More than a year after it first began, the Buy Canadian movement is still going strong online, with new data suggesting that businesses that visibly brand themselves as trusted Canadian providers have an edge over those that don’t.
According to CIRA’s 2026 Canadian Internet Trends report, 86 per cent of us made an online purchase in the past year, and nearly two-thirds (65 per cent) say we prefer buying from Canadian retailers when we have a choice.
When asked why, more than half (55 per cent) cite supporting the Canadian economy and local businesses as the main reasons. This shows the appetite for buying local remains robust, especially as negotiations over the Canada-U.S.-Mexico Agreement (CUSMA) on free trade continue.
Trust starts online
As anyone with a credit card can attest, trust plays an important role in buying decisions online. And while many options exist for branding your business—including social media—data shows that having a traditional website still conveys a stronger sense of legitimacy.
Sixty-one per cent of Canadians say having a website makes a business or organization more credible, and 59 per cent are more likely to do business with a company that has one.
More than one-third of Canadians (34 per cent) say they do not trust businesses and organizations without a website.
That trust, or lack thereof, extends to where people shop online. Canadians say they are far more comfortable making purchases on Canadian retail websites (73 per cent) and government websites (70 per cent) than on U.S. retail sites (42 per cent). Previous CIRA research also found that 86 per cent of Canadians prefer to shop on .CA websites over .com websites when supporting Canadian business.
Together, the findings suggest that trust—and a visible Canadian identity—can influence where consumers choose to spend their money online, especially in the current political climate.
What this means for Canadian businesses
For Canadian businesses, the opportunity is clear: be visibly Canadian, build a trusted brand online and be easy to buy from.
Amid global trade and economic uncertainty, most Canadians are choosing Canadian businesses out of a strong desire to support Canada. Those choices help support jobs, strengthen local communities and build a more resilient Canadian economy.
Choosing a .CA domain is a simple way for businesses to show they’re proudly Canadian and appeal to shoppers who want to support Canadian businesses. That’s because .CA is the only domain that represents Canada, and those who use it must have a valid connection to Canada due to CIRA’s Canadian Presence Requirements.
Choosing a .CA domain also gives back through Net Good by CIRA, which reinvests a portion of .CA domain sales to fund community-based projects that help build a better internet across Canada. It’s a truly Canadian option and a win-win for conscious shoppers looking to support homegrown solutions.
For a more in-depth look at what motivates Canadian online shoppers, explore the full Canadian Internet Trends 2026 report.
Jackie is the Director of Marketing and Strategy for the .CA team at CIRA. She has more than 15 years of experience in marketing, media and communications, with a special focus in the tech sector. Jackie is passionate about sharing the value of .CA domains and building marketing plans that help .CA connect with small and medium-sized businesses across Canada.
