實體零售業與電子購物業，近年網路銷售發展趨勢分析
根據 #經濟部統計處 提出的 #實體零售業與電子購物近年網路銷售發展趨勢分析，雖然臺灣市場氛圍仍然緊張嚴峻，就報告的分析數字來看，臺灣整體經濟發展穩健，並且相對其他市場亮眼。
#網路銷售剛性需求
疫情後，雖實體零售回暖，但網購需求仍具剛性，電子購物業年增率回升至3.0%，高於實體零售業的2.6%。
#虛實整合模式
越來越多業者採用虛實結合（Omnichannel）的銷售策略，線上與線下互相導流，提升營業額。
#行動支付普及
行動支付在2023年的占比較2019年大幅上升（+9.3%），成為提升用戶體驗的重要手段。
#信用卡支付主導
電子購物業的信用卡支付占比達6成，顯著高於實體零售業的3成，反映出線上購物的付款偏好。
#數位轉型需求
電子購物業在數位轉型及創新服務策略上，家數占比超過4成，高於實體零售業。
#電子購物業成長趨勢
2024年電子購物業營收預估達4600億元，持續創新高。
#消費者偏好網路購物
高價產品（如家電與運動用品）網購占比增加，主要受物流完善和價格透明影響。
#促銷檔期對業績的影響
如雙11、黑色星期五等促銷活動顯著推升零售與餐飲業營業額。
#電子零件需求帶動產能
人工智慧與高效能運算需求增加，帶動電子零件及製造業增長。
#海外市場成長
美國、日本、南韓等地非店面零售業營業額穩定成長，顯示全球網購需求仍強。
承接全球環境變化，摘要5個行銷與商務領域的發展趨勢及影響，作為企業經營佈局與因應策略的參考：
#虛實融合
實體零售業加速網路銷售，電子購物業則延伸至實體通路，虛實邊界日益模糊，構建新零售模式。
#數據驅動行銷
隨著數位轉型，數據分析與人工智慧成為提升精準行銷的重要工具。
#多元支付技術
行動支付與無接觸支付需求攀升，消費者對支付便利性的要求越來越高。
#電商快速擴展
疫情催化了電子購物業的高速發展，未來將進一步滲透更多品類和場景。
#消費行為變化
消費者對網路購物的依賴持續，電商品牌需要進一步提升物流與售後體驗來鞏固競爭力。
------ English ------
According to the Department of Statistics, Ministry of Economic Affairs, in their report on the Recent Trends in Online Sales Development for Physical Retail and E-Commerce Industries, despite the challenging economic climate in Taiwan, the overall economic development remains stable and impressive compared to other markets.
For professionals in the marketing and business development fields, here are 10 key takeaways:
1. Rigid Demand for Online Sales
Post-pandemic, while physical retail has recovered, online shopping demand remains robust. The annual growth rate of e-commerce reached 3.0%, higher than physical retail's 2.6%.
2. Omnichannel Integration
An increasing number of businesses are adopting omnichannel strategies, creating synergy between online and offline channels to boost revenue.
3. Growth of Mobile Payments
Mobile payment adoption surged by 9.3% from 2019 to 2023, becoming a critical tool for enhancing user experience.
4. Dominance of Credit Card Payments
Credit card transactions account for 60% of e-commerce payments, significantly outpacing the 30% in physical retail, reflecting consumer preferences for online shopping.
5. Demand for Digital Transformation
Over 40% of e-commerce businesses are engaged in digital transformation and innovative service strategies, surpassing the ratio in physical retail.
6. E-commerce Growth Trajectory
E-commerce revenue in 2024 is projected to reach NT$460 billion, marking new heights.
7. Preference for Online Shopping
Consumers increasingly purchase high-value products (e.g., appliances and sporting goods) online, driven by improved logistics and price transparency.
8. Impact of Promotional Campaigns
Sales events like Double 11 and Black Friday significantly boost revenue in retail and dining sectors.
9. Demand for Electronics Driving Production Capacity
The rise of AI and high-performance computing has fueled growth in the electronics and manufacturing industries.
10. Growth in Overseas Markets
Non-store retail sales in markets like the U.S., Japan, and South Korea continue to grow steadily, reflecting strong global demand for online shopping.
5 Marketing and Business Development Trends
Omnichannel Fusion
The boundaries between online and offline are blurring, as physical retail embraces online channels and e-commerce ventures into physical spaces, creating a new retail ecosystem.Data-Driven Marketing
With digital transformation, data analysis and AI are becoming essential tools for precision marketing.Diverse Payment Technologies
The demand for mobile and contactless payments continues to rise, with consumers expecting greater convenience in transactions.Rapid E-commerce Expansion
The pandemic accelerated e-commerce growth, which is expected to penetrate more categories and scenarios in the future.Shifting Consumer Behavior
Consumers' reliance on online shopping persists, requiring e-commerce brands to improve logistics and after-sales services to remain competitive.
source: https://reurl.cc/V0eq9b
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