This presentation will introduce and compare 3 C2C applications in Taiwan. After that, some improvement suggestions will be given to one of the applications.

1. C2C Applications
in Taiwan
Jiayu Chen

2. Content
1
C2C Applications
Comparison
2
C2C Improvement
Suggestions

3. C2C Applications
Comparison

4. Reference: Market Intelligence
& Consulting Institute, 2016 Q4

5. Yahoo Ruten Shopee
Started Year 2001 2006 2015
Head Quarter Oath PChome Sea
Transaction Fee 1.49% 2% 0.5%
Third-party
Payment
Yapee PayLink Shopee
Credit Card
Processing Fee
2% 2% 1.5%
Mobile App O O O

6. Yahoo! Auctions (Taiwan)
● Set up in 2001 and released
mobile application in 2015.
● Until 2004, Yahoo already had 4
million items online for sale. Up
to 90% of C2C market was
dominated by Yahoo! Auctions.
● In 2017, Yahoo launched
live-stream auction, which has
attracted over 60 milliion
audience.

7. Ruten (PChome eBay Co., Ltd.)
● Set up in 2006 and released
mobile application in 2014.
● In 2006, Yahoo started to charge
transaction fee and listing fee,
leading to a great number of
customers switching to Ruten.
● In 2009, Ruten started to charge
1.5% transaction fee, which is
still lower than the 3% fee
charged by Yahoo at that time.

8. Shopee
● Founded by Garena and entered
Taiwan as a mobile app first in
2015.
● With free transaction fees,
freight allowance and satisfying
mobile UI & UX, Shopee has
expanded its market share very
quickly.
● The number of its customers has
exceeded 3 million in just one
year’s time.

9. Conclusion (1/2)
● Most of new C2C applications use free transaction fee and freight
allowance to appeal to customers in when they just enter the
market.
● As a pioneer of Taiwanese market, Yahoo has been always holding
a high percentage of market share, even of those improper
strategies (double charge) in the past.
● In recent years, Yahoo begins to combine with live stream and SNS
as well as develop new functions actively, which can be expected to
attract more customers in the future.

10. Conclusion (2/2)
● Benefiting from Yahoo’s improper strategies, Ruten was able to
grow into a large scale. However, due to hacker attacks and passive
customer services, the number of customers is decreasing.
Especially after the entry of Shopee, the effect became more and
more obvious.
● Because of fluent and efficient mobile UI & UX that had been
ignored by existed C2C applications as well as free transaction fees
and freight allowance, Shopee was able to become a top-ranking
C2C platform in Taiwan in a short time. Although it has cancelled
free transaction fees, it is still expected to expand and even surpass
others in the future.

11. C2C Improvement
Suggestions

12. Ruten

13. Conditions
● Although Ruten has been a top most popular C2C platform
for a long time, its mobile app only gets a poor 3.3 score on
Google Play Store.
● Ruten’s mobile app is a web app rather than a native app like
others’.
● Ruten’s app has been criticized for its terrible UI & UX. Some
fundamental functions such as bidding are even not
implemented well in it.

14. Improvement
Suggestions
● UI & UX
● Search & Hashtag
● Customer
Recommendation

15. UI & UX
● The interface of Ruten’s official website hasn’t been changed
for a long time. Advertisement layouts are mixed with
products, which makes customers confused and feel messy.
● UI & UX design plays an important role in modern
applications. To get a better and cleaner interface, Ruten
should rethink the whole transaction process in order to
discard unnecessary functions and layouts.
● There are plenty of beautiful and convenient modular design
frameworks and functions that can be used.

16. Search & Hashtag
● As more and more items are put on shelves, existed
categories may not be a proper way to include all the
different products.
● Hashtags can help customers build their own customized
categories. It can also help buyers find what they want more
quickly and precisely.
● In addition, the search result should be improved by
increasing the accuracy.

17. Customer Recommendation
● Since the foundation in 2016, Ruten has accumulated plenty
of customer data. However, those data has not been used
efficiently.
● With the help of data mining techniques, the data is
expected to create a large amount of value.
● Ruten could recommend their users similar products by
analyzing and tracking existed customer data to increase
sales and get more profit.

18. References
● 【網購消費者調查】2016年網購消費平均27,715元
● 催生直播新生態，Yahoo 奇摩拍賣蔡篤豪：技術不是問題，內容才是關鍵
● Yahoo 奇摩直播拍賣上線半年，分享這段時間來的成就
● 17年的拍賣平台競爭消長史：蝦皮、露天、Y拍
● 5大拍賣平台手續費比一比 決定賣家去留
● 【專訪】蝦皮拍賣如何讓使用者不到一年突破 300 萬人？
● C2C拍賣競爭激烈，蝦皮、Yahoo奇摩拍賣App下載數皆破百萬
● 看誰最好買？C2C拍賣APP大PK！