The exigencies of Coronavirus (COVID-19) accelerated the key channel shift already visible in retailing in Canada. According to Statistics Canada, the surge in e-commerce sales saw significant growth for both retail stores and pure internet players as consumers flocked to online shopping when measures to stem the spread of the virus were implemented.
Between February and May 2020, many brick-and-mortar stores were temporarily closed due to the COVID-19 crisis. However, while the split between in-store and e-commerce buying has been widening in a trend that looks to be permanent, retailers still keep returning to stores.
Outside of third party merchants, the leading player at the start of the review period, Amazon.com Inc, continued to lose retail value share in 2021.
Despite the surge in online shopping in 2020 and 2021, e-commerce is expected to continue to post strong retail value (constant 2021 prices) growth over the forecast period. More and more retailers, large and small, were already flocking to the online marketplace prior to the pandemic, which only accelerated this key retailing trend.
The concept of e-commerce marketplaces is expected to develop over the forecast period, with more third party sellers set to enter the fray in order to benefit from wider exposure to the pre-existing consumer base built by leading players like Amazon, Walmart.ca and Wayfair.
Social media is expected to be grow in importance as a tool in e-commerce in the forecast period. This development is being driven by influencer marketing, which is a key component of successful marketing strategies both online and offline, as well as by technological capabilities that allow consumers to buy in-app more easily.
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Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.See All of Our Definitions
This report originates from Passport, our E-Commerce (Goods) research and analysis database.
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