Fiji’s National E-Commerce Strategy 2025–2029

A Defining Moment for Fiji’s Digital Economy

On 25 February 2025, Fiji took a bold step towards a digital-first economy with the official launch of the National E-Commerce Strategy (NECS) 2025-2029. Held at the Civic Centre Lower Auditorium in Suva, the event brought together key government leaders, industry experts, and development partners, all united by a common vision—leveraging digital innovation to transform trade, empower communities, and ensure sustainable economic growth.

Spearheaded by the Ministry of Trade, Co-operatives, Micro, Small, and Medium Enterprises and Communications, the strategy is an ambitious roadmap that cements Fiji’s position as a leading e-commerce hub in the Pacific. This initiative is not just about digitising transactions; it is about empowering businesses, bridging the digital divide, and building a resilient, future-ready economy.

Leadership That Inspires Change

The launch event was marked by compelling speeches from key stakeholders.

  • Shaheen Ali, Permanent Secretary for Trade, provided a comprehensive overview of the strategy, emphasising the need for a collaborative, inclusive approach to drive digital trade.
  • Honourable Manoa Kamikamica, Deputy Prime Minister and Minister for Trade, delivered a visionary keynote address, highlighting how this strategy aligns with Fiji’s broader goal of economic diversification and global trade competitiveness.
  • Industry leaders and development partners—including representatives from UNCTAD, Vodafone Fiji, and the Australian High Commission—offered invaluable insights on global trends, private-sector contributions, and technical advancements in e-commerce.

A Strategy Built on Innovation, Inclusiveness, and Sustainability

At its core, the National E-Commerce Strategy (NECS) 2025-2029 is a blueprint for the future—designed to unlock new opportunities for businesses, entrepreneurs, and everyday Fijians. Its framework rests on three key pillars:

1. Innovation: Driving Digital Transformation

E-commerce is not just about selling products online; it is about revolutionising the way we trade, connect, and compete. The strategy promotes:

  • Advanced digital infrastructure, including widespread high-speed connectivity.
  • Seamless payment solutions, addressing interoperability challenges with local and international gateways.
  • Logistics enhancements, ensuring faster, more efficient delivery mechanisms for goods and services.

By integrating cutting-edge technology—from digital marketplaces to AI-driven customer experiences—Fiji aims to redefine how businesses operate in an interconnected world.

2. Inclusiveness: Empowering MSMEs and Communities

A truly transformative e-commerce strategy must leave no one behind. NECS 2025-2029 prioritises:

  • Micro, Small, and Medium Enterprises (MSMEs), ensuring they have the tools, resources, and digital literacy to thrive in the online marketplace.
  • Women and youth entrepreneurs, creating targeted capacity-building programmes to close the digital divide.
  • Rural and maritime communities, expanding access to digital tools, mobile commerce, and e-payment systems.

The government’s ongoing MSME support schemes, such as subsidies for online platform registration, reinforce Fiji’s commitment to fostering an inclusive digital economy.

3. Sustainability: A Digital Economy That Lasts

Sustainability is woven into the very fabric of this strategy. Fiji is not just building an e-commerce ecosystem for today but future-proofing its digital economy through:

  • Resilient infrastructure, ensuring systems remain operational even in the face of climate-related disruptions.
  • Green e-commerce initiatives, encouraging eco-friendly supply chains and digital services that reduce carbon footprints.
  • Cybersecurity and data protection, fostering trust in online transactions while protecting businesses and consumers from digital fraud.

By embedding sustainability principles, Fiji is ensuring that economic progress does not come at the expense of environmental and social well-being.

Bridging the Digital Divide: Public and Private Sector Synergy

One of the most remarkable aspects of NECS 2025-2029 is its emphasis on collaboration. The government recognises that e-commerce growth cannot happen in isolation—it requires a unified effort between policymakers, businesses, and technology partners.

During the Private Sector Perspective session, industry leaders underscored the role of corporate partnerships in facilitating digital trade:

  • Edward Bernard, CEO of Fiji Commerce and Employers Federation (FCEF), highlighted the immense potential of e-commerce in driving MSME growth and economic expansion.
  • Shailendra Prasad, Head of E-commerce at Vodafone Fiji, elaborated on the critical role of digital payments and mobile commerce, ensuring financial inclusion for businesses and consumers alike.

Such partnerships will be pivotal in accelerating digital adoption, improving payment solutions, and fostering a competitive e-commerce ecosystem.

A Call to Action

The launch of the Fiji National E-Commerce Strategy 2025-2029 is more than just a policy milestone—it is a call to action for businesses, entrepreneurs, and communities to embrace digital transformation.

What’s next?

  • Implementation of key policy reforms to streamline online business regulations.
  • Capacity-building initiatives to upskill entrepreneurs and digital professionals.
  • Development of new digital trade platforms to enhance Fiji’s global connectivity.

As Fiji positions itself as a regional leader in digital trade, every stakeholder has a role to play. Whether you are an entrepreneur looking to expand online, a policymaker shaping digital policies, or a consumer embracing digital payments—this strategy belongs to all of us.

The Future is Digital, The Future is Fiji

With innovation at its core, inclusiveness as its foundation, and sustainability as its guiding principle, the National E-Commerce Strategy 2025-2029 is Fiji’s gateway to a smarter, stronger, and more connected future.

As we embark on this exciting journey, one thing is certain—the future of trade is digital, and Fiji is ready to lead the way.

National Scams Awareness Week – Day 2 Highlights

Today, I had the privilege of attending Day 2 of the National Scams Awareness Week at the Grand Pacific Hotel. This event was an essential platform for discussing the pressing issues surrounding cybercrime, cybersecurity, financial literacy, and the growing need for safe digital practices in our increasingly interconnected world.

First and foremost, I would like to extend my sincere gratitude to the key stakeholders whose contributions made this event possible:

  • Ministry of Trade, Co-operatives, Micro Small and Medium Enterprises and Communications
  • Consumer Council of Fiji
  • United Nations
  • European Union
  • Australian AID
  • New Zealand Ministry of Foreign Affairs and Trade

Their collaborative efforts are instrumental in fostering an environment of awareness, education, and proactive action against scams and cyber threats.

Panel Discussions and Key Insights

1. Cybercrime and Cybersecurity: The first panel discussion delved deeply into the Cybercrime Act and Fiji’s involvement in the Budapest Convention on Cybercrime. This discussion highlighted Fiji’s commitment to being part of the 24/7 network for information sharing on scam-related concerns. A key focus was the current prosecuting process in Fiji for digital scams and cybercrime, with detailed discussions on the exchange of data between private sectors and law enforcement bodies to aid in investigations. The security of data during these exchanges emerged as a critical concern, underlining the need for robust data storage facilities to prevent leakage of sensitive information.

2. Financial and Digital Literacy: The second panel emphasised the importance of financial and digital literacy in today’s digital age. It was clear that enhancing literacy programmes is crucial for advocating fiscal responsibility, especially when making financial investments. The discussion also explored how these programmes could empower individuals to better navigate the complex financial landscape, making informed decisions that protect them from scams and fraudulent schemes.

3. Due Diligence and Scam Prevention: The third panel centred around the importance of performing due diligence before engaging in any form of transactional investment. The panellists discussed various digital financial scams, such as pyramid schemes, online shopping scams, and impersonation scams through communication apps. A significant portion of the discussion was dedicated to the evolution of AI technology and its implications on authenticity, raising concerns about distinguishing real from fake in the digital space. The conversation also touched on privacy policy concerns and the role of the Anti-Scam Task Force in Fiji, outlining its roles, responsibilities, and key stakeholders.

Major Takeaways from the Event

  1. Data Security During Information Exchanges:
    • A significant concern raised was the security of data during exchanges between private sectors and law enforcement bodies. The leakage of sensitive data is a prevalent issue, and ensuring secure data storage facilities is paramount. This is especially crucial if private agencies are expected to comply with the dissemination of electronic data for investigative purposes.
  2. Grassroots Awareness:
    • There is a pressing need to create impactful awareness at the grassroots level to ensure that no one is left behind in advocating safe digital practices and fiscal responsibility. Reaching out to all segments of society is essential in building a comprehensive defence against scams.
  3. Ethical Use of Technology:
    • As AI technology continues to evolve, maintaining ethical practices and ensuring the security of personal data, such as One Time Passwords (OTPs), authentication keys, and access to mobile wallets and online banking, are more important than ever.
  4. Educational Curriculum Reform:
    • Introducing and regulating curricula that teach students from an early age about safe practices and the fundamentals of digital platforms can have a significant impact on combating digital fraud. Educating the younger generation is a proactive step towards a safer digital future.
  5. Legal Reforms in Cybercrime Legislation:
    • There is a growing need to review and reform existing laws governing cybercrime in Fiji to ensure they remain effective in the face of evolving digital threats. A swift and efficient prosecution process is essential to deter cybercriminals.
  6. Digital Transformation and E-Business:
    • Digital transformation is a crucial part of our growing economy. It bridges the gap of accessibility and gender, allowing for market expansion in the digital landscape. This space enables businesses to operate without the limitations of a physical storefront, thereby reaching a broader spectrum of consumers.
  7. Due Diligence in Business Transactions:
    • Due diligence is critical before conducting any business transactions. It is essential to thoroughly investigate any business or individual before engaging in financial activities to avoid falling victim to scams.
  8. Caution Against Easy Money-Making Schemes:
    • A vital takeaway is the understanding that there is no easy way to grow your financial standing. Easy money-making schemes often turn out to be scams, and it’s important to approach such opportunities with caution.

Conclusion

The insights and discussions from today’s event provided a comprehensive understanding of the challenges and opportunities in combating scams and cybercrime in Fiji and the broader Pacific region. The emphasis on secure data practices, grassroots awareness, ethical technology use, educational reforms, and due diligence in business transactions are vital steps towards a safer digital environment. As we continue to navigate the digital age, the collaborative efforts of all stakeholders will be crucial in ensuring that our communities are well-equipped to protect themselves from scams and fraudulent activities.

Thank you once again to all the organisers and participants for making this event a success. Your efforts are paving the way for a more secure and informed society.

Digital Empowerment in Pacific Part 3 of 3

Amidst the beauty of this transformation, it’s important to remember that challenges exist, like storms on the horizon. Access to reliable internet, digital literacy, and concerns of data security can cast shadows. Yet, these challenges are like the waves themselves—overcome through resilience, innovation, and collective effort.

To those living in the Pacific Islands, I say: Embrace this digital dawn with open arms. Embrace the opportunities that now lap at your shores. You are not isolated; you are interconnected, empowered, and capable of shaping your own destiny in this vast digital ocean. The online presence you cultivate today is a bridge to a brighter tomorrow, where your voices resonate with the world, your aspirations take flight, and your cultures continue to flourish in pixels and pages.

As the tides of change continue to shift, may you find strength in the stories of those who have already navigated these waters. Embrace the tools of this age, not as mere screens and codes, but as vessels of hope, empowerment, and unity. Your online presence is your vessel—navigate it with courage, for the currents of progress are yours to harness.

Digital Empowerment in Pacific Part 2 of 3

Commerce, too, finds its renaissance in the digital realm. In the past, a craftsperson’s exquisite creations might have remained confined to local markets. Now, the artisans of the Pacific can showcase their intricate work to a global audience. Handwoven fabrics, unique carvings, and delicate jewelry travel beyond oceans, not on ships, but through websites and e-commerce platforms. This transformation breathes life into economies, putting winds beneath entrepreneurial sails, and fostering a sense of pride and purpose in every stroke of creation.

Beyond education and commerce, the tendrils of online services have woven connections that defy distance. Long-lost friends reunite through social media, families separated by seas share laughter over video calls, and the wisdom of generations is captured and shared in digital archives. The online presence, often taken for granted elsewhere, is a lifeline for maintaining culture, heritage, and unity in the Pacific. The songs, dances, and stories that once echoed only within islands now echo through the digital pathways, connecting hearts across the blue expanse.

Digital Empowerment in Pacific Part 1 of 3

In the vast expanse of the Pacific Islands, where the waves meet the horizon, the importance of online presence resonates like a distant melody. Imagine a world where knowledge flows freely, opportunities knock regardless of distance, and connections are made with a click. This digital tapestry weaves threads of empowerment, innovation, and transformation, especially for those in the tranquil embrace of the Pacific.

In these scattered lands, learning has taken on a new dawn. Online platforms have become the lanterns guiding seekers of knowledge. A curious mind from a tiny island now has access to the wisdom of the world. Through virtual classrooms, lectures, and tutorials, the barriers of geography and isolation are dismantled. Bright minds from Pacific Islands now stand shoulder to shoulder with peers from bustling cities, exchanging ideas that dance like fireflies in the dark. The very notion that someone’s potential could be nurtured and refined through online education is a testament to the waves of change that technology brings.