Key Takeaways: From 2022 to 2027, the e-commerce market in Taiwan, China will expand continuously at a CAGR (Compound Annual Growth Rate) of 9.6%, with its market size reaching USD 47.6 billion (NT$1.5 trillion) in 2024. The market growth is jointly driven by an ultra-high internet penetration rate, a mature digital payment system, and online consumption habits catalyzed by the pandemic. However, inflationary pressures and policy complexity still require cautious response.

I. Market Fundamentals: Stable Growth Nurtured by a Digital Ecosystem

Growth Drivers

The number of internet users exceeds 21 million, with mobile penetration leading the world.

Online shopping penetration rate reaches 48.57%, with the 18-39 age group as the core consumer base.

Over the past 7 years, the annual growth rate of e-commerce revenue has averaged 7.4%, far exceeding the overall level of the retail industry (1.9%).

Transformation Impetuses

The pandemic has promoted the digital transformation of B2B trade.

Secure payment systems have enhanced consumer trust.

From 2020 to 2024, the market size increased by 53% (from USD 31 billion to USD 47.6 billion).

II. Four Core Characteristics of Consumer Behavior

1.Quality Priority and Environmental Awareness

 Consumers are willing to pay a premium for food nutritional safety, and the demand for eco-friendly products has increased significantly. Price is no longer the sole decision-making factor; the lifecycle value of products has attracted more attention.

2.Consumption Downgrade Amid Inflationary Pressures

In 2024, the annual CPI (Consumer Price Index) increased by 2.18% (exceeding the inflation warning line for three consecutive years); in May 2025, the CPI dropped to 1.55%.

Rising price sensitivity has driven the growth in demand for cost-effective products.

3.Release of Purchasing Power Among Middle-Aged and Elderly Groups

In 2022, the 46-55 age group spent an average of NT$25,887 on online shopping annually.

The pandemic accelerated this group’s adaptation to digitalization, with their average order value (AOV) increasing by 44% year-on-year.

4.Rational Consumption and Service Dependence

82.4% of consumers prefer to pick up parcels at convenience stores.Consumers value product practicality and after-sales service quality.Marketing efforts need to strengthen service response speed and problem-solving capabilities.

III. Category Opportunities and Product Selection Strategies

Five core tracks:Beauty and Personal Care.Mother and Baby Products..Fashion Categories.Home Goods.3C Electronics.Fast-Moving Consumer Goods (FMCG)

IV. Competitiveness Analysis of the Logistics Industry

Core Advantages:A leader in high-tech logistics services in the Asia-Pacific region.The 90-day U.S. tariff exemption (as of May 2025) stabilizes export demand.The coverage rate of real-time cargo tracking platforms exceeds 80%.

Transformation Directions:Cross-border logistics upgrading.Application of green technologies.Integration of intelligent technologies 

V. Guide for Sellers Entering the Market

Unique Advantages:Cultural affinity reduces product selection trial-and-error costs.Language consistency simplifies customer service communication links.Supply chain collaboration efficiency is improved by 30%.

Risk Warnings:Policy sensitivity.Requirements for in-depth localization.

Data Sources: Mordor Intelligence, Industrial Technology Research Institute (ITRI) of Taiwan, China, CPI Statistics from the Directorate-General of Budget, Accounting and Statistics (DGBAS) of Taiwan, China (2024-2025), Annual Report of the Asia Pacific Logistics Association (APLA).

Market Outlook: The e-commerce market in Taiwan, China is still on a growth trajectory, and its market size is expected to exceed USD 65 billion by 2027. It is recommended that sellers focus on three blue ocean categories: eco-friendly home goods, fashion for middle-aged and elderly groups, and cross-border FMCG. By building localized service teams and establishing in-depth collaboration with logistics partners, sellers can systematically mitigate policy risks.