Leading Brands in Canada's Home & Garden Shopping Category: Q1 2025 Analysis

In the rapidly evolving Home & Garden Shopping category in Canada, three brands have emerged as frontrunners by capturing significant monthly true audiences across their digital platforms. This article delves into the performance and trends of Home Depot, IKEA, and Wayfair from Q4 2024 to Q1 2025, highlighting their digital presence and advertising strategies. Sensor Tower's comprehensive data provides a unique cross-referencing of web, app, and advertising data, offering unparalleled insights into cross-platform user behavior.

Home Depot

Home Depot's digital presence is substantial, with its website, homedepot.com, and the The Home Depot app.

• Audience Trends: The website saw fluctuations in visits, peaking in November 2024 with over 44M visits. Visits per unique visitor remained steady at around 9-10. The monthly true audience hovered above 3.7M in March 2025, with web-only visitors dominating the mix.

• App Engagement: The app maintained a stable monthly active user base, with numbers slightly above 300K throughout Q1 2025.

• Ad Spend & Channels: Home Depot's monthly ad spend peaked in December 2024 at over $2.6M, with a significant drop in February 2025. Facebook and Instagram were key channels, delivering high monthly impressions.

IKEA

IKEA's digital strategy is robust, featuring its website, ikea.com, and the IKEA app.

• Audience Trends: IKEA's website experienced a peak in January 2025 with over 48M visits. Monthly true audience numbers remained strong, surpassing 3.2M in March 2025, with a notable portion of visitors engaging through both web and app.

• App Engagement: The app's monthly active users consistently exceeded 600K, indicating a steady mobile user base.

• Ad Spend & Channels: IKEA's monthly advertising spend showed an upward trend, reaching over $800K in March 2025. Facebook and Instagram were prominent channels, driving substantial monthly impressions.

Wayfair

Wayfair's online footprint includes its website, wayfair.com, and the Wayfair – Shop All Things Home app.

• Audience Trends: Wayfair's website visits peaked in November 2024 at nearly 37M. Monthly true audience figures remained around 2M in Q1 2025, with a balanced mix of web and app users.

• App Engagement: The app's monthly active users showed a downward trend, closing at over 500K in March 2025.

• Ad Spend & Channels: Monthly ad spend peaked in January 2025 at over $1.6M, with YouTube and Facebook being key channels for monthly impressions.

Conclusion

In conclusion, Home Depot, IKEA, and Wayfair have successfully leveraged their digital platforms to capture significant audiences in the Home & Garden Shopping category in Canada. By utilizing Sensor Tower's comprehensive data, these brands have been able to optimize their cross-platform strategies, ensuring robust engagement and effective advertising. Sensor Tower remains unparalleled in providing detailed insights into cross-platform user behavior, critical for brands aiming to excel in the digital marketplace.

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