Mercado Libre as a means of economic growth for small hat marketers in the Municipality of Morelia, Michoacán

Authors

DOI:

https://doi.org/10.31637/epsir-2026-1971

Keywords:

Mercado Libre, Small Businesses, Marketing, Hats, Marketplaces, Regional Development, Economic Development, Innovation

Abstract

Introduction: The general objective of this manuscript is to demonstrate the impact of Mercado Libre as a means of economic growth for small hat retailers in the municipality of Morelia, Michoacán. The hat and headdress market in Mexico represents exports worth $45 million, standing out as the second largest exporter worldwide, indicative of the commercial, cultural, and traditional importance of the sector. Methodology: The research is exploratory-descriptive, cross-sectional, and with a mixed approach. It combines a theoretical analysis based on the literature and a case study of three small hat retailers in the municipality of Morelia, Michoacán. The companies studied met five pre-established criteria. Results: The study demonstrated how Mercado Libre drives the economic growth of small hat retailers in Morelia, such as La Nutria, Casimiro West, and El Dorado de Villa. These companies managed to stand out through digital strategies in the marketplace, selling 13,067 units and generating revenues of $1,801,717 USD, allowing them to expand their reach in the national and international markets. Discussion: Mercado Libre has become a strategic and effective medium in the marketing process for hat shops' products. Conclusions: Marketplaces help small businesses in a given area achieve a greater market presence, improving revenue, traffic, exports, reinvestment, and increasing employment.

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Author Biographies

Christian Antonio Hernández Hernández, Universidad Michoacana de San Nicolás de Hidalgo

Master's degree in Digital Marketing and E-commerce, digital consultant and strategist in the private sector, with experience in training and consolidating small businesses in the traditional and digital markets. I am also pursuing a PhD in Regional Development Sciences at the UMSNH. In addition, at the university level, I am a professor and researcher in the Faculty of Accounting and Administrative Sciences at the UMSNH, with advanced proficiency in English.

Alberto Cortés Hernández, Universidad Michoacana de San Nicolás de Hidalgo

Doctor of Science in International Business, entrepreneur and small business owner in the commercial sector in Mexico, with experience in market trends and conventional and digital consumer behaviour. I also specialise in the behaviour of new generations (Millennials and Centennials) and in business. In addition, at university level, I am a full-time lecturer and senior researcher at the Faculty of Accounting and Administrative Sciences at the UMSNH, with advanced English language skills.

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Published

2025-09-17

How to Cite

Hernández Hernández, C. A., & Cortés Hernández, A. (2025). Mercado Libre as a means of economic growth for small hat marketers in the Municipality of Morelia, Michoacán. European Public & Social Innovation Review, 11, 1–16. https://doi.org/10.31637/epsir-2026-1971

Issue

Vol. 11 (2026)

Section

Cover articles

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Copyright (c) 2025 Christian Antonio Hernández Hernández, Alberto Cortés Hernández

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