Indigo
The online store of Canada's largest bookstore and lifestyle retailer.
Indigo at a glance
Indigo is an e-commerce website and one of the most visited sites in Canada, currently ranked #163 in the country. It was founded in 1996 by Heather Reisman and is headquartered in Toronto, Canada. Today Indigo is owned by Indigo Books & Music. Our estimates put its audience at ≈ 15 million visits per month. The business earns money mainly through product sales. Its closest rivals include amazon.ca, kobo.com, walmart.ca.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 14.1 million / month | +2% |
| Q2 | ≈ 14.5 million / month | +3% |
| Q3 | ≈ 15 million / month | +3% |
| Q4 | ≈ 15.9 million / month | +6% |
Traffic sources
- Direct48%
App-first shopping habit
- Organic search31%
- Paid search11%
- Social6%
- Referral & email4%
Audience & demographics
- Women54%
- Men46%
- Age 25-3430%
- Age 18-2423%
- Age 35-4422%
The audience is concentrated in Canada, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Canada86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 4.5 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Canada
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| indigo | 1 | Very high | Dominant |
| online shopping | Top 10 | High | — |
| discount codes | Top 10 | High | — |
| free delivery | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Canada web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 76% mobile
- Position in country
- Among the leading e-commerce apps in Canada
Company information
- Website
- indigo.ca
- Sector
- E-commerce
- Owner
- Indigo Books & Music
- Owner type
- Private company
- Founders
- Heather Reisman
- Founded
- 1996
- Headquarters
- Toronto, Canada
- Employees
- 5,000+
- Ownership
- Indigo Books & Music controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $1 billion annual revenue (est.)
- Languages
- English, French
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $1 billion annual revenue (est.)
- Ownership
- Private company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Indigo operates an online retail and marketplace platform focused on Canada. The online store of Canada's largest bookstore and lifestyle retailer. Revenue comes mainly from product sales, supported by the other lines listed below.
- Product sales
Products & services
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- Canada
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Canada)
- #163 in this index
- Sector rank
- Leading e-commerce site in Canada
- Global rank
- 4000
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| amazon.ca | ≈ 9 million / month | #164 class competitor | — |
| kobo.com | ≈ 6.7 million / month | #165 class competitor | — |
| walmart.ca | ≈ 4.5 million / month | #166 class competitor | — |
What is Indigo?
Indigo (indigo.ca) is an online retail and marketplace platform serving users in Canada. The online store of Canada's largest bookstore and lifestyle retailer. It ranks #163 among the most visited websites in the country in this index, within the e-commerce category.
Who owns Indigo?
The site is operated by Indigo Books & Music, founded by Heather Reisman. The company was established in 1996 and is headquartered in Toronto, Canada. It employs around 5,000+.
Traffic and audience
Traffic estimates place Indigo at roughly 15 million visits per month, about 0.5 million per day. Around 76% mobile of sessions come from mobile devices, and visitors view about 7.4 pages per visit with an average session of 6 min.
How Indigo makes money
Revenue comes primarily from product sales, alongside .
Competitors in Canada
Its closest rivals include amazon.ca, kobo.com, walmart.ca.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1996
Indigo is founded in Toronto, Canada.
- Growth phase
Expands its e-commerce offering and moves to a mobile-first product.
- Today
Ranks #163 among the most visited websites in Canada.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Wide product assortment with competitive local pricing
- Established delivery and returns network
- Local payment methods and installment options
- Mature seller tools and campaign calendar
Cons
- Product quality varies between third-party sellers
- Returns and disputes can take time on marketplace orders
- Commissions and ad costs pressure smaller sellers
- International shipping coverage is limited
Key statistics
Frequently asked questions
Who owns Indigo?
Indigo is operated by Indigo Books & Music. Private company structure, based on public filings and press reporting.
Where is Indigo headquartered?
Indigo is headquartered in Toronto, Canada.
When was Indigo founded?
Indigo was founded in 1996 by Heather Reisman.
How many employees does Indigo have?
Indigo employs approximately 5,000+ people.
What is Indigo's revenue?
Indigo's revenue: ≈ $1 billion annual revenue (est.).
Who are Indigo's competitors?
Main competitors in Canada include amazon.ca, kobo.com, walmart.ca.
How does Indigo make money?
Mainly product sales.
Is Indigo publicly traded?
No — Indigo is not listed as an independent public company; it is operated by Indigo Books & Music.
How many visitors does Indigo get?
Third-party estimates place Indigo at roughly 15 million visits per month, mostly from Canada, with 76% mobile traffic.
Is Indigo safe?
Indigo is an established e-commerce site founded in 1996 and ranked #163 in Canada; use the official domain indigo.ca and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsindigo.ca
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageCanada and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos