On 25 February 2025, the Government of Fiji officially launched its National E-commerce Strategy (NECS) 2025–2029. The strategy has been developed in collaboration with UN Trade and Development (UNCTAD) and the Ministry of Trade, Co-operatives, Micro, Small, and Medium Enterprises and Communications, with the support of the Australian Government under the Pacific Digital Economy Programme. The strategy 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.”
Kamikamica said the National E-Commerce Strategy (2025-2029) was an ambitious plan that would 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; 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,” DPM Kamikamica said.
The National E-commerce Strategy marks a strategic shift in Fiji’s trade and economic development agenda, reinforcing the country’s commitment to modernising its trade systems, fostering innovation, and supporting a dynamic and competitive economy. It aligns with broader national priorities of resilience, sustainability, and inclusivity, guiding policymakers and development partners towards a forward-looking vision for Fiji’s digital transformation.
The vision of the National E-Commerce Strategy (NECS) has been clearly defined. By the year 2029, e-commerce is expected to become a driving force behind the growth of Fiji’s Micro, Small and Medium Enterprises (MSMEs), the expansion of productive sectors, and the enhancement of export competitiveness. To accelerate the growth of e-commerce in Fiji, the NECS outlines four overarching goals.
The first goal is to strengthen the policy base and improve governance on e-commerce. This involves the development of sound policies and regulatory frameworks to guide e-commerce activities. The second goal focuses on enhancing trust in e-commerce by improving consumer protection measures and strengthening online security. The third goal aims at leveraging e-commerce as a channel for both domestic and international trade, particularly for the productive sectors of the economy. This will enable businesses to access broader markets and increase their competitiveness. The fourth and final goal envisions e-commerce as a dynamic engine for job creation and entrepreneurship, fostering innovation and new business opportunities across the country.
To achieve these goals, the NECS has identified six expected outcomes. The first expected outcome is the establishment of a supportive policy environment and effective incentive mechanisms. These measures are intended to improve the business environment for e-commerce operations in Fiji. The second expected outcome involves the creation of a clear policy framework that enhances consumer protection and promotes trust in online transactions. The third expected outcome focuses on increasing the use of digital payment solutions by merchants and consumers, which is essential for the growth of e-commerce. The fourth outcome aims at strengthening export capacities, particularly through the growth of productive sectors and improved competitiveness in international markets. The fifth expected outcome is the development of policy services that align with the evolving needs of the e-commerce sector. Lastly, the sixth outcome emphasizes the establishment of supportive digital infrastructure that can enable and sustain the growth of e-commerce across the country.
The successful implementation of the NECS will require effective governance and coordination structures. These structures will ensure continuous oversight, inter-ministerial coordination, planning, monitoring, and reporting of results. A National E-Commerce Committee will be established to provide high-level oversight and facilitate collaboration among relevant stakeholders. This Committee will lead the implementation of the NECS and ensure its alignment with national development priorities, including the National Development Plan (NDP) and the forthcoming National Digital Strategy (NDS). Additionally, a National E-Commerce Implementation Unit will be created to act as a secretariat, providing technical and administrative support for the implementation of the NECS. This Unit will promote cross-government collaboration and offer assistance to private sector actors, particularly MSMEs, to ensure inclusive participation in e-commerce activities.
The implementation of the NECS will also be aligned with regional initiatives led by the Pacific Islands Forum Secretariat (PIFS) and the Pacific E-Commerce Strategy and Roadmap (PESR). This alignment will enable Fiji to leverage regional e-commerce initiatives and adapt them to the local context, while ensuring consistency with the specific measures recommended in the PESR.
