12/04/2014 02:52 EST | Updated 12/04/2014 02:59 EST

Dx3: Canadian Retailers Hesitant To Make Digital Leap (VIDEO)

Canadian grocery market has only really embraced digital in 2013, says Jason Dubroy, and that has resulted in Canadian retailer to lag behind the rest of the world.

“There’s a lot of retail consolidation in Canada, so there is a real trepidation to do anything risky,” said Dubroy, managing director and VP of Shopper DDB. “It takes one brave individual to dip their toe before that ripple effect causes everyone else to jump in.”

Watch the full video above that was filmed at the AOL On Conversation Studio at Dx3 Canada 2014 held from March 4-5 in Toronto.