Report
What’s the most convenient way to shop? For Canadians it’s complicated
More than three quarters of Canadians shop in-store at least once a week. So, in an age of online shopping, what is it that makes them swap URL for IRL? It’s a mix of cost and convenience.
We teamed up with the Retail Council of Canada to survey 2,000 shoppers across Canada to hear how they think about retail in 2025.
shoppers
The research was conducted by Censuswide, among a sample of Canadian consumers over the age of 18. The data was collected in February 2025.
Key findings
of Gen Z enjoy the in-store shopping experience, the highest of any generation
of consumers shop in-store to avoid shipping fees associated with online orders
say the in-store shopping experience has improved since the start of the pandemic
of Baby Boomers we surveyed say they never shop online
Why shoppers still love the store
While online shopping offers seemingly endless options, it can’t match physical stores for instant gratification. The top reason for visiting physical stores was the ability to buy something immediately, chosen by 60% of consumers, with 34% wanting to avoid shipping delays.
In-store shopping also puts shoppers in control, fitting seamlessly into their everyday lives:
55% shop in-person because of the convenient location
45% want to try on and test products in person
And then there’s the chance to save. 42% of consumers shop in-store to avoid shipping fees while 37% look for the exclusive in-store discounts or couponing opportunities that physical stores provide.
Overall, it was the practical side of in-store shopping that appealed to the Canadian shoppers we surveyed. Just 29% mentioned the social aspect of shopping, such as spending time with friends or interacting with staff. Only 13% highlighted special in-store events. While Santa Claus might swap the North Pole for malls across Canada each November and December, that may not be enough to tempt Canadians out of their homes.
“Many Canadians continue to value in-person shopping for the experience, convenience, and potential cost savings it offers. From being able to try products firsthand to avoiding shipping fees, these in-store benefits remain important. Retailers who prioritize seamless, memorable experiences are well-positioned to build lasting customer loyalty in a competitive landscape.”
While overall Canadians enjoy in-store shopping, they do have frustrations. The main reasons for walking out rather than checking out are:
Items out of stock (53%)
Long lines (49%)
Poor customer service (41%)
In fact, that personal touch is something that Canadian shoppers truly value. 80% of the 2,000 shoppers surveyed said they’d be likely to return to a store that provided a meaningful or memorable experience. This sentiment increased across generations, from 76% of Gen Z to 86% of the Silent Generation.
The state of online shopping
So what does make Canadian consumers opt for online? It’s that combination of cost and convenience. The top reason for shopping online, chosen by 53% of our respondents, is when an item isn't available in-store.
Another practical reason is limited access to physical stores, due to geographical location or lack of transportation. This was the case for 29% of respondents, peaking at 36% in Saskatchewan.
Savings also play a significant role. 32% shop online to take advantage of promo codes and other perks of being a loyal customer. In contrast the flip side, it’s unexpected fees that rankle. Over half (55%) of online shoppers will abandon their carts due to unexpected shipping fees, a figure that jumps to 63% among Baby Boomers.
Those fees are even more of a consideration when it comes to returns, with with 68% of shoppers saying these fees influence whether they’ll return items online or in-store.
Meanwhile there was consensus at either end of the demographic spectrum with 50% of both Gen Z and the Silent Generation saying they would clear their cart if delivery times were unclear or take too long.
The moments that changed consumer perceptions
Retail was significantly impacted by the pandemic. But for most of the Canadians we surveyed, it was a positive change. 37% of respondents said in-store shopping had improved to better meet their needs since 2020, compared to 20% who felt it had gotten worse.
Gen Z were the most optimistic, with over half (53%) sensing an improvement whereas Millennials and the Silent Generation felt in-person shopping had deteriorated, at 20% and 24% respectively.
Another moment that changed the retail environment was the recent Canada Post strike. When asked whether it negatively affected their opinion of online shopping, 41% said yes. Broken down by province, that number rose to 55% in Saskatchewan and 48% in Newfoundland and Labrador.
There was also a generational split, with 52% of Gen Z saying it had a negative impact on their perception of online shopping, compared to just 30% of Baby Boomers.
Conclusion: Looking to the future
Retail has been transformed by recent events. As we look to the next five years, what are the expectations of Canadian shoppers? In a word: personalization.
Customers want better loyalty programs offering personalized rewards (39%). And, regardless of the technological advances that emerge, the personal touch still matters. 25% percent want to see enhanced human interactions and customer service, compared to 12% who would prefer cashier-less stores.
“Canadian shoppers’ preferences are evolving, but at the core, they still expect a balance of cost, convenience, and experience. Retail is no longer just about choosing between online or in-store; it’s about offering value in all its forms. Whether it’s the speed of getting something immediately or the savings of skipping shipping fees, the future of retail lies in seamlessly blending convenience, cost-effectiveness, and personalized service—no matter where customers choose to shop.”