Some initial highlights from the 2019 BrandSpark Canadian eCommerce Shopping Study

In addition to our annual Shopper studies that we run each year in Canada and the U.S., BrandSpark conducts an annual eCommerce Shopper Study – surveying over 6,700 ecommerce shoppers across Canada – in order to have a detailed understanding of this ever more important channel, particularly in relation to CPG. Among the key objectives are to gain insights into the dynamics of omni-channel shopper behavior; understand how shoppers discover, consider, and ultimately purchase products online; and learn what on-page content is most influential to purchase.

The data was collected in October and November of 2019, and we’ll be sharing some examples of the most interesting insights here over the coming months.

To start us off, the attached infographic has a few of the high level highlights of this years study. Most notably:

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4 in 10 Canadians shop online each week

ECommerce is growing as online shoppers expand their purchasing into new categories

0 %

Expect to shop online more in 2020

CPG Online Purchase Penetration (last year)

Health & Beauty

Skin care / beauty
Personal Care
Health & wellness
Stable Food
Pet Supplies
Household care
Fresh Grocery

Desire for personalized products has driven health & beauty online.
Convenience is accelerating online grocery.

Convenience has become the primary driver of ecommerce



Better Selection

The eCommerce experience impacts shopper habits

45% say they are more likely to check multiple retailers online vs. just 11% who are more likely in-store.


43% say they are more likely to end up only browsing online vs. just 8% who are more likely in-store.


Reviews are essential content for listings

81% of shoppers agree analyzing the consumer reviews is an important part of online shopping.

60% of online shoppers will consider a new product if the reviews  are better than for  their regular brand.

Amazon is driving growth across several categories and gaining share of occasions. Walmart is runner-up, capturing a large share of CPG occasions.




Other Online Retailer

Gain a deep understanding of the online shoppers in Canada's. Empower your brand with extensive insights at a fraction of the cost of a custom study.

Price: Comprehensive report and data tables 4,500$

Leverage BrandSpark’s Canadian ECommerce Shopper Study to…

Gain insights into the dynamics of omni-channel shopping behaviour

Understand how shoppers discover, consider, and ultimately purchase products online.

Identify the unique shopper profile and behaviour on Amazon, Walmart, and other retailers.

Understand how shoppers search and filter results on Amazon and other sites.

Learn what on-page content is most influential to purchase.

Gain insights into how Canadians shop online in your product category:

• Food & Beverage
• Household Care
• Health & Personal Care
• Cosmetics & Beauty
• Pet Supplies
• Men's and Women's Fashion
• Consumer Electronics
• Housewares & Small Appliances
• Home Décor and Furniture
• Baby Products


A nationally-representative online study of 6,700 ecommerce shoppers was conducted across Canada in English and French. Data was collected during October and November 2019.


Comprehensive multi-category report prepared by BrandSpark
including key ecommerce insights.

Easy-to-read Excel data tables presenting the results by an
extensive range of demographic subgroups and shopper segments.

Included: gender, age, province, region, language spoken,
household income, kids in household, banners shopped, new
product adoption segments.

For more information on this study, contact:

Robert Levy

Phil Scrutton

Shopper Army can help you generate and syndicate impactful ratings & reviews for your products on eCommerce. is a new consumer platform that offers cashback on all purchases, and provides sponsored opportunities for brands who want to boost their products on,, and other major retail sites.

Contact: Megan Rybko,

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