2018
Canada
Study
2018 United Parcel Service of America, Inc.UPS Pulse of the Online Shopper Study 2
Online shoppers in Canada continue to fnd value in shopping at
physical stores, are purchasing from international retailers and are
using marketplaces. Driving these behavioral shifs is a desire to fnd
better prices and unique products with more choices, control and
convenience.
The 2018 UPS Pulse of the Online Shopper Global Study, conducted
by comScore, provides insight into online shoppers’ behaviors and
preferences. We have categorized the results of this year’s study into
three areas:
Constants: Areas of the retail experience that remain important year
over year and infuence purchase behaviors. These are
satisfaction
with today’s shopping experience, shipping,
and
logistics.
Movers: Areas where consumers have shown signifcant growth
over the past few years. These are
mobile, international shopping
and
store engagement.
Emergers: Newer areas of retail that may play a role in the shopping
experience of the future. These include
alternate delivery locations,
marketplaces,
and technologies such as
robots
and
chatbots.
Understanding today’s online shopper in Canada and evolving to
meet their new demands is critical for retailer success. By focusing
on these key areas, retailers have the opportunity to help shape
the future of retail while simultaneously increasing customer
satisfaction and sales.
Online Shoppers in Canada are Store Friendly,
Global and Marketplace-Driven
Introduction
Constants
Movers
Emergers
Key Takeaways
Methodology
2018
Canada
Study
Satisfaction with today’s shopping
experience, shipping and logistics remain
important year over year.
Constants
32018 United Parcel Service of America, Inc.UPS Pulse of the Online Shopper Study
Introduction
Constants
Movers
Emergers
Key Takeaways
Methodology
2018
Canada
Study
2018 United Parcel Service of America, Inc.UPS Pulse of the Online Shopper Study 4
Shopping experience
Only three in four online shoppers are satisfed with the overall
online shopping experience, consistent with the satisfaction level
in 2013. Their satisfaction is highest when it comes to shopping on
desktops or laptops (79%) and lowest when it comes to shopping in
physical stores (59%).
Online shoppers also continue to shop across multiple channels with
searching and buying on a single channel being the most frequently
used method. However, on average, 40% of purchases in Canada are
searched for and bought across channels, highlighting the importance
of both the online and in-store experiences.
Satisfaction with the
shopping experience
Purchase method
(% of purchases)
Constants
Single-channel NetMulti-channel Net
60%40%
Search in store,
buy in store
23%
Search online,
buy online
37%
Search online,
buy in store
Search online and in store,
buy in store
Search online and in store,
buy online
Search in store, buy online
16%
10%
8%
6%
overall online
shopping77
%
79%
Desktop or laptop
72%
Tablet
66%
Smartphone
59%
Physical store
Introduction
Constants
Movers
Emergers
Key Takeaways
Methodology