In Canada, Most Digital Sales Still Come from Desktops - eMarketer

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In Canada, Most Digital Sales Still Come from Desktops

Big-ticket items are purchased via PCs

January 6, 2016

Digital shoppers in Canada are using mobile in their path to purchase, but desktops are still the kings of closing a sale.

Retail Ecommerce Conversion and Sales Share in Canada, by Device, Q3 2015 (% of total among clients using the Magento platform)

Q3 2015 data from Demac Media based on clients using the Magento ecommerce platform indicates that a majority of all conversions occurred on desktop PCs. Tablets accounted for nearly a third of conversions, with the remaining 15% coming from mobile phones.

But sales skewed even further toward PCs: 65% of all sales during the quarter occurred via desktops. That suggests bigger-ticket items, or large purchases involving many items, are more likely to be transacted on desktop and laptop computers, while shoppers relegate smaller buys to mobile devices.

Retail Ecommerce Traffic and Sales Share in Canada, by Source, Q3 2015 (% of total among clients using the Magento platform)

Organic search is the biggest driver of both traffic to ecommerce sites and sales, though the fact that search makes up less in sales than it does in traffic suggests that visitors who reach retail sites from organic search results are not the most lucrative customers.

That honor may instead go to referral traffic, which makes up four times as much in sales as it does in traffic.

eMarketer estimates that Canada is home to 21.6 million people who will browse and research products online this year—and most of those will complete a purchase via digital channels as well. The population of digital buyers in the country will rise from 18.6 million this year to 20.2 million by 2019, the end of eMarketer’s forecast period.


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