“Online” has come to define the way most consumers in Canada socialize, communicate, bank and research. But when it comes to ecommerce, the online channel hasn’t developed commensurate with the internet appetite in the country, according to a new eMarketer report, “Canada Ecommerce: Vendors Compete and Innovate to Deliver Better Ecommerce Experiences.”
Not surprisingly, it has less to do with appetite than what’s being served. Compared to similarly connected nations, product assortment, payment paths and the number of online operators still trail in Canada’s ecommerce marketplace.
While many retail stalwarts in the country have dabbled in ecommerce, sustained success has been absent. But as large Canada-based retailers have begun to compete with US-based Canadian operators such as Amazon, online offerings have begun to expand, and creative solutions to supply chain difficulties have been implemented.
eMarketer estimates that 13.3 million consumers in Canada ages 14 and up made at least one online purchase in 2011. Modest, single-digit growth in the number of online buyers annually is expected to continue throughout the forecast period. Those buyers will spend a total of $21.45 billion on online purchases this year. Spending will rise by double-digit percentages each year through the end of the forecast period, when outlays will near $35 billion.