Mobile Commerce vs. eCommerce in Canada

In their 2014 benchmark merchant data for Q1, Demac Media included an interesting comparison between mCommerce performance and traditional desktop eCommerce in Canada. The data in the report was obtained from participating Shopify Canada and Magento merchants.

mCommerce (Mobile) vs. eCommerce in Canada

The following data compares the activity of those who visited participating websites using a mobile device (such as a Smartphone) to those visiting the regular eCommerce sites in the first quarter of 2014.

  • Conversion Rate: 0.60% for mCommerce vs. 1.15% for eCommerce.
  • Order Value: The average order value for mCommerce was $127.92 vs. $137.51 for eCommerce.
  • Number of Transactions: mCommerce brought in an average of 328 transactions vs. 1199 transactions for eCommerce.
  • New Visitors: mCommerce accounted for 48.70% of new visitors vs. 52.54% for eCommerce.
  • Visit Duration: The average minutes spent on websites by mobile shoppers was 3:19 vs. 3:56 for eCommerce.

A significantly lower conversion rate and number of transactions suggests Canadian shoppers still aren’t comfortable purchasing on their mobile devices. The time spent on the site while purchasing may indicate that in both cases, shoppers already know what they’re going to purchase when they arrive.

Canadian businesses continue to lag way behind in their adoption of eCommerce and mCommerce, but they’re beginning to realize just how critical it is that they make their move.

“Ecommerce as a percentage of total retail is still below 10%. I think that’s going to change this year,” predicts Harley Finkelstein, Chief Platform Officer at Shopify. “You’re going to see a lot more traditional retailers that haven’t previously sold online, and also makers – people creating physical products – that will begin to create their own online stores and go directly to consumers.”

How does this data compare to your own figures for Q1, 2014? Please share in the comments below.

Canadian eCommerce Benchmark Report, Q1 2014

You may also be interested in reading:
Mobile Surpasses PC Use and Video Rules in Canada (Statistics)
Help for the 54% of Canadian Small Businesses Without a Website (Statistics)
Canadian Internet Shoppers Spend More, Both Online & Offline


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Digital Business & Marketing Manager at Online Business Canada | Website | + posts

Melody McKinnon's formal education is in business management, which she enhanced with more than 60 certifications revolving around business, marketing, health, general sciences and writing. In 25 years of working online, she has owned or managed both educational and ecommerce websites. Her book, 7 Recession Proof Online Businesses to Start From Home, is available on Amazon.

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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Just when I think I’ve finally entered the modern business world it changes again lol. The whole structure of business is changing!

Zach Hanson

I believe mobile shopping will be a slow climb in this country even with most owning smartphones. We’re just way too careful and maybe that’s a good thing. Great post!

Vincint M.

Mcommerce is going to lead all retail sales eventually and the time to get on that train is NOW.

Dustin B

Mobile hasn’t overcome direct ecommerce yet but it’s closing the gap. It’s only a matter of time but issues with public wifi will probably keep people worried about security.