83% of Taiwanese Consumers with Prior Japan Visit Experience Continue Purchasing via Cross-border EC After Returning Home [Taiwan Consumer Purchasing Behavior Report for Japanese Products 2026]
83% of Taiwanese visitors to Japan continue to purchase Japanese products via cross-border e-commerce after returning home.
📋 Article Processing Timeline
- 📰 Published: March 30, 2026 at 17:00
- 🔍 Collected: March 30, 2026 at 09:00
- 🤖 AI Analyzed: April 15, 2026 at 09:53 (384h 52m after Collected)
This report is a re-edited and in-depth analysis of the Taiwan data from the "Cross-border EC / Web Inbound®︎ White Paper 2026 (Vol. 4)" jointly published by ZIGExN Co., Ltd. and Digima~dejima~. Based on survey data from 300 residents in Taiwan, it provides information for Japanese companies to correctly understand the Taiwanese market by multi-dimensionally organizing Taiwanese consumers' information gathering behavior, purchasing channels, payment methods, and their relationship with Japan visit experience.
1. Strategic Importance of the Taiwanese Market
In 2025, 6.76 million people visited Japan from Taiwan. This figure surpassed the previous year (2024: 6.04 million), marking a record high for two consecutive years (Source: Japan National Tourism Organization - JNTO). The travel spending by Taiwanese visitors to Japan in the same year also reached a record high of 1.211 trillion yen.
Taiwan's total population is approximately 23 million. By simple calculation, about one in three of its citizens visited Japan in 2025. Taiwan, with its continuously expanding visitor numbers and spending, is facing a crucial juncture not only as an inbound market but also from a cross-border e-commerce perspective.
1-1. Taiwan Emerges as the "2nd Largest" Destination in Cross-border EC Expansion Ranking
According to 2026 fiscal year cross-border EC consultation data (n=373 cases) for the overseas business support platform "Digima~dejima~", Taiwan accounted for 10.2% of all expansion destinations, ranking second after the United States (16.2%). Its ranking has risen for three consecutive years from 7.1% (4th place) in 2023, indicating a rapid increase in interest from Japanese companies.
1-2. Taiwanese Consumers' "Proximity to Japan" Sets Them Apart from Other Countries
This survey confirmed high figures among the seven surveyed countries, with a cross-border EC usage rate of 79% and a Japan visit experience rate of 82.3%. 83.8% of those with Japan visit experience also use cross-border EC, indicating that consumers with deep connections to Japan, both in real and online aspects, form the core of the market.
FAQ
What is the main finding of the "Taiwan Consumer Purchasing Behavior Report for Japanese Products 2026"?
The main finding is that 83% of Taiwanese consumers who have visited Japan continue to purchase Japanese products through cross-border e-commerce after returning home.
How important is Taiwan as a destination for Japanese companies engaging in cross-border e-commerce?
Taiwan has emerged as the second-largest destination for Japanese companies expanding into cross-border e-commerce, accounting for 10.2% of consultations, indicating a rapidly growing interest.
What is the relationship between visiting Japan and purchasing Japanese products online for Taiwanese consumers?
There is a strong correlation. The report shows that 82.3% of Taiwanese consumers surveyed have visited Japan, and 83.8% of those who visited Japan also utilize cross-border e-commerce, suggesting a deep connection between real-world experiences and online purchasing.
What was the travel spending by Taiwanese visitors to Japan in 2025?
In 2025, Taiwanese visitors to Japan spent a record high of 1.211 trillion yen.
What is the significance of the high cross-border EC usage and Japan visit experience rates in Taiwan?
These high rates indicate that Taiwanese consumers have a strong affinity for Japan, both through travel and online shopping. This makes Taiwan a key market for Japanese businesses looking to leverage cross-border e-commerce.