E-COMMERCE  /  SME

By FedEx | First published: October 28, 2022  Updated: February 23, 2026

With e-commerce in Taiwan accelerating, SMEs can grow beyond their home market through omnichannel retail and cross-border e-commerce. We explore how small businesses can leverage strong connectivity and smart logistics to gain a competitive advantage.

• E-commerce in Taiwan is powered by strong digital connectivity and a mobile-first consumer base, making it essential for brands to provide omnichannel experiences across websites, marketplaces, and social platforms.
• Cross-border e-commerce is a major growth lever, enabling Taiwan’s SMEs to diversify revenue and tap into expanding intra-Asia trade lanes.
• Convenience influences buying decisions, so SMEs must invest in reliable shipping, transparent tracking, and customizable delivery options to build trust and encourage repeat sales.

Taiwan’s entrepreneurs have never lacked ambition. From specialty tea brands to high-tech accessories, local small businesses have built strong reputations across Asia Pacific (APAC) and beyond. In 2024, SMEs accounted for 98.87% of all Taiwanese businesses. And now, their next chapter is unfolding online.

The growth of e-commerce in Taiwan is reshaping how small businesses reach customers – not just at home, but across borders. In 2025, Taiwan’s e-commerce market was estimated to grow by 7.9%, reaching USD 64.3 billion by 2029. The market’s robust e-commerce landscape is supported by increasing internet penetration, rising smartphone usage, and secure online payment options. Online shopping penetration stood at 48.57%, with adoption highest among consumers aged 18 to 39.

If you’re a Taiwanese SME looking to strengthen your online presence or expand across borders, here are three practical moves to help you stay competitive in a fast-evolving market.

1. Shift from multichannel to omnichannel

Taiwan is one of Asia’s most connected markets. With high smartphone penetration and widespread 5G access, Taiwan’s advanced connectivity gives e-commerce businesses a real advantage, allowing consumers to move seamlessly between mobile apps, social platforms, and online marketplaces.

Many businesses already sell through multiple channels, from website storefronts to online marketplaces and social media pages. But omnichannel goes even further.

Omnichannel retail focuses on creating a consistent experience across every touchpoint. For example, a customer might browse your catalog on Instagram, check reviews on your website, and finally complete the purchase on a marketplace app. They expect pricing, inventory, and delivery options to align across all these platforms.

This means that online businesses in Taiwan need to sync inventory across channels to avoid stockouts. They should also offer flexible fulfillment options such as home delivery and parcel lockers, as well as returns via multiple touchpoints. Lastly, customer service needs to be responsive across chat, email, and social media.

Logistics plays a central role here, with fast and seamless delivery helping brands to build consumer trust. Solutions like FedEx International Connect Plus, for example, offer day-definite delivery for cross-border shipments, helping e-tailers meet customer expectations for speed without overstretching budgets. Meanwhile, digital tools such as FedEx Ship Manager allow businesses to connect their e-commerce stores and sync orders with shipments in just a few clicks.

2. Lean into cross-border e-commerce opportunities

While domestic success remains important, there’s plenty of untapped growth potential beyond Taiwan’s borders. As Taiwan’s digital retail market continues to expand, customer demand is increasingly international. In January 2026, the market’s exports surged 69.9% from the previous year, marking the fastest growth in 16 years.

With this, cross-border e-commerce becomes a strategic lever, allowing small businesses to diversify revenue streams and reduce reliance on a single market. It also aligns with broader shifts in regional supply chains, as companies explore new trade lanes within Asia and between Asia and Europe.

Thanks to today’s digital tools and logistics support, international expansion is no longer reserved for large enterprises – even small brands can easily reach global customers. However, expanding across borders still requires careful planning.

For one, understanding customs requirements and estimating duties upfront can help you avoid delays. Tools like FedEx Global Trade Manager make it easier to prepare shipment documentation and check HS codes for smoother customs clearance.

Working with a trusted logistics provider also helps businesses stay flexible as needs change. FedEx offers a range of cost-effective shipping options for different needs: for example, FedEx International Priority delivers time-sensitive shipments worldwide in one to two business days, while FedEx International Economy provides affordable delivery for non-urgent shipments within two to five business days.

Taiwan’s strategic location and strong export ecosystem make it well positioned for regional trade. In July 2025, FedEx launched its first direct flight between Taiwan and South Korea, offering businesses faster access to key markets. Developments like this provide Taiwan’s SMEs with more options when planning cross-border fulfillment.

3. Meet rising expectations for speed and transparency

Convenience now drives purchasing decisions. Globally, 55% of consumers are willing to spend more on commerce formats that are convenient to use. Taiwanese shoppers are no different, as they are accustomed to frictionless digital experiences – from instant mobile payments to same-day local deliveries.

As expectations rise, delivery visibility becomes just as important as speed. Uncertainty around package arrival times remains a common concern in online shopping. A whopping 96% of e-commerce buyers consider estimated delivery dates a crucial factor in their online purchase decisions. Yet, 30% of e-commerce businesses in Taiwan still face last-mile delivery challenges due to urban congestion and limited infrastructure, which can negatively affect customer satisfaction.

Clear tracking updates and flexible delivery options help address these challenges. Businesses can reduce customer frustration by providing tracking updates at every milestone, offering estimated delivery windows, and enabling delivery customization where possible. Using FedEx Delivery Manager, for example, allows residential recipients to adjust delivery dates and locations at no extra cost.

These capabilities reduce friction and strengthen brand credibility. When customers feel confident about delivery, they’re more likely to reorder and recommend your business.

Building a future-ready e-commerce strategy in Taiwan

E-commerce momentum in Taiwan shows no signs of slowing. As the country’s digital retail market evolves, companies that adapt quickly and think beyond their home market will be best prepared for long-term growth.

For Taiwanese SMEs, success hinges on three priorities: creating a seamless omnichannel experience, embracing cross-border growth, and investing in transparent and flexible logistics. Each strategy reinforces the others, helping businesses win customers, drive sales, and keep logistics aligned with growth.