While it’s always a shocker that one of the world’s most digitally connected countries has one of the most under-developped e-commerce markets, there might be some good news on the horizon. Trendex North America released an analysis in January which has set off some alarm bells with regards to e-com for sport equipment. At the same time, a recent report by E-Marketer entitled ‘Canada E-Commerce: Startups Pressure Established Players to Innovate’ indicates that the situation might be rapidly changing for apparel. The report postulated the theory that ecom is underdeveloped in Canada, not because Canadians are not interested in buying online but rather because of the poor shopping experience consumers are offered. I could not agree more with this assessment.
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