Developing an E-Commerce Strategy for Success in Brunei

Abstract

The people in Brunei are digitally connected every day. Brunei recorded itself with the highest internet penetration (95%) in Southeast Asia. However, the local e-commerce industry seems to be still at infancy stage although the idea of e-commerce is not new here. Bruneians shop at global e-commerce sites, purchase from local social sellers, and commission online personal shoppers. But why are local e-commerce brands struggling although they are also providing similar business? Thus, this chapter aims to find out the ways to improve and strive in the Brunei market – What is the problem? What is missing? What can be done? The researcher aims to dissect the root issues and provide recommendations as the e-commerce strategy. The motivation for this research is in the effort to support the government continuous initiatives to curb unemployment in this country; e-commerce industry as the enabler for self-employment, entrepreneurship, and job creation contributes to the economic growth.

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