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|Canada's eCommerce Opportunity Business Articles | January 12 , 2006
This brief takes an updated view of the Canadian e-commerce landscape and provides insight for online retailers to help craft future Canadian customer strategies.
Canadian eCommerce growth was recently flat but still has an attractive upside?
Recent studies found that Canadian retail e-commerce growth was flat year over year (2003-2004). After further examination however, approximately 60% of the 100 largest non-travel sites succeeded in growing their sales over 20%.
Also interesting is the trending of Canadians from buying at non-Canadian sites to domestic sites (63% domestic, 37% foreign). This ?domestic shift? clearly benefits the launching of a new eCommerce business in Canada.
The sales opportunity lies with the ?early adopters?, individuals primarily the 18-34 year old age range. This segment is more technologically savvy and more likely to purchase online. In a 2003 to 2004 sampling comparison, this segment?s overall e-commerce spending increased 44%. The 35 to 54 age group increased only 5% and 55+ increased 18% (includes online travel).
Overall Internet Adoption rates still trail the U.S. and come in at approximately 52%. However, with the development of new Internet infrastructures and the maturation of Canadian ISP?s, this number will likely rise in the next 3-5 years. The following quote from the Canadian government re-enforces this theme.
?To reach our new national goal (relating to e-commerce) Canadians will need to develop strategies that build an intelligent infrastructure to serve as the backbone of the e-economy- by encouraging investment, strengthening research, enhancing commercialization and ensuring that all Canadians have access to this infrastructure and know how to use it.? (September, 2004)
Shifting demographics & lack of online competition equal a substantial opportunity?
Forrester Research reports that 48% of Canadian web shoppers are now female compared to 39% in 2003. 74% of web buyers are married and likely are home shoppers, compared to 68% in 2003.
With the gender gap closing, online home retailers have a great opportunity to target their core customer segment: the 30-40yr old female who owns or maintains a residence.
Within this sector, it is rare for U.S. based retailers to have online Canadian stores. Many brands will ship to Canada, for very high costs (customs duty & shipping) but this likely leads to an unpleasant experience for the Canadian consumer. These high costs, compiled with a lack of domestic Canadian retailers providing an e-commerce offering, are driving the stagnant growth of the online sales channel.
By being a ?first-mover? in establishing a presence in the online marketplace within Canada, online retailers will facilitate sales from consumers that want to get products shipped from their native homeland after being paid for in Canadian currency.
Similar to the U.S., consumers are exhibiting multi-channel tendencies and embracing the emergence of broadband connectivity?
Canada is the only country in the world in which broadband overtook dial-up access in 2003. Currently 48% of all Canadian consumers have broadband access and they are 67% more likely to have high speed web-access than American consumers.
This impressive penetration may prove to be a strong driver for online circulars and new online merchandising tactics, as product differentiation are established outside of price.
Canadian shoppers are also parallel to U.S. consumers in their multi-channel behavior. 58% of Canadian shoppers have researched a product online and purchased offline, spending an average of $440. An online Canadian strategy must focus on integrating the online and physical store with store locator functionality and other tools to promote cross-channel behavior.
In conclusion, multi-national retailers should closely examine the Canadian eCommerce opportunity. Attractive consumer demographics, an established broadband infrastructure, and a shift in overall shopping tendencies make the Canada a high-growth and un-saturated area for multi-channel retail.
May 19 & 20th Olga Brunner of A Good Daughter to Exhibit at Alzheimer?s Education Conference Business Articles | May 5, 2005
Olga Brunner founder of A Good Daughter, Inc., based in Margate, Florida (www.agooddaughter), will present at the Kravis Center on May 19th & 20th. The 2005 Alzheimer?s Educational Conference will host only 50 companies to exhibit at this event, including A Good Daughter. Brunner notes, ?Palm Beach is one of the most important areas for our services and we are proud to present at this vital event.?
The Kravis Conference keynote speaker is Dr. Peter Rabin, author of ?The 36 Hour Day?, a well-known publication within Alzheimer?s circles. Brunner regards Dr. Rabin highly, ?His book was initially given to me when I was in a support group as a caregiver to my mother. I highly recommend it to my clients who have taken care of family members with Alzheimer?s Disease?.
The Alzheimer?s Education Conference will address options available to sons and daughters taking care of family members with the condition. Their organization (A Good Daughter) allows family caregivers and the professional care giving community to come together and explore ways to be a more productive member of their loved one?s care team.
For more information about the conference at the .