蝦皮店到店的競爭策略分析——從平台生態系到物流整合的成長模式

Abstract

本研究旨在探討蝦皮台灣自外部物流轉向自營「店到店」配送模式的策略轉型過程。該轉變肇因於履約成本上升及與第三方物流合作過程中所產生之營運摩擦，反映出平台企業在面對治理挑戰與履約壓力時，所採取之結構性回應策略。研究採用質性單一個案研究法，聚焦分析蝦皮如何建構並擴展其專屬物流網絡，進而強化平台之履約控制能力。 本研究結合一位物流專案經理之深度訪談與公開資料之交叉驗證，歸納出導入「店到店」物流模式之三項關鍵條件：（一）市場密度足以支持具成本效益之據點營運；（二）消費者對價格具高度敏感性，且普遍接受非到府取件的履約形式；（三）平台能有效運用即時資料進行需求預測、行為分析與據點選址。值得注意的是，該三項條件並非僅限於蝦皮之內部策略資源，而係顯示此類物流模式能否成功推展之外部結構性要素。 本研究透過分析市場結構、消費者行為與數據驅動營運三者之間的交互作用，提供數位平台在履約策略轉型過程中因應成本與控制壓力的實證洞見，亦為後續探討平台主導物流整合與區域適應性開啟研究基礎。

This research investigates Shopee Taiwan’s transition from relying on outsourced logistics to implementing a self-operated store-to-store delivery model. Triggered by rising fulfillment costs and operational frictions with third-party delivery partners, this shift reflects a deeper strategic response to platform governance challenges. Through a qualitative single-case study approach, this research explores the factors that enabled Shopee to successfully develop and scale its proprietary logistics network. Data collected from an in-depth interview with a logistics project manager and triangulated with publicly available sources reveal three key conditions necessary for the implementation of store-to-store logistics: (1) sufficient market density to support cost-effective pickup point operations; (2) consumers with high price sensitivity and behavioral acceptance of non-home delivery; and (3) the platform’s capability to deploy real-time data in demand forecasting, behavioral analysis, and location planning. These conditions are not specific to Shopee’s internal strategy, but rather highlight external and structural factors that determine whether similar logistics models can succeed in other markets. By identifying the interplay between market structure, consumer behavior, and data-driven operations, this study provides new insight into how digital platforms adapt their fulfillment infrastructure under cost and control pressures. The findings offer a basis for further discussion on platform-led logistics transformations and their contextual dependencies.