In 2020, food and drink were amongst the most purchased items online, and saw a strong shift from offline to online due to the pandemic, accelerating the previous growth rate. In 2021, the local COVID-19 outbreak intensified online shopping for groceries, with an even higher rate of current value growth.
In response to the outbreak of COVID-19 in mid-May 2021, the government raised a Level-3 alert, and many night markets across Taiwan were closed for about two months, although traditional grocery markets still operated for sales of fresh produce, fish and meat, and essential supplies. There are more than 1,100 public and private traditional markets in the country, according to the Ministry of Economic Affairs.
Providing a much-needed pivot to farmers, producers and wholesalers hit by the hospitality sector, more and more players started selling direct to consumers or partnering with online retailers and third-party delivery platforms, bringing more grocery produce online and leading to more choice than ever for Taiwanese consumers.
Grocery retailers have been investing in e-commerce, and with the COVID-19 pandemic, consumers have been relying on it. Bricks-and-mortar retailers such as convenience stores and supermarkets used to launch in-store promotions on shelf displays and marketing campaigns for new product launches or discounted products to drive impulse purchases amongst consumers.
Grocery shoppers have made a definite move online since the onset of the COVID-19 outbreak in 2021, and COVID-19 has significantly impacted consumer behaviour and accelerated trends. As the COVID-19 situation remains under control, consumers are now returning to work and school and are becoming more comfortable socialising and meeting in groups again.
South Korea’s leading e-commerce operator Coupang launched a grocery delivery service in Taiwan in July 2021, and has been expanding its coverage across the Taipei region. Entering the already competitive e-commerce channel, it is worth looking at the strategies and development of Coupang in Taiwan.
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Internet retailing sales of food and drink (all packaged and fresh food and drink (hot drinks, soft drinks and alcoholic drinks).See All of Our Definitions
This report originates from Passport, our Food and Drink E-Commerce research and analysis database.
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