Grupo Elektra, one of the main Mexican retailers, will accept bitcoins as a form of payment for its merchandise, becoming the latest retail company in Latin America to embrace cryptocurrency as the option grows in popularity.

Elektra, a chain of supermarkets and banks that belongs to the conglomerate Grupo Salinas, is offering a 20% discount for purchases with bitcoin, according to an advertisement shared on Twitter by its president, Mexican millionaire Ricardo Salinas Pliego.

“The rumors are true, @ElektraMx is the 1st (retail) store in Mexico that allows you to buy with Bitcoin,” Salinas reported on his account on that social network on Thursday. “I am very sorry to beat the competition again,” he added.

Purchases will be made through BitPay, a US-based bitcoin payment service provider.

Elektra also has stores in the United States and Central America, but the announcement applies only to Mexico. A Grupo Salinas spokesperson did not immediately comment.

Salinas, one of the richest entrepreneurs in Mexico, owns Banco Azteca and in June he indicated that he was working to make it the first in the country to accept that cryptocurrency.

The governor of Mexico’s central bank (Banxico), Alejandro Díaz de León, warned that bitcoin acts more like a volatile investment than a payment method. In the last 10 days, the price of the cryptocurrency has fallen 9% after US authorities announced that they would regulate virtual currencies next year.

El Salvador made history this year as the first country in the world to adopt bitcoin as legal tender, alongside the US dollar. The low-cost airline Volaris, based in Mexico, did the same and announced that it would accept the cryptocurrency in the Central American nation.