Leger, Canada’s largest homegrown market research and analytics company, has unveiled the results of its 2025 WOW Digital Study, a highly regarded annual analysis of online customer experience. The study evaluates Canadian retailers across various industries, spotlighting those that excel in delivering seamless and engaging online shopping journeys. This year’s report highlights Simons as the top-ranked retailer, showcasing its excellence in digital customer engagement.
A Comprehensive Look at the WOW Digital Study
The WOW Digital Study has become a key benchmark in Canada’s retail landscape, offering valuable insights into consumer perceptions of online experiences. Over 24,000 Canadians participated in the 2025 edition, evaluating 298 websites and mobile apps across 27 sectors. The comprehensive analysis measures a range of criteria, including ease of navigation, product selection, transaction efficiency, and delivery satisfaction.
Quebec City-based La Maison Simons emerged as the leader in this year’s rankings, achieving a remarkable score of 95.8. Other standout retailers include KaseMe, Mia Bijoux, and Latulippe, which also earned top spots with scores exceeding 92. These results underscore the growing importance of optimizing digital platforms to cater to evolving consumer preferences.
WOW Digital Top 12 Ranking for 2025
Here are the top 12 Canadian retailers that excelled in the 2025 WOW Digital Ranking:
- La Maison Simons (95.8)
- KaseMe (95.4)
- Mia Bijoux (95.3)
- Latulippe (92.9)
- LEGO (92.7)
- MAC (92.6)
- SAQ (91.7)
- Nike (91.0)
- Chewy (90.9)
- Shop Santé (90.8)
- Aerie (90.7)
- Mesbobettes (90.1)
These retailers have demonstrated excellence across various digital touchpoints, from user-friendly navigation to efficient delivery services. Their performance highlights a growing commitment to enhancing online customer satisfaction in an increasingly competitive market.
Digital Engagement Index: A New Metric for Measuring Success
In addition to ranking individual retailers, the WOW Digital Study introduces the Digital Engagement Index, a metric designed to assess user interaction with digital platforms. The index considers the proportion of online visitors engaging in eight key activities, including browsing, purchasing, and reviewing products, and the frequency of these interactions. Companies with higher engagement scores are recognized for successfully fostering deeper digital connections with their customers.
Top Industries for Digital Engagement
The 2025 study identified the industries with the highest user engagement scores, along with standout retailers in each category:
- Natural Products and Supplements: GNC
- Lottery and Gaming: Bet99
- Convenience Stores: 7-Eleven
- Grocery: Metro Online Grocery
- Beauty: Aesop
- Specialized Boutiques: Laura Secord
- Clothing: Jack & Jones
- Financial Institutions: National Bank of Canada
- Food Delivery: Cook It
- Telecommunications: Lucky Mobile
These results highlight the breadth of digital innovation across industries, with businesses striving to create user-friendly platforms that encourage frequent and meaningful engagement.
La Maison Simons: A Leader in Online Retail Excellence
Simons’ top ranking reflects its unwavering commitment to providing a best-in-class online shopping experience. With a score of 95.8, the Quebec-based fashion retailer continues to set the standard for digital retail in Canada. From its seamless website design to personalized customer service and efficient delivery, Simons has successfully blended traditional retail values with modern technological advancements.
This achievement is particularly significant in a post-pandemic world, where consumers increasingly rely on online platforms for shopping convenience. By prioritizing user experience and leveraging data-driven insights, Simons has cemented its position as a digital leader in the Canadian retail landscape. During the pandemic, the company also invested a fortune into its online business, including a new state-of-the-art distribution centre.
Emerging Trends in Digital Retail
The results of the WOW Digital Study reflect several key trends shaping the future of digital retail in Canada:
- Personalization: Retailers like Mia Bijoux and Nike are using AI-driven tools to tailor product recommendations and enhance the shopping experience.
- Seamless Omnichannel Integration: Brands such as LEGO and MAC have successfully merged their online and offline experiences, allowing customers to transition effortlessly between platforms.
- Speed and Efficiency: Retailers including Latulippe and SAQ excel in delivering products quickly and reliably, a crucial factor in customer satisfaction.
These trends emphasize the importance of innovation and adaptability in maintaining customer loyalty and driving online sales.
Leger’s Contribution to Canadian Retail
As the largest Canadian-owned market research firm, Leger has been at the forefront of analyzing consumer behaviour and industry trends. With over 300 employees in eight offices across Canada and the United States, Leger combines extensive expertise with cutting-edge analytics to provide actionable insights for businesses.
The WOW Digital Study recognizes top-performing retailers and offers valuable benchmarks for those looking to improve their digital presence. By highlighting strengths and identifying areas for growth, Leger’s research serves as a catalyst for innovation in the retail sector.
Is number 2 supposed to be Kaseme and not Kasimi ?
Thank you for catching that, Rebecca. I just updated the article — there were definitely some spelling issues there.