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Canada: number of digital shoppers 2013-2018

This timeline displays the number of digital shoppers in Canada from 2013 to 2014 and a forecast thereof until 2018. In 2013, 19.5 million people in Canada browsed, researched or compared products online. This figure is expected to rise to 22.5 million people in 2018.

Digital Shoppers in Canada

Digital buyers have recently become the majority in Canada. According to a 2014 study, it was found that Canadians aged 18 to 34 had the highest digital buyer penetration with 92 percent, and those between the ages of 35 and 54 were among the national average of 82 percent. In 2014, Canadian retail e-commerce sales totaled 24.63 billion US dollars.

Purchases occur intermittently with 33 percent of those who shop online purchasing less often than once per month. In 2015, 49 percent of digital shoppers had an annual shopping expenditure of 500 Canadian dollars or more. Of purchases Canadians plan to make online, 30 percent are of PC and electronic products, and 23 percent are of personal accessory products.

Canadians are also fans of making purchases from countries outside of their own. In 2013, 54 percent of Canadians used cross-border e-commerce. Of the online purchases made in 2014, 33 percent came from the US, and 8 percent came from Asia. When asked for reasons to purchase digitally across-boarders, 41 percent of Canadians stated cheaper prices, and 23 percent stated a wider selection of goods.

Number of digital shoppers in Canada from 2013 to 2018

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Release date

January 2015



Survey time period

2013 to 2014

Age group

14 years and older

Supplementary notes

* Forecast.
The source defines digital shoppers as internet users who have browsed, researched or compared products digitally via any device during the calendar year but have not necessarily bought digitally.

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