A new eCommerce national strategy launched by the Malta Communications Authority today aims to help local operators make the most out of a fast-growing phenomenon, whilst also seeking to attract eCommerce-related operations.
The strategy was launched at the 11th edition of the MCA eCommerce forum, and is aimed for the years 2014-2020..
eCommerce has been growing fast across the world - over the last three years, global online retail increased at an average rate of more than 18% a year, while sales via other channels only grew by 1.3% annually.
And Malta is no exception to the rule. Not only are more people purchasing online - 46% of the Maltese population did so last year, according to Eurostat figures, slightly below the 47% EU average - but they are also doing so more frequently and spending more. Younger Maltese - particularly those aged 16-24 - are significantly more active online shoppers than their European counterparts, although online shopping is less prevalent among those aged I and up.
The most popular items purchased online are clothing and shoes, purchased by 65% of local eCommerce users, followed by IT and electronic goods (46%) and books (37%).
However, many enterprises still need to catch up with their clients' changing habits. Only 15% of Malta-based SMEs and large enterprises sell their products locally over the internet, although this proportion is only marginally lower than the 16% EU average. Denmark is the best-performing state, but even here, only 29% of businesses sell their products online.
At the launch of the strategy - and on various occasions in the past - Parliamentary Secretary for Competitiveness José Herrera noted that local businesses have often expressed their concern about the threat of eCommerce, and often spoke of the need to turn this challenge into the opportunity.
The strategy proposes a series of actions which are framed within four main pillars, in a bid to support the take-up of eCommerce and the provision of eCommerce-related services by local businesses whilst also addressing the prospects for Malta to attract foreign companies providing eCommerce or ancillary services to set up shop in Malta.
The first pillar involves engendering trust in eCommerce, through information sessions, and an ongoing awareness campaign to entice those who presently shy away from online shopping, including older individuals.
The second pillar involves transforming micro-enterprises to help them face the challenges of a digitally-driven world, with measures including a comprehensive study of the situation, training, a mentorship programme and government schemes.
The third pillar focuses on non-micro SMEs and larger enterprises, and involves the development of an audit kit evaluating businesses' robustness vis-à-vis eCommerce, a dedicated specialist advisory service, education campaigns, training programmes and government support to help established eCommerce operations expand their business, among other measures.
The final pillar seeks to transform Malta into a global eCommerce player, with the MCA pledging to develop a policy aiming to attract global and European eCommerce players to base their operations in Malta, and to set up a helpdesk to support foreign ventures to do so.