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E-commerce is an important topic in the commercial context, but not all businesses and individuals are prepared to implement it. In Mexico, less than 1% of registered businesses engage in e-commerce, with total online retail sales of 3.94 billion pesos, representing 13.4% of total retail sales. Gen Z is considered the next major disruptor in fashion and retail. They are digital natives and equipped with up-to-date devices that allow them to have the world at their fingertips. They are likely to shop online through digital commerce. In Mexico, the estimated penetration level for e-commerce among its population is 80%, and the generational group with the highest level of use is precisely the Gen Z population. Furthermore, physical retail has been affected by the ‘retail apocalypse’, which has been particularly increased and expanded as a result of the devastation caused by the COVID-19 pandemic. However, it is still dominated by physical commerce, with almost 90% of the money spent in this model. This is precisely where the digital commerce paradox arises: the market remains heavily dominated by physical commerce, with location factors that will determine future changes, especially in urban areas. This chapter analyses Gen Z population importance for the current economy, its impact on retail commerce, and the changes it is undergoing. A georeferenced analysis of physical commerce in the state of Guanajuato is conducted specifically as a benchmark for how retail commerce should change in the coming years.