The promise of e-commerce and digital trade is that it can empower individuals and firms from anywhere to find customers, suppliers, and engage in trade globally. It has enabled the tiniest companies to become “micro-multinationals.” A first customer can literally be found across the world. But this promise is sometimes harder to implement than it first appears. In Fiji and other Pacific island states, the potential seems to remain largely just that—a promise rather than a reality. Why this might be so is a bit puzzling.