Factors Affecting the Success of Top 5 Online Shopping Sites in Canada

Running head: LITERATURE REVIEW
Literature Review
Student’s Name
University Name
Author’s Note

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LITERATURE REVIEW
Table of Contents
1. Introduction............................................................................................................................3
2. Discussion..............................................................................................................................3
3. Discussion..............................................................................................................................7
Reference List and Bibliography...............................................................................................9

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LITERATURE REVIEW
1. Introduction
The literature review discusses the various exponential factors that have been
detrimental to the positioning of the various online shopping sites in Canada and the allied
area. The factors like SEO ratings, delivery timings, review returns, authenticity of product
and so on are essential for the listing of the companies. In light of the discussed context, the
positive factors that have been keeping the top listed sites intact in their spots have also been
discussed.
2. Discussion
The five articles that have been identified, emphasis have been laid upon some
common strategic factors like SEO ratings, revenue channels, market improvisation,
customer acquisition rate and customer dealing strategies. Based on these parameters, these
sites have made a distinct comparison between the various online shopping sites that deserve
the top five positions among all the shopping sites of Canada. Shop.CA, Amazon Retail,
Bestbuy.CA and two sites of Walmart are the biggest grossers and occupies the prime spot in
the country. This literature review concerns the success factors of the best 5 online shopping
sites in Canada. The highest in the revenue line among the indigenous and MNC shopping
sites of Canada is the Shop.Ca. (H.A.H, Hettiarachchi and Anjalika, 2017). This ecommerce
more than site took up the role of being a third party vendor for its approved business
partners who enjoyed the facility of listing and selling their products online with the
ecommerce site. The credibility of the online shopping site is reflected by the fact that they
have more than 15 million different SKUs in their shopping portal.
The highest in the revenue line among the indigenous and MNC shopping sites of
Canada is the Shop.Ca. (H.A.H, Hettiarachchi and Anjalika, 2017). This ecommerce more
than site took up the role of being a third party vendor for its approved business partners who

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LITERATURE REVIEW
enjoyed the facility of listing and selling their products online with the ecommerce site. The
credibility of the online shopping site is reflected by the fact that they have more than 15
million different SKUs in their shopping portal.
Shop.CA’s immense potential for acquiring market equity, led EMERGE Equity firm to buy
out the ecommerce site. According to the opinion of Kooti et al. (2016), product listings of
third party vendors are directly linked with the sales volume they acquire over the year. The
CEO of the company, Ghassan Halazon claims that they understand the psyche of the online
shoppers in Canada. Tracing the words of the CEO, Ortega (2015), gave opined that the
ample convenience shopping opportunities is the biggest success factor for the website. They
cover huge range of product categories. Combined with that the factor of competitive pricing
is another factor for the success of the site. In order to keep the prices competitive, the
company gives a sales subsidy to the partner wholesalers. This is why Shop.CA have been
able to keep their prices low by 5 to 5.5% compared to the other online shopping sites.
Figure 1: Customer Acquisition rate of Shop.CA
(Source: Hadi Kiapour et al. 2015)