It was not an April Fool's joke that online store Zalora reduced its operations and headcount in Taiwan on Monday.

The up-and-coming e-commerce fashion firm had conducted a review of the Taiwan business and decided to shift part of the operations there to its regional headquarters in Singapore, the firm said in a statement.

Zalora was founded in Singapore in 2011 and soon expanded to the region, including Malaysia, Taiwan and the Philippines.

A spokesman said Zalora Taiwan is still open for business, adding that the move was for greater operational efficiency.

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