Describes how widely e-Commerce is used, the primary sectors that sell through e-commerce, and how much product/service in each sector is sold through e-commerce versus brick-and-mortar retail. Includes what a company needs to know to take advantage of e-commerce in the local market and, reputable, prominent B2B websites.
Last Published: 7/12/2019

Overview

In 2000, Brunei enacted a commercial code for electronic transactions. The Electronic Transactions Act (Chapter 196) is based on the United Nations Commission on International Trade Law (UNCITRAL) Model Law on Electronic Commerce and the Singapore Electronic Transactions Act. The Singapore Act draws heavily from the U.S. Uniform Electronic Transactions Act and aims to encourage business and consumer confidence in e-commerce and provide legal protection for both the buyer and seller.

The Brunei AITI is responsible for promoting e-business opportunities under both the country’s 2000 Electric Transactions Order and its E-Business and Market Creation Unit.

Current Market Trends

As Bruneians have gained increased access to mobile and internet capabilities, e-commerce has grown in popularity.  E-commerce, however, is still largely concentrated in the tourism sector. Royal Brunei Airlines, the national air carrier, provides an online reservation system. Numerous hotels also provide e-booking services, some of which are contracted through business-to-business e-payment services located outside of Brunei.

Domestic eCommerce (B2C)

E-commerce is new domestically as Brunei entrepreneurs experiment with selling via social media and websites. A number of businesses in the food and beverage industry perform well in comparison to retail businesses where Bruneians still prefer to personally inspect items. 

Cross-Border eCommerce

An increase in online shopping has been seen in the last few years as global websites such as Amazon and eBay increase in popularity, as well as those from neighboring countries such as Singapore and Malaysia which offer direct shipping to Brunei.

B2B eCommerce

As many local e-commerce platforms are still in its domestic trial stage, one local e-commerce platform, Cube Junction, recently signed an agreement with Hong Kong e-commerce and logistics company AFL Logistics to become a strategic transshipment hub for air cargo in the region.

eCommerce Services

With the small market, e-commerce services provided in Brunei is limited to mainly travel bookings and food delivery

eCommerce Intellectual Property Rights
Ecommerce companies and businesses are advised to have their products and services patented or trademarked with BruIPO as stated in Protecting Intellectual Property.

Popular eCommerce Sites

Royal Brunei Airlines
Naindah.com – Online Shopping
Babakimpo – Online Shopping

Online Payment

Foreign and local banks in Brunei offers secure payment gateways, bank transfer services, and a range of globally accepted debit/credit cards which can be used for secure online transactions. Brunei’s Central Bank published its Digital Payment Roadmap for the development of the digital payment ecosystem.

Mobile eCommerce

In the past few years, the Brunei government and private companies has ventured into developing apps to provide clients with mobile convenience. Currently, this is seen to be very popular with service providers such as banks.

Digital Marketing

Despite the strong utilization of traditional marketing channels such as radio, billboards and brochures, Brunei private companies have also use digital marketing channels such as social media, text message blasts and online billboards to reach their potential market.

Major Buying Holidays

The major buying holidays in Brunei are during the Chinese New Year and Hari Raya seasons.

Social Media

Brunei has the fourth highest social media penetration worldwide with 95% of the total population, according to the new Digital in 2018 We Are Social Global Overview report. Facebook and Instagram are frequently used as digital marketing channels.
 

Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.