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The omnishopper is no longer emerging—it’s here, and it’s rewriting the rules of engagement for FMCG brands and retailers. With 68% of Canadian households purchasing FMCG products online and 1 in 10 FMCG dollars now spent digitally, the shift is not just significant—it’s structural.
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The Rise of the Omnishopper
Today’s shoppers are blending online and in-store experiences seamlessly. 67% of households are buying both ways, and they’re spending their FMCG dollars online. These omnishoppers are making fewer trips, but spending more per occasion, especially online.
The result? A new rhythm of consumption that demands agility from brands.
Where They Shop
Amazon dominates, capturing over 43% of online FMCG sales. But it’s not alone, mass merchandisers, discount grocery, quick commerce, and pet stores are gaining ground.
Regional dynamics? It matters and Quebec is lagging in online share growth, while Alberta and the Prairies surge ahead.
What’s in the Cart
Online channels are thriving in categories where convenience and replenishment matter most: Pet, Baby, Homecare, Health & Personal Care, and Cosmetics. These are not just products—they’re signals of shopper intent and lifestyle.
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The Product Attributes That Matter
Online shoppers are searching with purpose. Products that are hypoallergenic, dermatologist-tested, Made in Canada, and support health needs like metabolism or dry skin are over-indexing. These attributes aren’t just nice-to-have—they’re discoverability drivers.
