The rise of online shopping is reshaping consumer behavior in Fiji, driven by increased internet access and smartphone usage. As of January 2023, Fiji's internet penetration reached approximately 87.7%, allowing more residents to explore e-commerce platforms.
Online shopping offers unparalleled convenience, enabling consumers to purchase goods from home, which is particularly beneficial for busy families. This shift not only saves time but also provides a more relaxed shopping experience, free from the stresses of physical stores.
The diverse product range available online enhances its appeal, with shoppers accessing unique items and competitive prices often unavailable in traditional stores. This trend has fostered the emergence of micro, small, and medium enterprises (MSMEs) leveraging social media to market and sell imported goods directly to consumers, especially during peak shopping seasons like Diwali.
However, the e-commerce landscape in Fiji faces challenges such as logistical issues in rural areas, limited shipping options for international products, and the need for improved digital literacy among vulnerable populations. These factors can hinder the growth of online shopping.
Despite these challenges, the increasing popularity of online shopping for homemade goods, traditional attire, and festive gifts reflects a significant shift in consumer habits. Ensuring accessibility and addressing logistical hurdles will be crucial for fostering a robust e-commerce environment in Fiji.