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E-Commerce Shopping Surges Over 10% in Taiwan's 618 Festival: MIC
November 10, 2023

MIC (Market Intelligence & Consulting Institute), a semi-government research institute under the Institute for Information Industry (III), has released the "2023 E-commerce Shopping Festival Consumer Survey." The survey reveals that Taiwan's top three preferred shopping festivals remain unchanged, with Singles' Day (84.9%) being the most popular, followed by Double Twelve (43.1%) and the 618 Festival (40.9%). Notably, the 618 Festival saw a year-on-year growth of 12.2% in 2023.

Consumers' Preferred E-commerce Shopping Festivals (a multiple-choice question)

Note 1: August Gift Festival include Father's Day, Chinese Valentine's Day, and Ghost Festival
Note 2: Government-organized shopping events include the Mid-Autumn Reunion Shopping Festival, Taiwan-Matsu Joint Online Shopping Festival, and Taiwan-Thailand Joint Online Shopping Festival
Note 3: The gender disparity in the 38 Queen Festival is the highest among all e-commerce shopping festival, with male and female participate rates of 10.3% and 23.6%, respectively.
Note 4: 596 effective samples were collected
Source: MIC, November 2023

The participation rate of domestic e-commerce operators in creating festivals saw a slight increase in 2023. Regardless of age, Singles' Day remains the most participated-in festival for all internet users. In the age group of 18-35, the 618 Festival is the preferred choice, while for the 36-65 age group, Double Twelve takes the lead. Senior industry analyst Robin Hu emphasized that although Singles' Day remains a cornerstone of e-commerce festivals, as Taiwanese consumers become more accustomed to frequent festival events, they are increasingly dispersing their spending across different festivals throughout the year, rather than concentrating it at the end of the year. This trend, coupled with a consistent total budget, is expected to reduce individual festival spending.

MIC's survey reveals the top ten items that internet users plan to purchase during e-commerce shopping festivals in 2023. Personal care and beauty products share the top spot, followed by 3C products. Other items in order of preference include clothing, home goods, accessories, snacks and beverages, household appliances, tickets, and health and medical products.

About Market Intelligence & Consulting Institute (MIC):

Established in 1987, Market Intelligence & Consulting Institute (MIC) is a division of III (Institute for Information Industry), a major government think tank, and one of the leading IT research in Taiwan. MIC specializes in industry and market research. With over three decades of experience, MIC provides valuable insights and data-driven recommendations to assist businesses in making informed decisions.

To know more about this topic, please visit: Online Shopping Usage and Channels of Taiwanese Netizens (Pre-order), Taiwanese Consumer Buying Behavior towards Fast-moving Consumer Goods and Smart Home Appliances

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