Taiwan Country Commercial Guide
Learn about the market conditions, opportunities, regulations, and business conditions in taiwan, prepared by at U.S. Embassies worldwide by Commerce Department, State Department and other U.S. agencies’ professionals
eCommerce
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General Overview

Taiwan’s e-commerce sector has seen rapid growth, particularly spurred by the COVID-19 pandemic, and continues to thrive due to strong digital infrastructure and evolving consumer preferences. According to Taiwan Ministry of Economic Affairs (MOEA) data, in 2022, Taiwan’s eCommerce market (pure online platforms) grew by 10.95%, reaching NTD 492.9 billion (about $16.1 billion). Post-pandemic, the sector has entered a phase of “rigid demand,” with online retail sales reaching NTD 653.3 billion (about $20.9 billion) in 2024, up 2.7% from 2023, slightly outperforming physical retail’s 2.6% growth, reflecting sustained consumer preference for online shopping.

The market is projected to grow by 7.9% in 2025, reaching $64.3 billion by 2029 (Source: GlobalData). Taiwan’s retail sector is undergoing significant virtual-physical integration, with traditional retailers increasingly diversifying into e-commerce, contributing to online sales growth, which has increased by 7.2 percent since 2019. Young shoppers, particularly those aged 18-39, drive demand for digital media, apparel, footwear, and consumer electronics, with growing sales of household necessities due to demand for quick delivery. Social media commerce, via platforms like Facebook and LINE, is also booming.

According to the 2024 Taiwan Internet Survey, conducted by the Taiwan Network Information Center in June 2024, 48.6% of internet users in Taiwan engaged in online shopping. The market is highly competitive, with domestic platforms like Shopee, Momo, and PChome dominating the B2C landscape. These platforms leverage advanced logistics and AI-driven recommendations to enhance user experience and maintain market dominance.

Top categories sold online

The Taiwan eCommerce market features a wide variety of products and services, such as the following:

  • Apparel and footwear

  • Computer and consumer electronics

  • Beauty and skincare products

  • Furniture and décor

  • Food, beverages and groceries

  • Health and personal care

  • Digital entertainment and videogames

  • Baby-care products and pet supplies

  • Food delivery

  • Travel packages, hotels, and flights

Business-to-Business (B2B) eCommerce

Taiwan’s B2B e-commerce environment is robust, led by two portals operated by the Taiwan External Trade Development Council (TAITRA). TaiwanTrade, connecting businesses with suppliers, manufacturers, and distributors, and iDealEZ Online Marketplace, enabling small-quantity sample purchases. B2B e-commerce is particularly developed in information technology, chemical, and textile industries. Major platforms include TaiwanTrade, iDealEZ, and international players like Amazon Business and eBay Business Supply.

Business-to-Consumer and B2B-to-Consumer (B2B2C)

Leading B2C and B2B2C platforms include:

  • Shopee Taiwan

  • Momoshop

  • PChome

  • Coupang

  • Yahoo! Taiwan

  • Taiwan Rakuten Ichiba

  • ET Mall

  • Pinkoi

  • Ruten.com

  • books.com.tw

  • buy123.com.tw

  • pcone.com.tw

  • iOPEN Mall

  •  LINE Shopping

  • Friday

Cross Border eCommerce

Major cross-border platforms serving Taiwan include:

  • Amazon - U.S.

  • eBay- U.S.

  •  iHerb - U.S.

  • Rakuten - Japan

  • Shopee - Singapore

  • Taobao.com/Tmall.com - China

  • Legal & Regulatory

Taiwan has no specific e-commerce laws, with online businesses subject to general regulations like the Personal Data Protection Act (PDPA) for data privacy, the Consumer Protection Act for consumer rights, and the Electronic Signatures Act for secure transactions. Since 2020, the Customs Administration’s EZWAY App has facilitated real-name verification for shipments, enhancing cross-border e-commerce efficiency.

Consumer Behavior

Taiwan consumers demonstrate distinct online buying patterns and shopping preferences:

  • Payment Methods: Credit and debit cards remain the dominant payment method for e-commerce, accounting for 42% of online transactions in 2024 followed by digital wallets like LINE Pay and Jko Pay (Source: GlobalData). Credit cards are more preferred due to the value-added benefits they offer, including interest-free installment payment options, reward programs, cashback, and discounts.

  • Trust and Security Concerns: According to KPMG’s “Leading the Future of Seamless Commerce in Asia Pacific” report, 73% of Taiwan respondents expressed concerns about privacy and security when shopping online, with only 5% of consumers having full confidence in e-commerce platforms’ privacy and security measures. This lack of confidence is reflected in payment preferences, with cash-on-delivery surprisingly ranking second at 23%, after manual credit card entry at 25%.

  • Social Commerce Influence: Social media increasingly influences purchasing decisions, with 82% of consumers reporting that social media trends and viral content affect their shopping choices. Among Gen Z consumers, 50% have already made purchases through social media platforms, indicating the growing importance of social commerce.

  • Cross-Channel Shopping: Taiwanese consumers increasingly engage in “webrooming” (researching online before buying offline) and “showrooming” (examining products in-store before purchasing online), reflecting the blurred boundaries between online and offline retail.

  •  Delivery and Returns: Shipping and return policies are critical decision factors. 81% of consumers will abandon their shopping carts if their preferred delivery method is unavailable, while 79% will leave if the return process doesn’t meet expectations.

  • Sustainability Considerations: Taiwan consumers show high awareness of sustainability issues, with 93% willing to support retailers making clear sustainability commitments. However, 42% are unwilling to pay more for sustainable products, while 40% would accept a 10% premium.

  • Buy Now Pay Later (BNPL): Unlike many international markets, BNPL services have not gained significant traction in Taiwan, with most consumers unfamiliar with or having never used such services.

Online Payment Methods

Online shoppers in Taiwan have several payment options for their eCommerce purchases:

  • Credit cards (primary method)

  • Mobile payments (LINE Pay, JKOPay, PX Pay, Taiwan Pay)

  • Cash-on-delivery

  • Bank transfers

  • Electronic stored value cards (EasyCard, iPASS)

According to a 2022 survey, the top four electronic payment institutions based on transaction amount, are Jko Pay (27.9 percent), PX Pay (22.4 percent), Line Pay (19.3 percent), and E Sun Bank (12.2 percent). This was followed by iCash (5.2 percent), Plus Pay (4.9 percent) and EasyWallet (3.6 percent). (Source: Mirai Business Research Institute)

Major Shopping Holidays

  • June 18 (6/18) - Mid-year shopping festival, originated from China but widely adopted in Taiwan

  • November 11 (11/11) - Singles’ Day, the largest online shopping event

  • December 12 (12/12) - Double 12 shopping festival

  • Lunar New Year - Traditional peak shopping season

  • Anniversary Sales - Department stores and major retailers’ annual events

Some Taiwan consumers are also beginning to celebrate other international consumer holidays, like Christmas, Black Friday, Cyber Monday, and Mother’s Day. On these shopping holidays, suppliers offer special discounts, which generates higher sales. According to MOEA data, November 2024 retail sales grew 1.8% year-on-year, primarily driven by anniversary sales, Singles’ Day, and Black Friday promotions, combined with special offers celebrating Taiwan’s victory in the World Baseball Classic. 

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Global Business Navigator Chatbot Beta

Welcome to the Global Business Navigator, an artificial intelligence (AI) Chatbot from the International Trade Administration (ITA). This tool, currently in beta version testing, is designed to provide general information on the exporting process and the resources available to assist new and experienced U.S. exporters. The Chatbot, developed using Microsoft’s Azure AI services, is trained on ITA’s export-related content and aims to quickly get users the information they need. The Chatbot is intended to make the benefits of exporting more accessible by understanding non-expert language, idiomatic expressions, and foreign languages.

Limitations

As a beta product, the Chatbot is currently being tested and its responses may occasionally produce inaccurate or incomplete information. The Chatbot is trained to decline out of scope or inappropriate requests. The Chatbot’s knowledge is limited to the public information on the Export Solutions web pages of Trade.gov, which covers a wide range of topics on exporting. While it cannot provide responses specific to a company’s product or a specific foreign market, its reference pages will guide you to other relevant government resources and market research. Always double-check the Chatbot’s responses using the provided references or by visiting the Export Solutions web pages on Trade.gov. Do not use its responses as legal or professional advice. Inaccurate advice from the Chatbot would not be a defense to violating any export rules or regulations.

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