Canadian Retailer - The Technology & e-Commerce Issue - 31

THE transformation of e-commerce tells a story about how we

live and how we shop.
Back in 1998, three years after the commercialization of the
world wide web, North American retailers generated $4.4 billion
(U.S.) in the first six months of the year. In 2001, e-commerce
grossed $53 billion. By 2003, internet traffic was doubling every
100 days, and the value of e-commerce was doubling annually.
Fast forward to 2016. Worldwide e-commerce sales reached
$1.8 trillion, a figure eMarketer predicts will grow by 23 per cent
(to $2.290 trillion in sales) in a single year. By 2021, e-commerce
sales are predicted to reach $4.479 trillion. Even if eMarketer's
figure is too large by half, the value of e-commerce will continue
to increase as more customers become habituated to buying online, the network of connected devices grows, and new technology players enter the market with new ways for retailers to profit
from e-commerce.
The question now is whether or not Canadian retailers are able
to tap this vein of riches.
Hungry Consumers

While the Canadian e-commerce ecosystem is large and diverse, with some retailers offering sophisticated e-offerings,
Canadian retailers have generally lagged within the sector, compared to other countries. Indeed, since the dawn of the e-commerce age, cautious Canadian
retailers have been admonished "WE EXPECT THE CANADIAN
in the business press for taking a E-COMMERCE MARKET TO TAKE
"wait and see" approach to non- OFF FROM AN E-COMMERCE
traditional retailing.
STANDPOINT IN THE NEXT FIVE
The reasons for the lag are numYEARS AS MORE RETAILERS AND
erous. Canadian consumers have
to pay higher shipping costs than COMPANIES START TO TAKE A
U.S. consumers, and Canadians CLOSE LOOK AT THE SPACE."
have fewer homegrown e-com- DAN BODELY
Boston Consulting Group
merce options with smaller online assortments
than U.S. counterparts. Cross-border shopping is
another bedevilling detail. Canadians regularly cross the border
to shop, both in physical reality and online.
Wojciech Gryc, CEO of Canopy Labs, says there's another reason for the lag: Canadian retailers manage the transition to e-commerce poorly. Rather than getting an e-commerce platform online
fast, Canadians create time-consuming, large-scale projects.
"Generally speaking, the slow retailers have complex plans.
They turn e-commerce into a project that's larger than it needs to
be," says Gryc.
This go-big-or-go-home attitude isn't helping a wide swath
of retail players, particularly with a growing hunger among
Canadians for more e-commerce options. Canadian consumers
spend as much time online as other citizens of the web, and they
research products online as often as consumers in other markets.
And while Canadian shoppers spend less online than their U.S.
counterparts-$1,500 per year compared to $3,000-Canadians
purchase at a higher frequency.

www.retailcouncil.org/cdnretailer

THE TECHNOLOGY & E-COMMERCE ISSUE

| CANADIAN RETAILER | 3 1


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Table of Contents for the Digital Edition of Canadian Retailer - The Technology & e-Commerce Issue

Editor’s Note
Retail Currents
Under the Banner
At Issue
Preparing for Tomorrow Today
Retail 2018: What the Future Has in Store
Living in the Future
Getting Results
Selling Across Borders
Don’t “wannacry” Anymore About Cybercrime?
How Can Technology Solve the Biggest Retail Challenges?
Channel Loyalty
Content Is King
Delivering Your Brand to the World
Small Business. Big Impact.
Leading Retailers in Canada
Advertisers’ Index
Canadian Retailer - The Technology & e-Commerce Issue - Intro
Canadian Retailer - The Technology & e-Commerce Issue - bellyband1
Canadian Retailer - The Technology & e-Commerce Issue - bellyband2
Canadian Retailer - The Technology & e-Commerce Issue - cover1
Canadian Retailer - The Technology & e-Commerce Issue - cover2
Canadian Retailer - The Technology & e-Commerce Issue - 3
Canadian Retailer - The Technology & e-Commerce Issue - Editor’s Note
Canadian Retailer - The Technology & e-Commerce Issue - 5
Canadian Retailer - The Technology & e-Commerce Issue - Retail Currents
Canadian Retailer - The Technology & e-Commerce Issue - 7
Canadian Retailer - The Technology & e-Commerce Issue - Under the Banner
Canadian Retailer - The Technology & e-Commerce Issue - At Issue
Canadian Retailer - The Technology & e-Commerce Issue - Preparing for Tomorrow Today
Canadian Retailer - The Technology & e-Commerce Issue - 11
Canadian Retailer - The Technology & e-Commerce Issue - Retail 2018: What the Future Has in Store
Canadian Retailer - The Technology & e-Commerce Issue - 13
Canadian Retailer - The Technology & e-Commerce Issue - 14
Canadian Retailer - The Technology & e-Commerce Issue - 15
Canadian Retailer - The Technology & e-Commerce Issue - 16
Canadian Retailer - The Technology & e-Commerce Issue - 17
Canadian Retailer - The Technology & e-Commerce Issue - Living in the Future
Canadian Retailer - The Technology & e-Commerce Issue - 19
Canadian Retailer - The Technology & e-Commerce Issue - Getting Results
Canadian Retailer - The Technology & e-Commerce Issue - 21
Canadian Retailer - The Technology & e-Commerce Issue - Selling Across Borders
Canadian Retailer - The Technology & e-Commerce Issue - 23
Canadian Retailer - The Technology & e-Commerce Issue - Don’t “wannacry” Anymore About Cybercrime?
Canadian Retailer - The Technology & e-Commerce Issue - 25
Canadian Retailer - The Technology & e-Commerce Issue - How Can Technology Solve the Biggest Retail Challenges?
Canadian Retailer - The Technology & e-Commerce Issue - 27
Canadian Retailer - The Technology & e-Commerce Issue - 28
Canadian Retailer - The Technology & e-Commerce Issue - 29
Canadian Retailer - The Technology & e-Commerce Issue - Channel Loyalty
Canadian Retailer - The Technology & e-Commerce Issue - 31
Canadian Retailer - The Technology & e-Commerce Issue - 32
Canadian Retailer - The Technology & e-Commerce Issue - 33
Canadian Retailer - The Technology & e-Commerce Issue - 34
Canadian Retailer - The Technology & e-Commerce Issue - 35
Canadian Retailer - The Technology & e-Commerce Issue - Content Is King
Canadian Retailer - The Technology & e-Commerce Issue - 37
Canadian Retailer - The Technology & e-Commerce Issue - 38
Canadian Retailer - The Technology & e-Commerce Issue - 39
Canadian Retailer - The Technology & e-Commerce Issue - Delivering Your Brand to the World
Canadian Retailer - The Technology & e-Commerce Issue - 41
Canadian Retailer - The Technology & e-Commerce Issue - Small Business. Big Impact.
Canadian Retailer - The Technology & e-Commerce Issue - 43
Canadian Retailer - The Technology & e-Commerce Issue - Leading Retailers in Canada
Canadian Retailer - The Technology & e-Commerce Issue - 45
Canadian Retailer - The Technology & e-Commerce Issue - Advertisers’ Index
Canadian Retailer - The Technology & e-Commerce Issue - cover3
Canadian Retailer - The Technology & e-Commerce Issue - cover4
Canadian Retailer - The Technology & e-Commerce Issue - 52
Canadian Retailer - The Technology & e-Commerce Issue - 53
Canadian Retailer - The Technology & e-Commerce Issue - 54
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