Business mobility solutions company SOTI has released its annual global research report “Retail Tech Assessment: Opportunities for Enhanced Consumer Experiences,” providing new Canadian insights about Canadian consumers and their shopping habits. At the heart of the results is that Canadians are seeking more connected, personalized technology experiences from retailers.
Based on responses from 13,000 consumers across 11 countries, including 1,000 Canadian respondents, the report outlines how technology, economic pressures, and rising concerns about data security are reshaping Canadians’ shopping choices.
With inflation and household spending pressures still elevated, Canadian consumers are more selective and pragmatic in how they shop, the report finds. They’re actively comparing prices across channels, prioritizing value-driven loyalty programs, and paying closer attention to where and how products are made.
Research found that economic factors have influenced consumers ability to purchase their usual items in the past 12 months. Canada (64%) is among the countries that feel this impact most strongly, alongside the U.S. (69%), Mexico (65%), Australia (63%), and the UK (62%), compared to 50% in Germany, Italy, and Sweden, and 49% in the Netherlands.
Canadians are reducing impulse or non-essential purchases (43%), and buying local remains a strong consideration, with 31% checking product origin, and 38% actively choosing to buy Canadian-made goods to support the Canadian economy.
“Canadians are navigating a cost-of-living crunch by being smarter with how and where they shop,” says Shash Anand, Senior Vice President of Product Strategy at SOTI. “They’re prioritizing price and increasingly supporting local brands that align with their values. Retailers who leverage technology to improve operational efficiency, whether through smarter inventory management, dynamic pricing, or personalized loyalty offers, will be better positioned to maintain trust and customer retention even in a tighter economy.”
While Canadian consumers increasingly use digital tools to shop, they see room for retailers to make these experiences more personal and connected. Fifty per cent of Canadians choose retailers that use technology to make the in-store experience more personalized, while 55% choose online retailers for the same experience. Forty-eight per cent (48%) of Canadians use retailer apps for loyalty points, faster checkout, or exclusive offers.
“Canadian consumers are digitally savvy and want retailers to make technology more rewarding, not just functional,” adds Anand. “Our report found that 53 per cent of Canadians would like to see more technology-enhanced shopping, which is a clear sign to retailers that they must integrate connected and secure mobility platforms across apps, devices, and in-store experiences to truly differentiate in this competitive market.”
Security and data protection remain top-of-mind. In fact, 84% of Canadians are concerned about at least one privacy or security issue when shopping online or in-store, and 86% hesitate to buy from a retailer that has suffered a cyberattack. With privacy awareness growing alongside the adoption of digital tools, Canadian consumers expect brands to be transparent about how their data is used and protected.
“Canadian consumers are open to personalization, but only if they can trust retailers with their data,” Anand concludes. “Retailers must invest in systems that don’t just secure transactions but also protect every connected device and apps in their ecosystem. At SOTI, we’re seeing Canadian businesses focus on strengthening mobility management, compliance and visibility to meet these rising expectations. Trust has become a core currency of loyalty in retail.”