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Canadian retailers making strides in omnichannel commerce: KPMG

New report ranks Canada fourth among other major countries
Jillian Morgan, female, digital editor for Canadian Grocer
woman orders fresh groceries from an online store. delivery and food concept.vector illustration.; Shutterstock ID 2241243707
Canada has historically lagged behind on e-commerce, KPMG says.

Canadian retailers are beginning to keep pace with their global peers when it comes to seamless commerce.

Out of eight major countries – the U.S., U.K., Germany, China, India, Brazil and Australia – KPMG’s new International Report ranked Canada fourth in making retailing simpler, friendlier and more convenient. 

Canada has historically lagged behind on e-commerce, the report says. But the pandemic and high cost of living have prompted retailers to embrace seamless commerce. 

For instance, a recent KPMG survey found that 37% of Canadians are now buying as much as 20% more online from grocers and supermarkets.

READ: How embracing artificial intelligence can elevate the shopper experience

The survey also found that three-quarters of Canadians identify free shipping as the main factor deciding where they buy online. When choosing where to buy groceries, the report found same-day delivery to be top of mind for Canadians. 

In the age of seamless commerce, retailers should invest in predictive demand planning and digitize their supply chains to improve transportation efficiency and customer delivery, KPMG advises.

"Canadian retailers are making significant strides to build bridges across multiple channels – online and bricks and mortar – to become more efficient and improve the consumer shopping experience," said Kostya Polyakov, partner and national leader for consumer and retail, KPMG in Canada, in a press release. "Amid tight profit margins, higher costs and sharply lower discretionary spending, retailers recognize they must embrace digital solutions to remain competitive and stay in business."

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