Ecommerce in Canada 2018: eMarketer's Latest Forecast, with a Focus on Grocery - eMarketer
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Ecommerce in Canada 2018: eMarketer's Latest Forecast, with a Focus on Grocery

eMarketer Report

By: eMarketer

Published: January 25, 2018

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

eMarketer estimates retail ecommerce sales in Canada climbed nearly 30% in 2017. Stronger domestic options for online shopping and greater commitments by multinationals to improve ecommerce in Canada are driving this growth. In particular, grocery is rapidly evolving into a true omnichannel sector after years of mixed interest from consumers and merchants.

  • Retail ecommerce will account for 9.0% of total retail sales in Canada this year, as the country’s 19.8 million digital buyers continue to go online for many of their shopping needs.
  • Cross-border shopping is strong in Canada, particularly for merchandise south of the border. Some estimates suggest that almost half of what online shoppers in Canada purchase is from foreign retail sites.
  • The share of mobile-based digital buying continues to expand in Canada. eMarketer expects mobile commerce will account for 30.0% of retail ecommerce and 2.6% of total retail sales in the country this year. Despite this growth, mobile conversions and transactions still trail the rates on desktop.
  • Canada’s grocery sector witnessed the most ecommerce maneuvering in 2017. The industry is facing new pressures from large multinationals, pure play digital grocers and the specter of Amazon’s imminent entry into the space.

"Retail ecommerce sales in Canada will reach CA$56.96 billion ($42.99 billion) in 2018, a 26.3% jump from 2017, and account for 9.0% of total retail sales."

Table of Contents

Retail Ecommerce in Canada: Facts and Figures

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Ecommerce’s Challenge to Canada’s Grocery Establishment

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12 charts are included in the full report:

Ecommerce in Canada 2018: eMarketer’s Latest Forecast, with a Focus on Grocery

Retail Ecommerce Sales in Canada, 2017-2021 (billions of C$ and % of total retail sales)

Retail Ecommerce in Canada: Facts and Figures

Retail Ecommerce Sales in Canada, 2017-2021 (billions of C$ and % of total retail sales)

Cross-Border Shopping

Share of Retail Ecommerce Sales in Canada from Canada-Based Digital Retailers, 2016 & 2017 (% of total)

The Digital Buyer

Frequency with Which Internet Users in Canada Purchase Products Digitally, by Age, Oct 2017 (% of respondents)

Primary Way in Which Internet Users in Canada Research and Purchase Products, Oct 2017 (% of respondents)

Mobile Commerce

Retail Mcommerce Sales in Canada, 2017-2021 (billions of C$ and % of total retail ecommerce sales)

Digital Buyers in Canada Who Have Made a Purchase via Mobile Phone, 2014-2017 (% of respondents)

Internet Users Worldwide Who Webroom* vs. Showroom** via Mobile Device, by Country/Region, June 2017 (% of respondents)

Technologies/Tactics that Would Drive In-Store Sales According to Retailers in Canada, Spring 2017 (% of respondents)

Ecommerce’s Challenge to Canada’s Grocery Establishment

Usage of Buy Online, Pick Up In-Store Services for Groceries Among Internet Users in North America, by Country, June 2017 (% of respondents)

Product Categories that Internet Users in Canada Prefer to Purchase In-Store vs. Digitally, Oct 2017 (% of respondents)

Technology Investment Priorities Among Grocery Executives in North America, Sep 2017 (% of respondents)