Why is it that Canadians lag behind most developed countries when it comes to e-commerce? Good question! I’ve been trying to figure it out for years. Reports suggest that it is a combination of shipping prices/processes, lack of online options, credit card worries and general Canadian conservative behavior.
But that was then, and this is now. Over the last 3 years, Canada has seen the launch of some major players in the online landscape. Many US retailers have improved their game, providing a Canadian specific destination (where before there was the hassle of ordering from their US sites). Companies like Gap, J. Crew and Sephora have made significant efforts to streamline their processes.
And there are the Canadian players who’ve done an excellent job of providing a multi-channel experience like Indigo, Roots and lululemon.
But then there’s what I like to call “the old stodges.” These ones have been taking their sweet old time to get online, and if they are online it is far from seamless (yes, Holt Renfrew, I’m talking to you). But as they say, competition is good so the influx from our neighbours to the south (Saks, Nordstrom and Target to name a few) will ultimately provide the type of online offerings experience that Canadian consumers want and deserve.
I believe that over the next 2 to 3 years we will see a major change in the Canadian e-commerce landscape. Demand breeds supply so when the big players come in, it will put the appropriate pressure on our infrastructure suppliers (shipping, logistics, manufacturers) to provide the same offerings as those available in other countries.
So what does that mean for you? Online shopping from your home and native land (and on your sofa).
About the author: Joanna Track is the founder and former CEO of Sweetspot.ca and eLUXE.ca. Her professional sweet spot is marketing, branding, fashion and lifestyle, and ecommerce. As a result, she has a strong penchant for shopping online. Connect with her on LinkedIn.