GLOBAL e-commerce is growing at an annual rate of 8.5 percent or more and reflects a sustained expansion in digital trade and consumer adoption worldwide – an increasing shift towards electronic trade and online transactions.
Ministry of Trade permanent secretary Shaheen Ali said that emphasised the urgency for Fiji to integrate into the digital marketplace.
“Fiji cannot afford to be left behind, we must embrace, adapt and lead in this new digital era,” Mr Ali said at the launch of the country’s first-ever National E-Commerce Strategy in Suva yesterday.
“Our businesses, whether in tourism, manufacturing, agriculture or ICT services must have the tools and support to compete beyond our shores.”
Mr Ali said the National E-Commerce Strategy (2025-2029) ensured that every Fijian entrepreneur, whether in Suva or in the most remote islands, has access to global markets through digital trade and e-commerce.
“Over the years, we have engaged businesses, development partners and industry leaders to shape a strategy that responds to real challenges and unlocks real opportunities.”
He said the strategy had been built on global best practices but tailored for Fiji’s economic landscape.
Mr Ali said while the opportunities were vast, there were also barriers and challenges that had hindered e-commerce growth in Fiji.
“First is digital payments and financial inclusion. Too many MSMEs struggle with costly or inaccessible online payment solutions.
“We are working with financial institutions to achieve full interoperability and strengthen our national payments system (NPS).”
Mr Ali said logistics and shipping constraints with high costs and unreliable networks remained a major challenge.
He also noted cybersecurity and fraud that eroded consumer trust.
Mr Ali said those challenges presented opportunities for reform, investment and innovation.
He said the implementation of the e-comomerce strategy was now a key priority to turn this vision into reality.
“To ensure this, a dedicated National E-Commerce Committee has been established to coordinate efforts, monitor progress, and drive reforms.
“The implementation plan within the strategy provides a clear roadmap with timelines, responsibilities, and key performance indicators to track progress.”
He urged businesses to embrace digital trade, adopt e-commerce and explore new markets.
He said mobile wallets like MPaiSA and MyCash and e-commerce platforms like VitiKart were prime examples of innovation that had made lives and buysiness easier.
“We need our businesses to continue to innovate and adopt new technology and new ways of doing business.”
