Fiji Country Commercial Guide
Learn about the market conditions, opportunities, regulations, and business conditions in fiji, prepared by at U.S. Embassies worldwide by Commerce Department, State Department and other U.S. agencies’ professionals
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Digital Economy
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The Fijian government commits to transforming Fiji into a leading digital economy. It actively participates in several digital economy initiatives, including the Pacific eCommerce Initiative, the Pacific Digital Economy Program, and the Digital Government Transformation Program. Thanks to its strategic position on the Southern Cross fiber optic cable network, Fiji enjoys some of the lowest internet costs and highest performance levels worldwide.

Fiji’s National Digital Strategy 2025-2030 provides a comprehensive roadmap for the country’s digital transformation. The government prioritizes expanding network access to underserved areas, automating e-government services through the digitalFIJI portal (especially for registrations, licensing, and fee collection), enhancing shipment pre-clearance processes, and establishing a national single window clearance system.
Additionally, the government is conducting a comprehensive review of its ICT network, focusing on strengthening cybersecurity practices across government operations. Recognizing the need to keep pace with technological advancements, it also prioritizes developing legal frameworks to support and regulate emerging technologies such as artificial intelligence (AI), fintech, cybersecurity, and banking.

Market Challenges 

Regulatory environment

Fiji has not yet developed a comprehensive legal and regulatory framework for data privacy and protection or an integrated strategy to promote eCommerce adoption. However, in 2020, the country completed its National eCommerce Assessment and established a National eCommerce Steering Committee to drive and accelerate eCommerce uptake nationwide. The Fiji Revenue and Customs Service (FRCS) have modernized customs through digital and organizational transformation and fulfilled 97% of their commitments under the World Trade Organization (WTO) Trade Facilitation Agreement. These efforts aim to enhance border efficiency, reduce costs, and minimize uncertainty and delays in goods clearance. As a WTO member, Fiji does not impose customs duties or taxes on cross-border transactions, respecting the existing moratorium on e-commerce.

Fiji’s National Digital Strategy 2025-2030 includes AI governance and cybersecurity measures developed through extensive multi-stakeholder consultations to address key challenges and priorities. In support of this, the Australian government, under a Memorandum of Understanding (MOU) on Cybersecurity Cooperation, has committed to assisting Fiji in formulating a National Cybersecurity Strategy. This cooperation involves developing a comprehensive Computer Emergency Response Team (CERT) Study Report, operationalizing the CERT, and addressing emerging technologies such as responsible AI.

Fiji’s Online Safety Commission (OSC) serves as an independent regulator and works with social media platforms to promote online safety and deter misuse of personal information. The OSC operates under the guidance of the 2018 Online Safety Act and other privacy-related laws, including the Constitution and Telecommunications Promulgations.

To further enhance commercial development and technology adoption, Fiji must review, update, and enact the necessary laws to create a stable and improved eCommerce business environment. Additionally, the Department of Information, Technology & Computing (ITC) Services manages government IT procurement through the online Tenderlink platform.

Digital Trade Barriers

Fiji faces significant challenges in developing its ICT infrastructure due to its geographical landscape and dispersed layout. Digital transformation in rural and maritime regions lags behind urban areas mainly because remoteness and limited accessibility restrict progress. As a result, network providers have not yet covered around 2% of the population with 2G, 3G, or 4G connections.

Improving financial literacy, especially among older adults, remains a critical priority as Fiji transitions toward a more digital economy. Many people still avoid traditional banking services, creating barriers to eCommerce participation. Non-bank digital payment solutions - such as mobile wallets, digital wallets, cashless transactions, and cash vouchers—can help extend financial services to unbanked or underbanked groups.

The United Nations Capital Development Fund (UNCDF) conducted a 2023 Digital and Financial Literacy Survey, which found that only 16% of Fijian adults made an online purchase in the previous three months, despite 45% of Fijians aged 15 to 74 holding a payment card linked to a current account. Fiji’s eCommerce ecosystem remains in its early stages, offering a limited range of products and services and facing inadequate logistics and delivery coverage across many regions. Regulatory gaps, low financial and technological literacy, and weak digital infrastructure continue to hinder digital payment adoption.

Digital Trade Opportunities

Cross-Sector Enabling Technologies

Leading operators Vodafone Fiji and TFL remain optimistic about Open Radio Access Network and are actively evaluating its feasibility. After acquiring licenses from the Fiji government, Vodafone Fiji and Digicel Fiji began 5G testing across the country. Digicel Fiji partnered with Nokia to upgrade cell tower sites to support the rollout.

Fiji currently operates six active international subsea cables - the highest number of any Pacific Island country. Google, in partnership with ATH, AP Telecom, and Telstra, plans to build two new subsea cables to boost digital connectivity in the central Pacific. The Bulikula cable will connect Guam and Fiji, while the Halaihai cable will link Guam and French Polynesia.

Specific Industry Sub-sectors

The Reserve Bank of Fiji launched the FinTech Regulatory Sandbox to foster the responsible development of innovative solutions in Fiji’s financial sector. One of the sandbox’s key objectives is to expand access to essential financial services through platforms such as credit and debit cards, QR code-based payments, agent banking, online banking, mobile money, and other emerging digital services. These fintech applications aim to enhance convenience and extend financial access to remote businesses and communities. Additionally, fintech solutions can provide the unbanked population with electronic currency for online transactions and enable MSMEs - often hindered by strict “Know Your Customer” requirements - to receive online payments.

Remittances rank among Fiji’s top foreign exchange earners. Over a decade ago, mobile money - or e-wallet services - gave customers the ability to transfer funds, pay bills, and deposit or withdraw cash via mobile phones. Today, many Fijians use mobile money as a preferred payment method. Vodafone expanded its mobile wallet services by introducing the “Scan to Pay” QR code feature, which allows consumers to use their phones to pay for shopping, utility bills, and purchases from retail outlets.

Fiji stands out as the only country in the Pacific region with industry experience in global outsourcing services. The country’s BPO sector delivers contact center, human resources, finance and accounting, and IT helpdesk services to a wide range of industries, including airline reservations, hospitality and travel, logistics, healthcare, energy, call centers, and real estate. Fiji has successfully attracted major BPO investors such as Mindpearl, Australia and New Zealand Banking Group Limited Pacific Operations (ANZ), and Packleader Pacific.
Digital Economy-related trade events

The Fiji Tech Summit stands as the largest IT event in the Pacific Island region. Each year, organizers bring together tech companies from across the region to showcase the latest innovations in technology. The summit offers a unique opportunity to network with decision-makers and industry experts, exchange ideas, and connect with potential business partners—all with the goal of reshaping the Pacific’s technology landscape. Over two days, the event features presentations, exhibitions, technical breakout sessions, consultations, and networking opportunities.

Digital Economy-related trade events

The Fiji Tech Summit stands as the largest IT event in the Pacific Island region. Each year, organizers bring together tech companies from across the region to showcase the latest innovations in technology. The summit offers a unique opportunity to network with decision-makers and industry experts, exchange ideas, and connect with potential business partners—all with the goal of reshaping the Pacific’s technology landscape. Over two days, the event features presentations, exhibitions, technical breakout sessions, consultations, and networking opportunities.

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Global Business Navigator Chatbot Beta

Welcome to the Global Business Navigator, an artificial intelligence (AI) Chatbot from the International Trade Administration (ITA). This tool, currently in beta version testing, is designed to provide general information on the exporting process and the resources available to assist new and experienced U.S. exporters. The Chatbot, developed using Microsoft’s Azure AI services, is trained on ITA’s export-related content and aims to quickly get users the information they need. The Chatbot is intended to make the benefits of exporting more accessible by understanding non-expert language, idiomatic expressions, and foreign languages.

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As a beta product, the Chatbot is currently being tested and its responses may occasionally produce inaccurate or incomplete information. The Chatbot is trained to decline out of scope or inappropriate requests. The Chatbot’s knowledge is limited to the public information on the Export Solutions web pages of Trade.gov, which covers a wide range of topics on exporting. While it cannot provide responses specific to a company’s product or a specific foreign market, its reference pages will guide you to other relevant government resources and market research. Always double-check the Chatbot’s responses using the provided references or by visiting the Export Solutions web pages on Trade.gov. Do not use its responses as legal or professional advice. Inaccurate advice from the Chatbot would not be a defense to violating any export rules or regulations.

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Translation

The Chatbot supports a wide range of languages. Because the Chatbot is trained in English and responses are translated, you should verify the translation. For example, the Chatbot may have difficulty with acronyms, abbreviations, and nuances in a language other than English.

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