What you need to know

Despite the fact that virtually all Canadians are shopping online (92%), consumers continue to be more reliant on shopping in-store rather than over the internet. With only 19% of consumers saying that the bulk of purchases were made online in the past year, Canadians are likely to be approaching online shopping with a heavier focus on the earlier stages of the process than on completing the process online. Having said this, consumers are paying attention to product suggestions from retailers and shipping thresholds are working to as a motivator to encourage basket building amongst consumers. Notably, as consumers are toggling between computers and mobile devices when shopping online, a seamless experience is vital to prevent drop-off given their preference for completing the shopping journey in-store. Amazon proves to be an exception and its presence is well established in the minds of Canadian consumers.

Definitions

This Report covers online-only retailers and the online operations of brick and mortar retailers and is inclusive of all online purchasing, whether made via a computer, tablet, smartphone or other device. The focus of this Report is on tangible objects that need to be picked up or delivered; digital media, travel, entertainment, insurance policies and other intangible products are not the main subjects of this Report.

This Report builds on the analysis presented in Mintel’s Online Shopping – Canada, November 2015.

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