Taiwan eCommerce AlphaWise market insights and why we are constructive

Research evidence excerpt

Taiwan eCommerce AlphaWise market insights and why we are constructive

Asia Pacific Insight

July 9, 2026 04:24 PM GMT

Morgan Stanley & Co. International plc, Seoul Branch+MTaiwan eCommerce Seyon Park

Equity Analyst

AlphaWise market insights and Seyon.Park@morganstanley.comMorgan Stanley Asia (Singapore) Pte.+ +82 2 399-4936

Divya Gangahar Kothiyal

Equity Analystwhy we are constructive Divya.Gangahar@morganstanley.com +65 6834-6438

Our AlphaWise survey highlights several dynamics at play, with Morgan Stanley Taiwan Limited+

Terence Cheng

Equity Analystcompetition driving better pricing, selection, and delivery times,

Terence.Cheng@morganstanley.com +886 2 2730-2873

which consumers have responded to positively. Shopee remains

the market leader, but Coupang has emerged as a credible Morgan Stanley Asia Limited+

Kathleen Oh

Chief Korea/Taiwan Economistchallenger.

Kathleen.Oh@morganstanley.com +852 2848-7340

Mavis Ng

Data AnalystMOur AlphaWise survey indicates Taiwanese shoppers are willing to spend more Mavis.Ng@morganstanley.com +852 2239-7840

online: More than 50% of respondents cited increased spend on key categories

Morgan Stanley & Co. International plc, Seoul Branch+

(groceries, clothing, beauty, etc.), with 30%+ citing plans to increase spend over the Sohyun Park

next 12 months. Key hurdles to higher penetration include (1) a consumer preference Equity Analyst

Sohyun.Park@morganstanley.com +82 2 399-4872

for offline shopping, (2) lack of trust in online products, and (3) high delivery costs.

Morgan Stanley Taiwan Limited+

Price, selection, and delivery are the primary drivers of platform selection: Our Jenny Ting

survey data suggests shoppers are price-sensitive and willing to use multiple Research Associate

Jenny.Ting@morganstanley.com +886 2 2730-2995