Canadian shoppers increasingly buying online

by Ben Myers

Canadians spent 18% more online in 2009 than in 2007, according to Stats Canada. That number shot up to $15.1-billion.

From the CBC report:

The agency said 39 per cent of Canadians aged 16 and over used the internet to place more than 95 million orders in 2009 — up from 32 per cent and 70 million orders in 2007, when the survey was last conducted

About half of Canadians aged 16 to 34 purchased a product online in 2009, with men of any age (42 per cent) more likely than women (37 per cent) to have made an online purchase.

Average value per order declined from $183 in 2007 to $158 in 2009.

The top 25 per cent of online shoppers spent an average of $4,210 on internet purchases during 2009, accounting for almost half of total orders and more than three-quarters of their value.

The most common types of online orders continued to be travel services; entertainment products such as concert tickets; books and magazines; and clothing, jewelry and accessories.

The survey found 52 per cent of Canadians went online to “window shop” — to research or browse products — up from 43 per cent in 2007.

Among all window shoppers, 69 per cent reported subsequently making a purchase directly from a store, up from 64 per cent in 2007.

The numbers are looking great for Canadian e-commerce retailers. Not only are more people going online to buy, but more are also going online to window shop.

There are many Canadians that go online to do research, and e-commerce retailers shouldn’t forget that many people who visit their site have never made a purchase online before.

Converting those people should be a priority. Not only are retailers selling a product, but the whole concept of buying online.

The good news is more people are forging ahead and making the purchase – a trend that’s sure to continue.

Ben Myers

Analyst

See more posts from Ben