台湾电子商务行业市场前景及投资研究报告-培训课件外文版2024.4

DIGITAL

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TRENDSE-commerceinTaiwanCHAPTER

01GeneraloverviewE-commercerevenueinTaiwanfrom2014to2021(inbillionNewTaiwandollars)E-commercerevenueinTaiwan2014-20217,0006,0005,0004,0006,0124,5904,3364,0393,8033,5403,1783,0002,0001,00002,037201420152016201720182019202020213Description:In2021,therevenuefrome-commerceinTaiwanreachedapproximately6.01trillionNewTaiwandollars.Thisshowedanincreasefromaround4.59trillionNewTaiwandollarsinthepreviousyear.

ReadmoreNote(s):Taiwan;2014to2021Source(s):ExecutiveYuanForecastede-commercespendingasashareofgrossdomesticproduct(GDP)inTaiwanfrom2022to2026Forecastede-commerceexpenditureasashareofGDPinTaiwan2022-20268%7.6%7.2%6.8%7%6.3%5.8%6%5%4%3%2%1%0%202220232024202520264Description:Forecastsshowthate-commercespendinginTaiwanwasprojectedtomakeuparound5.8percentofthetotalgrossdomesticproductin2022.Theshareofe-commerceinTaiwan'sGDPwasexpectedtowitnessasubstantialincreaseinthecomingyearsandreach7.6percentby2026.ReadmoreNote(s):Taiwan;2022to2026Source(s):PPROShareofonlineretailrevenueintotalretailrevenueinTaiwanfrom2017to2022Retaile-commercerevenueshareintotalretailrevenueinTaiwan2017-202214%12%10%11.5%11.1%9.4%8%6%4%2%0%7.5%6.7%6.2%201720182019202020212022*5/statistics/956235/taiwan-ecommerce-revenue-share-in-total-retail-revenueIn2022,therevenuefrome-commerceinTaiwanaccountedforaround11.5percentofallretailrevenue,upfrom11.1percentin2021.Thatyear,thetotalretaile-commercerevenueinTaiwantotaledapproximately493billionNewTaiwandollars.

ReadmoreNote(s):Taiwan;2017to2022;*Preliminary.ReadmoreSource(s):MOEA(Taiwan)Distributionoftotale-commercesalesvalueinTaiwanin2021,byindustryShareofonlinesalesvalueinTaiwan2021,byindustryShareoftotalonlinesales0%10%20%30%40%50%60%70%80%ManufacturingWholesaleandretail67.4%22.1%Transportationandwarehousing4.3%Financeandinsurance3.1%Publishing,audio/videoproduction,communicationservices1.5%Other

0.3%Supportservice

0.2%6Description:In2021,themanufacturingindustryinTaiwangeneratedonlinesalesofaround4.05trillionNewTaiwandollars,accountingfor67.4percentofthetotalonlinesalesthatyear.Theonlinesalesofthetransportationandwarehousingindustrymadeup4.3percentofthetotalonlinesalesvalue.ReadmoreNote(s):Taiwan;2021Source(s):ExecutiveYuanOnlineshareofphysicalgoodsretailinTaiwaninthefirsthalfof2022,bycategoryE-commercepenetrationofphysicalgoodsinTaiwanH12022,bycategoryPenetrationrate3%

4%0%1%2%5%6%7%8%9%10%BooksandentertainmentBeautyandpharmaceuticalproductsHouseholdappliancesApparel9.3%7.5%7.1%6.2%Foodandbeverage5.2%Dailynecessities5%Generalretail2.5%7Description:Inthefirsthalfof2022,thee-commercepenetrationrateofbooksandentertainmentinTaiwanreached9.3percent.Inthesameyear,around5.2percentoffoodandbeverageweresoldonline.

ReadmoreNote(s):Taiwan;H12022Source(s):MiraiBusinessResearchInstituteCHAPTER

02B2BandB2Ce-commerceB2BandB2Ce-commercesalesvalueinTaiwanfrom2016to2021(inbillionNewTaiwandollars)B2BandB2Ce-commercesalesvalueinTaiwan2016-2021B2BB2C6,0005,0004,883.073,807.084,0003,614.43,413.623,230.53,015.23,0002,0001,00001,128.75783.01721.87625.39572.75525.542016201720182019202020219Description:In2021,thesalesvaluefromB2B(business-to-business)e-commerceinTaiwanreached4.88trillionNewTaiwandollars,showinganover28percentyear-on-yearincrease.Thatyear,theonlinesalesvaluefromB2Ce-commercesurpassed1.12trillionNewTaiwandollars.ReadmoreNote(s):Taiwan;2016to2021Source(s):ExecutiveYuanB2Be-commercerevenueinservicesectorinTaiwanin2021,byindustry(inbillionNewTaiwandollars)B2Be-commercerevenueinservicesectorinTaiwan2021,byindustryRevenueinbillionNewTaiwandollars100

2000300400500600700WholesaleandretailTransportationandwarehousing625194.77Finance,insurance,socialsecurity35.54Publishing,audio/videoproduction,communicationservicesSupportservices22.683.85Accommodationandcatering

3.71Other6.5710Description:In2021,business-to-businesse-commerceinthewholesaleandretailindustryinTaiwangeneratedaround625billionNewTaiwandollarsinrevenue.Incomparison,therevenueinB2Ce-commercewholesaleandretailindustryamountedtoaround702.9billionNewTaiwandollarsthatyear.ReadmoreNote(s):Taiwan;2021Source(s):ExecutiveYuanB2Ce-commercerevenueinservicesectorinTaiwanin2021,byindustry(inbillionNewTaiwandollars)B2Ce-commercerevenueinservicesectorinTaiwan2021,byindustryRevenueinbillionNewTaiwandollars0100200300400500600700702.92800WholesaleandretailFinance,insurance,socialsecurityTransportationandwarehousingPublishing,audio/videoproduction,communicationservicesAccommodationandcatering153.1265.5364.7261.64Other13.947.72Supportservices11Description:In2021,business-to-customere-commerceinthewholesaleandretailindustryinTaiwangeneratedaround703billionNewTaiwandollarsinrevenue.Thatyear,theB2Be-commercerevenueinthewholesaleandretailindustryinTaiwantotaledaround625billionNewTaiwandollars.ReadmoreNote(s):Taiwan;2021Source(s):ExecutiveYuanOnlinesalesvalueofretailindustryinTaiwanin2022,byproductcategory(inbillionNewTaiwandollars)AnnualonlinesalesvalueofretailindustryinTaiwan2022,bycategoryOnlineretailinbillionNewTaiwandollars50

100

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2000250300350400OtherretailtradenotinstoresorstallsOtherretail334.135.4534.17GeneralmechandiseTextilesandclothing20.72InformationandcommunicationsequipmentFood,beveragesandtobaccoPharmaceuticalandmedicalgoodsHouseholdappliancesandgoodsCulturalandrecreationgoods18.7315.9915.8510.147.8912Description:In2022,theonlineretailoffood,beverage,andtobaccoinTaiwantotaledaround15.99billionNewTaiwandollars.Inthesameyear,about18.7billionNewTaiwandollar-worthofinformationandcommunicationsequipmentweresoldonline.

ReadmoreNote(s):Taiwan;2022Source(s):MOEA(Taiwan)MarketshareofonlineshoppingindustryinTaiwanasof2022,bye-commerceplatformLeadingonlineretailersbasedonmarketshareinTaiwan2022Marketshare20%0%5%10%15%25%30%35%40%45%MomoPChome33.3%13.8%EasternHomeShopping.twPazzo7.9%2.2%0.9%HsinHsinGalaxyKuoBrothersPayEasy0.8%0.7%0.6%0.4%OBDesignOthers39.3%13Description:In2022,theB2Ce-commerceplatformMomo,establishedin2004,hadapprxomatelyathirdofTaiwan'se-commercemarket.Inthatyear,PChometookupabout13.8percentofe-commercemarketshareinTaiwan.

ReadmoreNote(s):Taiwan;2022Source(s):MiraiBusinessResearchInstituteCHAPTER

03E-commerceconsumersE-commercepenetrationinTaiwanasofMay2023,byactivitytypeE-commercepenetrationinTaiwan2023,byactivity60%50.76%50%40%30%20%10%0%7.79%BoughtthingsonlineSoldthingsonline15Description:Thisstatisticpresentstheresultsofasurveyaboutthee-commercepenetrationinTaiwanasofMay2023,byactivitytype.Duringthesurveyperiod,around50.8percentofrespondentsinTaiwansaidthattheyboughtthingsonline.

ReadmoreNote(s):Taiwan;May2to20,2023;1,084respondents;18yearsandolder;in6municipalitiesand16cities/countiesinTaiwanSource(s):TWNICFrequencyofonlinepurchasesinTaiwanasofJune2022FrequencyofonlinepurchasesinTaiwan2022Shareofrespondents0%5%10%15%20%25%30%35%40%SeveraltimesaweekOnceortwiceaweekSeveraltimesamonthOnceortwiceamonthRarely19%21%34%18%7%Never1%16Description:AccordingtoasurveyononlineshoppingbehaviorinTaiwanconductedbyRakutenInsightinJune2022,about40percentoftherespondentssaidtheyhadmadeonlinepurchasesatleastonceaweek.Thesamesurveyalsofoundthatnearly70percentofrespondentsinmainlandChinashoppedonlineatleastonceaweek.ReadmoreNote(s):Taiwan;June12to30,2022;11,566respondents;16yearsandolderSource(s):RakutenInsightShareofconsumerswhomadeonlinepurchasesinTaiwanasofJune2022,bychannelMostusedonlinepurchasingchannelsinTaiwan2022Shareofrespondents0%

10%

20%30%40%50%60%70%80%90%100%93%E-commercemarketplaces(e.g.Shopee,Lazada,Amazon,AliExpress,etc)Retailer/Brandwebsites39%Shoppingapps34%C2Cmarketplaces(e.g.Ebay,Etsy,Carousell,etc)Socialcommerce(e.g.Facebook,Instagram,TikTok,etc)Others26%17%2%17Description:AccordingtoasurveyononlineshoppingbehaviorinTaiwanconductedbyRakutenInsightinJune2022,around93percentofrespondentswhoshoppedonlinesaidtheyusede-commercemarketplaces.Meanwhile,about17percentofsurveyedonlineshopperssaidtheyboughtthingsviasocialcommerce.ReadmoreNote(s):Taiwan;June12to30,2022;11,402respondents;16yearsandolder;multipleanswersallowedSource(s):RakutenInsightDistributionofannualonlineshoppingspendinginTaiwanasof4thquarter2022,byspendingBreakdownofonlineshoppingexpenditureinTaiwan2022Above100,000TWD10.9%Below10,000TWD*25.1%60,000to100,000TWD11.1%10,000to60,000TWD52.9%18Description:AccordingtoasurveyamongTaiwaneseconsumersinthefourthquarterof2022,around43percentofrespondentsspentbetween10,000and60,000NewTaiwandollarsononlineshoppingthatyear.Bycontrast,about8.9percentofrespondentsspentmorethan100,000NewTaiwandollars.ReadmoreNote(s):Taiwan;Q42022;2,500respondents;*CalculatedbySource(s):MIC;OneNewTaiwandollarequalstoapproximately0.031U.S.dollarsand0.029euros(asofOctober2023).

ReadmoreShareofconsumersparticipatinginonlinesaleseventsinTaiwanasof2022,byeventParticipationrateinonlineshoppingeventsinTaiwan2022,byeventShareofrespondents20%

30%0%10%40%50%60%70%80%90%Singles'Daysales12.12Shoppingfestival84%43%Mid-yearshoppingfestival(6.18Shoppingfestival)9.9Supershoppingday29%27%3.8shoppingfestival13%Heartygiftsfestival12%19Description:AccordingtoasurveyamongTaiwaneseconsumersinthefourthquarterof2022,around84percentofrespondentsstatedtheyhadparticipatedinSingles'Daysales,oneofAsia'slargestonlineshoppingevents.Incomparison,around27percentofrespondentsshoppedatthe9.9SuperShoppingDayevent,significantlylessthantheyearprior.Onaverage,respondentswhoshoppedatonlineshoppingeventsspent21,728NewTaiwandollarsduringtheonlinesales.

ReadmoreNote(s):Taiwan;Q42022;2,500respondentsSource(s):MICMostpopularproductsinonlinesaleseventsinTaiwanasof2022,bytypeMostpurchaseditemsduringonlineshoppingeventsinTaiwan2022,bytypeShareofrespondents0%5%10%15%20%25%30%35%40%45%PersonalcleaningproductsConsumerelectronicsCosmeticsandskincareApparel41%33%32%30%Householditems27%20Description:AccordingtoasurveyamongTaiwaneseconsumersinthefourthquarterof2022,around41percentofrespondentssaidtheyboughtpersonalcleaningitemsduringonlineshoppingfestivals.Incomparison,aroundathirdofrespondentssaidtheypurchasedconsumerelectronics.ReadmoreNote(s):Q42022;2,500respondentsSource(s):MICFrequencyofpurchasingsomethingonsocialmediaduringthelast12monthsinTaiwanasofFebruary2023FrequencyofpurchasingsomethingusingsocialmediaTaiwan2023Inevershoponsocialmedia19%Iregularlyshoponsocialmedia(e.g.morethan6timesinthelast12months)42%Irarelyshoppedonsocialmedia(e.g.1-3timesinthelast12months)18%Ihavesometimesshoppedonsocialmedia(e.g.between3-6timesinthelast12months)21%21Description:AccordingtoasurveyconductedbyRakutenInsightinTaiwanin2023onthefrequencyofsocialcommercepurchasesduringthelast12months,nearly42percentofrespondentsstatedthattheyregularlyshoponsocialmedia.About19percentofrespondentssaidthattheynevershoponsocialmedia.ReadmoreNote(s):Taiwan;February9to28,2023;11,274respondents;16yearsandolderSource(s):RakutenInsightCHAPTER

04DigitalpaymentsMostusedpaymentmethodsamongonlineshoppersinTaiwanin2021PreferredmethodstopayforonlinepurchasesinTaiwan202160%49.9%50%40%30%20%10%0%26%16.4%CashMobilepaymentCreditcards23Description:ThisstatisticshowsthemostpopularpaymentmethodsamongonlineshoppersinTaiwanin2021.Duringthesurveyperiod,nearlyhalfofrespondentsinTaiwanstatedthattheypreferredtousemobilepaymenttopayforpurchasesonline.

ReadmoreNote(s):Taiwan;2021Source(s):InternationalTradeAdministration;MICMobilepaymentpenetrationinTaiwanasofMay2023,byagegroupMobilepaymentusageinTaiwan2023,byagegroupShareofrespondents0%10%20%30%40%50%49.26%60%70%18-29years30-39years64.35%40-49years49.21%50-59years32.55%60-69years11.11%70yearsandabove5.55%24Description:AsurveyinMay2023revealedthataround64percentofrespondentsinTaiwanagedbetween30and39yearsusedmobilepayments.Meanwhile,only5.55percentofthoseagedabove70yearssaidtheyusemobilepaymenttools.

ReadmoreNote(s):Taiwan;May2to20,2023;1,084respondents;18yearsandolder;in6municipalitiesand16cities/countiesinTaiwanSource(s):TWNICLeadingTaiwanesedigitalpaymentprovidersasofApril2023,basedonusernumbersNumberofdigitalpaymentusersinTaiwanin2023,bypaymentproviderNumberofusers3,000,00001,000,0002,000,0004,000,0005,000,0006,000,0006,069,9095,707,3807,000,000JkopayiPASSpxpayplusEasyCard3,343,5502,267,6021,850,0381,520,9091,122,5811,030,368E.SUNCommercialBankPluspayicashO'PayGamaPay506,667254,749CTBCBank25Description:AsofApril2023,thedigitalpaymentproviderJkopayhadoversixmillionusersinTaiwan.Itwasthethecompanywithlargestuserbaseintheregion.ThroughouttheCOVID-19pandemic,thepaymentbehaviorofTaiwaneseconsumershasshiftedfromdebitcardstodigitalpayments.ReadmoreNote(s):Taiwan;April2023Source(s):FinancialSupervisoryCommission(Taiwan)Majore-paymentplatformsusedamongrespondentsinTaiwaninOctober2022Mostpopulare-paymentservicesusedamongrespondentsinTaiwan2022Shareofrespondents20%0%10%30%40%50%60%E-paymentservices/e-walletsfrombanks56%ApplePayPayPal37%26%24%GooglePayAliPay8%7%6%SamsungPayWeChatPayUnionPayAmazonPayBaiduWalletQQWalletOthers1%1%1%1%26%26Description:AccordingtoasurveybyRakutenInsightone-paymentusage,about56percentofe-paymentusersindicatedthattheyusedservicesfrombanksfore-paymenttransactions.Inthesamesurvey,88percentofallrespondentshadmadeatransactionusinge-paymentmethods.ReadmoreNote(s):Taiwan;October13to30,2022;9,834respondents;16yearsandolder;amongfemaleandmalerespondentsthathadmadee-paymenttransactions;multipleanswersallowedSource(s):RakutenInsightMainreasonsformakinge-paymentsamongrespondentsinTaiwanin2022Mainreasonsfore-paymentusageamongrespondentsinTaiwan2022Shareofrespondents20%

30%0%10%40%50%60%70%80%90%ItisconvenientIdonothavetocarrymuchcashandcardsaroundThetransactionsarefast83%52%46%Itiseasy-to-use31%ItiseasiertokeeptrackofhowmuchIspendItismoresecurethancashpaymentsItis