten figure provides a reference point for preparing more specific questions during the selection process. Prospective investors can request a demonstration of the tools, an explanation of the guidance available and details of the digital obligations they would take on when joining the network.

It is also worth checking the sales proposal against the documentation for the franchise model and seeking clarification on the costs, training and support associated with the solutions offered. The value of this review lies in understanding what each outlet will actually receive.

Practical takeaway: it is not enough for a franchise to advertise a digital strategy. Before investing, ask for evidence of how it works, what support it includes and what commitments it entails for your operation.