E-commerce highway gaining traffic

OTTAWA — Long-haul truckers who fret that over-the-road freight might eventually dry up because of rising online sales should take a deep breath: The Internet actually spurs on retail store purchases, Stats Canada reports.

In 2009, 52 percent of Canadians went online to "window shop," that is, to research or browse products.

Such browsing, though, complements retail as 69 percent reported subsequently making a purchase directly from a store.

Benefiting most was traditional retail such as consumer electronics (cameras and DVD players), appliances, furniture and clothing.  

However, total online orders over the Internet rose substantially these last few years.

Despite the recession, more Canadian shoppers ordered more goods online last year — over $2 billion more than 2007, reports Stats Canada.

Canadians bought $15.1 billion worth of stuff through the Internet in 2009, compared to $12.8 billion.

Nearly 40 percent of Canadians aged 16 and over used the Internet to place more than 95 million orders – up from 32 percent and the 70 million orders placed in 2007, when the survey was last conducted.

British Columbia (47%) and Alberta (45%) shoppers had the highest rates of online purchases.

The top online shoppers (that is, the top 25%) spent an average of $4,210 during 2009. These buyers accounted for almost one-half of total orders and over three-quarters of their value.

Not surprisingly, the most common types of online orders continued to be travel services, but also hard goods like books and magazines; clothing; jewellery and accessories.

But online consumer electronic purchases are also increasing.