Dollarama enters new channel

BY Dan Berthiaume

Canadian extreme value discount retailer Dollarama Inc. is expanding beyond the four walls of the store.

Dollarama is launching an online store with a select product assortment. The discounter is offering a selection of some of its most popular consumable and general merchandise products by the full case, across Canada. Widescale rollout of an e-commerce site follows a five-week pilot Dollarama ran in the province of Quebec.

Dollarama is aiming its new online store at individual and commercial customers who wish to buy products in large quantities that may not be available at a local brick-and-mortar store. Approximately 1,000 products, selected from the retailer’s broader consumable and general merchandise offering, are now available for purchase through the online store by the full case only. Product categories Dollarama is offering online include cleaning, clothing, electronics, food, hardware, health and beauty, home, kitchen, office, party, pets and toys.

Online product pricing is the same as in-store. Products cannot be purchased online in individual or select quantities. Shipping fees apply to all online orders. Dollarama advises customers seeking its full product selection or to purchase items individually or in select quantities to visit a brick-and-mortar store.

While much attention has recently been focused on pure-play e-commerce retailers opening brick-and-mortar stores, Dollarama’s reversal of this trend comes as e-commerce sales continue growing. For example, Adobe Analytics data indicates online spending reached $126 billion just during the 2018 holiday period, a 16.5% year-over-year increase.


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