Canadian consumers' online shopping profiles 2022
In Canada, nearly four in ten online shoppers were defined as traditionalists in terms of their e-commerce buying behavior, making that the most common consumer profile in the North American country in 2022. The profiles were defined according to consumers' financial outlooks (optimistic or pessimistic) and their change in expenditure (spending less or more). Traditionalists were average in both indicators. In contrast, high rollers –pessimistic consumers who were increasing spending – were the least common profile, with only six percent of respondents.