Founded in October 2014 with headquarters based in Jakarta, Republic of Indonesia, HappyFresh entered the Taiwanese market in December 2015. In less than a year, the company announced to discontinue its operation in Taiwan starting from September 1, 2016. This article elaborates the key reasons why HappyFresh quit Taiwan and what lessons e-commerce companies in Taiwan could learn from the case.
I、Introduction
II、Reasons to Exit the Taiwanese Market
III、Lessons for E-Commerce Players in Taiwan