This document summarizes a presentation given by Darrick Li of comScore about online retail trends in Canada. Some key points: 1) E-commerce spending and transactions in Canada increased 10% and 17% respectively from 2011 to 2012. 2) While e-commerce dollars are growing at 10% in Canada, the growth is 16% in the US, possibly because small Canadian businesses lack the infrastructure of larger retailers. 3) Visits to retail websites in Canada have plateaued in recent years, with some categories like movies growing and others like books declining.

1. © comScore, Inc. Proprietary.
State of the Canadian Retail
Consumer Meetup
How are Canadians Interacting with Retail Today?
Darrick Li, Account Manager | October 10, 2013

2. © comScore, Inc. Proprietary. 2
Agenda
• Introductions and Preface
• A little bit about
• Retail Trends
• E-Commerce Trends
• Mobile Commerce Trends
• Discussion, Discussion,
Discussion

3. © comScore, Inc. Proprietary. 3
Objectives for Today
1
2
3
Help you understand what is happening in Online Retail
today in Canada (data-backed)
Create a discussion and longer-term conversation about
some of the challenges with Online Retail in Canada
Bring some of your experiences and expertise to the
table to drive some insights for everyone
Provide an understanding of how comScore plays a role
in measuring the Online Retail space
Conclude at 7:00pm
4
5

4. © comScore, Inc. Proprietary. 4
The digital world is complex

5. © comScore, Inc. Proprietary. 5
comScore brings it together…
TabletPC/Mac TV SmartphoneGaming
We are an internet technology company that measures what people do as they
navigate the digital world and turn that information into insights and actions
for our clients to maximize the value of their digital investments.

6. © comScore, Inc. Proprietary. 6
comScore 2 Million Person Global Panel
Comprehensive View of Digital Consumer Behavior
Online
Advertising
Video
Search
Demo-
graphic
Profiles
Online
Behavioral
Profiles
E-Commerce
Website and
App Usage
PC
Smart
phone
TV
Tablet
Gaming
POS
Server
V0113

7. © comScore, Inc. Proprietary. 7
Providing Analytics For More Than 2,100 Clients Globally
Media Agencies Telecom/Mobile Financial Retail Travel CPG Health Technology
V0113

8. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
E-Commerce in Canada
Opening Thought

9. © comScore, Inc. Proprietary. 9
$22,308,090
$20,305,387
Dollars (000)
2011 2012
Source: comScore, Inc., Custom Reporting, CA, Person: 2+, Annual Aggregate 2012 vs. 2011
E-Commerce spend and transactions in Canada increased 10% & 17%
respectively year over year
105,372
90,016
Transactions
(000)
+10%
+17%
E-Commerce Dollars are growing at a pace of 10%
in Canada, but growing at 16% in the US – why do
you think that is happening?
1

10. © comScore, Inc. Proprietary. 10
Leading Canadian Retailers
Dx3 Whitepaper “The War of $18.12”
Are small businesses lacking the e-commerce
infrastructure that some of these larger retailers
can afford?
2

11. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
The Online Retail Category in
Canada

12. © comScore, Inc. Proprietary. 12
Visitation Snapshot on Retail in Canada
Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Ending Jun 2013
337.8M
Unique Visitors
% Reach
Total Hours
Total Pages Viewed
Total Visits
Avg. Minutes per Visit
Avg. Pages per Visit
23.5M
3.1B
5.3
29.7
83.8
9.3

13. © comScore, Inc. Proprietary. 13Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Ending Jun 2013
Canadian Retail Demographic Breakdown
18.7%
11.8%
16.6% 16.3% 16.7%
20.0%
2-17 18-24 25-34 35-44 45-54 55+
8.9%
9.6%
17.0%
13.5%17.7%
33.3%
Less than $25K
$25,000 - $39,999
$40,000 - $59,999
$60,000 - $74,999
$75,000 - $99,999
More than $100K
British
Columbia
13.6%
Prairies
17.4%
Ontario
40.1%
Quebec
22.3%
Atlantic
6.6%
Household Income (CAD)Region
Age
51.0% 49.0%
Gender

14. © comScore, Inc. Proprietary. 14Source: comScore Inc., Media Metrix, CA, Home & Work, Persons; 2+, Jun 2012 – Jun 2013
Retail Visitation has Plateaued
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
0
5,000
10,000
15,000
20,000
25,000
30,000
TotalVisits(000)
TotalUniqueVisitors(000)
Total Unique Visitors (000) Total Visits (000)0% YoY +1% YoY
Is this reflective of your visitation to Online Retail?3

15. © comScore, Inc. Proprietary. 15Source: comScore Inc., Media Metrix, CA, Home & Work, Persons; 2+, Jun 2012 – Jun 2013
Visitation Trends within Retail in Canada by Sub-Category
10,000
20,000
30,000
40,000
50,000
60,000
TotalVisits(000)
Comparison Shopping
Computer Hardware
Computer Software
Retail - Movies
Department Stores
Apparel
Consumer Electronics
Home Furnishings
Sports/Outdoor
Consumer Goods
Tickets
Health Care
Books
Jewelry/Luxury Goods/Accessories
Retail - Food
Retail - Music
Fragrances/Cosmetics
Mall
Flowers/Gifts/Greetings
-17% YoY
-19% YoY
-3% YoY
+46% YoY
+11% YoY
-1% YoY
-2% YoY
+49% YoY
-10% YoY
+16% YoY
-7% YoY
-17% YoY
-21% YoY
-5% YoY
+29% YoY
-21% YoY
+2% YoY
+102% YoY
-45% YoY

16. © comScore, Inc. Proprietary. 16
NOTE: Domains ranked by Total Unique Visitors (000) June 2013
Source: comScore, Inc., Media Metrix, Canada, Home & Work, Persons 2+, Jun. 2012 – Jun. 2013
The Retail Category in Canada – Top 10 Retail Domains
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
TotalUniqueVisitors(000)
AMAZON.COM*
APPLE.COM
KIJIJI.CA Buy & Sell
IMDB.COM*
AMAZON.CA
WALMART.CA
CANADIANTIRE.CA
NETFLIX.COM
BELL.CA
FUTURESHOP.CA

17. © comScore, Inc. Proprietary. 17
#1
Source: comScore, Inc., Media Metrix, Canada, Hone & Work, Persons 2+, Canada, Jun. 2013
Top Retail Category Entities in Canada
10,809,000 UVs
6,604,000 UVs
4,655,000 UVs
Up 10% from June 2012
6,790,000 UVs
APPLE.COM
6,556,000 UVs
iTunes
3,639,000 UVs
#2 #3 #4
1,145,000 UVs
6,167,000 UVs
Up 3% from June 2012
Up 41% from June 2012
Down 8% from June 2012
Down 9% from June 2012
Down 8 % from June 2012
Down 7% from June 2012
No change from
June 2012
4,293,000 UVs
WALMART.CA
3,525,000 UVs
WALMART.COM
1,415,000 UVs
Up 14% from June 2012
Up 19% from June 2012
Up 7% from June 2012

18. © comScore, Inc. Proprietary. 18Source: comScore, Inc., Media Metrix, Canada, Home & Work, Persons 2+, Canada, Apr. 2013
Top Retail Category Entities in Canada
3,350,000 UVs 2,957,000 UVs
#5 #6 #7 #8
32% from June 2012
3,385,000 UVs
Up 6% from June 2012 Up 7% from June 2012
3,784,000 UVs
2,547,000 UVs
2,157,000 UVs
Best Buy Sites
Up 1% from June 2012
Up 4% from June 2012
Up 2% from June 2012

19. © comScore, Inc. Proprietary. 19Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, Jun 2013
Top Retail Advertisers in Canada
Canon Inc.
166.7 Million Display Ad
Impressions
QuiBids LLC.
157.5 Million Display Ad
Impressions
Netflix, Inc
157.8 Million Display Ad
Impressions
Zulily, Inc.
149.2 Million Display
Ad Impressions
JustFabulous, LLC.
141.5 Million Display Ad
Impressions

20. © comScore, Inc. Proprietary. 20Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, Jun 2013
Top 10 Industry Categories Advertising in Canada
2,183,455
2,624,720
3,260,440
3,700,598
4,025,601
Automotive
Retail
Consumer Goods
Online Media
Finance
Display Ad Impressions (000)
Will more branded digital display advertising fuel online
commerce? What about more advertising in general?
How do online promotions affect online retail?
4

21. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Is Digital Advertising Effective in
Driving Brand Metrics and Sales?

22. © comScore, Inc. Proprietary. 22
Awareness & Loyalty
Exposure to the COFFEE COMPANY digital campaign lifted favorability,
consideration, and intentions towards the brand.
95.1%
35.4%
30.3% 30.7% 31.0%
95.3%
39.1%
33.0% 34.9% 34.8%
Aided Awareness
(n=740)
Overall Opinion
(n=705)
Intent to Recommend
(n=705)
Consideration
(n=705)
Purchase Intent
(n=705)
Baseline Exposed
Indicates significant lift above baseline at 90% confidence level
+3.8 pts+2.7 pts+3.7 pts +4.2 pts

23. © comScore, Inc. Proprietary. 23
Unexposed
1-2
Exposures
3-4
Exposures
5+
Exposures
Awareness n/a (n=452) (n=102) (n=186)
Aided Awareness 95.1% 95.2% 95.3% 95.6%
Opinions & Intentions n/a (n=430) (n=98) (n=177)
Overall Opinion 35.4% 37.8% 39.3% 44.7%
Intent to Recommend 30.3% 32.1% 33.2% 37.2%
Likelihood to Consider 30.7% 33.4% 35.1% 41.4%
Purchase Intent 31.0% 33.4% 34.9% 40.5%
Indicates significant lift above baseline at 90% confidence level
Frequency Analysis
Brand ratings were highest among consumers with 5 or more campaign
exposures.

24. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
U.S. State of the Online Retail
Economy
Summary

25. © comScore, Inc. Proprietary. 25
Metric Q2 2012 Q2 2013 % change
Dollar Sales ($ Billions) $43.2 $49.8 +16%
Dollars per Buyer $241.9 $274.1 +13%
Buyers (Millions) 178 182 +2%
Average Order Value $73.8 $76.4 +3%
Transactions (Millions) 584 652 +12%
Transactions per Buyer 3.28 3.59 +9%
Key Desktop e-Commerce Buyer and Transaction Measures
Q2 2013 vs. YA
Source: comScore e-Commerce Measurement
e-Commerce dollar sales in Q2 increased due to growth in transactions
per buyer. Number of buyers and AOV remained relatively flat.

26. © comScore, Inc. Proprietary. 26
Desktop computers
+0%
Cameras and equipment
+11%
Over half of retail categories showed very strong growth of +15% or
more versus a year ago, led by apparel/accessories and digital content
Q2 2013 Desktop e-Commerce Sales Growth vs. YA by Retail Category
Source: comScore e-Commerce Measurement
Product Category
Q2 2013 Growth
vs. YA
Apparel & Accessories Very Strong
Digital Content & Subscriptions Very Strong
Sport & Fitness Very Strong
Consumer Packaged Goods Very Strong
Home & Garden Very Strong
Furniture, Appliances & Equipment Very Strong
Event Tickets Very Strong
Consumer Electronics (x PC Peripherals) Very Strong
Computers/Peripherals/PDAs Strong
Jewelry & Watches Strong
Flowers, Greetings & Misc. Gifts Moderate
Office Supplies Moderate
Video Games, Consoles & Accessories Moderate
Books & Magazines No growth
Mobile phones and plans
+25%
Growth rate definitions:
Very Strong: +15% or higher
Strong: +10-14%
Moderate: +5%-9%
Low: +1%-4%
Portable devices
(e.g. tablets)
+22%

27. © comScore, Inc. Proprietary. 27
Holiday Season includes November and December
*Percentage change includes seasonal adjustment to account for unequal
number of weekdays and weekend days in 2011 and 2012
2012 U.S. e-Commerce holiday spending grew 14% to record $42.3B
$19.6
$24.6
$29.2
$28.0 $29.1
$32.6
$37.6
$42.3
+26%
+19%
-4%
+4%
+12%
+15%*
14%
$0.0
$5.0
$10.0
$15.0
$20.0
$25.0
$30.0
$35.0
$40.0
$45.0
-10%
-5%
0%
5%
10%
15%
20%
25%
30%
Holiday Season $ in Billions Y/Y Growth Rates
Holiday Season Retail e-Commerce Sales ($ Billions)
Growth vs. YA
Source: comScore e-Commerce Measurement
2005 2006 2007 2008 2009 2010 2011 2012*

28. © comScore, Inc. Proprietary. 28
2012 had 12 days surpass $1 Billion in sales, with 4 out of 5 days
during week of Green Monday hitting that threshold
$-
$200,000,000
$400,000,000
$600,000,000
$800,000,000
$1,000,000,000
$1,200,000,000
$1,400,000,000
$1,600,000,000
Cyber
Monday
Black
Friday
Green
Monday
Free Shipping
Day
Online Spending by Day 2012
Source: comScore e-Commerce Measurement

29. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
E-Commerce Shipping Options & Preferences
Free Shipping

30. © comScore, Inc. Proprietary. 30
More than half of online transactions in Q2 2013 involved
free shipping, up 4 points from Q2 2012
40%
52% 49% 47% 43%
50% 48% 51%
60%
48% 51% 53% 57%
50% 52% 49%
Q3
2011
Q4
2011
Q1
2012
Q2
2012
Q3
2012
Q4
2012
Q1
2013
Q2
2013
% Transactions with Free Shipping
% Transactions with Paid Shipping
Percentage of e-Commerce Transactions with
Free Shipping
Source: comScore e-Commerce Measurement

31. © comScore, Inc. Proprietary. 31
Nearly all consumers have abandoned a cart online, and most have
added items to their cart to qualify for free shipping
Returns
Shopping Cart
Abandonment
For full study results, see
www.ups.com/comScore2013

32. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Mobile/Multi-Platform
Commerce
How will multiple devices change the way we consume
Online Retail and transact online?6

33. © comScore, Inc. Proprietary. 33Source: comScore Device Essentials
Media Fragmentation is the New Reality
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
U.S.TotalDeviceOwners
140 MILLION
60 MILLION
+13%
YoY
+32%
YoY

34. © comScore, Inc. Proprietary. 34
•Mobile Browsing Index = Retail Category Penetration via Mobile / Retail
Category Penetration via Desktop x 100
• Index of 100 indicates average representation.
Apparel and Home Furnishings index very highly for tablet
browsing despite being below average on smartphones
Total Mobile Smartphone Tablet
Retail 100 100 100
Department Stores 104 97 118
Comparison Shopping 71 66 68
Apparel 103 90 147
Computer Hardware 63 55 80
Home Furnishings 91 70 158
Consumer Electronics 95 87 100
Retail - Movies 130 119 144
Health Care 130 124 115
Books 215 202 221
Retailer Category Mobile Browsing Index*
Source: comScore Media Metrix Multi-Platform, U.S., June 2013

35. © comScore, Inc. Proprietary. 35
Form factors have varying implications on consumer spend at the
product category level, with no ‘one size fits all’ solution.

36. © comScore, Inc. Proprietary. 36
0 50,000 100,000 150,000
Amazon Sites
eBay
Wal-Mart
Apple.com Sites
Target Corp.
Best Buy Sites
The Home Depot
Etsy.com
Lowes.com
Sears.com
PC Only PC + Mobile Mobile Only
One third of the average retailer’s monthly web site
visitors now arrive exclusively via mobile devices
Selected Leading Retailers: Total U.S. Digital Population
Unique Visitors (000) by Platform
Source: comScore Media Metrix Multi-Platform, U.S., June 2013
The average Top 50 retailer extends
its desktop audience by
54% via mobile channels
Note: Mobile = Smartphone + Tablet
149M
91M
59M
55M
37M
28M
25M
19M
18M
18M

37. © comScore, Inc. Proprietary. 37
Smartphones and Tablets have driven a doubling of time
spent with digital media over past 3 years
416 477
81
381
100
May 2010 U.S. May 2013 U.S.
Tablet
Smartphone
Desktop
+93%
Total Digital Media Time Spent (Billions of Minutes) by Platform
Source: comScore Media Metrix Multi-Platform, U.S., May 2013 vs. May 2010
+370%
+15%
How are you adapting to this multi-platform world?7

38. © comScore, Inc. Proprietary. 38
Multi-platform: Engagement with Sports content has seen strong growth
across all platforms, including desktop
43
Time Spent on Sport Sites
(Millions of Minutes)
Source: comScore Media Metrix & Mobile Metrix, US
+72%
+385%
6,479
729
3,537
1,052
Feb-2010 Feb-2013
N/A
+20%7,799

39. © comScore, Inc. Proprietary. 39
43
Multi-platform: Desktop consumption of Weather content has declined
Feb-2010 Feb-2013
Time Spent on Weather Sites
(Millions of Minutes)
Source: comScore Media Metrix & Mobile Metrix, US
-46%
+15%
+385%
3,214
427
1,723
2,073
373 N/A
Retail?8

40. © comScore, Inc. Proprietary. 40
16,322 16,708
10,400
16,810
6,141
March 2012 Aug 2013
Tablet
Smartphone
Desktop
Multi-platform: Desktop consumption of Retail content has Plateaued
Time Spent on Retail Sites
(Millions of Minutes)
Source: comScore Media Metrix & Mobile Metrix, US
+2%
+48%
+62%
N/A

41. © comScore, Inc. Proprietary.
www.comscore.com
www.facebook.com/comscoreinc
@comScore
Darrick Li
Account Manager
dli@comscore.com
416.646.9974
Thank you!