Main cross-border online shopping markets in Canada 2022, by market share

The United States and China were the source markets for around 81 percent of cross-border purchases from Canada as of 2022. The United Kingdom was a distant third, accounting for four percent of the cross-border e-commerce market.

Most Canadians buy from the U.S.

Online shopping continues to attract more consumers each year. Moreover, online shoppers are broadening their reach when it comes to the location of retailers they purchase from. Given the proximity with the United States, this is the main market where online shoppers in Canada turn to when buying online. Over half of Canadian cross-border shoppers made purchases from the United States in recent years. At least eight in ten of them are frequent purchasers.

At home vs. abroad

Cross-border e-commerce accounts for a small share of online retail in Canada. Only three percent of Canada’s e-commerce revenue is expected from cross-border transactions in 2023. Most Canadian online shoppers still prefer supporting domestic businesses over shopping across borders. Globally, the biggest hurdle of cross-border e-commerce is the belief among consumers that product returns from overseas are more difficult.