We’ve passed the halfway mark of the 2020s, and one truth is clear: digital isn’t optional. For Brunei’s small and medium enterprises (SMEs), what once felt like “emerging tech” is now mainstream. AI is in our inboxes, websites, and customer chats. Automation is quietly powering invoices and bookings. And our customers? They’re already mobile-first, screen-native, and more digitally literate than ever.
Brunei’s digital economy is evolving fast, spurred by national initiatives like the Digital Economy Masterplan 2025 and the rising accessibility of tools that used to be reserved for bigger markets. But while the landscape has transformed, not every business has caught up. Some are still stuck in the “Instagram-first” mindset, while others are relying on manual operations that could be slowing growth.
If you’re running a Brunei-based business in 2025, now’s the time to ask: Am I digitally ready not just to survive, but to scale?
Key Takeaways
- Digital maturity is now a competitive necessity, not a bonus. Businesses slow to digitise risk being left behind.
- AI tools can help Bruneian SMEs work smarter, from admin automation to predictive marketing.
- Mobile-first is the norm. If your website or customer journey isn’t optimised for mobile, you’re losing attention (and sales).
- Automation frees up your team’s time so you can focus on strategy, creativity, and customer relationships.
- You don’t need to “go big” to go digital: small, strategic moves can future-proof your business.
Why “Going Digital” Is No Longer a Buzzword
The shift from trend to baseline
When people talked about “going digital” back in 2019, it meant setting up a website or posting regularly on Facebook. Today, it’s about seamless, end-to-end digital operations; from marketing to sales to service delivery.
In Brunei, the pandemic forced many businesses to fast-track digital efforts. Now in 2025, the question has changed from “Should I?” to “How well am I doing it?”
“Our customers are digital by default now. They want things faster, simpler, and more personal—and digital lets us do that,”
— Sharif, owner of a local printing and merchandise shop in Gadong
Stats that make the case
- 83% of Brunei’s population are active internet users (DataReportal, 2024)
- 76% access the internet primarily via smartphones
- Digital payments like Tarus, Pocket and Progresif Pay are becoming the norm, especially among Gen Z consumers
If your business still relies on paper invoices, non-responsive websites, or phone calls for basic bookings; it’s time to upgrade.
The Mobile-First Mandate
Websites are now your storefront
A surprising number of Bruneian businesses still don’t have a proper website; or worse, they have one that’s outdated, broken on mobile, or slow to load. And in 2025, that’s the equivalent of having a shop with a broken front door.
Mobile-first doesn’t just mean your site shrinks down to a phone screen. It means:
- Fast-loading times (under 3 seconds)
- Clickable contact buttons (WhatsApp, call, maps)
- Easy-to-browse product or service listings
- Clear calls to action (booking forms, chat buttons, order now)
Try this: Open your site on your phone. If it takes more than 5 seconds to load or if you can’t book/order within 3 taps, you’re losing leads.
Don’t ignore the power of local and AI search
More Bruneians are Googling “plumber near me” or “catering Brunei” than ever before. If your Google Business Profile isn’t optimised, or if your website doesn’t show up on local search, your competitors will.
But in 2025, it’s not just humans searching anymore. AI-powered tools like ChatGPT, Google’s Gemini, and voice assistants are increasingly answering questions based on structured, credible, and well-optimised content. If your business isn’t appearing in these new AI-driven search experiences, you’re missing a whole other layer of visibility.
To boost both local SEO and AI searchability:
- Register and verify your Google Business Profile and keep it updated
- Use Brunei-localised SEO terms (e.g., “Brunei bakery” instead of just “best bakery”)
- Implement schema markup (like FAQ Schema or LocalBusiness Schema)
- Publish structured, helpful content that AI tools can pull from
- Keep your site fast, mobile-friendly, and well-labelled
Pro tip: AI bots often prioritise pages with FAQs, clear headings, and good mobile speed. That’s why SEO now doubles as AI visibility.
AI: The Bruneian SME’s Silent Co-Pilot
You don’t need to be a techie to use AI
AI can feel intimidating if you’re picturing robots and algorithms. But in reality, many Bruneian businesses are already using AI, without even knowing it.
Common entry points:
- Email writing: Tools like ChatGPT and Grammarly
- Customer service: AI chatbots can answer FAQs and route inquiries 24/7
- Visual content: Canva now includes AI-powered design tools
- Data insights: The Digital Sage AI Dashboard turns raw business data into actionable decisions
“I used to spend hours replying to customer inquiries. Now I use an AI chatbot that handles 80% of it for me,”
— Lina, founder of an online skincare brand
Where AI adds the most value in 2025
- Marketing: Generate captions, emails, blog outlines
- Admin: Auto-fill invoices, schedule appointments, process feedback
- Insights: Understand customer behavior with real-time analytics dashboards
Automation: Your Business, But Faster and Smarter
Manual processes are costing you
Let’s say your sales process looks like this:
- Customer messages you
- You reply manually
- You confirm availability
- You send payment instructions
- You follow up (or forget to)
That’s way too much friction. In 2025, you can automate this entire chain.
What can you automate today?
- Bookings: TidyCal, Calendly
- Follow-ups: Mailerlite, ConvertKit
- Content scheduling: Metricool, Later
- Payments: Wave, Xero, Quickbooks
“Since automating our quotes and follow-ups, we’ve closed more deals and spent less time chasing clients,”
— Aaron, renovation contractor based in Berakas
Even if you’re a solo entrepreneur, automating your intake forms and response emails alone can save 5–10 hours a week.
Building a Digital Strategy That Works for You
You don’t need to do everything at once
Many SMEs hesitate to digitise because they think it’s expensive or too technical. But digital strategy isn’t about buying the latest software; it’s about solving business bottlenecks.
Start with what matters:
- Where am I losing the most time?
- Where are customers dropping off?
- What do I already do well that can scale digitally?
Then build around those.
Quick wins to implement from June to December 2025
Digital Fix | Impact | Tools |
Set up mobile-optimised website | Higher conversion rates | |
Automate bookings and intake | Time savings | TidyCal, Calendly |
Launch AI-written monthly emails | Better engagement | Mailchimp + ChatGPT |
Set up local SEO and Google Business | More leads | Google, Yoast SEO |
Use a real-time dashboard | Smarter decisions |
Conclusion: Digital Doesn’t Wait, Neither Should You
Whether you’re running a family-owned food business in Kiulap or a growing agency in Kuala Belait, 2025 is the year to future-proof your brand.
Your customers are already digital. Your competitors are evolving faster. The tools are simpler, more powerful, and affordable.
You don’t need to go all-in overnight. Start with one tool, one process, one system; and build from there.
You’ll thank yourself by December.
FAQs: Brunei Digital Strategy
Is digitising expensive for small businesses?
Not necessarily. Many tools are free or pay-as-you-grow. It’s about choosing tools that serve your actual business needs.
What’s the first thing I should digitise?
Your customer journey: starting with your website, booking process, and contact forms.
Is AI too advanced for small teams?
Not at all. Most platforms like ChatGPT, Canva AI, and Digital Sage’s AI Dashboard are designed for non-tech users.
Can I still succeed without going fully digital?
You might get by, but you’ll grow slower. Digital gives you the edge in speed, convenience, and data-driven decision-making.
If I already use Instagram, is that enough?
Instagram is great, but you also need a website, automation, SEO, and systems that you own.
Want to Take the First Step?
At Digital Sage, we help Bruneian businesses simplify their digital transformation; without the overwhelm.
✔ Mobile-first websites
✔ Real-time AI dashboards
✔ Automation that works while you sleep
✔ Strategies built for Brunei’s market