Canadian Retailer - Fall 2015 - 12

industry research

Canadian RetaileRs
Closing the
e-CommeRCe gap

RCC E-COMM
ERCE
BENCHMAR
K SURVEY

2015

First of its kind e-commerce survey serves as benchmark
for Canadian companies going forward

IN PARTNE

RSHIP WITH

SPONSORED

BY SEAN C. TARRY
in a first of its kind report, Forrester Re-

"Marketing is most definitely the number one focus for Canadian

search, in partnership with Retail Council
of Canada (RCC), recently conducted a retailers at the moment. They want to increase their exposure and
survey of Canadian retailers concerning broaden their brand appeal to bring in new customers. They're
their e-commerce businesses and key in- also concentrating a considerable amount of effort on
itiatives for 2015. Incorporating insights omni-channel, site merchandising, and mobile."
into metrics, investments, and marketing
- sUchAritA mULpUrU
Forrester Research
of Canadian retailers, the survey sought
to provide merchants in the country that are operating online with
performance indicators gathered from across the industry.
It's a ground-breaking report that should prove the be instrumental over the year to come as retailers look to improve
their online offering, enhance their online brand and inrespondent geographies
crease sales in the online channels.
YT
The survey that supports the report was conducted in
NU
NT
March and April 2015. Forrester received 169 complete
NL
or partial retailer responses to the survey. The respondent
2%
profile of the survey comprised the following:
%
Small, store-based multichannel companies: Seventytwo per cent of respondents are store-led multichannel
retailers. Two-thirds are from companies generating
less than $100 million in revenue overall. Twenty per cent
represent companies generating $500 million or more.

11%
BC

Small, web businesses: Sixty-one per cent of survey respondents
said their web businesses generate less than $1million in sales.
Eleven per cent said their companies generate between $1 million and $5 million.
Both young and mature web businesses: Respondents are
evenly distributed when it comes to online tenure. Fifty-two per
cent have operated an online business for less than four years,
while 48 per cent have had an established e-commerce presence
for four years or more.
Retailers headquartered in Ontario: The majority-sixty-three
per cent-of respondents are headquartered in Ontario. Retailers based in Quebec represent 13 per cent of those surveyed,
and another 11 per cent of respondents represent companies
headquartered in British Columbia.
12 |

canadian retailer | FALL 2015

4%
MB

63%
ON

bAse: 54 canadian retailers

13%
QC

2%
NS
NB

"This is huge for the industry," says Michael
LeBlanc, senior vice-president marketing and
digital retail, RCC. "There currently isn't another
report of its kind out there that allows retailers
to benchmark their e-commerce performance.
This is perhaps one of the most important pieces
here. Another is the fact that retailers can review
this data and recognize that online retailing in
Canada is growing. It's growing because Canadian merchants are innovating and moving the
needle forward, and consumers are responding
with increased online traffic and a greater willingness to purchase goods and services online."

Table of Contents for the Digital Edition of Canadian Retailer - Fall 2015