Canadians Shop Online for Bargains, Want Free Shipping

Canadians not afraid to open a new tab in their web browser to chase down a good deal when online shopping.

According to the “2014 E-Commerce Channel Report for Canada” from global information company The NPD Group, 71 per cent of respondents attributed their online shopping habits to saving money.

“Super Online Buyers,” the largest source behind online sales and the most active mobile shoppers, make up 41 per cent of Canada’s e-commerce users. This group is particularly drawn to e-commerce for the ease of “comparison shopping.” The NPD Group also identified consumers between the ages of 18 and 24 as the most likely to seek bundled discounts online and less likely to choose in-store pick-up compared to their older counterparts, while those aged 55-plus noted security related to payment methods as their top concern regarding e-commerce.

“Growth in the near future will come to those companies that put an emphasis on innovative ways to lower shipping costs, as well as enhance confidence in payment security,” said Sandy Silva, fashion industry analyst, The NPD Group.  “Companies that can deliver free shipping, competitive prices, and a customized experience that meets the needs of various age demographics will be especially well-positioned to siphon customers from the competition.”

Canadians are keen on free shipping: seven out of 10 respondents saying they would be encouraged to buy more if the online retailer offered free shipping.

“Access to retail websites has dramatically changed the way people approach buying products over the last year,” says Silva. “The majority of Canadian consumers will shop online well before they consider entering the physical store.”

Interestingly enough, the expectation that online prices were more affordable than in-store decreased from 2012, dropping six per cent.