PChome 24h Shopping Grows Conversion 3.3x with Specialist Setups

PChome 24h Shopping, operated by PChome Online Inc., is a pioneer in Taiwan’s ecommerce landscape. In 2007, it revolutionized the market by launching the island’s first 24-hour guaranteed delivery service, setting a new industry standard for logistics efficiency.

The platform offers a massive selection of products, focusing on a "Reliable Everyday" experience. PChome 24h Shopping has become a cornerstone of Taiwan’s digital lifestyle, guaranteeing speed, variety, and secure payment solutions in a single, trusted ecosystem.

The ecommerce market in Taiwan is highly saturated, and major international players are aggressively entering the market, making it extremely competitive. Each platform sells largely the same commoditized electronics—phones, computers, and other devices—as its competitors. PChome 24h Shopping must rely on factors such as cost, delivery speed, platform trust, and visibility to win out. PChome 24h Shopping needed to simultaneously drive high conversion rates and AOV, generate strong traffic, and maintain efficient costs—all while competing for customers who have endless alternatives for the same products. The challenge for RTB House was to deliver performance across all dimensions without forcing trade-offs between volume, value, and efficiency.

RTB House identified the most effective main campaign activity, but also recognized that PChome 24h Shopping had varied objectives and a wide range of buyers. We therefore decided to augment our strategy with sub-campaigns to ensure we reached and positively influenced more potential customers than we could with a single ad.

The first campaign used a CPS (cost per sale) bidding model to achieve strong ROAS by targeting high-value users. We then implemented a simultaneous campaign with a CPA (cost per action) metric to increase conversion rates for PChome 24h Shopping campaigns.

Each campaign used customized targeting pools and curated product exposure powered by Deep Learning algorithms, dynamically matching users to relevant products based on browsing behavior and purchase-intent signals. Standard performance banners ensured consistent performance, with specialized creatives deployed during major shopping events like Double 11 and 618.

After our first campaigns for PChome 24h Shopping, the marketplace was ready to increase budgets and introduce different campaign setups in 2025—each with tailored bidding models and measurement approaches.

The lift in results over the year showed how the campaign evolved. From January to December 2025, conversions grew 3.3 times as we captured demand across the full funnel. Conversion value expanded 2.74 times, proving that different campaign setups could successfully balance high-value transactions with volume growth. These combined results meant that we outperformed the ambitious return on ad spend (ROAS) target set by PChome 24h Shopping, delivering more than double the expected return on investment.

Results indicate that the reseller campaign is a highly effective tool for driving both sales and brand awareness within specific categories. Consequently, the client will continue the initiative to further elevate additional brands and categories.