In December 2025, Expansión reported on a study by the design platform Canva of 1,000 Mexican entrepreneurs aged 18 to 65 whose businesses sell or advertise online. According to the study, between 74 and 80 percent sell directly through social networks. About 70 percent use WhatsApp to close the sale.
Expansión reported the study as a story about the nenis, beginner entrepreneurs who sell online. For them, it wrote, “el contacto y la confianza –antes construidos cara a cara– ahora se afianzan en mensajes, fotografías y videos” (contact and trust, once built face to face, are now secured through messages, photos and videos).