1. Canada B2C E-Commerce Report 2011
February 2011
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RESEARCH ON INTERNATIONAL MARKETS
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February 2011
Publication Date
February 2011
Language
English
Format
PDF & PowerPoint
Number of Pages/Charts
35
Covered Countries
Canada
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2. Canada B2C E-Commerce Report 2011
Key Findings
Covering Trends, Sales, Shares, Products, Users/Shoppers and Players
• In Canada, B2C E-Commerce is on the rise, with 39% of Canadians aged 16 and older shopped online in
2009, buying more than CAD 15 billion worth of goods.
• The majority (84%) of Canadian online shoppers paid directly over the Internet for their purchases in 2009.
• Travel services and arrangements, as well as media and entertainment products, were the leading product
categories in B2C E-Commerce in Canada in 2009.
• The number of Internet users in Canada reached 22 million in 2009, accounting for 80% of the adult
population.
• Amazon.ca was the leading B2C E-Commerce player in Canada in 2009, reaching a market share of
approximately 40%. Alongside strong competition from the USA, Canadian players such as Aldo Shoes
(footwear), Roots (leather goods) and La Senza (undergarments) were especially successful.
Company and Product Information
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• Clients include leading global enterprises from various industries including B2C E-Commerce, electronic
payment systems, mail order and direct marketing, logistics as well as banking and consulting.
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3. Canada B2C E-Commerce Report 2011
Table of Contents
1. Management Summary 5. Products
2. Trends • Types of Goods ordered online, in % of Online
Shoppers, 2007 & 2009
• Internet Usage Trends in Canada, 2010
• Demographics of Internet Users, incl. Age, Gender,
Education, Income, 2005, 2007 & 2009
• Broadband Internet Usage in Canada, 2009
6. Users / Shoppers
• Online Activities of Internet Users at Home, in %,
2009
• Internet Users and its Percentage of Country
• B2C E-Commerce Trends in Canada Population in Canada, 2005, 2007 & 2009
• Number and Value of Online Orders in Canada, • Total Broadband Subscribers in Canada, compared
2009 & 2007 to Germany, USA and the OECD Average,
• Social Network Users in Canada, in millions and in 2004-2010
% of Internet Users, 2008-2014f • Total Broadband Subscribers per 100 Inhabitants
• M-Commerce Trends in Canada, 2010 in Canada, compared to Germany, USA and the
• Most purchased Product Categories by Mobile OECD Average, 2004-2010
Shoppers in Canada, in %, 2010 • Broadband Subscribers in Canada, by Access
Technology. compared to the OECD Average, in %,
2010
• Internet Shoppers and Percentage of Country
3. Sales Population in Canada, 2005, 2007 & 2009
• Total Retail and Distance Sales in Canada, in CAD
billion, 2005-2009
• B2C E-Commerce Sales in Canada, in CAD billion,
2005, 2007 & 2009
7. Players
• Facts about Amazon.ca
• Facts about Dell.ca
4. Shares
• Facts about Apple.ca
• Share of B2C E-Commerce Sales on total Retail • Selected Online Fashion Retailers in Canada,
Sales in Canada, in %, 2005, 2007 & 2009 by Online Activities, 2010
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4. Canada B2C E-Commerce Report 2011
Samples
RESEARCH ON INTERNATIONAL MARKETS
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Trends Sales Shares Products Users / Shoppers Players
In 2009, the average Canadian online shopper ordered 9 times per
year with an average order value of CAD 158.
Number and Value of Online Orders in Canada, 2009 & 2007
% of the Population 2007 2009
Internet users (%) 73 80
Online shoppers (%) 32 39
Number of orders
Total number (thousands) 69,886 95,669
Average number per person 8,3 9
Value of orders
Total value ($ thousands) 12,772,147 15,071,062
Average value per person ($) 1,52 1,42
Average value per order ($) 183 158
Source: Statistics Canada, September 2010
13
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Trends Sales Shares Products Users / Shoppers Players
Cable accounted for 56% of broadband Internet usage in Canada,
while the OECD average was 30% in 2010.
Broadband Subscribers in Canada, by Access Technology, compared to the OECD Average in %, 2010
0,4%
DSL 11,6%
43,7%
Cable
56,3% 58,5%
Fibre
29,5%
Other
Canada OECD Average
Source: OECD, 2010
28
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