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The value of goods and services purchased online continues to rise. In 2009, Canadian Internet orders totalled $15.1 billion, up from $12.8 billion in 2007. About 39% of people aged 16 and older used the Internet to buy goods or services in 2009, up from 32% in 2007. The number of orders placed also rose from 70 million to 95 million in two years. However, while Canadians are shopping online more, they're spending less each time, as the average value per order fell from $183 in 2007 to $158 in 2009.
A relatively small group of people is responsible for the bulk of online sales, with the top 25% of online shoppers accounting for almost half (49%) of total orders and more than three-quarters (79%) of their value.
The most popular types of goods and services purchased online were travel services and entertainment products (such as concert tickets), books and magazines, and clothing, jewellery and accessories. The Internet is also used to complement traditional retail shopping in categories such as consumer electronics and appliances and furniture.