Last Updated on August 21, 2025 7:10 pm by Editor
According to George Connolly, the Barbados Chamber of Commerce and Industry (BCCI), of which he is a council member, plans to create a free e-commerce platform to facilitate the participation of SMEs in the e-commerce boom.
As reported by the Nation News of July 15, 2025 this is the BCCI’s response to the estimated 1billion in e-com sales from Barbados, most of which (97.6%), goes overseas.
Implicit in Mr. Connolly’s reported statements, is the admission that the “guilty” overseas retailers (namely Amazon) have nailed down, not only the logistics of fulfilment but the whole range of digital paraphernalia from detailed product descriptions to product returns.
And this is perhaps the primary reason why Bajans – and I suspect other Caribbean citizens – find doing business with these online entities so appealing and fulfilling, no pun intended. Perhaps our Caribbean readers can share their experiences in either of the two comments sections.
But there are several fundamental issues which must be addressed by the BCCI and the entire Barbados private sector, if any inroads into the flight of e-commerce foreign exchange is to be stemmed, let alone reversed.
The first one has to do with product strategy issues. As a user of online services like Amazon myself, this author finds it incredible how simple products, basic DIY stuff, cannot be found in any hardware here. In other words, as we would say in the field of strategic marketing, hardwares pursue a very “limited product mix strategy“. This leaves users no choice but to obtain what they want overseas.
The one good thing about this, is that it has created an opportunity for youthful, digital-savvy “micro-entrepreneurs” to fill the gap left by established companies small and large. However, the approach of these “micro-entrepreneurs” leaves much to be desired. They are reluctant to give receipts; when some attempt to do so it is clear they have no clue what they are doing. They do not give warranties; period.
Even the existing online stores of most local established companies leave much to be desired. If their wacky search engines ever find the exact product you are looking for, you then face the problem of product description.
With all but the simplest of products, the detailed product descriptions that can help a customer make a choice between one brand and another are virtually non-existent. That means you have to visit the store, or a number of stores, before you can make a purchase decision. Same business as usual!
So, in essence, all the bull that was prophesied about online business by administration officials and UWI seers during covid-19 has not materialized. With very few exceptions (Massy Stores being the most visible one), Barbadian retailers have gone back to over the counter ONLY.
Then there is the problem of price. If the BCCI is going to be so benevolent and magnanimous as to provide a FREE e-commerce facility for SMEs, are we going to see any significant drop in prices? Are SMEs so marketing savvy as to be able to manage price dynamically for the mutual benefit of themselves and their customers? I have serious doubts about that. The millionaire-by-midnight mentality is still alive and well in Barbados.
Now we come to the vexing problem of customer service. In a nutshell, customer service in Barbados stinks. And it has gotten worse in the last five years. Once upon a time, one could easily argue that the private sector had the clear edge over public sector entities for giving good customer service. That distinction is now all but disappeared and what we are getting across the board (speaking generally of course) is service with a snarl.
As I am writing this, I am having flashes of a conversation I had just a few hours ago regarding an enquiry about parts for a piece of Chinese landscaping hardware. The female agent at the other end, first of all gave a wrong contact number and when I tried to explain (after unsuccessfully calling the number twice) not only was there no apology but I was met with what I can only describe as ghetto behaviour.
The supervisor who took over was no better. He basically wanted me to forget the previous conversation with his colleague without so much as an apology. In case you are not connecting the dots, I am talking about one of Mr. Connolly’s SMEs!
It is clear that a majority of managers and CEOs in these SMEs do not care a cat’s whisker about customer service; once that cash till is emitting those sweet sounds, nothing else matters. But there is a long-term price to be paid for such customer betrayal.
What I am saying, is that the BCCI’s initiative is not going to make much difference if these aforementioned challenges are not resolved, especially the matter of customer disservice. The one institution that was beginning to make a difference in the customer service arena (NISE) was neutered and then eliminated when this administration took over in 2018, a matter Mr. Connolly understands only too well. So, we await with baited breath, the “download” of this BCCI FREE e-com initiative.
Article by Dr. Aldon D. Tull, retired Marketing educator
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