THE world is changing rapidly and digital commerce is no longer the future — it is the present.
It has evolved and is evolving at a fast pace, and has also, evidently, changed the way people and businesses connect, trade and transact.
Global e-commerce continues what has been described its “remarkable” growth, with projections indicating it will reach $US4.32trillion by 2025.
According to Ministry of Trade permanent secretary Shaheen Ali, global e-commerce is growing at an annual rate of 8.5 percent or more, and that it reflects a sustained expansion in digital trade and consumer adoption worldwide – an increasing shift towards electronic trade and online transactions.
He said that underscored the urgency for Fiji to integrate into the digital marketplace.
“We must embrace, adapt, and lead in this new digital era,” Mr Ali said.
Earlier this week, the first Fiji National E-Commerce Strategy (2025-2029) was launched in Suva by Deputy Prime Minister and Minister for Trade, Co-operatives, MSMEs and Communications Manoa Kamikamica.
He described it as a bold step into the future.
“A future where our Fijian-made products and digital services can reach global markets faster and more efficiently.”
Journey of collaboration
Mr Ali said the National E-Commerce Strategy (2025-2029) was the result of a “highly consultative and structured process”, and it began in 2019 with the National E-Commerce assessment.
He said over the years, they had engaged businesses, development partners and industry leaders and civil society to shape the strategy that responded to real challenges and unlocked real opportunities.
With technical support from UNCTAD and backing from Cabinet since May last year, he said the national strategy had been built on global best practices, but tailored for Fiji’s unique economic landscape.
Mr Ali said UNCTAD provided expertise and guidance in the development of the country’s first National E-Commerce Strategy.
He said their global knowledge and tailored approach had been instrumental in crafting a strategy that’s both ambitious and practical for Fiji’s digital landscape.
Key pillars of the Strategy
The national strategy is a five-year roadmap anchored on four key pillars.
1. Strengthening policy and governance: need the right policies, incentives and support for businesses to thrive online;
2. Enhancing trust in e-commerce: secure digital payments, stronger cybersecurity laws and consumer protections will ensure confidence in online trade;
3. Positioning e-commerce as a driver of trade: by integrating digital commerce into key sectors like tourism, agriculture and manufacturing, it can unlock new trade and export opportunities; and,
4. Empowering entrepreneurs and MSMEs: investing in digital skills, startup ecosystems, and fintech will enable people to compete on the global stage.
“These pillars are not just policy statements, they represent real, actionable steps – part of an implementation plan – that will shape the future of digital trade in Fiji,” he said.
Mr Kamikamica said this strategy is an ambitious plan that will empower businesses, create jobs, drive exports and position Fiji as a regional hub for digital trade.
“This strategy is not just about online shopping or digital payments. It is about economic empowerment, resilience, and unlocking new doors for every Fijian,” the DPM said while launching the strategy at the lower Civic Auditorium.
“It is about ensuring that whether you are a farmer in the highlands, a weaver in the outer islands, or a tech entrepreneur in Suva, you have the tools, the access, and the opportunity to succeed in the digital economy.”
Mr Kamikamica said Government was also looking at the bigger picture and that e-commerce was just one piece of their broader digital transformation agenda.
“That is why we are also developing the National Digital Strategy, a comprehensive framework that will drive digital progress across all sectors.
“This ensures Fiji not only has the infrastructure, policies and skills to support e-commerce, but is also well-positioned to harness the full potential of the digital economy,” he said.
Pivotal role of e-commerce
The DPM said Fiji’s National Development Plan 2025-2029 prioritised productive sector growth, MSME development and export competitiveness as key drivers of economic prosperity.
And e-commerce will play a pivotal role in achieving those goals by unlocking new avenues for businesses to expand beyond our shores, access regional and global markets, and compete on a larger scale.
At present, e-commerce is already playing a key role in creating more inclusive economies.
Women entrepreneurs, for example, have greater opportunities to succeed in the digital space, as e-commerce platforms allow them to reach customers worldwide without the need for physical storefronts.
He said Fiji could leverage that trend to ensure all segments of society benefitted from digital trade.
Mr Kamikamica said despite the opportunities, there were challenges businesses, entrepreneurs and consumers faced in fully realising the benefits of e-commerce.
He said one of the biggest barriers for MSMEs was the lack of viable, cost-effective internet payment pathways.
“If we are serious about growing e-commerce, we must ensure businesses, especially our small exports, can seamlessly receive international payments.”
Barriers and challenges
PS Trade Mr Ali said while the opportunities were vast, there were barriers and challenges that had hindered e-commerce growth in Fiji.
Digital payments and financial inclusion: Too many MSMEs struggle with costly or inaccessible online payment solutions. Mr Ali said the ministry was working with financial institutions to achieve full interoperability and strengthen the National Payment System.
Logistics and shipping constraints: High shipping costs and unreliable delivery network systems remain a major challenge. Mr Ali said the strategy proposed partnerships with logistics providers and the introduction of a National Addressing System to improve delivery reliability.
Cybersecurity, fraud and consumer trust: Online scams, data breaches, and cyber threats erode trust in digital transactions. The PS said the strategy called for stronger cybersecurity frameworks, improved fraud detection mechanisms, and public awareness programs to protect businesses and consumers alike.
“Additionally, the development of digital ID and eKYC infrastructure will provide secure authentication mechanisms, reducing fraud risks and promoting trust in the digital trade,” Mr Ali said.
From strategy to action
The launch of the national strategy is only the beginning because implementation now becomes they key priority.
It needs the full commitment and support of the Government’s development partners, businesses and stakeholders to turn this vision into reality.
To this effect, a National E-Commerce Committee has been established to coordinate efforts, monitor progress and drive reforms.
He said the implementation plan within the strategy provided a clear roadmap with timelines, responsibilities and key performance indicators to track progress. This national strategy was further supported by the soon-to-be NDP, which complemented the e-commerce strategy by strengthening digital infrastructure and innovation at a national level.
“To our businesses, our message is embrace digital trade, adopt e-commerce and explore new markets.
“The private sector usually leads innovation. Mobile wallets like MPAiSA and MyCash, and e-commerce platforms like VitiKart are prime examples of innovation that has made our lives and business easier.
“We need our businesses to continue to innovate and adopt new technology and new ways of doing business.”
Mr Ali said development partners’ support would be highly critical in implementing key reforms in the journey towards building a robust digital ecosystem; and added their expertise and experience gained from countries that had embarked on this journey was key beyond resources and technology.
He urged consumers to trust and participate in the growing digital economy because it was built for them.
He said their confidence would drive a decisive shift in consumer behaviour, moving from manual and physical transactions to digital and automated systems.
“To our regulators, including financial institutions, we need a shift in mind-set to facilitate digital transformation while ensuring security and financial stability. We can no longer afford to resist change for comfort – the rest of Fiji is moving ahead.”
Mr Ali said Fiji was not just adapting to digital trade – the country is positioning itself as a regional leader in e-commerce.
“Together we can create a dynamic, inclusive, and globally competitive digital economy.”
In his address, Mr Kamikamica said Fiji has the potential to develop strong comparative advantages in the e-ecommerce space, and added Fijians were digitally savvy and eager to embrace new technologies that would create a strong foundation for the growth of e-commerce.
He said Fiji’s strategic position as the economic, logistics and transportation hub of the Pacific also provided a unique advantage, facilitating efficient movement of goods and services across the region.
He said unlike the trade of physical goods, sectors – like tourism, creative industries, professional digital services and outsourcing, faced fewer logistical constraints, allowing for greater scalability and competitiveness in the global market.
“With these strengths, Fiji is well-placed to harness the opportunities of the digital economy.”
NOTE: This article was first published in the print edition of the Fiji Times dated FEBRUARY 28, 2025.
