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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eCommerce
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General Overview 

Many public and private organizations in Fiji are moving towards digital systems, gradually replacing manual or paper-based processes. Like other Pacific Island nations, Fiji now has easier access to international markets through eCommerce platforms. Strict social distancing measures and lockdowns during the pandemic compelled businesses to enhance their online sales and marketing strategies. As a result, many businesses in Fiji are thriving through online sales. Forecasts project that the total value of FinTech transactions will grow by 19.5% between 2020 and 2025.
Top products or services sold online in your market, both B2B and B2C

Popular online products in Fiji include handcrafted souvenirs, jewelry, clothing items, foods, beverages, cosmetics, health and wellness items, and traditional Fijian art. Seller’s market these goods as high-quality and sustainably sourced to reflect Fiji’s natural environment. 

Legal & Regulatory environment towards e-commerce 

All online businesses operating in Fiji must register with the FRCS for tax purposes. “If a business has an annual gross turnover or sales exceeding FJ$100,000 (approximately $45,920), the FRCS requires it to register for VAT. Once registered, the business acts as a collecting agent for the government, charging VAT on all sales, filing VAT returns, and making VAT payments.

Consumer Behavior

Modern supermarkets have become the dominant food retail outlet in Fiji, taking over from traditional markets. However, traditional markets are still the main place for fresh fruit and vegetables. Online shopping for clothing and footwear, jewelry, health and wellness products, and more has grown significantly over the past decade. According to Statista, analysts projected that Fiji’s broader digital commerce market would generate around $149.2 million in transaction value by 2025, with an expected annual growth rate of 22.14% through 2029. 

The Consumer Council of Fiji protects consumer rights and interests by promoting fair and just delivery of goods and services. The Council provides consumer advisories through a toll-free consumer helpline, mobile app, social media, emails, and the website complaints portal.
Consumer preference for platforms, payment methods, and other consumer services in use in your country. 

Cash is the most commonly used payment method among individuals and businesses in Fiji. However, mobile money has become a popular option for purchasing goods, selling products, and transferring money. The pandemic prompted many Fijian businesses to adopt cashless payment systems, leading to a significant increase in mobile wallet transactions both in value and volume. Few individuals and businesses widely use credit and debit cards for everyday transactions.

Digital Marketing and Social Media 

In Fiji, social media usage offers a significant competitive advantage over traditional media. About 72% of the population engages with social media, with popular platforms including Facebook, LinkedIn, Instagram, and X.  Facebook ranks as the most popular social media platform in Fiji. According to Datareportal, advertisers on Facebook reached approximately 57.9% of the total Fijian population as of early 2024. These figures indicate a significant penetration of Facebook among Fiji’s internet users. 

Digital Events

•    Annually, the National Training and Productivity Centre of Fiji National University organizes the Fiji National Conference on Information and Technology, providing participants with insights and resources on the latest IT industry trends and developments.
•    The Fiji Tech Summit, held annually, brings together tech companies from across the Pacific Island region to showcase the latest innovations in technology. 
•    The Pacific Islands Telecommunications Association (PITA) holds its annual conference to provide members opportunities to network, share knowledge, and discuss key telecommunication issues relevant to Pacific small island nations. A group of stakeholders established PITA, a non-profit organization, to advocate for the telecommunications interests of small island nations in the Pacific region. Tech companies also have the chance to showcase their innovations at PITA events.

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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.

Limitations

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.

Privacy

The Chatbot does not collect information about users and does not use the contents of users’ chat history to learn new information. All feedback is anonymous. Please do not enter personally identifiable information (PII), sensitive, or proprietary information into the Chatbot. Your conversations will not be connected to other interactions or accounts with ITA. Conversations with the Chatbot may be reviewed to help ITA improve the tool and address harmful, illegal, or otherwise inappropriate questions.

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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