momo and PChome Lose Ground! 2026 Taiwan's Top 6 E-Commerce Traffic: One Platform Surges 107%, Users Praise 'Can't Go Back After Buying'

Taiwan's e-commerce market landscape is shifting. According to the latest statistics from the Future Retail Research Institute, the combined monthly average traffic of Taiwan's top 10 e-commerce platforms in the first half of 2026 declined by 0.8% year-on-year, indicating a slight market contraction, though performance disparities among platforms are becoming more pronounced.

Coupang stands out with the most remarkable growth, rapidly increasing its traffic to surpass Rakuten and Books.com.tw, rising to become Taiwan's 4th largest e-commerce platform by traffic. The top three positions remain held by Shopee, momo (PChome Media), and PChome 24h.

2026 Taiwan E-Commerce Monthly Average Traffic Ranking: 1. Shopee 2. momo Shopping Network 3. PChome 24h 4. Coupang Taiwan 5. Books.com.tw 6. Rakuten Market

Coupang's Traffic Soars Past 10 Million, Transitioning from Challenger to Major Player

In terms of traffic volume, only Shopee, momo, PChome, Books.com.tw, and Rakuten had previously surpassed the 10 million monthly user threshold. However, Coupang has rapidly closed the gap. Its monthly average traffic rose from 4.62 million in the first half of 2025 to 9.59 million in the first half of 2026, a staggering year-on-year increase of 107.7%. In Q2 2026, its monthly average traffic reached 9.9 million, surpassing 10 million for the first time in May, officially marking Coupang's transition from a market challenger to a major traffic platform.

Traditional E-Commerce Platforms See Declines, Coupang Emerges as the Sole High-Growth Dark Horse

Looking at individual platform performance, Shopee's monthly average traffic decreased by 9.7% year-on-year in the first half of 2026, momo grew by 2.3%, and PChome 24h saw a slight increase of 0.4%. In contrast, Coupang's 107.7% growth far outpaces all others. Books.com.tw's traffic declined by 3.5%, and Rakuten Market dropped by 12.7%. Excluding Coupang, the combined monthly average traffic of the other nine major e-commerce platforms actually decreased by 4.6% year-on-year, highlighting increasingly evident shifts in user traffic distribution.

Coupang Rises to Become Taiwan's 4th Largest E-Commerce Platform, Users Say 'Get Used to It and Can't Go Back'

Coupang's rapid traffic growth has solidified its position as Taiwan's 4th largest e-commerce platform. User reviews in Taiwan reflect strong satisfaction, with many commenting: 'Truly convenient, fast, and affordable,' 'I frequently buy cosmetics on Coupang—same quality as physical stores, no worries at all,' 'I restock supplements and skincare for my family daily; the experience is great, and even if packaging isn't perfect, refunds are processed quickly,' 'Prices are much better than brick-and-mortar stores, and I've never had a bad purchase,' and 'As long as you choose official shipments, everything's fine—you just keep buying, and once you've used it, you can't go back.'

E-Commerce Competition Extends Beyond Traffic: Logistics, Membership, and Data Are the Next Battlegrounds

Website traffic primarily reflects user visitation and engagement but does not directly equate to revenue or market share. As large e-commerce platforms expand, competition has evolved beyond product variety, pricing, and user experience to include logistics, capital investment, membership systems, data analytics, advertising, and retail media capabilities. Companies are now strategizing to generate more value from the same user base by expanding platform usage beyond transactions into subscription services, digital advertising, payments, financial services, and merchant support, thereby increasing usage frequency and revenue streams. In the future, the gap between major platforms may not only be measured by traffic scale but also by logistics efficiency, membership ecosystems, and diversified monetization capabilities, signaling a new phase in Taiwan's e-commerce market where comprehensive strength determines success.

Source: Future Retail Research Institute Responsible Editor: Wei Fu-Cheng