D. Tighe
Research expert covering consumer behavior, sporting goods retail, and the global toy industry.
Consumer behavior in Canada - statistics & facts
Despite being the second-largest country in the world, right behind Russia, the highly developed country of Canada has a relatively small population at about 40 million inhabitants. That said, Canada is among the countries with the largest proportion of global gross domestic product (GDP), with a high average wealth per adult.
A striking difference between the neighboring countries relates to e-commerce penetration. At just under 70 percent in 2024, the digital buyer penetration rate in Canada was remarkably lower than that of the the United States during the same period. Despite this difference, digital shopping is expected to grow in Canada: according to projections, some 85 percent of consumers will be buying goods online by 2029.
The Canadian shopper
Between April 2023 and March 2024, about a quarter of Canadians said they intended to buy a new smartphone in the next 12 months, making it the most common want among the list of large purchase goods. When it comes to brand awareness, smartphones were once again at the top of the list, outshining apparel, footwear, and food. More than half of Canadian shoppers stating they pay attention to brands when buying smartphones. When asked how they search for specific information on products they want to buy, the most common answers were search engines, customer reviews, and online stores, respectively.Consumers in Canada versus the United States
Canadian and American consumers share similarities when it comes to shopping behavior, but not in every regard. Both groups tend to be similar when it comes to brand awareness, the types of stores they visit, as well as purchase intention for many kinds of items. According to a survey that took place in late 2023, around 70 percent of consumers in both countries were likely to buy a branded product because that brand was a trusted name.A striking difference between the neighboring countries relates to e-commerce penetration. At just under 70 percent in 2024, the digital buyer penetration rate in Canada was remarkably lower than that of the the United States during the same period. Despite this difference, digital shopping is expected to grow in Canada: according to projections, some 85 percent of consumers will be buying goods online by 2029.
