DEVELOPMENT, ISSUES AND CHALLENGES OF ONLINE ENTREPRENEURSHIP IN BRUNEI DARUSSALAM

Abstract

Online entrepreneurship has increased significantly in Brunei Darussalam. However, there is a lack of previous studies in relation to this field. This study aims to identify developments made by online food entrepreneurs in Brunei Darussalam, their issues as well as challenges in starting, running and developing the business. This study specifically focuses on online food entrepreneurs who sell desserts using the social media named Instagram. This study will also investigate matters regarding the entrepreneurial support received by these entrepreneurs. The findings of this study were acquired through exploratory and mixed research (qualitative and quantitative research by means of distributing questionnaires). From the study, it is found that these entrepreneurs are faced with issues and challenges, which includes financial problems, too many competitors and more. Despite that, these entrepreneurs are still able to make some developments such as more product and service offerings and engaged themselves in bake sale events other than selling their products through online. In addition, based on the findings of the study, these entrepreneurs did receive supports from doing business, which mostly came from their families and friends. The study is therefore, vital as it will contribute to the body of knowledge and it will open the eyes of the respective government and private institutions to assist these entrepreneurs in overcoming any issues and challenges and further support their business growth.