Canadian eCommerce and Website Marketing Statistics ©

Canadian businesses are getting ready to take on eCommerce but the majority of them aren’t there yet.  According to Statistics Canada, only 13% of Canadian companies sold goods and/or services online in 2013, totaling about $136 billion (up from $122 billion in 2012).  64% of those companies were larger enterprises, which sold about $87 billion in products or services online in 2013.

Small businesses are still poorly represented online, with only 47% having a website of any kind. 91% of large Canadian companies had a website in 2013. 19% of Canadian websites were optimized for mobile users.

It comes as no surprise that Canadian online sales were dominated by the retail, wholesale and manufacturing sectors, claiming 61% of eCommerce sales.  With that considered, the fact that 64% of those sales were B2B (Business to Business) isn’t shocking either.  Overall, 47% of all Canadian businesses purchased goods or services online in 2013.  For those that did sell online in Canada, eCommerce accounted for a considerable chunk of their bottom line at 24%.

80% of online sales from Canadian businesses came from within Canada, demonstrating a significant consumer preference for shopping in their own country.  American online purchases accounted for 15% of sales, and 5% internationally.  With affordable shipping and a higher rate of online selling, Canadian eCommerce would be in a perfect position to bring in a much higher number of foreign dollars for the Canadian economy.  What’s more, there’s still lots of room for Canadian businesses to gain a competitive advantage by being among the first businesses in this country to serve Canadian consumers online.

2013 Canadian eCommerce Statistics - Website Marketing


Social media has been increasingly recognized as an effective, economical way to market businesses online in Canada. 38% of businesses that had a website also had social media integration, up from 33% in 2012. The most common reason for using social media was to direct traffic to the website, with 41% saying traffic was their primary objective. Other forms of traffic generation included print (37%) and paid search (23%).

All indicators point to a major increase in Canadian eCommerce over the next couple of years.  That means we’re a wide-open market for those who offer eCommerce-related products or services.  Everything from software to consulting will be in great demand in Canada as enterprises embrace the Internet as a critical part of their sales and marketing strategy.

Source: Statistics Canada: Digital Technology and Internet Use, 2013 (June, 2014). Sample size: Approximately 17,000 private Canadian enterprises.

✔ You may also be interested in reading:
Test eCommerce Waters with Fulfillment by Amazon (FBA)
Help for the 54% of Canadian Small Businesses Without a Website (Statistics)
Canadian Internet Shoppers Spend More, Both Online & Offline
Canadians Spending More Online Than Ever (Stat’s and Infographic)


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Melody McKinnon
Digital Business & Marketing Manager at Online Business Canada | Website

Melody McKinnon is an internet entrepreneur with 25 years of experience in a wide range of online business models, backed by a formal business education and enhanced by training and mentorship. She has owned or managed both educational and ecommerce websites. Her book, 7 Recession Proof Online Businesses to Start From Home, is available from all major ebook retailers.

Melody has worked with many businesses & brands in a multitude of capacities. She can often be found on,,, and, as well as other quality digital publications. Her content has earned reference links from highly-respected websites, magazines and university textbooks.

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Fortress Geek

Bill – biggest issue from experience is the cost of shipping and logistics here. Unless you are a really, really big online player your cost of shipping coast to coast is $17. In the States, that’d be half that at least.

Logistics wise, there are very few fulfillment companies out there and the one’s that are out (at least in BC) are expensive. I can get an order picked & packed in the US for $2.50 (all in). Here, it starts at $3.50 and goes up per additional item – so averaging around $5. Add those two together and your cost of operating an e-commerce business is significantly higher, making online deals much less than in the US.

Bill Wilkinson

Not all products are suitable for ecommerce but I would have guessed we were doing better than that overall. Wonder what the hold up is?


Canada will explode onto the scene in good time, but why not right now…

D Swanson

Pretty good looking stats really for Canada.

Ivan Kodiak

Great information & insights! So many cover stats can releases but they don’t really analyze them or make suggestions. Like that about you.