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Abstract

In 2007, Canadian retailers sold C$13.8 billion ($12.9 billion) of consumer products and travel bookings online. By 2012 Canadian business-to-consumer (B2C) e-commerce sales will reach C$22.8 billion ($22.2 billion). Not bad numbers in a tough economy.

The Canada B2C E-Commerce report analyzes the reasons why Canada' s online economy is positioned to weather the economic storm.

Between 2007 and 2012, Canadian B2C e-commerce sales will show a compound annual growth rate (CAGR) of 10.6%.

Strong numbers. But there are local problems.

Compared with other G-7 countries, until consumers in Canada show a larger appetite for buying big-ticket physical goods online, such as home furnishings and consumer electronics, the e-commerce market will remain relatively small.

However, the future looks brighter. As millennials- who participate in a broader array of online activities than previous generations- enter their income-earning years they will provide a lift in online sales.

• What is the outlook for B2C e-commerce sales in Canada?
• What are the key factors that will determine future growth?
• Why do Canadians prefer to research online but buy in-store?
• Who are the leading online retailers in Canada?
• And many others.....

The Canada B2C E-Commerce report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, timely business decisions.

Table of Contents

Executive Summary

• B2C E-Commerce Sales in Canada, 2007-2012 (billions of C$ and % change)
• Key Questions

The eMarketer View

• Key eMarketer Numbers- Canada B2C E-Commerce

Market Size and Outlook

• B2C E-Commerce Forecast Model for Canada, 2007-2012
• Online Sales
  • Retail E-Commerce Sales in Canada, 2007-2012 (billions of C$ and % change)
  • Online Leisure/Unmanaged Business Travel Sales in Canada, 2007-2012 (billions of C$ and % change)
  • B2C E-Commerce Sales in Canada, 2007-2012 (billions)
• Online Shoppers & Buyers
  • Online Shopper and Buyer Definitions for Canada, 2008
  • Online Shoppers and Penetration in Canada, 2007-2012 (millions and % of Internet users)
  • Online Buyers and Penetration in Canada, 2007-2012 (millions and % of Internet users)
  • Comparative Estimates: Online Buyers in Canada, 2007 (% of Internet users)
  • Online Buyers as a Percent of Online Shoppers in Canada, 2007-2012
  • Average Annual Amount of Internet Sales per Online Buyers in Canada, 2007-2012 (C$ and % change)

Online Consumers

• Online Shoppers* and Buyers** in Select Countries, 2007 (% of respondents)
• Online Buying Behavior
  • Internet Users in Canada Who Will Shop Online this Holiday Season to Find the Best Deals*, by Age, October 2008 (% of respondents in each group)
  • Leading Product and Service Categories Ordered Online by Online Buyers in Canada, 2007 (% of respondents)
  • Products and Services Purchased Online by Online Buyers in Canada, June-July 2007 (% of respondents)
• Concerns with the Online Buying Process
  • Concern* About the Security of Financial Information Online According to Internet Users in Select Countries, 2007 (% of respondents)
  • Online Banking Penetration in Select Countries, April 2008 (% of Internet users)
  • Payment Method Used to Make Online Purchases According to Online Buyers in Canada, 2007 (% of respondents)
• Online Shopping Behavior
  • Frequency with Which Online Shoppers in Canada Research Products Online and Purchase from a Local Store, June-July 2007 (% of respondents)
  • Leading Product and Service Categories Browsed Online by Window Shoppers in Canada, 2007 (% of respondents)
  • Online Retail Categories with Largest Change in Average Minutes per Visitor in Canada, October 2007 & October 2008 (minutes and % change)

Online Retailers

• Top 10 Online Retail Properties in Canada, Ranked by % Reach, October 2008
• Leading Retailers This Holiday Season According to Internet Users in Canada, October-November 2008 (% of respondents)
• Retailers in Canada that Sell Online, 2003-2007 (% of total)
• Domestic vs. Foreign B2C E-Commerce Spending in Canada, 2005 & 2007 (% of total)
• Reasons that Internet Users in Canada Will Make Purchases at US Online Retailers During the Holiday Season, November 2007 (% of respondents)
• Preferred Country of Origin for Online Retail Sites According to Online Buyers in Canada, June-July 2007 (% of respondents)
• Web 2.0 Capabilities

Mobile E-Commerce

• Mobile Phone Penetration in Select Countries, 2010 (% of population)

Trends to Watch

• Leading Shopping Innovations that Primary Household Shoppers in Canada, the US and the UK Predict Will Be Widespread by 2015 (% of respondents)

Conclusion

Endnotes

• 100454 | 099966 | 099967 | 099969 | 099971
  • B2C E-Commerce Sales in Canada, 2007-2012 (billions of C$ and % change)
  • Key eMarketer Numbers- Canada B2C E-Commerce
  • B2C E-Commerce Forecast Model for Canada, 2007-2012
  • Retail E-Commerce Sales in Canada, 2007-2012 (billions of C$ and % change)
  • B2C E-Commerce Sales in Canada, 2007-2012 (billions)
• 099972 | 099974 | 099979
  • Online Shoppers and Penetration in Canada, 2007-2012 (millions and % of Internet users)
  • Online Buyers and Penetration in Canada, 2007-2012 (millions and % of Internet users)
  • Online Buyers as a Percent of Online Shoppers in Canada, 2007-2012
• 100117
  • Comparative Estimates: Online Buyers in Canada, 2007 (% of Internet users)
• 100124
  • Leading Product and Service Categories Browsed Online by Window Shoppers in Canada, 2007 (% of respondents)

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