Yihan Ma
Research expert covering e-commerce and FMCG in Greater China
E-commerce in Taiwan - statistics & facts
Home to over 21 million internet users, Taiwan has one of Asia's highest mobile internet adoption rates. On top of a well-developed telecommunications infrastructure, the island has laid solid ground for a thriving e-commerce market. The business-to-business (B2B) segment remains the dominant force in Taiwan’s e-commerce sector, contributing to the majority of e-commerce revenue in 2023. However, the business-to-consumer (B2C) segment has been steadily growing, capturing an increasing share of the market.
Nevertheless, Taiwan's B2C e-commerce industry has experienced significant growth, driven by the impact of the COVID-19 pandemic and the increasing popularity of live commerce. A 2024 survey revealed that more than a quarter of Taiwanese consumers shopped online daily.
Cross-border e-commerce in Taiwan
The manufacturing industry remained Taiwan's leading e-commerce sector, earning more than 4.3 trillion New Taiwan dollars in annual sales revenue. The international market has long been the primary destination for Taiwan’s manufactured goods. Following the COVID-19 pandemic, businesses were increasingly leveraging digital platforms to connect with international buyers. According to a 2024 survey, more than 60 percent of Taiwan’s cross-border e-commerce players have been deeply engaged in import-export businesses for over 20 years. Additionally, around 70 percent of surveyed enterprises said they participated in international fairs to expand their businesses.Online shopping in Taiwan
Despite boasting one of the highest internet penetration rates and smartphone ownership levels in the Asia-Pacific region, online retail in Taiwan accounted for only 13.5 percent of total retail sales, significantly lower than the global average of 20 percent. The country's offline grocery retail sector remains highly developed. Within Taiwan's 32,000 square kilometers of land, there are nearly 12,000 convenience stores, 2,000 supermarkets, and 200 hypermarkets. As of 2024, the majority of fast-moving consumer goods (FMCG) sales in Taiwan continued to take place through offline channels.Nevertheless, Taiwan's B2C e-commerce industry has experienced significant growth, driven by the impact of the COVID-19 pandemic and the increasing popularity of live commerce. A 2024 survey revealed that more than a quarter of Taiwanese consumers shopped online daily.
Live shopping in Taiwan
Live streaming in Taiwan has developed rapidly in the past years. Taiwan’s major online retail platforms and social media platforms have integrated live commerce to enhance the shopping experience. More than half of Taiwanese respondents said in a survey that they rely on live commerce for finding new offers and discounts. Facebook, YouTube, Shopee, Line, and Instagram were among the leading live commerce platforms in Taiwan.
