April 8, 2024
This analysis is based on an online survey conducted by Z.com Engagement Lab from February 6th to 14th, 2024. The survey collected data from 840 Taiwan internet users aged over 15, with the aim of providing insights for business decision-makers on consumer perspectives in the post-COVID era.
Taiwanese internet users gave a score of 76.66, expressing optimistic expectations for the direction of the online shopping industry in Taiwan over the next 12 months.
Internet users rated their expectations for major changes in the online shopping industry over the next 12 months at 74.84, indicating the highest demand for transformation among 40-59 year olds.
The attitude towards government regulation of the online shopping industry leaned towards maintaining the status quo, scoring 53.98. It suggests that most Taiwanese internet users do not believe that the government needs to intervene particularly in the online shopping market.
Internet users gave a score of 63.75 for their budget for online shopping in the next 12 months, implying a slight increase in online shopping consumption in the future.
When asked to recall a word that best describes online shopping in the past year, "convenience" was the most common response.
More than 70% of Taiwanese internet users obtained online shopping information through the internet, followed by offline media, such as physical locations and newspapers.
Taiwanese internet users gave the highest recommendation scores to local online shopping products or services, averaging 7.76, with Japan coming second with a score of 7.01.
The three most important factors considered by internet users when purchasing online shopping products were "cost-performance ratio" (65%), "ease of use" (63%), and "brand reputation" (39%).
Z.com Engagement Lab will continue to track the Online Shopping Consumer Survey of the Taiwan public and update survey data, monitoring market trends and changes in consumer demand.
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