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TRENDSFashione-commerceinCanadaCHAPTER

01OverviewE-commercefashionsalesinCanadafrom2017to2027(inbillionU.S.dollars)Apparele-commercesalesinCanada2017-20271614121014.7714.3513.1512.7412.7612.1611.949.8685.5964204.543.5320172018201920202021*2022202320242025202620273Description:In2023,e-commerceapparelsalesinCanadawereprojectedtoamounttomorethan12billionU.S.dollars,aslightincreasecomparedtothepreviousyear.Thee-commercefashionrevenueinCanadamorethandoubledbetween2019and2021-thisunprecedentedboostisprimarilyduetoaboominonlineshoppingresultingfromthecoronaviruspandemic.Inaddition,forecastssuggestthevalueofe-commerceapparelsaleswillconsistentlyriseinthecomingyears.

ReadmoreNote(s):Canada;2017to2023Source(s):ecommerceDB.comDistributionofe-commerceretailsalesinCanadafrom2017to2028,bysegmentE-commerceretailsalesinCanada2017-2028,bysegmentFashionElectronicsDIY&HardwareFurnitureFood30%25%20%15%10%5%27.07%26.07%25.61%24.07%23.32%19.63%21.87%21.64%18.13%21.37%18.02%20.97%17.94%20.69%20.49%20.44%20.3%17.87%20.14%17.7%20.02%17.49%15.26%19.67%18.03%14.98%14.5%14.66%13.24%12.12%9.58%7.36%11.31%9.67%9.9%9.22%9.32%8.17%6.75%9.11%7.35%8.9%7.24%8.75%7.99%7.43%8.82%8.78%8.45%8.59%7.29%8.62%7.2%8.57%7.14%8.54%7.1%7.75%7.29%6.26%0%2017201820192020202120222023202420252026202720284Description:In2023,thefashionsegmentinthee-commercemarketinCanadageneratedthehighestpercentageofsalesat21.4percent.AccordingtoestimatesoftheDigitalMarketOutlook,thesalespercentageinthefashionsegmentisexpectedtodecreaseinthecomingyears,reachingabout20percentby2028.ReadmoreNote(s):CanadaSource(s):DigitalMarketInsightsValueofmonthlye-commerceretailsalesinCanadafromFebruary2017toSeptember2023(inmillionCanadiandollars)Monthlyretaile-commercesalesvalueinCanada2017-20235,0004,5004,0003,5003,0002,5002,0001,5001,0005005Description:InJanuary2021,e-commerceretailsalesinCanadareachedarecordof4.4billionCanadiandollars,surpassingtheboostrecordedinMayearlierthatyearwhenthecoronaviruslockdownwasbeginning.InSeptember2023,e-commercesalesamountedtoapproximately3.8billionCanadiandollars.ReadmoreNote(s):Canada;February2017toSeptember2023;unadjustedfiguresSource(s):StatCanE-commerceaspercentageoftotalretailsalesinCanadain2021,bysectorE-commerceasshareoftotalretailsalesinCanada2021,bysectorShareoftotalsales10%0%Electronicsandappliances5%15%20%25%21.9%Sportinggoods,hobby,books,andmusicClothingandclothingaccessoriesMiscellaneous17.9%17.3%11.4%10.2%FurnitureandhomefurnishingsstoresHealthandpersonalcare7.2%FoodandbeverageGeneralmerchandiseMotorvehicleandparts3.2%1.2%2.5%6Description:Accordingto2021data,e-commercechannelscontributedtoone-fifthofelectronicsandappliancestoresalesinCanada,outpacingotherproductcategoriessuchassportinggoods(17.9percent)orapparel(closeto17.3percent).

ReadmoreNote(s):Canada;2021Source(s):StatCanCHAPTER

02SegmentsFashione-commercerevenueinCanadafrom2020to2028,bysegment(inbillionU.S.dollars)Fashione-commercerevenueinCanada2020-2028,bysegmentApparelAccessoriesFootwear252015102.953.012.762.812.572.622.422.12.4511.0420251.811.852.141.691.661.591.641.321.2613.31202812.51202711.682026509.387.927.146.765.56202020212022202320248Description:Overthelasttwoobservations,therevenueisforecasttosignificantlyincreaseinallsegments.Aspartofthepositivetrend,theindicatorachievesthemaximumvalueacrossallthreedifferentsegmentsbytheendofthecomparisonperiod.Notably,thesegmentApparelstandsoutwiththehighestvalueof13.31billionU.S.dollars.ReadmoreNote(s):Canada;2020to2028Source(s):Apparel,footwear,andaccessoriesaspercentageoftotalretaile-commercesalesinCanadafrom2017to2028Fashionasshareoftotale-retailsalesinCanada2017-202830%27.07%26.07%25.61%24.07%25%20%15%10%5%23.32%21.64%21.37%20.97%20.44%20.3%20.14%20.02%0%2017201820192020202120222023202420252026202720289Description:In2023,fashionaccountedformorethanafifth(21.4percent)ofallretaile-commercesalesinCanada.TheDigitalMarketOutlookestimatesthatthissharewilldecreaseslightlyinthecomingyears,mainlyduetotherisingpopularityofe-commerceinotherindustries.ReadmoreNote(s):CanadaSource(s):DigitalMarketInsightsLeadingonlinestoresintheapparelsegmentinCanadain2022,bye-commercenetsales(inmillionU.S.dollars)LeadingonlineapparelstoresinCanadain2022,bynetsalesE-commercerevenueinmillionU.S.dollars050100150200250300350400450500488550gapcanada.cawalmart.ca332330289209194184amazon.ca1511168210Description:Rankedbyannualnete-commercesales,GapCanada(gapcanada.ca)ledtheapparele-commercemarketinCanadain2022,generating488millionU.S.dollars.Theonlinestorewalmart.cawasrankedsecondwithatotal332millionU.S.dollarsinnetsales.ReadmoreNote(s):Canada;2022Source(s):ecommerceDB.comLeadingonlinestoresinthefootwearsegmentinCanadain2022,bye-commercenetsales(inmillionU.S.dollars)LeadingonlinefootwearstoresinCanadain2022,bynetsalesE-commercerevenueinmillionU.S.dollars020406080100120140137160180200amazon.ca184150walmart.ca125gapcanada.caadidas.ca114827974605911Description:In2022,wasthemarketleaderinthefootweare-commercesegmentinCanada,generatingatotal184millionU.S.dollarsinnetsales.Rankedsecondwasamazon.cawith150millionU.S.dollarsine-commercenetsales.FormoreinformationpleasevisitecommerceDB.com.ReadmoreNote(s):Canada;2022Source(s):ecommerceDB.comLeadingonlinestoresinthebagsandaccessoriessegmentinCanadain2022,bye-commercenetsales(inmillionU.S.dollars)LeadingbagsandaccessoriesonlinestoresinCanadain2022,bynetsalesE-commercerevenueinmillionU.S.dollars050100150200250300350walmart.caamazon.ca332265costco.ca230198179127806963gapcanada.ca5312Description:In2022,walmart.cawastheleadingonlinestoresellingbagsandaccessories,generating332millionU.S.dollarsine-commercenetsalesinCanada.Rankedsecondwasamazon.cawith265millione-commercesalesthatyear.FormoreinformationpleasevisitecommerceDB.com.ReadmoreNote(s):Canada;2022Source(s):ecommerceDB.comCHAPTER

03RetailersandbrandsLeadingonlinestoresinthefashionsegmentinCanadain2022,bye-commercenetsales(inmillionU.S.dollars)LeadingonlinefashionstoresinCanadain2023,bynetsalesE-commercerevenueinmillionU.S.dollars0100200300400500600700800789900walmart.cagapcanada.ca634605amazon.ca59958814Description:In2022,walmart.cawastheleadingonlinestoreintheonlinefashionsegmentinCanada,generatingatotal789millionU.S.dollarsviasalesoffashionproductsthatyear.Rankedsecondwasgapcanada.cawithatotalof634U.S.dollarsine-commercenetsales.FormoreinformationpleasevisitecommerceDB.com.ReadmoreNote(s):2022Source(s):ecommerceDB.comLeadingfashionandbeautyshoppingappsinCanadainNovember2023,bynumberofdownloadsMostdownloadedfashionandbeautyappsinCanada2023Numberofdownloads100,000

150,000050,000200,000250,000300,000275,790SHEIN-ShoppingOnlinelululemon125,877Nike:Shoes,Apparel,StoriesH&M-welovefashionPoshmark:Buy&SellFashionZARA53,05448,60046,32640,85237,19633,00927,52625,491adidasGymsharkAppCIDER-Clothing&FashionAfterpay-BuyNow,PayLater15Description:InNovember2023,themarketplaceappShein,mostnotablyknownforfastfashionpractices,wasthemostdownloadedfashionapponmobiledevicesinCanada,withover275thousandmonthlydownloads.TheathleisureappLululemonfollowedinsecondwitharound125thousanddownloadsthatmonth.ReadmoreNote(s):Canada;November2023;oniPhone/iPadAppStoreandGooglePlayStoreSource(s):AppMagicMonthlydownloadsoftheSHEINapponiOSandAndroiddevicesinCanadafromJanuary2019toNovember2023SHEINapp:monthlydownloadsinCanada2017-2023,bydeviceiPhonesandiPadsAndroiddevices350,000300,000250,000200,000150,000100,00050,0000Jan

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'2316Description:InCanada,mostdownloadsofSHEIN'smobileapphaveoccurredoniOSdevicesuntil2023.Inthatmostrecentyear,thenumberofAndroiddownloadsgrewlarger.Inthemostrecentmonth,theSHEINappwasdownloadedover275,000timesacrossallmobiledevices.ReadmoreNote(s):Canada;January2019toNovember2023Source(s):AppMagicMonthlydownloadsofthePoshmark:Buy&SellFashionapponiOSandAndroiddevicesinCanadafromJune2019toNovember2023Poshmarkapp:monthlydownloadsinCanada2019-2023250,000200,000150,000100,00050,0000Jun

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'2317/statistics/1318051/monthly-poshmark-downloads-in-canadaInNovember2023,thePoshmark:Buy&SellFashionappwasdownloadedover46,000times.ThePoshmarkapp,whichallowsuserstoshopforandsellsecondhandclothing,wasthefifth-mostdownloadedfashionappinNovemberinCanada.

ReadmoreNote(s):Canada;June2019toNovember2023Source(s):AppMagicMonthlydownloadsoftheNike:Shoes,Apparel,StoriesapponiOSandAndroiddevicesinCanadafromApril2021toNovember2023Nikeshoppingapp:monthlydownloadsinCanada2021-202390,00080,00070,00060,00050,00040,00030,00020,00010,0000Apr

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'2318Description:InNovember2023,theNikeappwasdownloadedover53,000timesinCanada.ThepopularactivewearretailerwasamongthemostdownloadedfashionandbeautyappsintheNorthAmericancountry.

ReadmoreNote(s):Canada;April2021toNovember2023Source(s):AppMagicNetrevenueoflululemonworldwidefromthefiscalyearof2012to2022,byregion(inmillionU.S.dollars)Netrevenueoflululemonworldwide2012-2022,byregionUnitedStatesCanadaOutsideofNorthAmerica6,0005,654.345,0004,0003,0004,345.693,105.132,854.362,363.37565.111,911.76491.781,726.082,0001,00001,508.84416.521,293.061,257.351,163.111,052.159546.27212021839.91461.5968.86649.11672.61624.14454.2184.83434.33105.53447.17171.15475.82359.84245.64135.16201220132014201520162017201820192020202219Description:Inthefinancialyearof2022,endingJanuary2023,lululemon'snetrevenuefromitsU.S.andCanadianmarketsegmentsamountedtoapproximately5.6billionand1.2billionU.S.dollars,respectively.OutsideofNorthAmerica,thecompanylikewisegeneratednetrevenueofabout1.3billionU.S.dollarsthatyear.ReadmoreNote(s):Worldwide;2012to2022*Source(s):lululemonathleticaCanadaGoose'sannualrevenuefromFY2015toFY2023(inmillionCanadiandollars)RevenueofCanadaGoose2015-20231,4001,2001,0008001,2171,098.4958.1903.7830.5591.2600403.82017400290.8218.420152000201620182019202020212022202320Description:TherevenueofCanadaGooseamountedtoapproximately1.2billionCanadiandollarsinthe2023fiscalyear.CanadaGoose,originallyknownasMetroSportswearLtd.,isaCanadianownedapparelcompanyfocusingontheproductionandsaleofwinterclothing.ThecompanyhasofficesinanumberoflocationstocaterforNorthAmerican,EuropeanandAsianoperations.ReadmoreNote(s):Canada;FY2015toFY2023Source(s):CanadaGooseCHAPTER

04UsersNumberoffashione-commerceusersinCanadafrom2020to2028,bysegment(inmillion)Fashione-commerceusersinCanada2020-2028FootwearApparelAccessories201816141217.2616.2815.2914.3113.312.3112.329.4211.78.8611.278.565.8911.088.310.467.7410.217.849.817.149.157.119.176.551085.2564.6442020202021202220232024202520262027202822Description:Overthelasttwoobservations,thenumberofusersisforecasttosignificantlyincreaseinallsegments.Thetrendobservedfrom2020to2028remainsconsistentthroughouttheentireforecastperiod.Thereisacontinuousincreaseintheindicatoracrossallsegments.Notably,theFootwearsegmentachievesthehighestvalueof17.26millionusersat2028.ReadmoreNote(s):Canada;2020to2028Source(s):DigitalMarketInsightsFashione-commerceaveragerevenueperuser(ARPU)inCanadafrom2020to2028,bysegment(inU.S.dollars)Fashionretaile-commerceARPUinCanada2020-2028,bysegmentApparelAccessories956.48Footwear1,2001,00080060040020001,080.321,069.141,055.241,054.11909.94864.28790.01781.53316.29165.63316.84168.85315.46168.03317.59169.55319.31170.89299.67157.83278.51141.17282.71147.26271.62144.5420202021202220232024202520262027202823Description:Overthelasttwoobservations,thearpuisforecasttosignificantlyincreaseinallsegments.Aspartofthepositivetrend,theindicatorachievesthemaximumvalueacrossallthreedifferentsegmentsbytheendofthecomparisonperiod.Notably,thesegmentApparelstandsoutwiththehighestvalueof1,080.32U.S.dollars.ReadmoreNote(s):Canada;2020to2028Source(s):DigitalMarketInsightsDistributionofmobileclothingshoppersinCanadaasofMarch2023,byagegroupClothingshoppersmobileaudienceshareinCanada2023,byage45%42.4%40%35%30%25%20%15%10%5%33.6%10.4%35-448.6%55+4.9%0%18-2425-3445-5424Description:InMarch2023,thelargestshareofmobileclothingshoppersinCanadaconsistedofpeopleaged18to24,basedongeolocateduserdata.Adultsbetweentheagesof25and34madeup33.6percentoftheapparelshoppingmobileaudience.

ReadmoreNote(s):Canada;March2023;basedonanaudiencesizeof1,598,892mobileusersSource(s):Start.ioDistributionofmobileclothingshoppersinCanadaasofMarch2023,bygenderClothingshoppersmobileaudienceshareinCanada2023,bygenderMale48.8%Female51.2%25Description:InCanada,datafromMarch2023basedongeolocatedusersrevealedthatthelargestshareofmobileclothingshopperswerewomen(51.2).Incomparison,menmadeupa48.8percentshare.

ReadmoreNote(s):Canada;March2023;basedonanaudiencesizeof1,598,892mobileusersSource(s):Start.ioDistributionofmobileclothingshoppersinCanadaasofMarch2023,bydeviceClothingshoppersmobileaudienceshareinCanada2023,bydeviceiOS22.2%Android77.8%26Description:GeolocateduserdatafromMarch2023showedthatthelargestshareofmobileclothingshoppersinCanadausedAndroiddevices,withan77.8percentshare.Incomparison,iOSdeviceusersmadeupa22.2percentshare.

ReadmoreNote(s):Canada;March2023;basedonanaudiencesizeof1,598,892mobileusersSource(s):Start.ioDistributionofmobileluxuryfashionshoppersinCanadaasofMarch2023,byagegroupLuxuryfashionshoppersmobileaudienceshareinCanada2023,byage60%48.7%50%40%30%20%10%0%36.2%7.4%5%2.7%18-2425-3435-4445-5455+27Description:InCanada,datafromMarch2023basedongeolocatedusersshowedthatthelargestshareofmobileluxuryfashionconsumersconsistsofpeoplefromages18to24(48.7percent).Adultsbetweenages25and34followedcloselybehind,with36.2percent.ReadmoreNote(s):March2023;basedonanaudiencesizeof152,644mobileusersSource(s):Start.ioDistributionofmobileluxuryfashionshoppersinCanadaasofMarch2023,bygenderLuxuryfashionshoppersmobileaudienceshareinCanada2023,bygenderFemale42.4%Male57.6%28Description:InCanada,datafromMarch2023basedongeolocatedusersshowedthatthelargestshareofmobileluxuryfashionconsumersweremen(57.6percent).Incomparison,womenmadeupa42.4percentshare.

ReadmoreNote(s):March2023;basedonanaudiencesizeof152,644mobileusersSource(s):Start.ioCHAPTER

05ConsumerbehaviorAttitudestowardsonlineshoppinginCanadaasofSeptember2023AttitudestowardsonlineshoppinginCanada2023Shareofrespondents0%10%20%30%40%50%49%48%CustomerreviewsontheinternetareveryhelpfulWhenIplanamajorpurchase,IalwaysdosomeresearchontheinternetfirstIprefertopurchasegoodsfromvarioussellersthroughthesameonlinemarketplace(e.g.,Amazon)30%30%IwanttoseeandtouchanitembeforeIbuyitWhenIorderanitem,Ipreferexpressshipping26%WhenIbuyanitem,IwanttoholditinmyhandthesamedayIusuallymakemajornewpurchasesdirectlyviamysmartphoneortabletIusuallymanagehabitual/recurrentordersdirectlyviamysmartphoneortabletIamexcitedaboutusingAugmented&VirtualRealitywhileshoppingNoneoftheabove20%18%15%11%11%30Description:Whenaskedabout"Attitudestowardsonlineshopping",mostCanadianrespondentspick"Customerreviewsontheinternetareveryhelpful"asananswer.49percentdidsoinouronlinesurveyin2023.

ReadmoreNote(s):Canada;October2022toSeptember2023;2014respondents;18-64yearsSource(s):ConsumerInsightsDigitaladvertisingtouchpointsinCanadaasofSeptember2023DigitaladvertisingtouchpointsinCanada2023Shareofrespondents0%5%10%15%20%25%30%35%40%45%SocialmediawebsitesandappsVideoportals(e.g.,YouTube)45%43%Searchengines36%Onlinestores30%30%29%Video-streamingservices(e.g.,Netflix,AmazonPrime)WebsitesandappsofbrandsandproductsVideogames(smartphone/tablet/console/PC/SmartTV)Otherapps(smartphone/tablet/console/PC/SmartTV)Musicportalsandstreamingservices(e.g.,Spotify)Podcasts23%20%18%16%Editorialwebsitesandapps(e.g.,newssitesandmagazines)Blogs/forums14%10%10%Newsletters31Description:"Socialmediawebsitesandapps"and"Videoportals(e.g.,YouTube)"arethetoptwoanswersamongCanadianconsumersinoursurveyonthesubjectof"Digitaladvertisingtouchpoints".

ReadmoreNote(s):Canada;October2022toSeptember2023;12057respondents;18-64yearsSource(s):ConsumerInsightsSourcesofinspirationfornewproductsinCanadaasofSeptember2023SourcesofinspirationfornewproductsinCanada2023Shareofrespondents0%10%20%30%40%50%FriendsandacquaintancesInthestore50%50%Searchengines(e.g.,Google)SocialmediawebsitesandappsOnlinestores46%41%40%Videowebsitesandapps(e.g.,YouTube)Brandwebsitesandapps36%27%27%CustomerreviewsCouponanddealwebsitesandappsOnlineforumsPricecomparisonwebsitesMagazinesandnewspapersMagazineandnewspaperwebsitesandapps20%16%16%15%14%32Description:"Friendsandacquaintances"and"Inthestore"arethetoptwoanswersamongCanadianconsumersinoursurveyonthesubjectof"Sourcesofinspirationfornewproducts".ReadmoreNote(s):Canada;October2022toSeptember2023;2008respondents;18-64yearsSource(s):ConsumerInsightsDriversofonlinerecommendationsinCanadaasofSeptember2023DriversofonlinerecommendationsinCanada2023Shareofrespondents0%10%20%30%40%50%IliketheproductsIlikethebrand50%45%Greatcustomerservice34%Discounts,giveaways32%Producttestings22%IpersonallyrelatetothebrandItisvaluablecontentformyfriendsItisvaluablecontentformyselfLetsmesupportmyfavoritebrandCompetitions/sweepstakesExclusivecontent(e.g.,music,videos)TogetinsiderinformationonthebrandGoodformyimage20%19%19%18%15%11%10%9%Idon'trecommendbrandsonline17%33Description:Whenaskedabout"Driversofonlinerecommendations",mostCanadianrespondentspick"Iliketheproducts"asananswer.50percentdidsoinouronlinesurveyin2023.

ReadmoreNote(s):Canada;October2022toSeptember2023;2008respondents;18-64yearsSource(s):ConsumerInsightsMostusedonlinepaymentsbybrandinCanadaasofSeptember2023MostusedonlinepaymentsbybrandinCanada2023Shareofrespondents0%10%20%30%40%50%60%70%80%90%100%PayPal82%Interac51%ApplePay32%GooglePay25%MastercardClicktoPay(Masterpass)9%8%AfterpaySquare6%5%AffirmPaybright5%5%SezzleKlarna4%MetaPay(Facebook)Paysafecard2%2%34Description:WeaskedCanadianconsumersabout"