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Canada B2C E-Commerce Report 2011

February 2011


                                                                             Provided by

                 RESEARCH ON INTERNATIONAL MARKETS
                     We deliver the facts – you make the decisions




                                                                                           February 2011




Publication Date
 February 2011
Language
 English
Format
 PDF & PowerPoint
Number of Pages/Charts
 35
Covered Countries
 Canada
Price
 Single User License:                                                € 950 (excl. VAT)
 Site License:                                                       € 1,900 (excl. VAT)
 Global Site License:                                                € 2,850 (excl. VAT)




                            yStats.com GmbH & Co. KG                                                       Phone: +49 (0)40 - 39 90 68 50   info@ystats.com
                            Behringstr. 28a, 22765 Hamburg                                                 Fax: +49 (0)40 - 39 90 68 51     www.ystats.com
                            Germany                                                                                                         www.twitter.com/ystats
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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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




                     yStats.com GmbH & Co. KG              Phone: +49 (0)40 - 39 90 68 50      info@ystats.com
                     Behringstr. 28a, 22765 Hamburg        Fax: +49 (0)40 - 39 90 68 51        www.ystats.com
                     Germany                                                                   www.twitter.com/ystats
Canada B2C E-Commerce Report 2011

Samples
                                                                RESEARCH ON INTERNATIONAL MARKETS
                                                                          We deliver the facts – you make the decisions


                               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




                                                                RESEARCH ON INTERNATIONAL MARKETS
                                                                          We deliver the facts – you make the decisions


                               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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Canada B2C E-Commerce Report 2011

  • 1. Canada B2C E-Commerce Report 2011 February 2011 Provided by RESEARCH ON INTERNATIONAL MARKETS We deliver the facts – you make the decisions February 2011 Publication Date February 2011 Language English Format PDF & PowerPoint Number of Pages/Charts 35 Covered Countries Canada Price Single User License: € 950 (excl. VAT) Site License: € 1,900 (excl. VAT) Global Site License: € 2,850 (excl. VAT) yStats.com GmbH & Co. KG Phone: +49 (0)40 - 39 90 68 50 info@ystats.com Behringstr. 28a, 22765 Hamburg Fax: +49 (0)40 - 39 90 68 51 www.ystats.com Germany www.twitter.com/ystats
  • 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 About our Reports Market reports by yStats.com inform top managers about recent market trends and assist with strategic company decisions A list of advantages • yStats.com provides secondary market research: By using various sources of information we ensure maximum objectivity for all obtained data. As a result companies get a precise and unbiased impression of the market situation. • The analyses, statistical reports and forecasts are only based on reliable sources including national and international statistical offices, industry and trade associations, business reports, business and company databases, journals, company registries and news portals. • Our international employees research and filter all sources and translate relevant information into English. This ensures that the content of the original studies is correctly interpreted. • yStats.com delivers all research results as PowerPoint files. All data can therefore be used directly for board presentations or be individually adapted. • If required, yStats.com provides in-depth analysis for all research projects. Simply send us a request. About yStats.com • yStats.com has been committed to research up-to-date, objective and demand-based data on markets and competitors from various industries since 2005. • Headquartered in Hamburg, Germany, the firm has a strong international focus and is specialized in secondary market research. • In addition to reports on markets and competitors, yStats.com also carries out client-specific research. • 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. yStats.com GmbH & Co. KG Phone: +49 (0)40 - 39 90 68 50 info@ystats.com Behringstr. 28a, 22765 Hamburg Fax: +49 (0)40 - 39 90 68 51 www.ystats.com Germany www.twitter.com/ystats
  • 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 yStats.com GmbH & Co. KG Phone: +49 (0)40 - 39 90 68 50 info@ystats.com Behringstr. 28a, 22765 Hamburg Fax: +49 (0)40 - 39 90 68 51 www.ystats.com Germany www.twitter.com/ystats
  • 4. Canada B2C E-Commerce Report 2011 Samples RESEARCH ON INTERNATIONAL MARKETS We deliver the facts – you make the decisions 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 RESEARCH ON INTERNATIONAL MARKETS We deliver the facts – you make the decisions 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 yStats.com GmbH & Co. KG Phone: +49 (0)40 - 39 90 68 50 info@ystats.com Behringstr. 28a, 22765 Hamburg Fax: +49 (0)40 - 39 90 68 51 www.ystats.com Germany www.twitter.com/ystats
  • 5. Report Order Form REPORT ORDER FORM Place Your Order as Follows: Call us at + 49 40 39 90 68 50 Fax us at + 49 40 39 90 68 51 using the form below: Scan and Email us at inquiry@ystats.com using the form below: Place your order now: Please confirm the license type you require:  Single User License  Site License1  Global Site License2 Report Title Publication Date Price (€) An invoice will be sent to your company. Please complete your contact details. Title: Mr/Mrs/Ms First Name Last Name Job Title Company Email Address Telephone Number Fax Number Address City State/Province Country Post Code/ZIP All Forms must have a signature to confirm your order: Signature Where did you find us? EU Companies must supply Purchase Order No Order Date  Google/Search Engine VAT No (if required)  Google Adwords/Online Advertising  Article in Trade Journal  Press Release  Social Media  Recommendation  Others: ________________________ Note: Reports are provided in electronic PDF form. yStats.com will contact you in the future to provide our free newsletter or other mailings. If you do not wish to receive our newsletter or other mailings, you may advise us of this. Your contact information will not be sold to other organizations. 1 ) Site Licenses, allowing all users within a given geographical location of an organization to access the report, are available for double the price. 2 ) Global Site Licenses, allowing all worldwide users of an organization to access the report, are available for triple the price.  yStats.com GmbH & Co. KG Phone: +49 (0)40 - 39 90 68 50 info@ystats.com  Behringstr. 28a, 22765 Hamburg Fax: +49 (0)40 - 39 90 68 51 www.ystats.com Germany www.twitter.com/ystats