Sorry, Not Sorry: What Canada is Doing Right and Not-So-Right in Omnichannel Today
Thursday, January 31, 2019

Categories: Market Research

Sorry, Not Sorry: What Canada is Doing Right and Not-So-Right in Omnichannel Today

OrderDynamics’ Omni-2000 research looked at over 2000 global retailer. This to discover the shopper’s view of retail omnichannel abilities. The global report gives readers an overall view omnichannel capabilities of retailers around the world. Subsequent country reports are also available. These provide a targeted view of how individual nations are fairing in modern retail.

Omni-2000: Canada ReportOnly 30% of Canadian retailers offer buy online and pickup in-store.

In Canada, a total of 281 retailer websites were examined. The research reviewed forty data points for each retailer. All told this amounts to 11,240 data points about Canadian retailers. What we found is that Canada continues to lag on omnichannel capabilities. In this regard, Canada is only marginally ahead of the U.S.

Sorry – What is Canada Doing Not-So-Right in Omnichannel?

Most surprising is that only 31% of Canadian retailers let shoppers buy online and pickup in-store! Although omnichannel retailing is still largely in its infancy, Canada is an advanced nation of retailers.  It is most notable compared to the UK. There over 64% of retailers offer click and collect services.

Are more retailers offering click & collect than last year? Find our with latest omnichannel research. Download the Report.Why is a higher prevalence of click and collect a good indicator of omnichannel proficiency in a specific country? Today’s customers demand more from retailers than ever before. As we all know, e-commerce continues to grow. This is generally seen as a threat to physical retail. But, it does not have to be so. The opportunity facing retailers is to provide shoppers with convenience, service and choices. Providing BOPIS is the key to getting started on the right path.

Today’s customers demand excellent service in-store. That has to be mirrored with excellent service online, too. But, shoppers also expect no disruption between the service they receive on each channel. That means letting them shop online, and transition seamlessly to physical – if they want to do so. Shopping isn’t about online or physical… it is just about shopping. Today’s shopping includes both!

As more retailers in a country offer click and collect services, the competition intensifies. Customers become more used to the service. Ultimately, it becomes a negative differentiator to be the retailer without omnichannel capabilities. More Canadian retailers need to push ahead or face growing customer abandonment.

Not Sorry – What is Canada Doing Right in Omnichannel?

Women in front of Maple LeafThe picture is not all negative, though. Canada is making strides in certain areas examined by the research. M-commerce is a particular highlight. Mobile commerce is the use of handheld devices such as tablets or cell phones to conduct retail transactions. In Canada, about 70% of retailers offer mobile responsive websites.

A mobile responsive site is one that responds (or changes) based on the needs of the users and the device it’s viewed on. For example, text and images might change from a three-column layout to a single column display. The site hides extra images so they don’t interfere or compete with the more important information on the site’s smaller display. But having a mobile responsive site is only the first part of m-commerce advancement.

In 2017, retail e-commerce sales worldwide reached $2.304 trillion. eMarketer estimates this is 24.8% higher than in 2016. Mobile was a key factor, with m-commerce sales of $1.357 trillion—making up 58.9% of all digital sales. According to the Omni-2000 research, only 10% of retailers in Canada are currently in a position to take advantage of these figures. This because only 10% of Canadian retailers have sites specifically built and optimized for mobile commerce. Responsive is good, but a mobile-optimized site is much better.

In 2017, retail e-commerce sales worldwide reached $2.304 trillion - eMarketerCanadian retail has room for growth. Already, we see amazing progress in Canada compared to the Omni-1000 global research. Last year’s research showed Canada as dead last among the 8 advanced nations in the research. Canada is progressing well in click and collect adoption. But, the concern is that the Canadian shopper is learning about click and collect, and expecting it faster than retailers are deploying. Connect with OrderDynamics if you are thinking about making your move.

Download the full Canadian report for Omni-2000 here.



Charles Dimov, VP of Marketing at OrderDynamics

Charles Dimov is VP of Marketing at OrderDynamics. Charles has 23 years experience in Marketing, Sales and Management across various IT and Technology businesses. Previous roles include Chief of Staff, Director Product Marketing, and Director Sales. Charles has held roles in brand name firms like IBM, Ericsson, HP, ADP, and OrderDynamics.
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