When we talk about innovation, we tend to think of cutting-edge technology, artificial intelligence, or completely new ideas. But in Mexico, innovating also means reinterpreting what already exists, taking the traditional and adapting it creatively to meet new needs. We see this every day: businesses that started in a garage and now sell online, entrepreneurs who transformed family recipes into e-commerce brands, or people who turned their talent into digital services.

Instead of reinventing the wheel, many Mexican entrepreneurs improve it, paint it in bright colors, and make it spin in their own way.

Digital technology empowers who we are

E-commerce has not taken away the Mexican essence of our brands. On the contrary, it has amplified it. Today, you can buy artisanal salsas online, book cultural experiences from your cell phone, or follow the history of a local brand through its social media accounts.

In 2024, more than 67.2 million people in Mexico shopped online, an increase of almost 10 million since 2020. That figure represents a huge opportunity for any business that wants to evolve from traditional to digital without losing its essence.

And that innovation is not limited to technology. Sectors such as gardening, photography, and even the sale of household appliances have found new paths online. The key is to adapt, understand your audience, and connect from a place of authenticity.

Sofía Torre and Habits: health with purpose and Mexican flavor

In Mexico, innovation can also mean returning to basics. Sofía Torre, co-founder of Habits and Endless Luxe, decided to leave her job to pursue a passion that had always been with her: health and wellness. She started by sharing recipes and tips on a blog and social media, creating a loyal community thanks to her authenticity and approachability.

Before launching Habits, she spent months developing a product that met very clear standards: simple ingredients, prebiotics and probiotics, no gums, and a mild flavor. “We wanted the perfect fusion of quality and flavor,” she recalls. The result was a protein that broke paradigms, especially among women, proving that this supplement can be part of a balanced diet.

One of the most important milestones came with a collaboration with Mexican race car driver Checo Pérez, which projected the brand nationally and reinforced its Mexican identity. For Sofía, the key has been to combine authentic marketing with digital tools: “Today, people demand more clarity about what they consume, and a simple, healthy, top-quality product must communicate this just as clearly.”

With its own website and a .MX domain, Habits not only sells products, it also shares knowledge and promotes a healthy lifestyle. For Sofía, using this extension is a way of proudly stating that the product is Mexican and belongs to a country with world-class entrepreneurship. Her advice for those who want to start a business: find your passion, build a community, and use digital tools as allies so that your brand’s story and purpose reach further than ever before.

Innovation also means knowing how to tell your story

Today more than ever, the brands that manage to grow are those that tell their story clearly, coherently, and professionally. And that starts with having a solid digital identity.

A website, accompanied by a .MX domain, not only gives you an online presence. It gives you credibility, distinguishes you as a Mexican brand, and allows you to speak to the world with your own voice. Because innovating is not just about creating, it’s also about knowing how to communicate.

Well-being is transforming

Another example of innovation in Mexico is the way we have brought well-being to the digital world. Healthy habit apps, natural products online, virtual consultations… well-being has also been modernized, and that has opened up a growing market.

And if millions of Mexicans are already shopping online, the ventures that serve these types of needs have a clear path to strong growth.

Evolve without losing yourself

If you are starting your brand, or if you already have one and want to take it further, remember this: evolving is not about changing who you are, it’s about taking it further.

Start with a solid foundation: register your .MX domain and build a digital space that speaks about you, your origins, and where you are headed. Because in Mexico, innovating does not mean forgetting our roots; it means using our creativity to make them even greater.