Eastern Home Shopping & Leisure

What Eastern Home Shopping & Leisure does

Eastern Home Shopping & Leisure Co., Ltd. (東森得易購股份有限公司), operating under the ETMall (東森購物網) brand, is a Taiwan-based omni-channel home shopping retailer headquartered at No. 258, Jingping Road, Zhonghe District, New Taipei City. The company runs a unified retail platform that spans five integrated consumer touchpoints — TV home shopping broadcasts (東森電視購物), print and digital catalogs (東森型錄), the etmall.com.tw e-commerce website, MOD on-demand cable shopping, and a mobile shopping app — all tied to a single membership system with shared transaction records, cross-channel login, and unified coupon, voucher, and order management. The platform supports a broad payment stack including credit card (single and installment), ATM transfer, cash on delivery, convenience-store pickup and payment, ApplePay, LINE Pay, JKOPAY, and post-purchase AFTEE, alongside island-wide delivery including Taiwan's offshore islands. Representative: Wang Ling-Lin (王令麟).

Underlying technology centers on a multi-channel commerce stack integrating transactional e-commerce, broadcast-driven TV shopping order capture, call-center ordering (24H hotline 02-8023-9515), and a mobile app with electronic membership card and LINE notification integration. The platform holds ISO 27001 information security certification and a TWCA Secure SSL Server Digital Certificate, enforces TLS encryption (with TLS 1.1 disabled), and operates identity login via mobile, email, NRIC, ETtoday SSO, or Facebook. Since 1 July 2019 the legacy Eastern Catalog (東森型錄) business was transferred to a sister entity, Eastern New Retail Department Store Co., Ltd. (東森新零售百貨股份有限公司), while online commerce remains jointly operated. Digital catalogs are served via ehs.tw/ebooks, and the company issues second-generation electronic invoices compliant with Taiwan e-invoice regulations.

The business model is transaction-fee/marketplace-commerce-driven across e-commerce product sales, TV shopping sales, and catalog sales, with revenue generated through merchant sales, marketplace commissions, and product margin on owned SKUs. Customer acquisition flows through broadcast, catalog circulation, and digital channels, and the platform monetizes engaged consumers through promotional mechanics (discount coupons, gift vouchers, discount credits, pickup vouchers) and a premium tier: the Eastern Linkou Member Card carries a TWD 150,000 one-time registration fee plus annual dues and bundles hospitality, dining, fitness, and entertainment privileges. The customer base is the general Taiwan consumer across B2C personas (general online shoppers, TV shopping viewers, and catalog subscribers), and primary geographies are Taiwan with stated but early-stage expansion plans for China, Hong Kong, and Macau.

Name

Eastern Home Shopping & Leisure

Legal name

東森得易購股份有限公司 (Eastern Home Shopping & Leisure Co., Ltd.)

Website

https://etmall.com.tw

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Eastern Home Shopping & Leisure operates ETMall, a Taiwan omni-channel home shopping platform integrating TV broadcasts, print and digital catalogs, the etmall.com.tw e-commerce site, MOD, and a mobile app under one unified membership system serving Taiwan's general consumer market across apparel, cosmetics, appliances, and household goods.

Ownership category

akta.pro rank

Product category

Online Retail

NAICS

General Merchandise Retailers (455)

akta.pro primary industry

Price Comparison/Aggregator Generalist Marketplaces (CRAFAAAI)

Keywords

• Omni-channel retail
• Online shopping platform
• TV home shopping
• Catalog shopping
• E-commerce marketplace

Headquarters

HQ city

Taipei

HQ country

Taiwan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Supply Chain, Marketing or Sales, Technology or R&D, Personnel

Revenue model

1. E-commerce Product Sales (Transaction Fee / Marketplace Commission): ETMall acts as a multi-category e-commerce marketplace, generating revenue through product sales transactions. The platform charges merchants and collects payments through various methods including credit card, ATM transfer, cash on delivery, convenience store pickup, and digital payments. The platform also supports vendor-direct (廠商配送) shipping for certain products.
2. Catalog Sales (東森型錄): Catalog sales business operated by 東森新零售百貨股份有限公司 (since July 1, 2019), offering product catalog shopping with delivery to customers. Revenue generated from catalog-based merchandise sales.
3. TV Shopping Sales: Revenue from television home shopping broadcasts, where products are showcased on TV and customers place orders via phone, with subsequent delivery through the logistics network.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels3 records

Core offering

Eastern Home Shopping & Leisure operates ETMall (東森購物網), an omni-channel retail platform in Taiwan that integrates TV home shopping, printed and digital catalog sales, an e-commerce website (etmall.com.tw), MOD (multimedia on demand) shopping, and a mobile shopping app under a unified membership system. Customers can purchase a wide range of products including apparel, cosmetics, and appliances across these interconnected channels, with shared transaction records, member benefits, and multiple payment options.

Product overview

Eastern Home Shopping & Leisure operates ETMall as a unified omnichannel retail platform consisting of multiple interconnected channels: the core ETMall online shopping website (etmall.com.tw), TV shopping, catalog shopping, MOD shopping, and mobile app shopping. These channels share a unified membership system, order management, and member benefits. The company also offers premium membership through its Linkou location featuring exclusive benefits including dining, accommodations, entertainment, and lifestyle services. Payment infrastructure supports diverse options including credit cards, mobile payments (ApplePay, LINE Pay, JKOPAY), installment plans, and post-payment services. The platform integrates LINE notifications for customer communications.

Differentiator

Problem solved

Functional benefit

Products and services

• ETMall E-commerce Website (ETMall東森購物網) The flagship online storefront at www.etmall.com.tw offering multi-category product shopping with comprehensive member account management, order tracking, coupon/voucher management, electronic invoices, and multiple payment options including credit card, ATM transfer, cash on delivery, ApplePay, LINE Pay, JKOPAY, AFTEE post-payment, and zero-card installment for qualifying orders above TWD 490. Targeted at individual consumers in Taiwan.
• ETMall TV Home Shopping (東森電視購物) Television home shopping broadcast service where products are showcased on TV and customers place orders via phone, with subsequent home delivery. TV members can cross-login to the ETMall website for unified order management. Targeted at general consumers in Taiwan who shop via TV broadcasts.
• ETMall Catalog Shopping (東森型錄) Catalog-based shopping via printed Eastland catalogs and digital catalogs at eh s.tw/ebooks, with catalog operations transferred to Eastern New Retail Department Store Co., Ltd. since July 1, 2019. Customers with catalog purchase history within the past 6 months receive complimentary printed catalogs. Targeted at catalog shoppers in Taiwan.
• ETMall Mobile Shopping App (手機購物 APP) Mobile application for shopping on smartphones, providing full access to ETMall platform features including product browsing, ordering, payment, member services, coupon management, order history, and an electronic membership card. Email registration is required. Supports LINE notification message integration. Targeted at smartphone-using individual consumers in Taiwan.
• MOD Shopping (MOD購物) Shopping service accessible through MOD (Multimedia on Demand), a cable TV on-demand platform, allowing customers to browse and purchase products through their TV service provider's interface. Integrated with the unified ETMall membership system. Targeted at MOD subscribers in Taiwan.
• ETMall Linkou Premium Membership Card (東森林口會員卡) Premium membership program featuring a one-time registration fee of TWD 150,000 plus annual fees. Includes benefits such as performance ticket exchanges, Grand Hyatt Linkou restaurant discounts, hotel stay privileges, UFC gym access, birthday party packages, observation deck tickets, VIP club points, and free parking. Targeted at high-spending individual consumers in Taiwan.
• 24-Hour Phone Order Service 24-hour customer service hotline (02-8023-9515) supporting phone-based order placement, payment, order modification, and customer service inquiries. Supports customers who prefer human-assisted purchasing over self-service digital channels. Targeted at general consumers in Taiwan.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature3 records

Partnerships

One partnership is on record.

• 東森新零售百貨股份有限公司 (Eastern New Retail Department Store Co., Ltd.)coreStrategic or Co-development Partner · 1 July 2019Effective July 1, 2019, the Eastland catalog (東森型錄) business operations were transferred to 東森新零售百貨股份有限公司. Both companies jointly operate the ETMall omni-channel shopping platform, sharing customer data, transaction records, and marketing functions under a unified membership system. Both companies are jointly responsible for personal data collection and processing under Taiwan's Personal Data Protection Act.

Scale indicators1 record

Recent moves7 records

Expansion highlights6 records

Direct peers

• Momo Shopping (富邦媒體科技): Taiwan's leading TV home shopping and online retail platform (operated by momo.com / Fubon Media). Closest analogue to ETMall's TV + catalog + e-commerce + app omni-channel model serving Taiwanese consumers.
• PChome Online (網路家庭): One of Taiwan's largest general-merchandise e-commerce marketplaces. Directly competes with ETMall in multi-category online retail, with broader scale and public listing.
• Shopee Taiwan: Taiwan arm of Sea Group's consumer marketplace. Direct competitor in multi-category online shopping, with aggressive mobile-first user acquisition.
• Yahoo Taiwan Shopping (Yahoo奇摩購物中心): Major Taiwan general-merchandise online shopping destination. Directly competes for the same general consumer segment and category breadth as ETMall.
• Rakuten Taiwan: Localized e-commerce marketplace operated by Rakuten in Taiwan. Overlaps with ETMall in online marketplace mechanics and payment-integration approach.
• Yahoo奇摩超級商城 / 商城平台: Yahoo Taiwan's third-party-seller marketplace. Competes with ETMall for merchant onboarding and shopper wallet share within Taiwan.

Broad incumbents

• Tmall: Alibaba's flagship B2C marketplace with massive scale. Less Taiwan-specific localization but a broader-incumbent reference point for general-merchandise online retail.

Emerging players

• LINE Mall: LINE-based shopping marketplace leveraging the LINE super-app in Taiwan. An emerging mobile-first channel that competes for LINE-affiliated consumer mind-share relevant to ETMall's messaging integrations.
• Carousell Taiwan: Consumer-to-consumer mobile marketplace with a Taiwan presence. Adjacent in mobile-shopping dynamics but emerging; competes more for casual buyers than ETMall's general-merchandise focus.

Regional players

• books.com.tw (博客來): Taiwan's largest online book and media retailer under United Daily News Group, with growing general-merchandise categories. Comparable Taiwan-based online retailer with established consumer trust.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Eastern Home Shopping & Leisure