According to the Digital 2024 Darussalam is ranked among the top five globally for Instagram advertisement reach in terms of population ratio at 85.3 per cent (287,050 people) for age 18 and above. Digital adoption in Brunei continues to thrive as January 2024 figures reported 449,700 Internet users. A total of 301,000 are active on social media, accounting for 66.3 per cent of the population. Meanwhile cellular mobile connections have reached 617,300, equivalent to 135.9 per cent of the population.

Local entrepreneurs have been embracing the online boom. A number of businesses now operate primarily online, whether through their website, social media or both. Launching online enables business owners to test the waters and gauge market acceptance without requiring a significant investment.

Social commerce – selling products or services directly through social media – has gained significant traction, especially for small businesses or those who are just starting to tap into the entrepreneurship scene. Unlike physical stores, online platforms such as Facebook, Instagram and TikTok can reach a much wider audience given the high number of users on these apps. Using social media also eliminates the problem of rental cost.

For aspiring entrepreneurs, social media is a cost-effective and low-risk way to test and refine their business ideas, making the journey to success more achievable. One important point, however, is to consistently create engaging content to drive traffic.

A number of local entrepreneurs have taken on a hybrid approach, offering both online and in-store shopping. One local entrepreneur shared that he initially operated online through pre-orders. His business grew into a home-based physical shop, which then expanded with a rental space based on a customer’s recommendation.

With a supportive ecosystem, increasing Internet penetration and a high adoption of social media, the digital frontier in Brunei is brimming with potential for those ready to innovate and connect. Businesses can leverage on online platforms to create opportunities and redefine traditional business models.