Sector Trend Analysis – E-commerce trends in Taiwan

Country Economic Profile: Taiwan

According to Euromonitor, Taiwan's population in 2024 is 23,400,220, accounting for 0.5% of Asia's total population and ranking 23rd out of 51 in the region. Taiwanese citizens make up 0.28% of the global population. Han Chinese comprise 95% to 97% of Taiwan's population, while approximately 2.3% belong to Austronesian ethnic groups.

Income and expenditure

In 2024, Taiwan's average gross income reached US$23,710.7 growing by 3.8% between 2019 to 2024, positioning it just below South Korea, Japan, Singapore, and Hong Kong in the Asia-Pacific region, while surpassing China, Russia, Malaysia, and Thailand. Taiwan's per capita disposable income grew by 3.8% between 2019 and 2024, reaching US$19,007.90. However, in 2024, it increased by 2.5%, a significant drop compared to the 7% growth recorded in 2023. This slower increase compared to the previous year could be attributed to the rising cost of living, with Taiwan's cost of living index by income reaching 117.5 in 2024, up from 114.6 in the previous year. However, disposable income is forecasted to rise by 1.4% in 2025 and 2.7% in 2026. This increase is driven by Taiwan's declining unemployment rate, which fell to 3.5% in 2024, compared to the Asia-Pacific average of 5.9%, along with a 3.3% rise in labor productivity. Additionally, Taiwan saw a 3.1% increase in per capita consumer expenditure in 2024, supported by a lower inflation rate of 2.1%, compared to the Asia-Pacific average of 2.4% (Euromonitor, 2025).

Global e-commerce retail market in Taiwan

In 2024, the global e-commerce retail market was valued at US$4.3 trillion, reflecting a compound annual growth rate (CAGR) of 7.8%, a significant increase from the 4.8% growth recorded in the previous year. China remained the largest e-commerce retail market, valued at US$1.475 trillion and accounting for 34.3% of the total market, followed by the United States at US$1.255 trillion, representing 29%. Taiwan's growing e-commerce retail market reached a valuation of US$17,528.8 in 2024.

In the forecast period, global e-commerce retail markets are expected to continue to experience increasing growth, with a CAGR of 6.7%, attaining US$5.6 trillion by 2028. Taiwan is expected to experience a positive CAGR of 4.4% as e-commerce retail sales reach US$20,814.5 million by 2028

E-commerce market-internet users and social media users

Internet users in Taiwan 2024 reached to around 20 million an increase of CAGR 0.27% from 2019 to 2024. In 2024, 89.4% of population used internet, 93.2% of households with access to internet, 93.2% of households with access to broadband internet, 87% of internet access: once a week, 83.4% internet access: daily. In 2023: 47.9% of the population used internet banking and engaged in selling goods or services, 94.9% used the internet for telephoning or making video calls, 32.6% accessed the internet via a laptop, notebook, netbook, or tablet, and 77.5% used a mobile phone to access the internet. The largest increase in CAGR percentage of population using the internet away from home by 3.24%.

In 2024, 18.5M used Facebook, 14.8M used Instagram, 2.6M used LinkedIn, 6.9M used Twitter, 19.2M used YouTube, 8.2M used TikTok, 19.7M used LINE, 5.3M used WeChat, and 3.3M used Telegram.

Taiwan's digital landscape

In 2024, Taiwan's online retail sales via Mobile device were valued at US$15,137 million at the growth rate of CAGR 12.6% from 2019-2024 followed by purchases via PC US$3500 million at the growth rate of CAGR 4.9% from 2019 to 2024.

Forecasted growth is expected to continue at the rates varying from −5.9% (Mobile-web E-commerce) to 9.9% (App M E-Commerce) from 2025 to 2028.

In 2024, total travel e-commerce by device and platform was valued at US$12,500.1 million, among which purchases via personal computer accounted for US$6,208.4 million. Purchases via App reached US$6,165.9 million, while purchases via Mobile Web were US$125.8 million. Purchases via mobile phone totaled US$5,738.1 million.

From 2019 to 2024, all device types experienced varied growth rates, ranging from −21.42% (Mobile Web M-Commerce) to 16.97% (App M-Commerce). However, from 2024 to 2028, all categories are projected to see an increase, with growth rates ranging from 2.40% (PC E-Commerce) to 11.56% (Mobile Phone M-Commerce).

Lodging e-commerce recorded the biggest expense at US$5,018 million in 2024, followed by air travel e-commerce at US$4,455.5 million and experiences and attractions e-commerce at US$1,148.7 million. Top three projected growth will be cruises e-commerce at a CAGR of 87.6%, other travel e-commerce at 21.6% and packages e-commerce at 16.5% too from 2023 to 2028 although they were at −41.3%, 2.4% and −20.7% from 2019 to 2024 respectively due to the Covid-19.

Taiwan's e-commerce market: retail sales

E-commerce sales reached US$17,528.8 million in 2024 with the growth of CAGR 10.8% from 2019 to 2024. Home Products E-Commerce recorded the biggest growth of CAGR 18.5% followed by Drinks and Tobacco E-Commerce at a CAGR 15.7% and Other Products E-Commerce at a CAGR 15.5% from 2019 to 2024.

Cross-border e-commerce

Cross border e-commerce retail sales in Taiwan were valued at US$1,997.7 million in 2024 (10.7% market share), with domestic e-commerce retail sales representing US$16,639.8 million (89.3% market share).

E-commerce market: retail sales of goods and services (foodservice)

In 2024, Bill Payments E-Commerce reached US$14,207.0 million, while Bill Payments M-Commerce grew to US$7,916.2 million. Purchases via personal computers totaled US$6,290.9 million. Within M-Commerce, purchases via apps accounted for US$6,554.6 million, while purchases via mobile web reached US$1,361.6 million. Purchases via mobile phones amounted to US$7,251.2 million, whereas purchases via tablets stood at US$665.0 million in 2024.

Growth trends varied across device types from 2019 to 2024, with Bill Payments - App M-Commerce showing the highest compound annual growth rate (CAGR) of 20.5%, while Bill Payments - Mobile Web M-Commerce declined by −7.2% during the same period. Looking ahead, the forecasted CAGR from 2024 to 2028 ranges from −15.8% (mobile web) to 11.1% (app M-commerce), reflecting shifting consumer payment preferences.

In 2024, Ticketed Entertainment E-Commerce reached US$1,223.2 million, while Ticketed Entertainment M-Commerce grew to US$616.6 million. Purchases via personal computers totaled US$606.6 million. Within M-Commerce, purchases via apps accounted for US$542.0 million, while purchases via mobile web reached US$74.6 million. Purchases via mobile phones amounted to US$583.3 million, whereas purchases via tablets stood at US$33.3 million in 2024.

Growth trends varied across device types from 2019 to 2024, with Ticketed Entertainment - App M-Commerce showing the highest compound annual growth rate (CAGR) of 37.5%, while Ticketed Entertainment - Mobile Web M-Commerce grew at a more modest 8.8%. Looking ahead, the forecasted CAGR from 2024 to 2028 ranges from −12.5% (mobile web) to 23.0% (app M-commerce), indicating continued consumer preference for mobile app-based purchases.

In Taiwan, livestreaming has emerged as a key driver of e-commerce, with influencers and Key Opinion Leaders (KOLs) leveraging live video broadcasts to promote products across various industries such as apparel, beauty, skincare, etc. Inspired by the rapid adoption of livestreaming in the People's Republic of China, Taiwan's e-commerce market has witnessed a similar shift, with platforms integrating live shopping experiences to engage consumers.

In 2024, Streaming Services E-Commerce in Taiwan reached US$2,352.0 million, while Streaming Services M-Commerce grew to US$1,638.4 million. Purchases via personal computers totaled US$713.6 million. Within M-Commerce, app-based purchases accounted for US$1,612.2 million, while purchases via mobile web reached US$26.2 million. Purchases via mobile phones amounted to US$1,464.8 million, whereas purchases via tablets stood at US$173.7 million in 2024.

Growth trends varied across device types from 2019 to 2024, with Streaming Services - Tablet M-Commerce showing the highest compound annual growth rate (CAGR) of 31.9%, while Streaming Services - Mobile Web M-Commerce saw more modest growth at 5.0%. Looking ahead, the forecasted CAGR from 2024 to 2028 ranges from 2.1% (PC e-commerce) to 8.4% (app M-commerce).

In 2024, Foodservice E-Commerce in Taiwan reached US$3,092.0 million, with M-Commerce contributing US$1,803.3 million. App-based purchases dominated at US$1,574.3 million, while mobile web purchases stood at US$229.0 million. Purchases via mobile phones totaled US$1,471.5 million, and tablet purchases reached US$331.8 million.

From 2019 to 2024, App M-Commerce saw the highest CAGR at 63.4%, while Mobile Web M-Commerce grew the slowest at 3.5%. Forecasts for 2024-2028 indicate continued growth, led by App M-Commerce (10.2%), while Mobile Web M-Commerce is expected to decline (−26.5%).

Top e-commerce companies and brands

Fubon group has been the largest e-commerce company within Taiwan, reaching a historic retail value of US$3740 million as of 2024, growing at a rate of 17.9% CAGR since 2020. Sea Ltd has been emerging as the fastest growing e-commerce company in Taiwan, growing at a rate of 31.9% since 2020, and reaching a value of US$3134.5 million. Other brands have been slowly declining such as Viva TV Shopping Network at a rate of 3.9% and Rakuten Group Inc.

Opportunities for Canada

In 2021, Taiwan formally applied to join the CPTPP, a high-standard trade agreement currently involving 11 economies: Australia, Brunei Darussalam, Canada, Chile, Japan, Malaysia, Mexico, New Zealand, Peru, Singapore, and Vietnam. While Taiwan's application is currently under review, its inclusion in the CPTPP would significantly enhance trade flows and economic collaboration across the Indo-Pacific region. Membership would provide Taiwan with access to lower tariffs, stronger supply chain integration, and improved trade relations with major economies.

Taiwan has also been actively engaging in bilateral trade agreements and economic cooperation frameworks, such as the Economic Cooperation Framework Agreement ("ECFA") with China and discussions with the United States through the U.S.-Taiwan Initiative on 21st-Century Trade.

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Sector Trend Analysis – E-commerce trends in Taiwan
Global Analysis Report

Prepared by: Alexander Krajewski, Junior Market Analyst

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