experiential contexts rather than just buying products or services” (2). Therefore it is important for SMEs to have an understanding of how web design can contribute to an effective customer experience.

Background

In 2017, retail e-commerce sales in Canada reached new record setting heights. eMarketer (2018) estimates that this record setting sales total of $45.1 billion CAD recorded in 2017 will be eclipsed in years to come. The report by eMarketer (2018) predicts that retail e- commerce sales are expected to grow by up to 9-13% annually from 2018 to 2021. While traditional retail or in-store sales in Canada has failed to keep up with the pace. A bulletin by Statistics Canada (2018) found that traditional retail sales in 2017 only increased by 6.4% due to rising prices. This increase was the highest annual growth rate recorded in 10 years by Statistics Canada. The dramatic growth of retail e-commerce sales will be driven by increased consumer spending and an increase in the total number of e-commerce users in Canada. Reports by Canada Post (2016) indicates that more Canadians will begin to shop online in the future. A 2018 report by Forrester Research indicates that Canadians spending per year is expected to increase by 54% in 2019. These statistics point to a strong trend of growth in e- commerce and a healthy Canadian retail sector.

Opportunity

Researchers point to the rapid growth of retail e-commerce sales in Canada as a great opportunity for SMEs to find consumers particularly in new markets. Gessner and Snodgrass (2015) explain that increased cross-border trade are one of the many benefits for Canadian SMEs that adopt e-commerce capabilities. Citing research by O’Brien (2015) the authors suggest that Canadian SMEs should look no further than the US for inspiration. O’Brien (2015) explains merchants in the U.S. have benefited from Canada’s appetite for products from the U.S.. A report by Microsoft (2015) on cross-border shopping estimates that two-thirds of Canada’s online shoppers have made purchases from U.S. merchants. This report by Microsoft (2015) adds further support to the position held by Gessner and Snodgrass (2015). It found that Canadian SMEs could see a 25% increase in revenues if they sold both online and cross- border (Microsoft, 2015). While a large sales opportunity exists for Canadian SMEs in the U.S., Gessner and Snodgrass (2015) explain