Insights into the growth of Canadian eCommerce


Canada is home to 36.24 million people with a total GDP of 1.54 trillion USD and GDP per capita of 44,650 USD, which is expected to reach 49,354 USD by 2022.

Digital User Insights

There are currently 26.77 million online shoppers in Canada, who spend $897.75 USD online annually. Four years from now, an expected 28.34 million online shoppers will spend approximately $1,128.56 USD.

Internet usage

Dividing internet usage into age groups gives a better picture of the Canadian eCommerce market – 96% of 16-24 year olds, 96% of 25-34 year-olds and 93% of 35-44 year-olds log on daily. The older generations also log on regularly with 45-54 year-olds and over 55s showing an 84% and 76% daily penetration rate, respectively.

Product Categories

Total Canadian eCommerce revenue across all product categories is 24.03 billion USD, and is expected to grow to 31.98 billion USD by 2022. Fashion is currently the leading product category in Canada, accounting for 7.07 billion USD market share, followed by Electronics & Media, which generates 6.36 billion USD in sales.

By 2022, Fashion will still be the most purchased online category, with an estimated value of 10.14 billion USD, and second favorite, Electronics & Media will have an expected worth of 7.61 billion USD.


In 2016, Canada was ranked 14th in the World Bank Logistics ranking.

Preferred Online Payments

61% of Canadian shoppers like to pay via credit card when shopping online.

Where does Canada buy from?

The US supplies Canada with $207 billion USD in imports – ranging from cars to petroleum. Canada’s other key import partners are China ($46.7 billion), Mexico ($23 billion), Germany ($12.1 billion) and Japan ($10.7 billion).

Internet and Device Usage

Internet penetration in Canada is currently 84.6%, and should reach 84.8% by 2022. Smartphone penetration is a bit less (68.7%), but is projected to grow to 77.5% in the next four years.

82% of online shoppers in Canada buy via desktop, a stark contrast to the amount of smartphone (9%) and tablet (5%) shoppers.


In 2018, an estimated $5.47 billion of Canadian ad spend will be spent on digital advertising.

Social Media

68% of people in Canada are active social network users, thanks to YouTube, Facebook and Messenger which are the leading social networks.

For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets.