Bait Expands Its Retail Footprint With More Than 100 New Experience Centers in 2026
Bait, the fast-growing mobile virtual network operator backed by Walmart de México y Centroamérica, has announced a major expansion initiative that will significantly increase its physical retail presence across Mexico. During 2026, the company plans to open more than 100 new Bait Experience Centers (Centros de Experiencia Bait, commonly referred to as CEBs), strengthening its connection with customers and reinforcing its long-term growth strategy. These new locations will complement the 15 existing experience centers already operating across the country, creating a stronger and more accessible service network for consumers seeking mobile connectivity, digital services, and telecommunications support.
The expansion reflects Bait’s commitment to improving accessibility to affordable telecommunications services and enhancing the customer experience through physical service hubs where users can receive direct support, explore products, and manage their mobile services conveniently. By combining digital capabilities with in-store service, the company aims to bridge gaps in connectivity and ensure that customers throughout Mexico can access reliable communication solutions while also benefiting from personalized attention and technical assistance.
Strengthening Customer Connections Through Physical Retail Presence
The decision to expand the network of Bait Experience Centers highlights the growing importance of physical touchpoints in the telecommunications retail ecosystem. While mobile services are primarily digital, many customers still value in-person guidance when choosing plans, transferring numbers, purchasing devices, or resolving service issues. By increasing the number of experience centers, Bait is creating spaces where customers can interact directly with trained service representatives who can help them navigate the variety of connectivity options available.
These centers are designed not only as transactional spaces but also as hubs where consumers can explore mobile technology, receive technical guidance, and better understand how connectivity can improve their everyday lives. The company believes that strengthening face-to-face engagement will improve customer satisfaction while reinforcing brand trust, especially among users who may be adopting mobile data services for the first time. Through this retail expansion strategy, Bait is combining the advantages of digital telecom services with the reassurance of physical retail accessibility, creating a hybrid customer experience model that supports both convenience and human interaction.
Comprehensive Services Available at Bait Experience Centers
Each Bait Experience Center will function as a one-stop destination for a wide range of telecommunications services. Customers visiting the centers will be able to access personalized support for number portability, allowing them to switch their existing mobile number to Bait’s network with ease. The locations will also provide top-up and recharge services for prepaid users, enabling customers to quickly add credit to their mobile accounts. In addition, visitors will have the opportunity to explore and sign up for postpaid plans tailored to different usage needs, whether they require basic connectivity or data-heavy packages for streaming, remote work, and digital communication.
Beyond service management, the experience centers will also operate as retail outlets where customers can purchase mobile phones, accessories, and other related products. From smartphones and chargers to protective cases and connectivity devices, the stores aim to provide everything customers need to stay connected in one convenient location. By centralizing these offerings, Bait hopes to streamline the customer journey and eliminate the need for users to visit multiple locations to manage their telecommunications needs.
Closing the Digital Divide Through Affordable Connectivity
One of the core motivations behind Bait’s retail expansion is the mission to help close the digital divide in Mexico by making telecommunications services more accessible and affordable. Reliable internet and mobile connectivity have become essential tools for modern life, enabling access to education, employment opportunities, financial services, and healthcare resources. Despite rapid technological progress, many communities still face barriers when it comes to reliable and affordable internet access. By expanding the network of Bait Experience Centers, the company aims to make mobile services easier to access, especially for people who may not be familiar with digital platforms or who require assistance in setting up their connectivity solutions.
According to Beatriz Núñez, Senior Vice President of Growth at Walmart de México y Centroamérica, the initiative reflects the company’s broader commitment to supporting communities by providing affordable technology solutions that empower individuals and families. She emphasized that by offering reliable connectivity at accessible prices and expanding the number of service centers, the company is strengthening its relationship with communities and enabling more families to benefit from digital tools that improve everyday life.
Strategic Expansion Across 30 States in Mexico
The new Bait Experience Centers will be strategically distributed across 30 states throughout Mexico, ensuring a broad national presence and improved service coverage. The expansion plan prioritizes regions with particularly strong demand for mobile connectivity, including major urban and economic centers where the need for reliable telecommunications services continues to grow. Key locations expected to see a higher concentration of new experience centers include Mexico City, the State of Mexico, Guanajuato, Jalisco, Nuevo León, Puebla, and Quintana Roo.
These regions represent some of the most dynamic telecommunications markets in the country, where increasing smartphone adoption, expanding digital services, and growing populations are driving demand for reliable mobile connectivity. By placing experience centers in these key areas, Bait intends to meet customer needs more effectively while strengthening its brand presence in highly competitive markets. The geographic diversity of the rollout will also help ensure that customers in both urban and semi-urban areas can access the same level of service and support, reducing regional disparities in telecommunications access.
Rapid Growth in Mexico’s Competitive Telecom Market
Bait has emerged as one of the fastest-growing mobile virtual network operators in Mexico, thanks to its focus on affordable pricing, wide availability, and integration with Walmart’s extensive retail ecosystem. The company has achieved remarkable growth in a relatively short period of time by leveraging the infrastructure and distribution channels associated with Walmart de México y Centroamérica. Currently, Bait’s services are available in more than 135,000 locations across Mexico, supported by a robust distribution network that includes over 3,400 sales points and approximately 1.3 million recharge points nationwide.
This widespread availability ensures that customers can easily purchase SIM cards, recharge their accounts, or access support services almost anywhere in the country. The operator’s rapid expansion reflects the increasing demand for affordable connectivity solutions as more consumers rely on smartphones and mobile internet for communication, entertainment, work, and commerce. Bait’s strategy of combining competitive pricing with widespread distribution has enabled it to attract millions of users while building a strong reputation as a reliable alternative to traditional telecom providers.
Strong User Growth and Market Momentum
By the end of the fourth quarter of 2025, Bait had reached an impressive milestone of 26.4 million active users, underscoring its rapid rise within Mexico’s telecommunications landscape. This growth demonstrates the strong appeal of the company’s service model, which focuses on providing affordable data packages and accessible connectivity options to a wide range of consumers. The increasing number of active users highlights the effectiveness of Bait’s strategy of integrating telecom services with the retail infrastructure of Walmart de México y Centroamérica, enabling customers to easily purchase and manage their mobile services during everyday shopping trips.
As smartphone adoption continues to increase across Mexico, the demand for cost-effective mobile data plans is expected to remain strong, creating opportunities for Bait to expand its customer base even further. The addition of more than 100 new experience centers is expected to accelerate this growth by making services even more accessible and strengthening customer engagement through personalized retail experiences.
Walmart’s Omnichannel Ecosystem Supports Bait’s Expansion
The growth of Bait is closely connected to the broader omnichannel retail ecosystem developed by Walmart de México y Centroamérica. The company operates thousands of stores and distribution centers across the region, providing an extensive infrastructure that supports both retail and telecommunications services. Walmart’s network includes well-known retail brands such as Bodega Aurrera, Sam’s Club, Walmart Express, and Walmart Supercenter, which collectively serve millions of customers every day.
These retail outlets function as convenient access points for Bait services, allowing shoppers to purchase SIM cards, recharge their accounts, and explore mobile service options while visiting their local stores. By integrating telecommunications services into its retail environment, Walmart is transforming its stores into multifunctional service hubs where customers can shop, access financial services, and manage their digital connectivity in a single location. This omnichannel approach reflects the evolving nature of retail, where technology and services are increasingly integrated to provide customers with seamless and convenient experiences.
Financial Strength and Regional Presence
Walmart de México y Centroamérica continues to demonstrate strong financial performance while expanding its service offerings across the region. Operating in six countries—Mexico, Costa Rica, El Salvador, Guatemala, Honduras, and Nicaragua—the company has established itself as one of the leading retail organizations in Latin America. By the end of 2025, the company reported consolidated revenue growth of 5.5 percent, reaching total sales of more than 1 trillion pesos. This performance is supported by a workforce of more than 237,000 associates who operate 4,265 stores and clubs as well as 33 distribution centers throughout the region. In Mexico alone, more than five million customers visit Walmart stores every day, shopping both in physical locations and through digital platforms such as online and mobile channels. This extensive retail presence provides a powerful foundation for the continued expansion of Bait, allowing the telecommunications brand to reach millions of potential users through Walmart’s existing customer base.
Expanding Connectivity for Communities Across Mexico
The planned expansion of more than 100 Bait Experience Centers in 2026 represents a significant step toward improving access to telecommunications services throughout Mexico. By bringing mobile connectivity solutions closer to communities, Bait aims to ensure that more people can benefit from the opportunities created by digital technology. Access to affordable internet and mobile services plays a critical role in enabling economic participation, educational development, and social connectivity. As digital services continue to shape the modern economy, initiatives that expand connectivity infrastructure are becoming increasingly important for national development.
Through its growing network of experience centers, Bait is positioning itself as a key player in Mexico’s digital transformation while supporting the broader mission of Walmart de México y Centroamérica to help people save money and live better. By combining retail accessibility, competitive pricing, and a commitment to community engagement, the company is building a telecommunications platform that aims to empower millions of consumers across the country while strengthening its position within Mexico’s rapidly evolving telecom market.
Source Link:https://www.walmartmexico.com/
