Describes how widely e-Commerce is used, the primary sectors that sell through e-commerce, and how much product/service in each sector is sold through e-commerce versus brick-and-mortar retail. Includes what a company needs to know to take advantage of e-commerce in the local market and, reputable, prominent B2B websites.
Last Published: 7/18/2017
Overview
Internet usage rose to 419,958 users in June 2016 from 7,500 users in 2000, with a 45.9 percent internet population penetration rate. The development of the country’s ITC infrastructure has increased access to the Internet and lowered costs, although electronic commerce still has a limited market reach.

Notable developments in the consumer to business market segment include the growing popularity of electronic commerce for bill payments through the commercial banks and mobile phone money transfers.

Current Market Trends
Fiji has a large “unbanked” population and access to financial products and services is low.  In 2015, the ability of households and firms to use financial products and services was estimated at 21.78 per 10,000 adults, with more than half of rural adults and one-quarter of urban adults without bank accounts.  The Fiji government is committed to accelerating the transition from cash to digital payments in order to reduce poverty and drive inclusive growth.  In 2011, with the support of the Pacific Financial Inclusion Program, the Fiji Government-to-Person (G2P) electronic welfare payment initiative (which switched from voucher-based payments to electronic transfers to a bank account) was the first in the region and benefited about 33,000 recipients.  Other major institutions such as the country’s superannuation fund, the Fiji National Provident Fund, and the iTaukei Lands Trust Board, which distributes land lease payments, are also making payments through banking and electronic channels.

In February, the Fiji government passed in parliament the Interchange Network (Payments) Act.  The law provides for the regulation of payment systems and services through the Fiji interchange network.  The Act also establishes the Fiji Interchange Network Authority which will have oversight, supervisory and regulatory powers over the interchange, its members and its activities.  According to the law, the State owns the network.  The network is yet to be implemented. 

Mobile eCommerce
Mobile cellular subscription in 2015 rose to 108.2 per 100 people from 98.8 in 2014.  The mobile service provider Vodafone’s M-PAISA program allows the transmission and receipt of money using the mobile phone network.  The M-PAISA program has over 194 agents (non-bank retail outlets) across the country and partners with 27 registered businesses.

Social Media
There are about 380,000 Facebook users in Fiji, a 41.5 percent penetration rate.  Many informal and micro-home based businesses use social media as a tool to promote their services and products.

Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.



Fiji eCommerce Industry Trade Development and Promotion eCommerce