Samoa e-commerce strategy and roadmap

The Samoa E-commerce Strategy and Roadmap, published in May 2022 by the Ministry of Commerce, Industry and Labour (MCIL) and the Ministry of Foreign Affairs and Trade (MFAT), sets a comprehensive vision for accelerating Samoa’s digital transformation through e-commerce. The strategy is aligned with the Pacific Regional E-commerce Strategy (2021–2025) and aims to harness digital trade to diversify the economy, improve resilience, and promote inclusive growth.

Strategic vision

By 2027, Samoa aims to become a digital-friendly economy where businesses and consumers benefit from safe, secure, and predictable online trade. The vision focuses on boosting domestic commerce, increasing exports, creating jobs, and stimulating innovation.

Core outcomes

The strategy targets four overarching outcomes:

1. More online consumers
2. More online businesses
3. Better digital readiness
4. Improved access to digital payment methods

These outcomes are supported by seven thematic priority areas:

1. E-commerce readiness and strategy formulation
2. ICT infrastructure and services
3. Trade logistics and facilitation
4. Legal and regulatory framework
5. Electronic payment solutions
6. E-commerce skill development
7. Access to finance for e-commerce

Key measures

The roadmap includes over 60 detailed measures tied to 23 strategic outputs, such as:

• Creating a national e-commerce policy
• Reducing taxes on ICT equipment
• Expanding internet access, especially in rural areas
• Updating the legal framework to better address online transactions and consumer protection
• Enhancing electronic payment systems through mobile money and banking integration
• Scaling digital literacy and technical training via schools and incubator programs
• Increasing access to finance for e-commerce businesses, especially MSMEs and women-led enterprises

Governance

The implementation is overseen by a National E-commerce Committee, which includes representatives from ministries, private sector organisations like the Samoa Chamber of Commerce and Industry (SCCI), and development partners (e.g. ADB, DFAT, UNDP). This committee will liaise with the Pacific Islands Forum Secretariat (PIFS) for regional alignment.

Roadmap and monitoring

The strategy includes a flexible implementation roadmap, with indicative budgets, responsible agencies, baselines, and KPIs. It emphasises:

• Inter-ministerial coordination
• Public-private partnerships
• Regular evaluation and updating of the strategy

Cross-cutting focus

A strong cross-cutting focus is placed on empowering women through digital inclusion, social commerce, training, and entrepreneurship support, contributing to SDG 5 (gender equality).

Challenges and context

Despite progress, Samoa faces persistent challenges:

• Limited digital infrastructure in rural areas
• High internet costs
• Gaps in legal protections for online commerce
• Low adoption of online payments
• Weak logistics and lack of physical addresses

However, successful local platforms like Maua App and Samoa Market, as well as international platforms like Shopify, demonstrate the sector’s potential.