2023
8
Canada Omnichannel Retailing Market Report 2023
2023-03-11T03:09:35+00:00
REP14F1D5A6_D05D_4781_BBB4_547A2E66C512
3695
161388
[{"name":"Retail","url":"https:\/\/store.mintel.com\/industries\/retail"}]
Report
en_GB
"Omnichannel retailing is the natural result of a market that has widely adopted ecommerce, but refuses to abandon physical stores. The future of omnichannel retailing will be driven by stakeholders…
  1. /
  2. All Industries
  3. /
  4. Retail
  5. /
  6. Canada Omnichannel Retailing Market Report 2023

Canada Omnichannel Retailing Market Report 2023

Reports - What's Included
  • Interactive Databook
  • Multiple Report Formats
  • Access to Clients Portal
  • Custom Presentation Tool

“Omnichannel retailing is the natural result of a market that has widely adopted ecommerce, but refuses to abandon physical stores.
The future of omnichannel retailing will be driven by stakeholders that innovate to separate themselves from the pack, creating an experience that’s better than either in-store or online can be on their own.”

– Scott Stewart, Associate Director, Lifestyles & Retail

This Report will look at the following areas:

  • Proportion of purchases made in-store and online
  • Comparison of benefits of in-store versus online shopping
  • Category analysis of where certain products are typically purchased
  • Which retailers Canadians shop at in-person and online
  • How consumers use digital tools to prepare for in-store visits
  • How delivery and pickup methods can impact consumer behaviours.
Collapse All
  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Top takeaways
              • Market overview
                • Figure 1: Category outlook: omnichannel retailing, 2023-28
              • Opportunities
                • Canadians are comfortable with digital tech, opening opportunities for retailers
                  • Omnichannel shopping leverages the advantages of in-store and online shopping
                    • Digital tech innovations offer limitless possibilities
                      • Challenges
                        • Omnichannel strategies are must-have within a highly competitive market
                          • Purchase channels vary by category, making it difficult to have a universal strategy
                          • The Market – By the Numbers

                            • Retail sales are up, supported by rising prices
                              • Figure 2: Retail trade sales, 2019-2022
                              • Figure 3: Retail ecommerce sales, 2019-2022
                          • Market Factors

                            • Economic challenges for the consumer market overall
                              • Some experts predict a Canadian recession in 2023
                                • Consumers are financially stable, but are growing more concerned
                                  • Figure 4: Top concerns over the next six months (NET: any top-three concern), 2022
                                • Attitudes towards COVID-19 set the stage for omnichannel success
                                  • Figure 5: Concern about exposure to COVID-19, 2020-2022
                                • The labour market makes omnichannel retail mutually beneficial
                                  • Figure 6: Retail job vacancies, Q1 2021-Q3 2022
                                • Canadians are equipped for omnichannel habits
                                  • Changes in how Canadians live and work will impact omnichannel demand
                                    • Populations are shifting to higher density areas and homes
                                      • Figure 7: Distribution of occupied private dwellings by type, 2011-2021
                                    • Remote work has shifted to hybrid in the past year
                                      • Figure 8: Working location, 2021 and 2022
                                  • Competitive Strategies

                                    • Amazon’s US strategies make it a sleeping giant in Canada
                                      • Figure 9: Amazon Fresh Instagram post, December 2022
                                    • Canadian Tire’s mobile app illustrates how retailers can leverage tech
                                      • Shein reverses the omnichannel shopping experience
                                        • Figure 10: Shein Japan Instagram post, November 2022
                                      • IKEA’s shift to omnichannel is reflective of the market
                                      • Omnichannel Retailing – Fast Facts

                                        • In-store and Online Shopping Channels

                                          • Most Canadians shop in-store and online
                                            • Figure 11: How purchases have been made in the past 12 months, 2022
                                          • Younger consumers make more of their purchases online
                                            • Figure 12: How purchases have been made in the past 12 months, by age, 2022
                                          • Age skews have a ripple effect on other demographic groups
                                            • Figure 13: Past 12 month purchases mostly online, some in-store, by race, parental status and social media usage, 2022
                                        • Benefits of In-store and Online Shopping

                                          • Experience is in-store shopping’s key differentiator
                                              • Figure 14: Most significant benefits of purchasing in-store rather than online, 2022
                                              • Figure 15: Shoes Try On Augmented Reality (AR) Filter – Snapchat, August 2020
                                            • Trial drives the unique experience, but shopping in-store can also be enjoyable
                                              • Figure 16: Most significant benefits of purchasing in-store rather than online: experience, 2022
                                            • There are some potential cost benefits to shopping in-store
                                              • Figure 17: Most significant benefits of purchasing in-store rather than online: experience, by living location, 2022
                                            • In some ways, in-store shopping is more convenient than online shopping
                                              • Online shopping is all about convenience
                                                • Figure 18: Most significant benefits of purchasing online rather than in-store, 2022
                                              • Consumer groups perceive convenience differently
                                                • Figure 19: Most significant benefits of purchasing online rather than in-store: convenience, by age, 2022
                                                • Figure 20: Most significant benefits of purchasing online rather than in-store: convenience, moms vs dads, 2022
                                              • Online shopping provides some cost savings, but they are secondary to convenience
                                              • Category Analysis of Shopping Channels

                                                • Some categories are still very dependent on in-store shopping
                                                  • Figure 21: Category analysis: I’ve done all of my purchasing in-store, among past 12 month purchasers, 2022
                                                • Older consumers drive in-store shopping
                                                  • Figure 22: Category analysis: I’ve done all of my purchasing in-store, among past 12 month purchasers, by age, 2022
                                                • Online-only shopping is a reality for some categories
                                                  • Figure 23: Category analysis: I’ve done all of my purchasing online, among past 12 month purchasers, 2022
                                                • Remote workers are more dependent on online shopping
                                                  • Figure 24: Category analysis: I’ve done all of my purchasing online, among past 12 month purchasers, by work location, 2022
                                                • Younger consumers are not prepared to shop entirely online
                                                  • Figure 25: Category analysis: I’ve done all of my purchasing online, among past 12 month purchasers, by age, 2022
                                                • Offering the ‘best of both worlds’
                                                  • Clothing stakeholders have the opportunity to capitalize on omnichannel
                                                    • Figure 26: Category analysis: mixed channel purchases, among past 12 month purchasers, 2022
                                                    • Figure 27: How To Make a True Fit Profile 2022, June 2022
                                                  • Learnings for other categories
                                                  • Retailer Usage

                                                    • Most Canadians shop in-store at Walmart, online at Amazon
                                                      • Figure 28: Retailers purchased from in-store in the past 12 months, 2022
                                                      • Figure 29: Retailers purchased from online in the past 12 months, 2022
                                                    • Cultural differences in retailer usage highlight omnichannel opportunities
                                                      • Figure 30: Retailers purchased from in-store in the past 12 months, overall vs Chinese and South Asian Canadians, 2022
                                                      • Figure 31: Retailers purchased from online in the past 12 months, overall vs Chinese and South Asian Canadians, 2022
                                                    • Walmart and Best Buy have shoppers who use both channels
                                                      • Figure 32: Distribution of in-store and online purchases made in the past 12 months, by retailers, 2022
                                                    • Walmart exemplifies how younger shoppers want both in-store and online shopping
                                                      • Figure 33: Walmart: distribution of in-store and online purchases made in the past 12 months, by age, 2022
                                                    • Omnichannel shopping is about flexibility
                                                      • Figure 34: Walmart: distribution of in-store and online purchases made in the past 12 months, by work location, 2022
                                                    • It is possible, but challenging, to succeed with just one retail channel
                                                      • Winners Merchants International uses value to offset lack of ecommerce
                                                        • Figure 35: Retailers purchased from in-store in the past 12 months, 2022
                                                        • Figure 36: Purchased from Winners, HomeSense and/or Marshalls in-store in the past 12 months, by age, 2022
                                                      • Amazon dominates ecommerce, but needs to be exceptional to do so
                                                        • Figure 37: Retailers purchased from online in the past 12 months, 2022
                                                      • Men are more likely than women to shop on eBay
                                                        • Figure 38: Retailers purchased from online in the past 12 months, men vs women, 2022
                                                    • Omnichannel Shopping Behaviours

                                                      • Consumers go online before shopping in-store
                                                        • Pre-visit research skews to men and younger consumers
                                                          • Figure 39: Pre-visit research behaviours (% agree), men vs women, 2022
                                                          • Figure 40: Pre-visit research behaviours (% agree), by age, 2022
                                                        • Omnichannel shopping behaviours are the future of retail
                                                          • Figure 41: Pre-visit research behaviours (% agree), by shopping channels, 2022
                                                        • Half of grocery shoppers have a shopping list on their phone
                                                          • Most young consumers grocery shop with a phone
                                                            • Figure 42: “When I grocery shop, I have a shopping list on my phone” (% agree), by age and parental status, 2022
                                                        • Online Purchase Delivery and Pickup

                                                          • In-store pickup will remain relevant moving forward
                                                            • Figure 43: Ways of receiving online purchases, 2021 vs 2022
                                                          • In-store pickup has strong momentum
                                                            • Figure 44: Ways of receiving online purchases: unscheduled delivery vs in-store pickup, by generation, 2022
                                                          • Online returns remain a weakness for that channel
                                                            • Younger shoppers are the most likely to want easier returns
                                                              • Figure 45: “I’d purchase more products online if it was easier to return them” (% agree), by age, 2022
                                                              • Figure 46: “I’d purchase more products online if it was easier to return them” (% agree), by race and parental status, 2022
                                                            • Remote workers illustrate how online returns can modernize ecommerce
                                                              • Figure 47: “I’d purchase more products online if it was easier to return them” (% agree), by work location, 2022
                                                            • Assessing current online return policies
                                                            • Appendix – Data Sources and Abbreviations

                                                              • Data sources
                                                                • Consumer survey data
                                                                  • Consumer qualitative research
                                                                    • Mintel Trend Drivers
                                                                      • Abbreviations and terms
                                                                        • Abbreviations
                                                                          • Terms

                                                                          Why Choose Mintel?

                                                                          Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.

                                                                          Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:

                                                                          • Multiple Report Formats: Mintel’s reports are available in PDF and PPT formats, and are delivered straight to your inbox, so you can easily share Mintel’s market intelligence.
                                                                          • Access to Mintel’s Clients Portal: After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal, providing instant access to supplementary insights from Mintel’s industry experts.
                                                                          • Interactive Databook: Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
                                                                          • Custom Presentation Tool: Easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.

                                                                          Below is a generic PDF sample report. Understand what you are buying.

                                                                          Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
                                                                          £ 3,695 (Excl.Tax)
                                                                          • Instant access when you pay by credit card
                                                                          • Add multiple reports to your cart to receive a discount
                                                                          Add to cart

                                                                          Is this report right for you?

                                                                          From consumer reports to customised growth strategies. We have an option to suit your business requirements.

                                                                          Find out more

                                                                          Popular Related Reports

                                                                          Global Outlook on Sustainability: A Consumer Study 2024-25

                                                                          £ 5,000£ 21,600

                                                                          Mintel’s 2024-25 Global Outlook on Sustainability: A Consumer Study is designed to help you understand what brands and companies should prioritise in order to educate consumers and ensure...

                                                                          Find out more

                                                                          Canada Private Label Food and Drink Market Report 2024

                                                                          £ 3,695

                                                                          Rising food costs have elevated store brands' profile, but their value extends well beyond price. Addressing different aspects of value is critical to success. Joel Gregoire, Associate Director...

                                                                          Find out more

                                                                          Canada State of Retail and eCommerce Market Report 2024

                                                                          £ 3,695

                                                                          eCommerce continues to establish itself, as online shopping frequency increases; however, consumers aren't actually making more of their purchases online. That highlights how eCommerce is being integrated into...

                                                                          Find out more

                                                                          Canada Grocery Retailing Market Report 2024

                                                                          £ 3,695

                                                                          More than a third of grocery shoppers buy at least some of their groceries online. While it's still the minority, it's been steadily climbing – it was just...

                                                                          Find out more

                                                                          Canada Home Meal Replacement/Grocerants Market Report 2025

                                                                          £ 3,695

                                                                          Canada's grocery retail landscape is fiercely competitive and constantly evolving. While factors like location and competitive pricing play a key role in attracting traffic, they are not the...

                                                                          Find out more

                                                                          Canadian Budget Shopper Consumer Report 2024

                                                                          £ 3,695

                                                                          Economic trends have made budgeting more necessary. But the reality is that consumers will always seek out great value – even when they're financially comfortable. Scott Stewart, Associate...

                                                                          Find out more

                                                                          Trusted by global industry leaders

                                                                          When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.

                                                                          They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.

                                                                          So overall, it’s the level of detail and the quality of forecasting that really stand out for me.

                                                                          Rebecca Green, Market Insight Manager, Wincanton

                                                                          Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.

                                                                          When carrying out background research, I find Mintel an excellent starting point.

                                                                          The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.

                                                                          Ben Zeidler, Director - Research and Analytics, Tenth Wave

                                                                          Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.

                                                                          Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.

                                                                          Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon

                                                                          We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.

                                                                          By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.

                                                                          For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.

                                                                          Virginia Harvey, Secondary Research Manager, Epsilon

                                                                          We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.

                                                                          As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.

                                                                          We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.

                                                                           

                                                                          Andrew Neeson, Market Intelligence Manager, VocaLink

                                                                          Is this report right for you?

                                                                          From consumer reports to customised growth strategies. We have an option to suit your business requirements.

                                                                          Find out more