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]

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. Japanese Companies: Destination Countries

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. 7 Countries: Cross-border EC Usage Rate / Japan Visit Experience Rate