How Canadian consumers shop online

 

Canada is the world’s 8th-largest e-Commerce market. With an annual online sales value of $66 billion and a 9.76% compound annual growth rate (CAGR) projected between 2024-29, Canada is an e-Commerce powerhouse to be reckoned with.

 

Find out all about the e-Commerce market of Canada, especially the online shopping habits of consumers.

 

 

The digital landscape of Canada

Canada has a population of around 40 million people, 37.4 million of whom are internet users. This puts the internet penetration of the country at 93.1%. Moreover, 90.1% of the population uses mobile devices as well as desktop computers to go online.

 

These figures give an excellent basis for e-Commerce in the country. The market generates an annual revenue of $63,891 million and is forecasted to grow by 5-10% until next year.

 

Around 29 million people shop online regularly. The most popular product categories are electronics, fashion, footwear, and beauty products, while 52% of all online shoppers are women. 77% of shoppers prefer to buy goods from merchants that have fraud protection, and 45% of purchases are made via international platforms.

 

 

| Around 29 million people shop online regularly

 

 

The most popular e-Commerce platforms in Canada are Amazon.ca, classified ad marketplace Kijiji.ca, Walmart.ca, and eBay.ca.

 

 

 

Screenshot of the homepage of kijiji.ca

  

 

Government initiative for secure digital services

Canada’s Digital Ambition is an annually updated government initiative aimed at ensuring access to safe, innovative, and seamless digital services for all citizens. An important part of the initiative is to keep up with technological developments, especially artificial intelligence (AI).

 

Find out all about AI in online brand protection!

 

As the government initiative underlines, Canadian consumers are used to seamless online services optimized for both desktop and mobile devices. e-Commerce providers have to keep up with these developments and ensure that their offering is in line with the expectations of customers. This also includes newer trends like AI-powered personalization options.

 

 

Purchasing behaviour of Canadian online consumers

As mentioned earlier, a steadily growing number of Canadian consumers shop online, 52% of whom are women.

 

Consumers aged 25-44 are the most active online shoppers, and people over 65 are the most reluctant, mainly due to a lack of trust in online transactions. The most devoted group of online consumers, hyper-elite shoppers who initiate over 40 transactions per year, is responsible for 60% of all online purchases.

 

Clothing items, shoes, and cosmetics top the most popular products in e-Commerce, with electronics, books, gaming equipment, sports supplies, and groceries following closely.

 

 

Picture of a woman with shopping bags, shopping on her cell phone

 

 

Due to the extremely large distances in the country, it’s no wonder that free and/or fast shipping is a popular motivator when choosing vendors. 86% of consumers pick merchants who offer free shipping, while 71% find it more likely to buy a product that comes with faster delivery options.

 

Loyalty is also important for Canadians: 17% of them actively look for loyalty rewards when shopping online. The same goes for rewards and a good deal: 71% of consumers check back more regularly to platforms that offer discounts and other incentives for returning customers.

 

 

| 86% of consumers pick merchants who offer free shipping

 

 

In line with global trends, Canadian consumers are also becoming more eco-conscious. 46% of shoppers say they’re more inclined to choose a seller who makes an effort to diminish their ecological footprint.

 

Regarding payments, credit cards are the most preferred option, with 40% of all transactions. However, as mentioned earlier, Canadian consumers find security and fraud protection increasingly important in e-Commerce.

 

Discover the telltale signs of fakeshops!

 

As for shopping patterns, Canadian online shoppers also seem to follow global shopping trends that peak around various holidays, including Christmas and Valentine’s Day.

 

Related topics

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How South Korean consumers shop online

 

Introduction to e-Commerce in Indonesia

 

India - a growth market for e-Commerce

 

 

Marketing strategies for Canadian e-Commerce

Depending on your brand image and product/service type, your Canadian online marketing strategy could take very different forms. However, there are a few things you should definitely consider when devising your strategy.

 

• Embracing AI and automation. With the rapid development of generative AI, an increasing number of marketers are leveraging its power for content creation, campaigns, and predictive analytics for a highly personalized consumer experience.

 

• Social media with a local focus. Work with social media platforms and influencers who resonate with your target audience in Canada to enhance your authenticity and relatability in the eyes of prospective customers. Often, these influencers may be personalities with ties to local communities. Similarly, encourage customers to leave reviews and use local SEO to draw traffic to your Canadian website.

 

• Omni-channel approach. Canadian consumers use the internet confidently, which means that you have a lot of opportunities to catch their attention. A seamlessly integrated omni-channel approach across physical and online spaces, as well as desktop and mobile devices, ensures that prospective customers can connect with you, wherever they happen to look for you.

 

• Data privacy and trust. Data protection is important for Canadians. Therefore, make sure to adhere to the highest local and international data protection standards to win the trust of prospective customers.

 

• Adapting to consumer values. Learn all you can about your Canadian target audience and communicate clearly how your brand aligns with the existing values of consumers. After all, supporting the social causes your customers are invested in is an excellent way to build trust and loyalty.

 

 

Online brand protection in Canadian e-Commerce

Ensuring the safety of your IP rights is crucial in any market, including Canadian e-Commerce. Therefore, we advise you to register your trademarks and copyrights in Canada to enjoy the maximum protection of the law.

 

In addition, you should also secure the most logical domain name. It could be as simple as your brand name plus Canada’s ccTLD, .ca. However, bear in mind that scammers often resort to cybersquatting to steal your customers.

 

Cybersquatting is when other entities register websites with a domain name that’s typically associated with your brand. Therefore, registering a variety of potential domain names (e.g., your product name, or your brand name but with a different TLD) prevents cybersquatters from infringing on your IP rights and stealing your customers.

 

 

| Register trademarks and copyrights in Canada to enjoy the maximum protection of the law

 

 

But registering your rights is not enough; you also have to monitor them. Luckily, globaleyez’s online monitoring services are perfect for checking for any potential infringements in Canada and anywhere else in the world.

 

We monitor marketplaces, social media, domains, and images to detect fraudulent product listings, social media posts, ads, imagery, and even entire fakeshops. Our powerful software tools deliver comprehensive results as quickly and efficiently as possible, ensuring that we can move on to the next step: removing the infringing content.

 

Through our enforcement service, we initiate the removal of any type of content that infringes on your IP rights. We act quickly to minimize damage and distribute cease-and-desist letters, report counterfeit products and listings, and request takedowns from marketplaces, social media platforms, as well as domain registries and registrars.

 

Building on the outspoken wish of Canadian consumers to avoid fraud, brands should definitely make it easier for consumers to recognize and report suspicious activity. Depending on your budget, this can include a guide on your website or even a dedicated customer service channel for reporting fake products.

 

Find out how to educate your customers about counterfeits!

 

 

Conclusion

Canadian e-Commerce can offer your brand many exciting opportunities. Unfortunately, the market is not free of its challenges, including serious threats to your IP rights.

 

Don’t let fraudsters steal your hard-earned revenue and reputation. Reach out to us and let’s discuss how to set up an effective online brand protection program for you, perfectly tailored to your brand’s needs.