The numbers may be small right now, but the opportunities are huge as new forms of online purchasing media are starting to change how shoppers discover and buy products.
While adoption in Canada is still low, early experiments show they can spark product discovery and build brand familiarity. For ecommerce brands, exploring these channels now can create a competitive edge before they become mainstream.
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Let’s look at a few examples:
Interactive ads
Interactive ads let shoppers explore and purchase products directly within the ad itself without leaving the page or platform. They turn a static promotion into an engaging experience, allowing customers to click, swipe or watch more before deciding to buy.
While still emerging on Canadian feeds, interactive ads can help growing brands stand out and shorten the path from discovery to purchase. As the technology becomes more accessible, it offers a new way to meet customers where they already are and invite them to act in the moment.
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Where to begin
Start small by testing interactive ad formats on platforms you already use, such as Facebook or Instagram. Experiment with simple features like clickable product tags or short shoppable videos. Track engagement to see what resonates, then build on those early wins.
Crowdfunding platforms
Crowdfunding platforms like Kickstarter and Indiegogo connect innovative products with early adopters eager to support new ideas. They combine product launch, market validation and community building – all in one channel. These give brands a way to test demand before committing to large‑scale production.
This is still a niche discovery method in Canada. Even so, crowdfunding can generate buzz and build a loyal following around a product’s story. It’s especially powerful for unique, limited‑edition or purpose‑driven products that benefit from early excitement and word‑of‑mouth.
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Where to begin
Start by exploring crowdfunding to launch a single new product or collection. Create a clear, compelling campaign page with photos, videos and a simple value proposition. Offer early‑bird pricing or exclusive rewards to encourage backers and use the feedback to refine your product before wider release.
Digital publishers with integrated shopping
Some online publishers now blend content and commerce, allowing readers to shop directly from articles, videos or product round‑ups. This format leverages the trust and authority of the publisher, allow your products to show up where audiences are already engaged.
Emerging in Canada, shoppable publisher content can introduce your brand to new audiences in a context that feels natural, whether it’s a best-of list, a how‑to guide or a lifestyle feature. It’s a way to connect with customers while they’re in discovery mode, not just when they’re ready to buy.
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Where to begin
Start by partnering with a publisher whose audience aligns with your target market. Offer a small selection of products for a themed article or video. Ensure the shopping experience is simple with clear links, pricing and product details. Use the campaign to measure click‑throughs and sales, then decide if a larger partnership makes sense.
Virtual try‑ons
Virtual try‑on tools use augmented reality to let customers see how products will look or fit before buying, from clothing and accessories to makeup and home décor. They give shoppers the confidence to make a purchase by removing uncertainty and answering the question, “Will this work for me?
Adoption is growing globally, and Canadian retailers are beginning to explore how AR can enhance the online shopping experience. By offering a more interactive and personalized way to browse, virtual try‑ons can help brands stand out and reduce costly returns.
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Where to begin
Start by adding a simple virtual try‑on feature for one product category, such as sunglasses, lipstick or furniture. Use existing AR tools from platforms like Shopify or Instagram to keep costs low and gather customer feedback to guide future expansion.
Shoppable live streams
Shoppable live streams combine product demonstrations with real‑time interaction, letting viewers ask questions, see products in action and purchase instantly. They bring the energy of an in‑store event to an online audience, creating urgency and excitement that can drive immediate sales.
This format has gained momentum in markets like Asia and is starting to make its mark in North America. For Canadian brands, it’s an opportunity to connect with customers in a more personal way by turning a product showcase into an interactive experience.
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Where to begin
Begin with a small, themed live stream on a platform you already use, such as Instagram Live, Facebook Live or YouTube. Feature a handful of products, offer a limited‑time promotion, and encourage viewers to ask questions. Use the recording afterward as evergreen shoppable content.
Social shopping parties
Social shopping parties bring friends, family or online communities together to browse, discuss and shop for products in real time. They combine the social aspect of in‑store shopping with the convenience of online, making it a fun and collaborative experience.
Still a niche in Canada, this format can help brands tap into peer influence and word‑of‑mouth – two powerful drivers of purchase decisions. It’s a way to turn shopping into an event, rather than a solo transaction.
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Where to begin
Host a small virtual shopping event using video conferencing tools like Zoom or dedicated apps. Invite a select group of customers, offer exclusive deals, and encourage them to share their experience on social media to expand your reach.
Voice‑activated purchases
Voice commerce allows customers to buy products using smart assistants like Alexa, Siri or Google Assistant. It’s fast, hands‑free and fits seamlessly into daily routines, from reordering household staples to making impulse buys.
As smart speakers and voice assistants become more common in Canadian homes, this format offers brands a way to make purchasing even more convenient. It’s a channel that rewards simplicity and brand recall.
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Where to begin
Optimize your product listings for voice search by using clear, conversational keywords. Ensure your brand is easy to find and purchase through popular voice‑activated platforms, starting with your best‑selling or most frequently reordered products.
Final takeaways
Emerging online shopping formats like social shopping parties and voice‑activated purchases may still have small adoption numbers in Canada, but the possibilities they offer are big.
These channels can create more engaging, convenient and memorable shopping experiences. Early adopters have the chance to shape how customers use them. By starting small, testing what works, and building on early successes, brands can position themselves to lead as these formats grow.
All statistics were taken from Canada Post’s 2024 eShopper Survey, a survey of 5,000 Canadian online shoppers conducted by Phase 5 Consultation
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