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Selling Online in a Down Economy: What can T&T Businesses Do?
Trinis don’t need a headline to tell us the economy is tight. We see it, and personally feel it. Point Lisas companies packing up and leaving, Newsday newspaper that ran for 32 years shut its doors. Movie Towne in Tobago closed for good. Long-standing retailer, Standard, pulled its physical stores and went online-only just to survive. And those are the well known national brands; many smaller businesses have been casualties in recent months as well. Business owners across the country are saying the same thing: people still need what we sell, but they are holding onto their money tighter than before.
No industry is safe, even the digital space which has been an undisputable growth market for years. Here at Forward Multimedia, we’ve experienced an unprecedented disruption in the level of business this year for the first time in our fifteen year history.
T&T’s Economy Is Going to Get Worse Before It Gets Less Worse
That uncertainty is real, and it isn’t going away overnight. T&T’s economy is in bad shape, and though nobody can remember when it was good, it’s arguably the worst in 2026 than in our entire history. And unfortunately, the 41-strong circus of clowns and kakaholes we put in parliament are not the solution, they are the problem… but let’s not get started on them.
As a business owner, “ting bad” can’t be a strategy, and businesses in T&T can’t just roll over and die. We all have to adjust; we still have to eat. Whether you’re a physical store that also sells online, or a business that exists only online, here’s what’s actually working right now, and what you can start doing this week.
And also, do yourself a favor and ‘don’t study’ the observant critics who conclude ‘people eh sufferin’ because they still go to the malls, movies, CPL matches and such, because heaven forbid that we scrape a tiny shred of happiness in today’s version of ‘sweet’ T&T.
For businesses with a physical store and an online presence
First, understand what “spending less” really means. When customers “eh spenning,” it rarely means they’ve stopped buying altogether. It means they’re being more deliberate. For example, the new school term is imminent, so focus is on school supplies for many… because, have you seen the price of schoolbooks? Such a racket, it borders on criminal.
Customers are behaving differently relative to then they had a little more money in their pocket. They are:
- comparing prices before they commit.
- waiting for a sale instead of buying on impulse
- choosing the seller they trust over the one they don’t know
This shift matters because it changes what actually moves a sale: trust, clarity, and perceived value now count for more than flashy, gimmicky marketing ever did. Believe it or not, businesses still put a pretty girl on a graphic to sell tools in this day and age.
That’s good news, in a strange way. It means the businesses that win in this poor economic climate aren’t necessarily the ones spending the most on ads. They’re the ones that make the buying decision easy and low-risk.
Make your online store carry weight, not just exist.
Don’t have Facebook page or a basic site that functions more like a digital business card than an actual selling tool. Many of our own clients are guilty of this, i.e., they are not maximizing their online presence, even on social media. If if not paying for professional social media marketing, the many free AI tools provide very adequate DIY support, so use them.
If people are shopping around before they commit to leaving the house, your online presence is often the first real impression they get of you. If it looks abandoned, outdated, or confusing, you lose the sale before the customer ever walks in.
Lean into "buy online, collect in store."
This could be a strong play you can make right now by looking for some synergy between your online and physical store. It removes delivery cost and delivery anxiety, while still letting people browse and pay from their phone. It also brings foot traffic back into your physical location, which matters if you’re paying rent either way.
Don’t get distracted by looking at online orders if your online store is funneling customers to your physical store. Your goal is to sell your goods; doesn’t matter which door the customers comes through. If customers are using the online store as catalog only, i.e., for product information, then by all means give them everything they need and more.
Show your prices and stock status clearly
In a market where people are price-comparing before they travel, don’t hide your prices behind a “message us for pricing” for heaven’s sake. Trinis hate it with a passion, yet many merchants persist… and ultimately pay the price. Trinis will simply go to whoever shows the number first.
Use your physical presence as proof
Customers are more cautious about who they trust with their money right now. A quick video of your actual shop floor, your actual staff, your actual product on the shelf builds more trust in this climate than a stock photo ever will.
Again, many of our own clients are guilty of this. The safety issue of your face on camera is understood, and there are many who are not bothered by this— they’re actually the face of their company, and survive by it. However, if it is a concern to you, then at least use your voice, use an employee; Trinis connect greatly with this style.
For businesses that are online-only
Online-only business has been one of the many casualties of T&T’s downward spiral. At Forward Multimedia, we used to get constant inquires from entrepreneurs with their great ideas for an online store. All that has dried up with a vengeance, not even a pulse. So if you operate online only and survived this far, credit to you.
Address the trust gap directly
Online-only sellers in T&T often face more scrutiny than a shop with a physical address, especially with customers being more careful— and you have to be careful with some Trinis these days. Our advice is that even if you don’t have a physical address, at least put some general location from where you operate, be it Parlatuvier, Port of Spain, ‘Point’, or Princes Town (like Forward Multimedia!). If your Contact page just shows a phone number and email, that will not engender any firm trust, and to some, looks sketchy.
A robust About page, Ordering Guide, real customer reviews, a visible return or exchange policy, and clear contact information aren’t decoration, they’re often the deciding factor between a completed order and an abandoned cart.
Put attention on product photos, videos and descriptions
If your product descriptions are simply cut and pasted from the manufacturer’s website, it appears as a very lazy Trini ‘dah good dey’ approach. Try to bring in some Trini context, or take the same description a bit further with more detail, be specific with its application. Provide the description and features from a solution oriented positioning.
Go a step further and shoot even a raw video with your phone talking about the product and your features. If you’re concerned about your own face, then use your voice alone. A visitor will connect if they hear your voice saying “Sumintra here from Sumintra Online, I want to talk about this product…’.
Those who shop on Amazon would notice that they like products with videos showing their detail over static photos, even if the photos show all the angles.
Double check your delivery and online payment options
Delivery fees can be reasons carts get abandoned in this market right now. You don’t need free delivery on everything, but a minimum order threshold for free delivery, or a flat delivery fee instead of one that jumps around by area, removes one more excuse to hesitate.
And also, ensure your checkout is working properly, and you’re providing online bank transfer options as many Trinis still don’t have a credit card. The truth is that having a credit card option is not all that critical for an online store in T&T, and many customers may prefer bank transfer instead of risking their card online.
Offer offers that can't be refused
You’re alone online; customers won’t stumble on you by accident. A physical store is not in the middle of the bush somewhere in T&T, they are in a mall, on a street, in your village, ‘up de road’, ‘dong de road’, or ‘right dey’. Physical stores can still be noticed even if a customer came to the store next door, but you won’t. So if and when visitors do came, either organically from your good SEO, or from paid ads, you can be ready for them with such offers.
You don’t have to give away the farm and ‘buss’ your business. But take some small hits for the overall good.
What both types of business should be doing
It is personal, because it’s your business you took years to build only for the economic environment to collapse because of corrupt, inept politicians who, instead of fixing T&T only fix themselves.
Data Centers and Dragon Gas are not going to save us, we have to save ourselves, so focus on the things that are in your control, do your best, and then pray… seriously, pray.
Accept the reality, don't ignore it
Ignoring it will not make it go away. Businesses that pretend the economy isn’t affecting anyone come across as tone-deaf. Businesses that acknowledge it, and position themselves as the smart, practical choice during this tight period, tend to earn more goodwill and more sales.
Bundle instead of discount
Straight discounting trains customers to wait for the next sale and erodes your margins at the exact time you can least afford it. Bundling a smaller add-on with a core product, or offering a loyalty perk for repeat customers, protects your price while still giving people a reason to buy now.
It also moves stock together, and can even be used to move slow-moving stock. Unrealized value sitting on the shelf, in the back, or in the warehouse, does you no good, you need to turnover that value.
Capitalize on the customers you already have
Trini businesses are still not doing this. Ask how many are capturing customers’ phone numbers and emails at the cashier, and the number is single digit percentages.
Acquiring a brand-new customer costs far more than keeping one you already have. A simple “we appreciate you” email, WhatsApp broadcast, or small loyalty gesture to existing customers often produces a better return than chasing new ones right now.
Track what's actually converting
Use your Google Analytics and Search Console for valuable insights. These are free tools. Guessing which product, post, or promotion is working is expensive in a market this tight; track your ad performance on Meta Business Suite.
Even basic numbers, like which products get added to cart but not bought, or which page people leave from, tell you exactly where to focus your limited marketing budget.
AI can do a lot to interpret these numbers if you can’t. Note, at Forward Multimedia, we’ve connected clients’ sites to produce comprehensive reports that provide detailed insights with actionable recommendations.
Bet on branding along with selling
We’re playing this broken record over and over. Trini businesses need to get on board with branding as a long and short term fundamental marketing principle. Branding is that image a customer gets when they hear your name or think of you. For example: WASA: leaky pipes in the road, none in your faucet. But let’s not pick on the government (brand: corruption, nepotism, incompetence)…
Business brands you can easily identify: Royal Castle vs KFC, Massy vs Persads, Dwellings vs Courts… you get the drift. Bottom line, build your brand and use it.
Conclusion
The prediction for 2027 is another year of what older Trinis know as ‘gauva season’. It’s expected to be same as this year, and we’ve seen how well this year is working out.
A down economy doesn’t remove demand, it changes how people decide to spend. T&T businesses that win through this period will be the ones that make it easier, safer, and more obvious to buy from them than from anyone else.
If you’re not sure where your online store is losing, or not gaining customers right now, that’s usually the first thing worth figuring out— what, and how your customer is thinking— before spending another dollar on marketing.
