Taiwan - Country Commercial Guide
Selling Factors and Techniques
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Price is the most important consideration for most Taiwan buyers and the most common complaint regarding U.S. products and services. Some American businesses are frustrated that Taiwan firms do not consider life-cycle costs when negotiating a purchase. Although attitudes are changing, most Taiwan firms will only pay a higher price for a product if they see a short-term payoff. The second and third most important considerations for Taiwan buyers are quality and after-sales service, respectively.

When selling products in Taiwan, marketing, labeling, product instructions, and sales literature must be written in traditional Chinese characters. Detailed information about labeling is available at the Commerce Industrial Services Portal on the Ministry of Economic Affairs website here.

Trade Promotion and Advertising

Taiwan executives stay informed about current trends in their industries by reading international trade journals and participating in major trade events in Taiwan and abroad. In most major industries, industry associations work with the Taiwan External Trade Development Council (TAITRA) to organize local trade shows. Participating in major trade shows and advertising in relevant Taiwan trade publications are useful ways to boost sales in the market. Local partners often give the best advice on where and how to advertise effectively. 

Information about upcoming trade shows in Taiwan is available on TAITRA’s website. TAITRA also offers several helpful lists, including a frequently updated calendar of TAITRA-sponsored trade shows, international conferences, and exhibitions held at the Taipei World Trade Center and the Nangang Exhibition Center.

The following are some of Taiwan’s major commercial newspapers and business publications: 

  • Business Weekly 
  • Commercial Times 
  • Commonwealth 
  • Taiwan News 
  • Economic Daily News 
  • Management Magazine 

Taiwan’s advertising sector is comparable to that of other developed economies and covers a wide range of media. However, Taiwan advertising is known for a complicated network of “do’s and don’ts,” particularly in regard to the protection of women and children, that may require reference to other laws and regulations. 

The Cable, Radio and Television Act, which governs advertising using these media, specifies that all commercials must be pre-approved by the relevant official department(s). The duration of advertisements may not exceed one-sixth of a program’s total transmission time. Additionally, there are other content restrictions for television and radio advertising, especially for alcohol and tobacco products. 

For additional information, please visit the Digital Marketing subsection under the eCommerce section. 

CS Taiwan offers fee-based services to help U.S. companies promote their products and services in Taiwan. It also organizes U.S. Pavilions to help American companies participate in Taiwan trade shows. The Trade Event Partnership Program (TEPP) and Trade Event Menu of Services (TEMS) services support trade shows and U.S. Pavilion organizers. For further details, please contact the TEPP/TEMS task force at Tradeevents@trade.gov, or visit the AIT Commercial Section (CS Taiwan) website. 


Branding is an important factor in developing a pricing strategy, especially in the consumer goods sector. Distributor price margins average between 15 and 40 percent, depending in part upon whether the distributor controls a product’s marketing. Price breaks and discounts for large-volume purchases are common promotional incentives. 

In Taiwan, a five percent value-added tax (VAT) is imposed on the sale of nearly all products and services. Imports are subject to VAT based upon their landed price, including duties and commodity taxes on certain products. Products including rubber tires, cement, non-alcoholic beverages, oil and gas, certain electrical appliances, flat glass, and motor vehicles are subject to commodity taxes that range from eight to 50 percent ad valorem or other specific tariffs. In addition to customs duties, all imports are assessed a commercial harbor service charge, which is based on cargo weight and net ship tonnage. 

Sales Service/Customer Support

Taiwan’s buyers, especially those purchasing commercial and industrial products, consider many factors when making purchase decisions. These factors include technical support, after-sales service, product performance, and durability. However, U.S. firms should understand that price is usually the most important element of a buyer’s decision. 

Local Professional Services

Taiwan has a comprehensive modern legal system and several well-regarded local and international law firms and legal consultants. Many Taiwan attorneys active in international business have studied law in the United States, speak English, and understand the concerns of U.S. businesses. Consultations with a competent local attorney prior to engaging in business in the Taiwan market are highly recommended. 

Similarly, major U.S. and global accounting firms and insurance companies have offices in Taiwan. U.S. firms interested in entering the Taiwan market should make it a priority to meet with these professional advisors. They can then provide advice within their specific areas of expertise and on a range of business and cultural matters. 

Updated lists of professional firms may be obtained from the American Chamber of Commerce in Taiwan on their website or by e-mail: amcham@amcham.com.tw.

Principal Business Associations

Trade-Related organizations

American Institute in Taiwan (AIT)

AIT Taipei Main Office  

Taipei Commercial Section Chief: Elizabeth Shieh 

No. 100, Jinhu Rd., Neihu Dist., Taipei, Taiwan  

Tel: 886-2-2162-2631 

Fax: 886-2-2162-2251 

Email: Office.Taipei@trade.gov 


AIT Kaohsiung Branch Office Chief: Neil Gibson

5F, No. 88, Chenggong 2nd Road, Qianzhen Dist., Kaohsiung, Taiwan  

Tel: 886-7-335-5006 

Fax: 886-7-338-0551 

Email: Office.Kaohsiung@trade.gov 


Agriculture Section Chief: Erich Kuss 

No. 100, Jinhu Rd., Neihu Dist., Taipei, Taiwan T 

Tel: 886-2-2162-2316 

Fax: 886-2-2162-2238 

Email: agtaipei@fas.usda.gov 


Agriculture Trade Office Director: Emily Scott 

No. 100, Jinhu Rd., Neihu Dist., Taipei, Taiwan  

Tel: 886-2-2162-2682 

Fax: 886-2-2162-2520 

Email: atotaipei@fas.usda.gov 


Economic Section Chief:  Rashad Jones 

No. 100, Jinhu Rd., Neihu Dist., Taipei, Taiwan  

Tel: 886-2-2162-2374 

Fax: 886-2-2162-2240 



Trade, Economic, and Commercial Relations  

Director: Jeffrey Horwitz 

Suite 1700, 1700 N. Moore Street, Arlington, VA 22209 

Tel: 703-525-8474 

Fax: 703-841-1385 


U.S. Federal Government 

U.S. Department of Agriculture Foreign Agricultural Service (FAS) Office of Trade Program 

South Building, 1400 Independence Ave. SW, Washington, DC 20250  

Tel: 202-690-3576 


U.S. Department of Commerce 

International Trade Administration 

Room 2846, 14th and Constitution Ave. NW, Washington, DC 

20230 Tel: 202-482-2611 

Fax: 202-482-3316 

The Commerce Department’s U.S. Commercial Service has 106 domestic offices throughout the United States. To locate your nearest U.S. Export Assistance Center, please visit https://www.trade.gov/contact-us 


U.S. Department of State 

Bureau of Economic and Business Affairs Office of Commercial and Business Affairs  

2201 C Street NW, Washington, DC 20520  

Tel: 202-647-4000 

Fax: 202-647-3953 


Other U.S. Government Agencies 

Export-Import Bank of the United States 

811 Vermont Avenue NW, Washington, DC 20571  

Tel: 202-565-3946 

Fax: 202-565-3380 


U.S. International Development Finance Corporation  

1100 New York Avenue NW, Washington, DC 20527  

Tel: 202-336-8400 

Fax: 202-336-7949 


Taiwan Authorities 

Bureau of Foreign Trade (BOFT)  

No. 1, Hukou St. 

Taipei, Taiwan 

 Tel: 886-2-2321-0271 

Fax: 886-2-2351-7080 


Bureau of Standards, Metrology and Inspection (BSMI) 

No. 4, Sec. 1, Jinan Rd. 

Taipei, Taiwan 

Tel: 886-2-2343-1700 

Fax: 886-2-2356-0998 


Council of Agriculture (COA) 

No. 37, Nanhai Rd. 

Taipei, Taiwan  

Tel: 886-2-2381-2991 

Fax: 886-2-2331-0341 


Environmental Protection Administration (EPA)  

No. 83, Sec. 1, Zhonghua Rd. 

Taipei, Taiwan 

Tel: 886-2-2311-7722 

Fax: 886-2-2311-6071 


Financial Supervisory Commission (FSC) 

18F, No. 7, Sec. 2, Sianmin Blvd., Banqiao 

Taipei, Taiwan  

Tel: 886-2-8968-0899 

Fax: 886-2-8968-1215 


Ministry of Economic Affairs (MOEA)  

No. 15, Fuzhou St. 

Taipei, Taiwan  

Tel: 886-2-2321-2200 

Fax: 886-2-2391-9398 


Ministry of Finance (MOF) 

No. 2, Aiguo W. Rd. 

Taipei, Taiwan 

Tel: 886-2-2322-8000 

Fax: 886-2-2356-8774 


Ministry of Health and Welfare (MOHW)  

No.488, Sec. 6, Zhongxiao E. Rd., Nangang Dist.,  

Taipei, Taiwan 

Tel: 886-2-8590-6666 

Fax: 886-2-8590-6000 


Ministry of Transportation and Communications (MOTC)  

No. 50, Sec. 1, Renai Rd. 

Taipei, Taiwan 

Tel: 886-2-2349-2900 

Fax: 886-2-2349-2491 


Small and Medium Enterprise Administration (SMEA)  

3F, No. 95, Sec. 2, Roosevelt Rd. 

Taipei, Taiwan 

Tel: 886-2-2368-6858 

Fax: 886-2-2367-3883 


Principal Business Associations (list) 

U.S.-based Trade or Industry Associations U.S.-Taiwan Business Council 

Suite 1703, 1700 N. Moore Street 

Arlington, Virginia 22209 

Tel: 703-465-2930 

Fax: 703-465-2937 


Taiwan-based Trade or Industry Associations 

American Chamber of Commerce in Taipei 

Suite 706, No. 129, Sec. 3,  

Minsheng E. Road, Taipei, Taiwan  

Tel: 886-2-2718-8226 

Fax: 886-2-2718-8182 


Confederation of Asia-Pacific Chambers of Commerce and Industry (CACCI)  

7F-2 No. 760 Section 4, Bade Road, Songshan Dist., 

Taipei, Taiwan 

Tel: 886-2-2760-1139 

Fax: 886-2-2760-7569 


Chinese International Economic Cooperation Association 

2F, 83 Ba De Road, Sec. 4, Songshan Dist., 

Taipei, Taiwan  

Tel: 886-2-2528-8833 

Fax: 886-2-2742-5342 



Chinese National Association of Industry and Commerce  

13F, No. 390, Sec. 1, Fuxing S. Rd. 

Taipei, Taiwan 

Tel: 886-2-2707-0111 

Fax: 886-2-2707-0977 


Chinese National Federation of Industries 

12F, No. 390, Sec. 1, Fuxing S. Rd. 

Taipei, Taiwan  

Tel: 886-2-2703-3500 

Fax: 886-2-2705-8317 


General Chamber of Commerce of the R.O.C. 

6F, No. 390, Sec. 1, Fuxing S. Rd., Da’an Dist. 

Taipei 10656, Taiwan  

Tel: 886-2-2701-2671 

Fax: 886-2-2755-5493 


Importers and Exporters Association of Taipei  

No. 350, Songjiang Rd.,  

Taipei, Taiwan 

Tel: 886-2-2581-3521 

Fax: 886-2-2523-8782 


Taiwan External Trade Development Council (TAITRA)  

5-7F, No. 333, Sec. 1, Keelung Rd. 

Taipei, Taiwan 

Tel: 886-2-2725-5200 

Fax: 886-2-2757-6652 


Taiwan Electrical and Electronic Manufacturers’ Association (TEEMA) 

6F, No. 109, Sec. 6, Min Chuan E. Rd. 

Taipei, Taiwan 

Tel: 886-2-8792-6666 

Fax: 886-2-8792-6088 

Limitations on Selling U.S. Products and Services in Taiwan  

Taiwan adheres to the WTO’s Agreement on Technical Barriers to Trade (TBT), which prohibits the use of technical requirements as discriminatory barriers to trade. The TBT Agreement covers standards for all products, including agricultural, industrial, and consumer goods, as well as production and processing methods and conformity assessment procedures. Additional resources to help firms comply with U.S. and international standards are available through the U.S. Department of Commerce’s National Institute of Standards and Technology (NIST) website.