Staying ahead of Canadian online shopping behaviours - Presented by June16, 2021
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Staying ahead of Canadian online shopping behaviours Presented by June16, 2021
Online consumption behaviors have been constantly
evolving along the past years and without question, the
year 2020 has set an unprecedent mark. The acceleration
of eCommerce and its effects on the consumers decision
journey are more noticeable than ever before. In Canada,
for brands to remain successful in this new reality it is
fundamental to have an understanding of these behaviours
from a local perspective and more importantly, be able to
assess how these can translate into actionable & strategic
interventions along what should be the growth key pillars to
grow customer flow in eCommerce: Experience, Content,
Media & eRetail.
2• Convenience is the primary factor affecting online shopping with consumers citing that not having to go
Key
out into stores (64%), being able to shop around for the best price (62%) and saving them time (54%) as
the top three advantages.
• 63% of Canadians browse on Amazon to discover products, but Amazon was not the #1 online
findings
purchase platform in the top 6 categories where they were ranked highest for product discoverability
including Clothing, Shoes and Accessories (71%), Consumer Electronics (51%), Health & Beauty (47%),
and Books (43%). This suggests that shoppers are researching and browsing in these categories on
Amazon before making their final purchase decision elsewhere.
• 89% of consumers intend to use eCommerce Pure Play Retailers (primarily Amazon) in the future
(consideration +6% over past 6 months usage), but Big Box Specialty and General Merchandise eRetail
platforms are showing the strongest signs of future growth (+18% and 16% over past 6 months usage
respectively). Brands should adopt best content practices across all relevant retailer platforms to
provide their consumers with consistent brand messaging regardless of where they shop.
• eCommerce platforms are the #1 source of influence for shoppers at each stage of their decision
journey - Discovery (33%), Research (21%), Purchase (25%). This reflects a convergence of the online
funnel as multiple touchpoints can lead consumers to be one click away from purchase, and traditional
campaigns focusing only on upper funnel considerations may no longer be as effective in the digital
space.
• Advertising influence accelerating in importance with 33% of shoppers influenced to purchase online
based on an ad compared to 23% in the prior year, particularly with aspirational categories including
Clothing, Shoes, and Accessories, Consumer Electronics, and Health & Beauty which over indexed
compared to the category average.
3Convenience key advantage of online shopping
for consumers
2019 2020
68%
64% 62% 63%
54%
48%
42% 44%
41%
36%
33%
8% 6%
Saves me having to go I can shop around for Saves me time Wider Selection Consumer reviews Detailed product Other
out into stores the best price about the product information
(*New for 2020)
Convenience #1
Q3. What do you perceive as the advantages of online shopping? Total Base n = 1500; 4Canadians browse on Amazon to discover products,
but tend to prefer purchasing from Specialty retailers
Categories Shopped Online 2020
Have used Amazon to discover products
71%
Top Purchase Platform
51%
47%
43%
37% 37%
37%
35%
24% 25%
21%
20%
36% 39% 27% 23% 26% 27%
Clothing, shoes, and Consumer Health & Beauty Books Furniture & Home Grocery Toys & Games Cleaning Supplies Countertop kitchen
accessories Electronics Décor appliances
Q5. Which of the following product categories have you shopped online for in the past year. Total Q17. Which of the categories are you most likely to shop on Amazon.ca? Base n = 151 to 1478
Sample Base n = 1500; Have used Amazon to discover new products base n = 945 Q15. Where are you most likely to purchase these products online? Pick one for each category. 5eCommerce Pure Play platforms continues to lead
but Big Box Specialty and General Merchandise
stores display strong signs of future growth
+6
+18
83%
89% -16 Past 6 Month Usage
Likely to use in future
77%
74%
59% 58%
+1
+6
30% 31%
21%
15%
E-Comm - Pure Play Big Box - Specialty Big Box - General Merchandise Social Grocery
Q5. Which of the following product categories have you shopped online for in the past year. Total Sample Base n = 1500; Have used Amazon to discover new products base n = 945Online platforms #1 source of influence
across the consumer journey
Discovery Research Purchase
Online search port al 21% Amazon 25%
Online shopping marketplace 33%
Recommended by friends or family 32% Online Ret ailer 14%
Walmart 10%
Discovered in-store 24%
Reviews on consumers sites 12%
Flyers/inserts 22% Costco 9%
Walk into store 11%
Online ads 21%
Canadian_ Tire 7%
Social media post s/ads 16% Opinions from friends or family 10%
TV ads 16% Brand websit es Best_Buy 6%
8%
Print ads 14%
Omni channel retailer site 7% Google 4%
Email newslett er 13%
Videos or streaming 4%
Search ads 13% Indigo 4%
Endorsed by an online influencer 9% Social Media 3%
The_Bay 3%
Out of home ad 9% Online idea board 2%
Endorsem ent by celebrity 6% Home_Depot 3%
Other 2%
Cinema ads 5%
None of t he above 6% Loblaws 3%
Other 10%
Q12. When you are thinking of buying a new product, which of the following sources are the most useful in discovering new products? Base n = 1500
Q13. What is usually your first point of research when you are considering buying a product online? Base n = 1500
Q14. Which other sources do you use to research before purchasing these category products online? Base n = 1500
Q15. Where are you most likely to purchase these products online? Pick one for each category. Base n = 1500 7Convenience primary factor affecting online shopping,
but advertising accelerating in importance
80% 79%
2019
2020
33% (19%)
23% 22%
19%
Advertising* Search Convenience
Q7. Thinking about the last time you shopped online for these categories, how did you make your decision to shop online? Total Base n = 1500
Advertising bucket: “I clicked on an ad of product while browsing online”; “Saw an ad online”; “It was endorsed by a social media personality I follow.”; *“Saw a deal online” added 2020
Search bucket: “Web browser search (e.g. Google, Bing)”
Convenience bucket: “It was not available in-store near me”; “Convenient for me instead of going into physical store”; “The product is only sold online” 8You can also read
