Table of Contents 1. Overall Physical and Online Shopping Behavior Analysis 1.1 Types of Retail Channels in Taiwan 1.2 Five Retail Channel Types 2. Online Shopping Behavior Analysis 2.1 Survey Description 2.2 Physical vs. Online 2.3 Average Monthly Online Retail Spending, 2014-2018 2.4 Information Platform Types 2.5 Connected Devices 2.6 Age Differences 2.7 Online Shopping via Mobile Devices 2.8 Online Shopping Channels 2.9 Online Shopping Platforms 2.10 Online Shopping Categories 2.11 Online Payment Methods 2.12 Online Shopping Delivery Methods 3. Online Shopping Behavior Analysis-Fast-moving Consumer Goods 3.1 Scope of Fast-moving Consumer Goods 3.2 Channels to Obtain FMCG Information 3.3 Online Shopping Experiences with FMCG (4Q 2018) 3.4 FMCG Online Shopping Motivations 3.5 FMCG Categories of Top 5 Brands 3.6 FMCG Online Shopping Platforms 4. Online Shopping Behavior Analysis-Smart Home Appliances 4.1 Scope for Smart Home Appliances 4.2 Platforms to Obtain Smart Home Appliance Information 4.3 Online Shopping Experiences with Smart Home Appliances (4Q 2018) 4.4 Preferences for Small-size Smart Home Appliances and Smart Speakers 4.5 Channels to Purchase Smart Home Appliances 4.6 Smart Home Appliance Online Shopping Platforms 5. Conclusion 5.1 Online Shopping Behavior and Trend Analysis 5.2 Online Shopping Behavior and Trend Analysis (Continued) Copyright and Intellectual Property Policy List of Tables Table 1： Average Monthly Online Retail Spending, 2014-2018 Table 2： FMCG Categories of Top 5 Brands List of Figures Figure 1： Types of Retail Channels in Taiwan Figure 2： Five Retail Channel Types Figure 3： Physical vs. Online Figure 4： Physical vs. Online Figure 5： Information Platform Types Figure 6： Connected Devices Figure 7： Age Differences Figure 8： Online Shopping via Mobile Devices Figure 9： Online Shopping Channels Figure 10：Online Shopping Platforms Figure 11：Online Shopping Categories and Items Figure 12：Online Payment Methods Figure 13：Online Shopping Delivery Methods Figure 14：Scope of Fast-moving Consumer Goods Figure 15：Channels to Obtain FMCG Information Figure 16：Online Shopping Experiences with FMCG (4Q 2018) Figure 17：FMCG Online Shopping Motivations Figure 18：FMCG Online Shopping Platforms Figure 19：Scope for Smart Home Appliances Figure 20：Platforms to Obtain Smart Home Appliance Information Figure 21：Online Shopping Experiences with Smart Home Appliances (4Q 2018) Figure 22：Preferences for Small-size Smart Home Appliances and Smart Speakers Figure 23：Channels to Purchase Smart Home Appliances Figure 24：Preferences for Small-size Smart Home Appliances and Smart Speakers

Overview of Taiwan’s retail channels such as physical and online and four types of retail channels in 2017 and 2018, and includes the survey findings regarding differences across shopping platforms, PC and mobile devices, payment and delivery methods, and age cohorts Online shopping behavior of Taiwan’s consumers towards fast-moving consumer goods and includes the survey findings regarding differences across information-acquiring channels, shopping platforms, and purchase channels. Online shopping behavior of Taiwan’s consumers towards smart home appliances and includes the survey findings regarding differences across shopping platforms, and purchase channels.

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