Mexico has established itself as one of the fastest-growing e-commerce markets worldwide. Brands from Europe, Asia, and the United States identify in this Latin American country a strategic expansion opportunity, thanks to its population size, rapid digital adoption, commercial proximity to the United States, and an increasingly advanced logistics infrastructure.
However, entering the Mexican market from abroad is not a simple process. International companies face legal, fiscal, operational, and commercial barriers that can delay their launch for months, or worse, generate excessive operating costs that compromise profitability from the start.
At Cubbo, we eliminate all those frictions. Not only do we operate as your brand's local logistics center, we also offer MOR (Merchant of Record) and IOR (Importer of Record) services so you can sell in Mexico without establishing a local company and without worrying about the daily business operation.
Below, we explain how we make it possible and share a success story with the Spanish brand Curviva, who managed to enter the Mexican market in an accelerated manner thanks to this comprehensive solution.
The Main Challenges a Foreign Brand Faces When Selling in Mexico
When a company from abroad decides to expand to Mexico, it typically encounters a series of obstacles that can slow down or complicate its operation from day one.
1. Complex Legal and Fiscal Requirements
Selling legally in Mexico implies complying with local fiscal and regulatory obligations that vary depending on the type of product, sales channel, and operating model. This includes registration with the SAT (Mexican IRS), obtaining an RFC (tax ID), issuing electronic invoices (CFDI), paying VAT, and, in many cases, compliance with Official Mexican Standards (NOMs).
For a foreign brand without a local presence, this means opening a legal entity in the country, hiring specialized tax advice, and dedicating time and resources to administrative processes that don't generate direct sales.
2. Importation and Nationalization of Goods
Introducing products into the country from abroad requires managing the entire customs process: tariff classification, payment of duties and import taxes, presentation of documentation to customs, and compliance with specific regulations by product type.
This demands having a certified customs agent, deep knowledge of Mexican legislation, and the ability to resolve operational incidents in real time. Without this infrastructure, shipments can be retained, generating delays and additional costs.
3. Logistics Operations Within the Country
Once the goods are nationalized, it's necessary to have warehousing, order processing, and national distribution. This includes choosing carriers, negotiating rates, managing returns, and maintaining precise inventory control.
For a foreign brand, operating this infrastructure from scratch can be costly and complex, especially if there's no knowledge of the Mexican logistics ecosystem or established relationships with local carriers.
4. Commercial and Fiscal Adaptation to Sell on Marketplaces
The main digital sales channels in Mexico—TikTok Shop, Mercado Libre, Amazon Mexico, and Shopify—require compliance with specific fiscal and operational requirements. This includes issuing local invoices, offering competitive delivery times, and guaranteeing shopping experiences according to each platform's standards.
Without a Mexican RFC, electronic invoicing, and local logistics operation, it's practically impossible to sell efficiently on these channels.
Together, these challenges can delay a brand's launch for several months and generate initial investments that compromise the project's viability. That's why more and more international companies are looking for turnkey solutions that allow them to enter the market in an agile, legal, and profitable way.
Cubbo's Solution: Fulfillment + MOR + IOR to Open Mexico in Weeks
At Cubbo, we've designed a comprehensive model created exclusively for international brands that want to enter Mexico quickly, safely, and without operational complications.
Our proposal combines three fundamental pillars: legal management as IOR, fiscal operation as MOR, and specialized fulfillment in Mexico for fintech and e-commerce. All under one roof, with an expert team that knows the Mexican market and takes care of every detail so your brand can focus solely on selling.
Cubbo as IOR (Importer of Record): Nationalization Without Complications
As Importer of Record (IOR), Cubbo acts as the legal entity responsible for bringing your products into Mexico. This means we assume all customs and fiscal obligations of the import process.
We take care of:
- Acting as the legal importer of the product before Mexican authorities.
- Nationalizing the goods, managing every step of the customs process.
- Complying with all necessary customs and documentary requirements.
- Paying the corresponding import taxes (tariffs, VAT, DTA).
- Ensuring regulatory compliance, including Official Mexican Standards (NOMs) when they apply according to product type.
This completely eliminates the need for your brand to open a company in Mexico to import products. You can send your inventory from anywhere in the world, and we'll take care of receiving it, legalizing it, and making it available for local sale.
Cubbo as MOR (Merchant of Record): We Sell on Your Behalf Legally
As Merchant of Record (MOR), Cubbo acts as the legal seller within Mexico. This means we're the ones who invoice the sale to the final customer, manage VAT, and comply with all local fiscal obligations.
This includes:
- Cubbo invoices the local sale to the final customer with a Mexican RFC and valid CFDI.
- We manage VAT and all fiscal obligations before the SAT.
- The brand receives its economic share via services invoice (can be for marketing, royalties, or sales commission, depending on the agreement).
This model is ideal for brands that:
- Don't want to open a local entity yet, but need to sell immediately.
- Need to sell on marketplaces like Amazon, Mercado Libre, or TikTok Shop without restrictions.
- Seek to operate without administrative friction or hire local accounting or legal teams.
With Cubbo as MOR, your brand can sell in Mexico from day one, complying with the law and without needing to invest in your own fiscal infrastructure.
Fulfillment and Local Operation: From Warehouse to Customer's Door
Within Mexico, Cubbo operates your complete logistics chain, ensuring each order arrives quickly, in perfect condition, and with full tracking.
Our services include:
- Inbound goods reception: We receive your inventory directly at our fulfillment center in Mexico City.
- Warehousing: We safeguard your products in secure facilities optimized for e-commerce.
- Pick & pack: We prepare each order with precision, including custom packaging options.
- Nationwide shipping: We distribute throughout Mexico with competitive times (same-day delivery in Mexico City and an average of 1.3 days to the rest of the country).
- Preferential carrier rates: We leverage our volume negotiations to offer reduced logistics costs.
- Incident and return management: We handle any operational problem and reintegrate products into inventory the same day.
- Sales platform integrations: We connect directly with Shopify, Amazon Mexico, Mercado Libre, TikTok Shop, and WooCommerce, automatically synchronizing orders and inventory.
In summary, Cubbo does everything: legal, fiscal, logistics, and sales operation. You just need to send us your inventory, and we'll make sure it reaches your Mexican customers quickly and without complications.
Success Story: Curviva, the Spanish Brand That Conquered Mexico with Cubbo
Curviva, a Spanish brand specializing in wellness and personal care products, identified in Mexico a strategic expansion opportunity toward Latin America. However, Curviva's team had no prior experience in the Mexican market nor the legal and logistics infrastructure necessary to operate locally.
After evaluating different alternatives, they decided to work with Cubbo to launch their operation in Mexico in an accelerated manner and without administrative frictions.
The Challenge
Curviva needed to:
- Import their product catalog from Spain to Mexico legally and efficiently.
- Sell on local marketplaces like Amazon Mexico and Mercado Libre, complying with fiscal requirements.
- Offer fast deliveries to compete with local brands.
- Avoid opening a company in Mexico at least during the initial expansion phase.
Cubbo's Solution
We implemented an end-to-end solution that covered every aspect of the operation:
- IOR (Importer of Record): We acted as the legal importer, nationalizing all of Curviva's goods without the brand needing to open an entity in Mexico.
- MOR (Merchant of Record): We invoiced all local sales on behalf of Curviva, managing VAT and fiscal compliance.
- Local fulfillment: We stored, packed, and distributed all orders from our center in Mexico City, guaranteeing fast deliveries nationwide.
- Marketplace integration: We connected Curviva's operation with Amazon Mexico and Mercado Libre, automatically synchronizing orders and inventory.
The Results
Thanks to this solution, Curviva achieved:
- Launching their operation in Mexico in less than 4 weeks, without investing in their own infrastructure.
- Selling on major marketplaces from day one, with local invoicing and guaranteed fiscal compliance.
- Reducing their delivery times to an average of 1-2 days throughout the country, significantly improving customer satisfaction.
- Avoiding fixed costs associated with opening a local company, renting warehouses, or hiring operational teams.
Today, Curviva operates in Mexico with the same agility as in Spain, without legal or operational complications, and with a delivery experience that competes directly with the most established local brands.
Why Choose Cubbo as Your Partner to Enter Mexico?
Expanding to a new market is always a challenge, but with the right partner, it can become a competitive advantage instead of an operational obstacle.
Implementation Speed
With Cubbo, you can launch your operation in Mexico in a matter of weeks, not months. We handle all legal, fiscal, and logistics processes while you focus on selling.
Zero Investment in Own Infrastructure
You don't need to open a local company, rent warehouses, hire staff, or negotiate with carriers. Everything is included in a flexible model that adapts to your sales volume.
Guaranteed Legal and Fiscal Compliance
We operate as certified IOR and MOR, which means we assume all legal and fiscal responsibility for the operation. Your brand sells with peace of mind, knowing everything is in order.
Technology and Total Control
Our proprietary technology platform gives you complete visibility of your inventory, orders, and shipments in real time. Direct integrations with major sales channels ensure everything flows automatically.
Personalized Attention
At Cubbo, each brand has a specialized team that knows its operation thoroughly. There are no impersonal processes or waiting times. We resolve any requirement directly and efficiently.
Proven Experience in International Expansion
We've helped dozens of foreign brands successfully enter the Mexican market, in industries as diverse as fashion, beauty, electronics, food, and wellness.
Together, Cubbo is not just a fulfillment provider, it's a strategic ally that makes your expansion to Mexico fast, safe, and profitable.
Is Your Brand Ready to Sell in Mexico?
If your company already has traction in its home market and is looking to expand to Latin America, Mexico is the ideal starting point. But doing it right, from the beginning, can make the difference between a successful expansion and an operation stalled by operational complications.
At Cubbo, we have everything ready so you can launch your operation in record time, without legal risks, without unnecessary investments, and with the certainty of operating alongside experts who know the Mexican market in depth.
Every business is different. Talk to a Cubbo specialist before making a decision and discover how we can design an MOR, IOR, and fulfillment solution tailored to your brand.
If you're looking for logistics companies in Mexico City or need support with direct sales fulfillment in Mexico, we're here to help you grow without limits.
Frequently Asked Questions (FAQs)
What is an MOR (Merchant of Record) and why do I need it to sell in Mexico?
A Merchant of Record (MOR) is the legal entity that acts as the official seller in a transaction. In the context of international e-commerce, the MOR is the one who invoices the sale to the final customer, manages VAT, and complies with all local fiscal obligations.
For a foreign brand, having an MOR in Mexico means being able to sell legally without needing to open a local company. Cubbo acts as your MOR, issuing local invoices (CFDI) and managing taxes, while you receive your economic share via services invoice.
This is especially important for selling on marketplaces like Amazon Mexico, Mercado Libre, or TikTok Shop, which require local fiscal compliance. As a registered merchant, Cubbo ensures all legal requirements are met.
What is an IOR (Importer of Record) and how does it work with Cubbo?
An Importer of Record (IOR) is the legal entity responsible for importing products into a country, complying with all customs and fiscal obligations of the process.
When Cubbo acts as your IOR, we're the ones who:
- Manage customs documentation.
- Pay tariffs and import taxes.
- Nationalize your goods legally.
- Ensure compliance with local regulations (including NOMs when they apply).
This means you can send your inventory from anywhere in the world, and we'll make sure it arrives in Mexico legally and ready for sale, without you needing to open a local company.
Can I sell on Mexican marketplaces without having a company in the country?
Yes, with Cubbo as your MOR and IOR you can sell on Mexico's main marketplaces without needing to establish a local company.
This includes platforms like:
- Amazon Mexico
- Mercado Libre
- TikTok Shop
- Shopify with local payments
Cubbo takes care of issuing local invoices (CFDI), managing VAT, and complying with all fiscal requirements these platforms demand. You just need to connect your seller account, and we operate the rest.
How long does it take to implement Cubbo's MOR + IOR + Fulfillment solution?
Implementation time varies depending on your product catalog's complexity and the specific regulatory requirements of your industry. However, on average, you can be selling in Mexico in 3 to 4 weeks.
The process includes:
- Initial evaluation: We review your catalog, product type, and business model.
- Legal and fiscal setup: We prepare the necessary documentation to act as your IOR and MOR.
- Inventory import: We receive and nationalize your goods.
- Technology integration: We connect your store or marketplace with our fulfillment platform.
- Launch: You start selling with complete operation in Mexico.
Our team accompanies you at every stage to ensure an agile implementation without setbacks.
What costs are involved in working with Cubbo as MOR and IOR?
Cubbo's cost model is designed to be transparent, flexible, and scalable according to your operation volume. The main concepts include:
- IOR services: Customs management, payment of tariffs and import taxes, regulatory compliance.
- MOR services: Local invoicing, VAT management, fiscal compliance before the SAT.
- Fulfillment: Warehousing, pick & pack, nationwide shipping, return management.
Costs vary depending on product volume, catalog complexity, and the specific services you require. There are no hidden fees or excessive fixed costs. Everything adjusts to your operation's reality.
To get a personalized quote, we recommend talking to a Cubbo specialist who can evaluate your particular case and design a tailored proposal.
Does Cubbo only operate in Mexico or also in other Latin American countries?
Currently, Cubbo offers specialized MOR, IOR, and fulfillment services within Mexico, with our main center located in Mexico City.
From there, we manage same-day deliveries in the capital and an average of 1.3 days to the rest of the country, ensuring efficiency and nationwide coverage.
However, if your brand already operates in other Latin American countries and needs to expand to Mexico as well, Cubbo can be your strategic entry point to manage the Mexican operation comprehensively.
Every business is different. Talk to a Cubbo specialist to learn the best way to optimize your logistics, expand your operation to Mexico, and conquer the Latin American market with complete confidence.
