2022年8月外文研究报告fashion e commerce in canada

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TRENDSFashione-commerceinCanadaCHAPTER

01OverviewE-commerceapparelsalesinCanadafrom2014to2025(inbillionCanadiandollars)Apparele-commercesalesinCanada2014-2025109.188.7398765432108.158.27.957.493.923.453.082.732.34220142015201620172018201920202021*20222023202420253Description:In2020,e-commerceapparelsalesinCanadaamountedtonearly8.2billionCanadiandollars,almosttwicethefigurerecordedthepreviousyear.Thisunprecedentedboostisprimarilyduetoaboominonlineshoppingresultingfromthecoronaviruspandemic.Inaddition,forecastssuggestthevalueofe-commerceapparelsaleswillconsistentlyslowinthecomingyears.ReadmoreNote(s):Canada;2014to2020;*Figuresforthisyearandonwardsareforecastsasofthefourthquarterof2021.Dataprior2019comesfromearlierpublications.Valueshavebeenrounded.ReadmoreSource(s):TrendexNorthAmericaDistributionofe-commerceretailsalesinCanadafrom2017to2025,bysegmentE-commerceretailsalesinCanada2017-2025,bysegmentFashionElectronicsFurnitureToys,Hobbys&DIYFood30%25%20%15%10%5%28.08%27.87%25.36%27.88%27.5%25.39%27.37%25.27%27.38%26.5%27.54%26.96%25.5%27.08%25.63%23.93%22.27%20.66%17.22%16.65%15.98%15.73%15.67%15.35%11.55%15.27%15.05%11.62%14.51%10.9%11.53%11.39%11.65%11.31%11.19%11.02%4.28%3.6%3.01%2.51%2.03%2.08%1.57%1.65%1.73%0%2017201820192020202120222023202420254Description:In2021,theelectronicssegmentinthee-commercemarketinCanadageneratedthehighestpercentageofsalesat27.38percent.Thelowestpercentageofsaleswasmadeinthefoodsegmentatapproximately2.08percent.AccordingtoestimatesoftheDigitalMarketOutlook,thesalespercentageintheelectronicssegmentisexpectedtodecreaseinthecomingyears,reachingabout20.7percent,makingthefashionsegmentthesegmentwiththehighestsales.ReadmoreNote(s):CanadaSource(s):DigitalMarketOutlookValueofmonthlye-commerceretailsalesinCanadafromJanuary2016toMarch2022(inmillionCanadiandollars)Monthlyretaile-commercesalesvalueinCanada2016-20226,0005,0004,0003,0002,0001,00005Description:InDecember2020,e-commerceretailsalesinCanadareachedarecordof4.9billionCanadiandollars,surpassingtheboostrecordedinMayearlierthatyearwhenthecoronaviruslockdownwasbeginning.InMarch2022,e-commercesalesamountedtoapproximatelythreebillionCanadiandollars.

ReadmoreNote(s):Canada;January2016toMarch2022Source(s):StatCanE-commerceaspercentageoftotalretailsalesinCanadain2020,bysectorE-commerceasshareoftotalretailsalesinCanada2020,bysectorShareoftotalsales0%5%10%15%20%25%ElectronicsandappliancesSportinggoods,hobby,books,andmusicClothingandclothingaccessoriesMiscellaneous21%15.6%13.9%11.7%FurnitureandhomefurnishingsstoresHealthandpersonalcare8.2%6.8%Foodandbeverage2.9%Generalmerchandise1.2%1.1%Motorvehicleandparts6Description:Accordingto2020data,e-commercechannelscontributedtoone-fifthofelectronicsandappliancestoresalesinCanada,outpacingotherproductcategoriessuchassportinggoods(15.6percent)orapparel(closeto14percent).ReadmoreNote(s):Canada;2020Source(s):StatCanCHAPTER

02SegmentsFashione-commercerevenueinCanadafrom2017to2025,bysegment(inbillionU.S.dollars)Fashione-commercerevenueinCanada2017-2025,bysegmentApparelFootwearAccessories302520151056.65.672.883.334.842.484.13.462.122.661.411.8117.472.251.2214.842.111.1521.0912.5210.58.766.875.414.715.030201720182019202020212022*2023*2024*2025*8Description:TheFashionindustryinCanadaconsistsofthreesegmentsthatareestimatedtoreachanoverallrevenueof27.4billionU.S.dollarsuntil2025.With17.5billionU.S.dollars,theApparelsegmentisforecasttoremainthebiggestsegmentinthemarket.ReadmoreNote(s):Canada;2017to2025Source(s):Apparel,footwear,andaccessoriesaspercentageoftotalretaile-commercesalesinCanadafrom2017to2025Fashionasshareoftotale-retailsalesinCanada2017-202530%28.08%27.88%27.54%27.08%26.5%25.36%25.39%25.5%25.27%25%20%15%10%5%0%2017201820192020202120222023202420259Description:In2021,fashionaccountedformorethanaquarter(26.5percent)ofallretaile-commercesalesinCanada.TheNote(s):CanadaDigitalMarketOutlookestimatesthatthistrendwillcontinueinthecomingyears,exceeding28percentofsalesby2025R.

eadmoreSource(s):DigitalMarketOutlookToponlinestoresintheApparelsegmentinCanadain2021,bye-commercenetsales(inmillionU.S.dollars)Apparel:top5onlinestoresinCanadain2021,bynetsalesE-commercerevenueinmillionU.S.dollars200

250

300050100150350400450500gapcanada.ca471321walmart.ca30329518910Description:ThisstatisticpresentsarankingofthetoponlinestoresinCanadaintheApparelsegmentin2021,sortedbyannualnete-commercesales.ReadmoreNote(s):Canada;2021Source(s):ecommerceDB.comToponlinestoresintheFootwearsegmentinCanadain2021,bye-commercenetsales(inmillionU.S.dollars)Footwear:top5onlinestoresinCanadain2021,bynetsalesE-commercerevenueinmillionU.S.dollars40

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80020100120140amazon.ca1281188378walmart.ca7611Description:ThisstatisticpresentsarankingofthetoponlinestoresinCanadaintheFootwearsegmentin2021,sortedbyannualnete-commercesales.ReadmoreNote(s):Canada;2021Source(s):ecommerceDB.comToponlinestoresintheBags&AccessoriessegmentinCanadain2021,bye-commercenetsales(inmillionU.S.dollars)Bags&Accessories:top5onlinestoresinCanadain2021,bynetsalesE-commercerevenueinmillionU.S.dollars40

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60010203070809010098110amazon.cagapcanada.ca6359575612Description:ThisstatisticpresentsarankingofthetoponlinestoresinCanadaintheBags&Accessoriessegmentin2021,sortedbyannualnete-commercesales.ReadmoreNote(s):Canada;2021Source(s):ecommerceDB.comCHAPTER

03RetailersandbrandsMostpopularonlinestoresinthefashionsegmentinCanadain2021,bye-commercenetsales(inmillionU.S.dollars)Fashion:top5onlinestoresinCanadain2021,bynetsalesE-commercerevenueinmillionU.S.dollars200

3000100400500600gapcanada.cathebay.ca565473amazon.ca39338437714Description:ThisstatisticpresentsarankingofthemostpopularonlinestoresinCanadainthefashionsegmentin2021,sortedbyannualnete-commercesales.ReadmoreNote(s):2022Source(s):ecommerceDB.comLeadingfashionandbeautyshoppingappsinCanadainJune2022,bynumberofdownloads(in1,000s)MostdownloadedfashionandbeautyappsinCanada2022Numberofdownloadsinthousands100

150050200250300SHEIN-OnlineFashionPoshmark:Buy&SellFashionNike245.76111.8462.1557.06ZARAH&M-welovefashionCIDER-Clothing&FashionadidasCONFIRMEDVinted:Sellvintageclothingadidas42.9538.9926.6323.7519.5518.75lululemon15Description:InJune2022,themarketplaceappShein,mostnotablyknownforfastfashionpractices,wasthemostdownloadedfashionapponmobiledevicesinCanada,withover245thousandmonthlydownloads.TheresaleappPoshmarkfollowedinsecondwitharound111thousanddownloadsthatmonth.ReadmoreNote(s):Canada;June2022;oniPhone/iPadAppStoreandGooglePlayStoreSource(s):AppMagicMonthlydownloadsoftheSHEINapponiOSandAndroiddevicesinCanadafromJanuary2017toMay2022SHEINapp:monthlydownloadsinCanada2017-2022,bydeviceiPhonesandiPadsAndroiddevices400,000350,000300,000250,000200,000150,000100,00050,0000Jan

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'2216moreNote(s):Canada;January2017toMay2022Source(s):AppMagicMonthlydownloadsofthePoshmark:Buy&SellFashionapponiOSandAndroiddevicesinCanadafromMay2019toJune2022Poshmarkapp:monthlydownloadsinCanada2019-2022300,000250,000200,000150,000100,00050,000017Description:InJune2022,thePoshmark:Buy&SellFashionappwasdownloadedover110,000times.ThePoshmarkapp,whichallowsuserstoshopforandsellsecondhandclothing,wasthesecond-mostdownloadedfashionappinCanadaR.

eadmoreNote(s):Canada;May2019toJune2022Source(s):AppMagicMonthlydownloadsoftheNikeapponiOSandAndroiddevicesinCanadafromApril2021toJune2022Nikeapp:monthlydownloadsinCanada2021-2022120,000100,00080,00060,00040,00020,0000Apr'21May'21Jun'21Jul'21Aug'21Sep'21Oct'21Nov'21

Dec'21Jan'22Feb'22Mar'22Apr'22May'22

June'2218Description:InJune2022,theNikeappwasdownloadedover62,000timesinCanada.ThepopularactivewearretailerwasamongthemostdownloadedfashionandbeautyappsintheNorthAmericancountry.Read

moreNote(s):Canada;April2021toJune2022Source(s):AppMagicNetrevenueoflululemonworldwidefromthefiscalyearof2012to2021,byregion(inmillionU.S.dollars)Netrevenueoflululemonworldwide2012-2021,byregionUnitedStatesCanadaOutsideofNorthAmerica5,0004,5004,0003,5003,0002,5002,0001,5001,0005004,345.693,105.132,854.362,363.371,911.761,726.081,508.841,257.351,052.159546.27212021839.91461.5968.86649.11475.8267224.61142020565.11359.84491.78245.64454.2184.83434.33105.53447.17171.15416.52135.1602012201320142015201620172018201919Description:Inthefinancialyearof2021,endingJanuary2022,lululemon'snetrevenuefromitsU.S.andCanadianmarketsegmentsamountedtoapproximately4.3billionand950millionU.S.dollars,respectively.OutsideofNorthAmerica,thecompanylikewisegeneratednetrevenueofabout950millionU.S.dollarsthatyear.ReadmoreNote(s):Worldwide;2012to2021Source(s):lululemonathleticaCanadaGoose'sannualrevenuefromFY2015toFY2021(inmillionCanadiandollars)RevenueofCanadaGoose2015-20211,200958.11,0008006004002000903.7830.5591.2403.8290.82016218.420152017201820192020202120Description:TherevenueofCanadaGooseamountedtoapproximately903.7millionCanadiandollarsinthe2021fiscalyear.CanadaGoose,originallyknownasMetroSportswearLtd.,isaCanadianownedapparelcompanyfocusingontheproductionandsaleofwinterclothing.ThecompanyhasofficesinanumberoflocationstocaterforNorthAmerican,EuropeanandAsianoperations.ReadmoreNote(s):Canada;FY2015toFY2021Source(s):CanadaGooseCHAPTER

04UsersNumberoffashione-commerceusersinCanadafrom2017to2025,bysegment(inmillion)Fashione-commerceusersinCanada2017-2025ApparelFootwearAccessories211917151311919.7415.718.2114.7216.715.2415.0314.1713.7513.1213.412.8512.0211.8311.7710.9110.629.768.810.679.819.428.958.448.27.736.8575201720182019202020212022*2023*2024*2025*22Description:TheusercountacrossthethreesegmentsoftheFashionindustryareforecasttorangebetween6.8millionusers(Footwear)and19.7millionusers(Accessories)in2025.Similiartotoday,Accessoriesisestimatedtoremainthebiggestsegmentinthemarketwith19.7millionusers.

ReadmoreNote(s):Canada;2017to2025Source(s):DigitalMarketOutlookDistributionoffashione-commerceusersinCanadain2021,byagegroupShareoffashione-commerceusersinCanada2021,byage30%26.53%24.69%25%20%15%10%5%19.08%14.98%14.73%0%25-34years35-44years45-54years55-64years18-24years23Description:In2021,mostusersinthefashione-commercemarketinCanadawerefromtheagegroupbetween25-34years(26.5percent),followedbytheagegroups35-44years(25percent),45-54years(19percent),and55-64years(15percent).Incontrast,peopleagedbetween18-24yearswereleastrepresented(14.7percent)intheusergroupofthisindustry.ReadmoreNote(s):Canada;2021Source(s):Distributionoffashione-commerceusersinCanadain2021,bygenderShareoffashione-commerceusersinCanada2021,bygender60%56.57%50%40%30%20%10%0%43.43%FemaleusersMaleusers24Description:In2021,mostusersinthefashione-commercemarketinCanadawerefemale(56.6percent),followedbymale(43percent).Notably,therewasasignificantdifferencebetweengendersacrosstheuserbase.ReadmoreNote(s):Canada;2021Source(s):Fashione-commerceaveragerevenueperuser(ARPU)inCanadafrom2017to2025,bysegment(inU.S.dollars)Fashionretaile-commerceARPUinCanada2017-2025,bysegmentApparelFootwearAccessories1,2001,00080060040020001,112.941,008.15910.15817.3744.46643.83575.12562.05553.99334.14218.3311.28203.29289.58188.94272.78176.36258.1236.41159.35223.61149.28225.26144.1212.21138.58165.55201720182019202020212022*2023*2024*2025*25Description:TheFashionindustryinCanadaconsistsofthreesegmentsthatareestimatedtoreachanoverallaveragerevenueperuserof1,665.4U.S.dollarsuntil2025.With1,112.9U.S.dollars,theApparelsegmentisforecasttoremainthebiggestsegmentinthemarket.ReadmoreNote(s):Canada;2017to2025Source(s):DigitalMarketOutlookCHAPTER

05MobileaudienceDistributionofmobileclothingshoppersinCanadaasofJune2022,byagegroupClothingshoppersmobileaudienceshareinCanada2022,byage50%45%40%35%30%25%20%15%10%5%47.6%32.1%8.4%8.2%55+3.7%0%18-2425-3435-4445-5427Description:InJune2022,thelargestshareofmobileclothingshoppersinCanadaconsistedofpeopleaged18to24,basedongeolocateduserdata.Adultsbetweentheagesof25and34madeuparound32percentoftheapparelshoppingmobileaudienceR.

eadmoreNote(s):Canada;June2022;basedonanaudiencesizeof767,500mobileusersSource(s):Start.ioDistributionofmobileclothingshoppersinCanadaasofJune2022,bygenderClothingshoppersmobileaudienceshareinCanada2022,bygenderMale44.7%Female55.3%28Description:InCanada,datafromJune2022basedongeolocatedusersrevealedthatthelargestshareofmobileclothingshopperswerewomen.Incomparison,menmadeupa44.7percentshare.ReadmoreNote(s):Canada;June2022;basedonanaudiencesizeof767,500mobileusersSource(s):Start.ioDistributionofmobileclothingshoppersinCanadaasofJune2022,bydeviceClothingshoppersmobileaudienceshareinCanada2022,bydeviceiOS15%Android85%29Description:GeolocateduserdatafromJune2022showedthatthelargestshareofmobileclothingshoppersinCanadausedAndroiddevices,withan85percentshare.Incomparison,iOSdeviceusersmadeupa15percentshare.Read

moreNote(s):Canada;June2022;basedonanaudiencesizeof767,500mobileusersSource(s):Start.ioDistributionofmobileluxuryfashionshoppersinCanadaasofMay2022,byagegroupLuxuryfashionshoppersmobileaudienceshareinCanada2022,byage60%48.7%50%40%30%20%10%0%36.2%7.4%5%2.7%18-2425-3435-4445-5455+30Description:InCanada,datafromMay2022basedongeolocatedusersshowedthatthelargestshareofmobileluxuryfashionconsumersconsistsofpeoplefromages18to24.Adultsbetweenages25and34followedcloselybehind,withroughly40percentR.

eadmoreNote(s):May2022;basedonanaudiencesizeof130.9thousandmobileusersSource(s):Start.ioDistributionofmobileluxuryfashionshoppersinCanadaasofMay2022,bygenderLuxuryfashionshoppersmobileaudienceshareinCanada2022,bygenderFemale42.3%Male57.7%31Description:InCanada,datafromMay2022basedongeolocatedusersshowedthatthelargestshareofmobileluxuryfashionconsumersweremen.Incomparison,womenmadeupa42.4percentshare.ReadmoreNote(s):May2022;basedonanaudiencesizeof130.9thousandmobileusersSource(s):Start.ioCHAPTER

06ConsumerbehaviorMostpopularhomedeliverytimelinesinCanadain2021,byselectedcategoriesFavoritehomedeliverytimelineinCanada2021,bycategoryShareofrespondentsNextday

2-3businessdays30%

40%

50%Withinthehour10%

20%Sameday4+businessdays60%0%70%3%80%90%GroceryAlcohol10%8%6%4%5%5%33%19%10%8%25%24%13%18%4%BrandnamefoodproductApparel&footwearHealth&beauty13%5%10%15%34%19%11%17%20%25%Back-to-schoolsupplies11%11%8%14%14%15%19%24%27%7%Appliances

3%21%22%Homefurnishings

3%33Description:GrocerywasthecategorywhereCanadiandigitalshoppersexpectedthefastestdeliverytimeline.UptotenpercentofrespondentsinaJuly2021surveyindicatedtheypreferredtohavegroceriesdeliveredwithinthehour,whereasanother33percentsaidtheywanteditwithintheday.Amongnon-foodproductcategories,themostpopulartimelinesweregenerallylonger,suchasfromtwotothreebusinessdaysinapparelandfootwear.ReadmoreNote(s):Canada;July2021;5,000consumersacross10countriesSource(s):SalesforceResearchMostpopularwaystopurchaseonlineinCanada2021,byselectedcategoriesPreferredwaystoshoponlineinCanada2021,bycategoryShareofrespondentsBuyonline,shiptohome0%

5%Buyonline,pickupinstore10%

15%Buyonline,pickupcurbside20%

25%Buyonline,pickupatacollectionpoint30%6%5%35%40%2%45%Apparel&footwearHealth&beautyHomefurnishingsAppliances28%5%23%21%20%6%1%7%5%2%1%5%4%1%4%Back-to-schoolsuppliesBrandnamefoodproductGrocery16%5%1%11%11%10%6%6%6%5%1%Alcohol5%5%2%34Description:BuyingproductsonlineandhavingthemshippedtohomeisthemostpopularwaytoshopviatheinternetamongCanadians.Morethan20percentofrespondentsinaJuly2021surveypreferredtobuyapparelandfootwear,homefurnishings,healthandbeauty,andappliancesthisway.Theleastfavoritewayofpurchasewastobuyonlineandpickupatacollectionpoint,accountingforlessthan3percentoverall.ReadmoreNote(s):Canada;July2021;5,000consumersacross10countriesSource(s):SalesforceResearchSpendingexpectationsofCanadianonlineshoppersin2021,byproductcategoryCanadianonlineshoppersspendingexpectations2021ShareofrespondentsGlobal15%Canada0%5%10%20%25%30%35%40%37%GroceryTravel29%25%26%25%23%22%22%21%RestaurantsandbarsDIY/homeimprovementTakeoutfood32%30%HomeentertainmentFashion19%19%28%17%16%Arts,cultureandsportingeventsConsumerelectronicsAlcohol24%16%17%16%26%25%Virtualactivities16%HealthandbeautySport,fitnessandequipment15%14%21%35Description:AccordingtoasurveyconductedinCanadain2021,thespendingintentionsofCanadianshopperswerefrugalacrossallcategories.Comparedtotheglobalaverage,Canadianconsumersexpectedtospendlessoverthefollowingsixmonths.Nearly30percentofCanadianrespondentsexpectedtoincreasetheirspendingongroceries,withitbeingthebiggestcategoryamongshoppers.ReadmoreNote(s):Worldwide,Canada;2021Source(s):PwCMainreasonsforonlineshoppersinCanadatoreturnclothespurchasedonlineasof2021Canadianconsumers'reasonsforreturningclothesboughtonline2021Shareofrespondents5%

10%

15%0%20%25%30%35%40%40%45%Itemsdon'tfitwellQualitywasn'tgoodenough17%Faultyitems15%Itemsdon'tsuitme11%Ichangedmymind9%Ididn'tintendtokeepeverything(Iboughtmultiplestyles)Ididn'tintendtokeepeverything(Iboughtmultiplesizes)5%4%36Description:ItemsnotfittingproperlywasthemainreasonforconsumersfromCanadatoreturnclothesthattheyboughtonlinein2021,with40percentofconsumerscitingthis.Additionally,17percentofCanadianonlineshoppersreportedreturningclothesboughtonlinebecausethequalitywasnotgoodenough.ReadmoreNote(s):Worldwide;May2021;1,657CanadianconsumersSource(s):ForesightFactory;SnapInc.RetailchannelsconsumersplantousetopurchaseclothingintheholidayseasoninCanadaasofOctober2019and2021Canadianretailchannelsforclothingduringtheholidays2019-2021Online(mob