Electronic commerce—or online shopping—has become a driving force for retailers worldwide. With the global online market growing at an average of 18% annually, compared to just 1.3% for traditional retail methods, it is clear that consumers increasingly prefer the internet over phone orders or printed catalogues.
Malta is no exception to this trend. According to Eurostat figures, 46% of the Maltese population shopped online last year. While this sits just below the EU average of 47%, Maltese shoppers tend to spend more and shop more frequently. Young people under 24, in particular, are far more active online shoppers in Malta than their counterparts elsewhere in Europe.
The Malta Communications Authority (MCA) has launched a new e-commerce strategy designed to help businesses get the most out of the digital marketplace. Clothing remains the most popular category (65%), followed by electronics (46%) and books (37%).
This new framework aims to support local businesses in adopting e-commerce solutions. Built on four key pillars, the strategy also focuses on positioning Malta as a hub for international e-commerce companies, offering incentives for businesses to relocate their operations to the island.
The 4 Pillars of the E-Commerce Strategy
The first pillar focuses on building trust in electronic trading and raising awareness, particularly for those who might not yet realise the opportunities they are missing or lack the technical knowledge to get started.
The second pillar is designed to help small businesses adapt to the digital world through training, mentoring programmes, and government-backed initiatives.
The third pillar targets medium and larger enterprises. It focuses on development through specialised consultants, educational campaigns, and government support to help existing online retailers expand their operations.
The fourth pillar aims to establish Malta as a global player in e-commerce. The MCA will develop policies to incentivise global and European e-commerce companies to relocate their operations to Malta, providing support for international businesses looking to make the move.
Overall, Malta has significantly improved its competitiveness within the European market in recent years. The government is continuously working to make the country more attractive to foreign investors. Internet-based businesses are booming, and local providers like Melita are establishing new data centres to meet the high demand for infrastructure.
