Online shopping in Taiwan is growing. With the right local insights, customs knowledge, and – of course – an international shipping partner, your business can cash in on this emerging opportunity. Read on for a comprehensive guide to help you ship to Taiwan.
ONLINE SHOPPING IN TAIWAN: CONSUMER TRENDS
A post-pandemic shift to e-commerce
Revenue in Taiwan’s online shopping market is projected to reach US$8.41bn in 2024 – rising to US$12.24bn by 2029(1).
High internet adoption
Thanks to the country’s well-developed telecommunications infrastructure, it has one of the highest internet penetration rates in Asia(2). Over 94% of its 23.9 million(3) inhabitants are internet users.
Cross-border shopping is big business
Though only 40% of Taiwanese online shoppers have made a purchase from abroad, cross-border e-commerce takes 20% of the country’s total e-commerce value – suggesting those that do shop with overseas brands are spending more(4).
Where does Taiwan import from the most?
Value of goods imports in Taiwan, by leading exporting country or region5
(In billion US dollars, 2023)
EXPORT TO TAIWAN: CONSUMER TRENDS YOU SHOULD KNOW
Where do consumers in Taiwan shop online?
Online marketplaces can be a helpful gateway for cross-border businesses wishing to sell to a new country for the first time.
Most visited Taiwan online shopping sites, 20246
- Shopee Taiwan
- Momoshop
- Ruten
- Taobao
- Amazon
Online shopping in Taiwan: what are consumers buying?
Leading product categories during Taiwan’s top shopping festivals, 20237
How do Taiwanese consumers like to pay for their online purchases?
After all, e-commerce shoppers are more likely to abandon their carts if they cannot pay using their preferred payment method.
Leading payment methods for online shopping in Taiwan8
(By share of transactions, 2021)
Digital wallets’ share of the Taiwanese online payments market is set to grow to 20% in 2024. Line Pay and Apple Pay are the country’s leading digital wallet brands – retailers should consider offering these options at checkout if they’re to appeal to local shoppers9.
What matters to Taiwanese online shoppers?
These insights will help your business stand out!
Product reviews
Taiwanese shoppers like to check out customer reviews before making a purchase – particularly with a brand they haven’t bought from before. Include plenty on your e-commerce website to build trust.
Social commerce
Taiwan has one of the highest per-capita Facebook penetration rates in the world(10). On Facebook Shopping, brands can utilize live streaming to showcase their products and engage directly with potential customers.
Fast and reliable shipping
With DHL Express’s On Demand Delivery, you can offer your customers fast, convenient and flexible delivery options – with full tracking, too!
Online shopping in Taiwan: leading sales events
Be sure to add these dates to your calendar so your business can cash in!
Lunar New Year, January/February
Taiwan’s most important holiday. People have several days off work to spend time with their families, exchange gifts, and join in cultural celebrations.
Qixi Festival (“Chinese Valentine’s Day”), August
The most romantic day of the year and a very lucrative time for chocolate, jewelry and flower businesses.
Black Friday/Cyber Monday weekend, November
Online shopping in Taiwan ramps up during this global sales bonanza. Competition is fierce, so you’ll need to offer some big deals to entice Taiwanese consumers through your online doors.
Singles’ Day, 11 November
Originating in China, this is now the largest shopping sales event in the world (beating even Black Friday!) Prepare to offer significant discounts to help your business stand out.
Double 12, 12 December
Another huge shopping event in Southeast Asia, this date gives bargain hunters not satisfied by the Singles’ Day sales another opportunity to grab some deals!
Christmas Day, 25 December
In recent years, more and more Taiwanese people have begun to celebrate this holiday. Expect to see a surge in e-commerce traffic throughout December. Offering express delivery will help you win some last-minute shoppers, too!
SHIP TO TAIWAN: CUSTOMS TIPS
Exporting to Taiwan: required documentation
Prohibited and restricted commodities
Several commodities are not permitted for shipment by DHL under any circumstances, following full consideration by the operational, legal and risk management teams. They include animals, hazardous or combustible materials, and illegal narcotics. Further information can be found here.
Taiwan’s import tax
Taiwan has an Import De Minimis of US$65 or lower, which means, for private imports, no duties or taxes are to be paid unless an import license is required for the imported product(s). Shipments of goods over US$65 will require a formal import process and are subject to customs duties and taxes based on their Harmonized System (HS) Code tariff classification. Generally, it is the Importer of Record (i.e. your business or your chosen logistics carrier) who will pay the import duties and taxes on your behalf and invoice accordingly.
Taiwan’s VAT rate is 5% and will apply to all formal clearances.
Ship to Taiwan: DHL’s expert tips
- Letter of Authorization is a document required by Taiwan customs for those that would like to proceed through customs clearance with customs brokers’ support. With the document applied for and signed before shipping, DHL can directly process all the prescribed customs clearance procedures related to all the import, export, and transit of goods on behalf of your business. If you are likely to have frequent shipments to Taiwan, we recommend you sign up for long-term authorization.
- Private Importers must register their cell phone number with Taiwan customs under a process called RNA (Real Name Authentication).
- You can find the correct HS Code(s) for your shipment easily via DHL’s MyGTS (My Global Trade Services) – a free, user-friendly platform designed to help SMEs navigate international shipping regulations, including examples of countries' import and export requirements that may be applicable.
Looking to ship to Taiwan?
You’re in the right place! We know that the above guidelines may seem a little overwhelming, but that’s where partnering with DHL Express will pay off. As international shipping experts, we’ll support you through all customs procedures so that your shipment avoids delays. Sell to the world with DHL!
Start your journey here1 – Statista, 2024
2 – Statista, 2023
4, 8, 9, 10 – J.P. Morgan, 2021
5 – Statista, 2024
6 – SimilarWeb, 2024
