Google Confidential and Proprietary   1
eCommerce in CanadaWhere Are We Now And Where Are We GoingSara Scurfieldsscurfield@google.com                             ...
eCommerce Retail Sales in                             Canada are about          1% of Total                             Re...
But Expected to Double by 2015                                             Spend in Billions                              ...
77%                 Of Canadians                 are Online                82%                 Of Canadian                ...
In 2010, Online                                                          Shoppers                                         ...
One Canadian in Three Who Bought Gifts This                               Past Holiday Bought Them Online                 ...
Top Three Categories Bought Online At The Holidays                                                                        ...
How Much Do Canadians Buy?                                 The Average Annual Spend                                 Per On...
What Does The Future Hold?                             Google Confidential and Proprietary   10
In Q1, eCommerce Sales in the US were                   8.6% of Total Retail Sales                   eCommerce Growth Rate...
Other Trends From Our Neighbours To The South                                       Books/Mags, Computers/Peripherals, & V...
And Never Underestimate the Power of …             49% of all             purchases in Q4             2010 offered        ...
And Some Trends Right Here in Canada…1. Keeping it Local- Group Buying a Hit In Canada- Strong Multi Channel Retailing:Cli...
Google Talked To Canadians About Shopping• Google Commissioned Ipsos OTX MediaCT to conduct research to better  understand...
What Did We Find?  6%  Purchased Online Highest at 8% for Home Appliances; Lowest at 4% for Home Improvement/GardeningSour...
4 in 10 Category Purchasers Went Online    to Search For InformationSource: Google Canada Retail Study, Ipsos/OTX, April 2...
Where Are They Going Online?                    Store or Retailer Websites                                                ...
And How Useful Are Those Sources?                                                                                         ...
One in Ten Who Used Search Bought OnlineSource: Google Canada Retail Study, Ipsos/OTX, April 2011                         ...
2 in 10 Mobile Information                                             Gatherers Bought OnlineSource: Google Canada Retail...
These Tablets Were Made for Shopping                                                                                      ...
Key Takeaways     Canadians Shop Online! Break Down the 1   Barriers Like We’re Doing 2   Think Local 3   Think Mobile … a...
Thank YouSara Scurfield, Account Manager - Retailsscurfield@google.comAlexandra Cohn, Industry Analyst – Retailacohn@googl...
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Google Canadian eCommerce June 6, 2011 from eCommerce-Camp-Toronto

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eCommerce in Canada - Where are we now and where are we going

by Sara Scurfield
sscurfield@google.com

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Google Canadian eCommerce June 6, 2011 from eCommerce-Camp-Toronto

  1. 1. Google Confidential and Proprietary 1
  2. 2. eCommerce in CanadaWhere Are We Now And Where Are We GoingSara Scurfieldsscurfield@google.com Google Confidential and Proprietary
  3. 3. eCommerce Retail Sales in Canada are about 1% of Total Retail Sales Google Confidential and Proprietary 3Source: Retailing in Canada, Euromonitor, April 2011
  4. 4. But Expected to Double by 2015 Spend in Billions $30.9 $27.4 $24.1 $21.1 $18.5 $16.5 2010 2011 2012 2013 2014 2015Source: eMarketer, Feb 2011 Canada Google Confidential and Proprietary 4
  5. 5. 77% Of Canadians are Online 82% Of Canadian Internet Users Shop Online 57% Of Canadian Shoppers Buy Online Google Confidential and Proprietary 5Source: eMarketer, Feb 2011 Canada
  6. 6. In 2010, Online Shoppers Averaged 6.5 Purchases = 6.9 = 6.1 = 7.4 Google Confidential and Proprietary 6Source: Ipsos Reid Interactive Digest, February 2011 HH $75K+
  7. 7. One Canadian in Three Who Bought Gifts This Past Holiday Bought Them Online Google Confidential and Proprietary 7Source: Ipsos Reid Interactive Digest, February 2011
  8. 8. Top Three Categories Bought Online At The Holidays Toys/Games Books 35% Apparel 33% 28% DVDs/Video Google Confidential and Proprietary 8Source: Ipsos Reid Interactive Digest, February 2011Source: Ipsos Reid Interactive Digest, February 2011
  9. 9. How Much Do Canadians Buy? The Average Annual Spend Per Online Buyer is $1446 Google Confidential and Proprietary 9Source: eMarketer, February 2011, Projected figure for 2011
  10. 10. What Does The Future Hold? Google Confidential and Proprietary 10
  11. 11. In Q1, eCommerce Sales in the US were 8.6% of Total Retail Sales eCommerce Growth Rate is Almost Double That of Overall Retail Multi Channel Retailers Starting to Re- gain Share vs. Pure Plays in Q1 Google Confidential and Proprietary 11Source: ComScore, State of the U.S. Online Retail Economy in Q1 2011, May 2011
  12. 12. Other Trends From Our Neighbours To The South Books/Mags, Computers/Peripherals, & Video Games saw Q1 growth rates higher than 15% Consumer Electronics is the first category where online shopping is hurting the bottom line due to price transparency. Mass Merchandisers & Drug Stores attract site visitors with eCommerce, Rx and Health information No such drivers to supermarkets in the US. In the UK, Tesco (grocery) is growing their e-Comm business. Google Confidential and Proprietary 12Source: ComScore, State of the U.S. Online Retail Economy in Q1 2011, May 2011
  13. 13. And Never Underestimate the Power of … 49% of all purchases in Q4 2010 offered "free shipping” 61% at least somewhat likely to cancel their entire purchase if there was no free shipping Google Confidential and Proprietary 13Source: ComScore, State of the U.S. Online Retail Economy in Q1 2011, May 2011
  14. 14. And Some Trends Right Here in Canada…1. Keeping it Local- Group Buying a Hit In Canada- Strong Multi Channel Retailing:Clicks to Bricks, Store Level Inventory online & Mobile2. Mobile10% of Search Queries in Canada now coming from Mobile Phones.Top Retailers with Top Apps- Promoting loyalty, extending customerservice3. US Retailers Want a Piece- US Store shipping to Canada (JC Penney, Abercrombie,Bloomingdales)- Border Agnostic Shoppers, strong CDN Dollar, go where the deals arefound Google Confidential and Proprietary 14
  15. 15. Google Talked To Canadians About Shopping• Google Commissioned Ipsos OTX MediaCT to conduct research to better understand consumers’ shopping behavior in: • Home Appliances • Home Furnishing Items • Home Improvement / Gardening Items • Clothing & Apparel• Qualified Respondents Are: • Canadian residents • Ages 18-64 • Past Six Month Purchasers of categories listed above• Each respondent assigned to one product category they qualified for & answered surveys specific to their category• Interviews conducted in April, 1,000 respondents. Google Confidential and Proprietary 15
  16. 16. What Did We Find? 6% Purchased Online Highest at 8% for Home Appliances; Lowest at 4% for Home Improvement/GardeningSource: Google Canada Retail Study, Ipsos/OTX, April 2011 Google Confidential and Proprietary 16Q1E. How did you purchase your (CATEGORY)? (n=1003)
  17. 17. 4 in 10 Category Purchasers Went Online to Search For InformationSource: Google Canada Retail Study, Ipsos/OTX, April 2011 Google Confidential and Proprietary 17Q2A. Which of the following sources did you use to gather information about the (CATEGORY) you most recently purchased? (n=1008)Q2B. And, which of the following sources did you turn to first when you began your information gathering process?) (n=586)
  18. 18. Where Are They Going Online? Store or Retailer Websites 67% Search engines 48% Brand or manufacturer websites 39% CATEGORY websites 28% Review websites (e.g., CNET, ConsumerReview) 22% Price comparison websites (e.g., Bizrate, Nextag) 15% Online-only retailer websites (e.g., Amazon, Overstock) 14% Auction websites (e.g., eBay) 10% Blogs, message boards or chat rooms 8% Social networking sites (e.g., Facebook, Myspace) 7% Coupon websites (e.g., Groupon, LivingSocial) 6% Online video sites (e.g., Youtube, Yahoo! Video) 6% General interest websites or portals (like AOL, MSN) 5% Other websites 5%Source: Google Canada Retail Study, Ipsos/OTX, April 2011 Google Confidential and Proprietary 18Q3A. Which of the following online sources did you use as you researched and gathered information about the (CATEGORY) you most recently purchased? (n=404)
  19. 19. And How Useful Are Those Sources? Extremely / Very Useful 1 Store or Retailer Websites 70% 2 Search Engines 68% 3 Online Video Sites 67%Source: Google Canada Retail Study, Ipsos/OTX, April 2011 Google Confidential and Proprietary 19Q3B. Overall, how useful do you think each of the following online sources were to you as you gathered information about your (Category)? (n=404)
  20. 20. One in Ten Who Used Search Bought OnlineSource: Google Canada Retail Study, Ipsos/OTX, April 2011 Google Confidential and Proprietary 20Q3D_1. Now we would like to know how each of the following sources helped you as you researched and gathered informationabout the (Category) you most recently purchased. You may choose more than one statement for each source if you feel it applies.
  21. 21. 2 in 10 Mobile Information Gatherers Bought OnlineSource: Google Canada Retail Study, Ipsos/OTX, April 2011 Google Confidential and Proprietary 21Q3D_1. Now we would like to know how each of the following sources helped you as you researched and gathered information about the (Category)you most recently purchased. You may choose more than one statement for each source if you feel it applies)
  22. 22. These Tablets Were Made for Shopping • 6% of Canadians own a tablet and half spend between 2 to 6 hours a day on their device • Triple-digit growth in tablets by end of 2011, estimated 1.5M devices “ 41% of consumers who planned or were considering buying an iPad cited shopping as a primary reason for their interest”* *US Data Google Confidential and ProprietarySource: eMarketer, How the iPad is Transforming Retail, April 2011 (US Data); NPD Group, Tablet Sales Poised to Surpass eReader, May 2011;IDC - Canadian Media Tablet 2010–2014 Forecast: A First Look at the Hottest Devices in ICT, Jan 2011
  23. 23. Key Takeaways Canadians Shop Online! Break Down the 1 Barriers Like We’re Doing 2 Think Local 3 Think Mobile … and Tablet too. Google Confidential and Proprietary 23
  24. 24. Thank YouSara Scurfield, Account Manager - Retailsscurfield@google.comAlexandra Cohn, Industry Analyst – Retailacohn@google.com Google Confidential and Proprietary

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