Seven tips for increasing sales on Canadian ecommerce websites.
By Victoria Salerno, Mars United Commerce
Ecommerce in Canada is more competitive than ever, with shoppers just a click away from thousands of product options. For brands, getting seen is important, but the real win comes from turning that visibility into conversions.
One major factor in driving those sales? Product listings that are carefully optimized to connect with Canadian consumers on Amazon.ca, Walmart.ca, and other key ecommerce platforms like.
Here are a few key strategies Mars United uses to help our partners boost performance where it counts most: at the point of purchase.
1. Build product titles that work harder.
Your product title is one of the first things a shopper sees.
- Front-load key information: Start with the brand, core product name, and size or format.
- Speak to Canadians specifically: Use Canadian English (e.g., colour, not color), metric units, and localized keywords that reflect how shoppers search within the Canadian market.
- Stay mobile-friendly: Keep titles scannable (under 150 characters) so they present well on mobile devices.
2. Write descriptions that convert.
Too many listings stop at the specs. The best-performing descriptions serve as conversion tools that educate, reassure, and influence.
- Lead with benefits, not just features. Tell shoppers how the product will improve their lives (e.g., “Keeps drinks hot for 8 hours — perfect for Canadian winters”).
- Use structured bullet points for clarity and easy reading.
- Address potential objections like size confusion, usage questions, allergy concerns, etc.
- This helps to confront purchase barriers right away and reassure shoppers that they’re making an informed decision.
- Tailor descriptions for the Québec market. Simply translating from English to French often misses cultural nuances and may not resonate with French Canadian shoppers. It’s crucial to localize content to ensure it connects authentically with this audience.
- Incorporate keywords that have high search volume in Canadian markets. Another important form of localization is to optimize copy with search terms Canadians are consistently using — to help improve both visibility and relevance.
3. Let visuals speak for themselves.
That old adage is true: Images are often more powerful than words, especially on mobile devices.
- Display the product in action and in context. Lifestyle imagery allows shoppers to envision themselves using the product. Whenever possible, include before-and-after visuals to clearly demonstrate its effectiveness and impact.
- Include multiple angles and closeups. This allows shoppers to see texture, size, packaging details, etc., as if they are holding the product in-hand at the shelf.
- Use clean, consistent backgrounds across your catalog. This makes it much easier for shoppers to digest the content — and, ultimately, be influenced to buy.
- Add video where possible to boost conversion. Use short demos or “how-to” clips strategically: place key benefit videos ATF (above the fold) to grab attention, offer in-depth demos or FAQs BTF (below the fold), and include customer video reviews to enhance credibility and establish trust. Listings that feel polished and professional build trust — and trust drives conversion.
4. Lean into the power of social proofing.
Canadian shoppers are research-driven. Reviews are a critical part of their purchase journey.
- Actively request reviews post-purchase. This could be accomplished by sending out targeted follow-up emails or gentle reminders with incentives to review and share their experience.
- Feature Canadian reviewers when possible; regional relevance can increase relatability.
- Respond to negative reviews to demonstrate accountability. This shows prospective consumers that the customer experience is important and taken seriously, which ultimately builds trust.
- Incorporate UGC (user-generated content) into product pages whenever the platform allows. Real customers using the product is the best endorsement, especially at the point of conversion.
5. Leverage enhanced content features, when available.
Major platforms offer premium content features that many brands underutilize.
- Amazon A+ Content (or Enhanced Brand Content) lets brands add visuals, comparison charts, and custom modules. Brands that use A+ Content often see conversion increases of 5–10%.
- Walmart.ca supports rich media, expanded product stories, and enhanced image carousels.
- Retailer-specific templates (like Loblaw Companies Limited or Sobeys online) also provide opportunities to integrate branding or bundle cross-sells.
- The digital shelf is a visual space. Enhanced content elevates your product above the competition.
6. Localize for the Canadian Market.
What works in the U.S. or globally doesn’t always translate to Canadian shoppers.
- Use bilingual content in accordance with recent laws and online content requirements.
- Mention Canadian-specific claims when possible (e.g., “Made in Canada” or “Certified by Health Canada”). Canadians love supporting local and actively seek out brands that do the same.
- Consider regional needs. Cold-weather gear should call out winter readiness, for example, and food products may need religious or allergen callouts relevant to the Canadian population.
- Be clear on shipping timelines, duties, and taxes, which is a common source of cart abandonment for Canadian shoppers.
7. Track, test, and improve continuously.
Optimization isn’t a one-time task but rather an ongoing process.
- Run one A/B test at a time to understand what resonates best with the shopper and what’s driving behavior — such as changes to titles, images, or descriptions.
- Monitor KPs (key performance indicators) like CTR (click-through rate, add-to-cart, conversion rate, and return rate.
- Use insights from reviews and customer feedback to refine messaging and improve the product experience.
- Leverage Profitero+ (an affiliate of Mars United in the Publicis Groupe family) to benchmark performance, uncover opportunities, and make data-backed decisions with speed and confidence.
Canadian ecommerce continues to evolve rapidly, presenting both tremendous opportunities and increasing competition. The brands that succeed on the digital shelf will approach each product listing as a strategic asset, investing in the details that drive conversion. From the right title to optimized images and localized content, every element plays a critical role in ensuring that your products stand out and sell.
Success in this space isn’t about quick fixes, but rather a commitment to continuous optimization and long-term growth. Brands that consistently refine their listings based on performance data and evolving shopper behavior are the ones that will thrive in the crowded digital marketplace.
To learn how retail media and optimized product listings work together to improve your bottom line, read Connecting Retail Media to Bottom-Line Impact.
About the Author
Victoria Salerno is Senior Director of Commerce Media at Mars United. Based in Canada, she is responsible for working cross-functionally to develop impactful, actionable strategies while delivering quantifiable value for her clients. Salerno has a rich background of marketing and communication experience and has been supporting CPG companies in driving business growth since 2013.
