2013-Chapter 1 Analysis of the Current E-Commerce Market in Taiwan Abstract

E-commerce has attracted considerable interest and discussion in 2012 and 2013.The Internet has also become a new opportunity for many manufacturers to develop new channels. The country's Internet user population has continued to rise in recent years, and with the sales of mobile devices clearly beginning to take off in 2010, mobile commerce as well as the integration and development of both online and brick-and-mortar distribution channels have begun to gather momentum in Taiwan's e-commerce industry.

Looking at the overall development of the B2C e-commerce sector, currently the impetus for growth comes from the fact that more and more brick-and-mortar retailers are considering the viability of the Internet as a means to grow their business. After a period of experimentation, many vendors are now willing to try mobile platforms. In 2012, a number of vendors entered the market by building their own online e-commerce platforms. It is apparent that the mature online environment has made vendors more willing to attempt new and different modes of operation, and e-commerce, when accompanied by advanced technology, has also resulted in higher volume of business.

Buying patterns show that Internet shoppers tend to be young, single women with financial security. Therefore this particular category of consumers is seen as a high potential demographic in the e-commerce market. Most Internet users believe that they are most likely to make purchases when they are browsing the Web. In addition, Internet advertising is quite effective drawing customers. Consumers are now spending increasing amounts of time online, and they often collect product information on their own. Internet shoppers facing the decision of whether to make a purchase online or go to a brick-and-mortar outlet will consider a number of factors. Two important ones that tip the scale in favor of the virtual store are: multiple payment options and the delivery methods of their choice.