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STUDY RANKS CANADIAN E-TAILERS

Posted on October 6, 2000

      A new study from Deloitte & Touche for the Retail Council of Canada ranks Canadians' top picks for online purchases and their Web site satisfaction.

      It's the first study in Canada to measure more than just Web site hits or 'stickiness' and delve into the purchasing behavior of online shoppers.

      Deloitte & Touche surveyed more than 2500 consumers, interviewed eight of Canada's top e-tailers and scrutinized more than 60 Web sites for the study.

      The result is an indepth look at how, what, and why Canadians buy online. It's also a strong reminder to e-tailers of what their success and profitability hinge on.

      Among the top 10 Canadian sites are familiar Internet destinations such as Chapters.ca, Sears.ca, eBay.com and tsc.ca, run by The Shopping Channel.

      But there are also some lesser known names near the top of the list, including Tucows.com for software and Onvia.com, a marketplace for small business owners.

      "These sites are all 'e-tail Blazers' -- e-businesses that aren't just successful online stores, but a hit with online shoppers who keep coming back for more," said Adel Melek, a Deloitte & Touche partner.

      "The one thing they all have in common is they're people-friendly, not just user-friendly."

      Nevertheless, Melek said that 49 percent of respondents reported trouble with navigating sites, and 57 percent had concerns about a Web site's security and the privacy of their personal information.

      Canadians also want to buy Canadian. In fact, 80 percent of those asked said they'd prefer to buy products online from Canadian sites if possible. That certainly bodes well for the state of Canada's burgeoning e-tail industry.

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