Women are the most active customers in Taiwan’s online retail market, prompting local e-commerce operators to revise marketing strategies to meet the needs of female shoppers.
Japan-based Rakuten’s e-commerce platform in Taiwan sees women account for 70 percent of its membership, according to the United Evening News.
The paper cited the Taiwan Rakuten Ichiba as indicating that female shoppers on the platform mostly buy women’s clothing, cosmetics and food, while men usually shop for sports items, and outdoors products and consumer electronics. Another major local online retailer, PC Home24h, sees a similar trend. It said that in the past, online shoppers would mostly purchase consumer electronics on their site, but in recent years there has been explosive growth in the food, cosmetics and household goods segments because of a fast-growing number of women shoppers.