Forward Multimedia

How Much Local Online Shopping Is There in Trinidad & Tobago?

admin — Tue, 31 Mar 2026 13:47:54 +0000

Some businesses may still say, “Trinis don’t really shop online”, and conclude that online stores are not worth the trouble. But there are local businesses quietly generating consistent sales online every week who will say otherwise. Many Trinis are shopping online, and consider it, as we Trinis say, ‘normal, normal’.

How significant is online shopping in Trinidad & Tobago? Is it still a niche, or has it gone mainstream?

Well, businesses are no longer falling over themselves in any mad rush to sell online. Those days— and they were the pandemic days— are gone. Bad as those days (actually years) were, they were the much needed kick in the pants the industry needed.

Forward Multimedia has firsthand observations and insights, after all, we’ve been on the ground since ecommerce was barely a spark in the country; and there when the spark caught afire. Though it’s not on fire, there is still a fire…

The Reality: Trinis Are Already Shopping Online

In a ‘tell me something I don’t know’, Trinis are very comfortable shopping online, and have been for years. They’re definitely shopping at Amazon of course, and other popular platforms, evidenced by the popularity of skybox services, and attempts to curtail by the lowering of USD limits on credit cards, and even resorting to the online tax some years ago.

There are literally hundreds of thousands of visits from Trinidad & Tobago to international shopping sites every month, demonstrating strong demand for online purchasing. It’s precisely because of this appetite that local merchants are motivated to pursue their share of the pie.

The Big Gap: Most Online Spending Leaves the Country

The lion’s share of online purchases are international, and most likely go to Amazon; and for the ladies, you’ve all shopped on Shein. It’s a fact that most e-commerce activity from Trinidad & Tobago happens on foreign marketplaces, with millions of visits annually; only a teeny, tiny percentage, definitely less than 1% happens on local sites.

Both online and physicals stores share the blame. Many are dissatisfied their product offerings and service, and let their their fingers do the walking… or clicking… on their mouses (or is it mice?).

The demand already exists, but local businesses are not capturing enough of it. This is a huge missed opportunity.

Online Tax, Duties, Shipping, do not discourage

When last have you heard complaints, or complain yourself, about the online tax? The hue and cry, in our typical Trini fashion, was only upon its introduction. There’s been nary a squeak from us since then. And given the current government’s revenue-collection-by-any-means drive, it’s fair to say that this tax won’t be revisited any time soon.

Lack of USD, do not discourage

Despite the continuous erosion of USD spending limits on local credit cards, they are getting maxed out anyway on foreign shopping. Trinis want their foreign goods and they want them now.

We Trinis have very resourceful and creative workarounds, juggling multiple credit cards and buying unused balances from other people. In fact, it’s become somewhat of its own cottage industry.

Skybox services still booming

Skybox services have obviously taken a hit from the reduction in spending power from lower credit card limits, but Trinis’ appetites have not waned. However, skybox providers are not going out of business.

Forward Multimedia's Observations From Local Stores

Forward Multimedia has been on the ground when local ecommerce was barely an embryo; regular websites were barely creeping. We’ve had a front row seat, even driving at times to push this idea of local online shopping.

It’s true to say that we’ve seen things…

Some stores perform exceptionally well

This is a fact. There are many online stores actually killing it in T&T; many are our own clients. It’s not uncommon to see forty to fifty orders a day. Generally the stores that do so well are in these industries.

High-demand retail items
Beauty products
Fashion
Specialty niche products

These stores often see consistent weekly online orders where rarely does a week go by without multiple orders coming in. But it’s not that the products are selling themselves; good marketing has a lot to do with it. However, it does help when products have an inherent online demand.

Some stores perform respectably

Some stores get moderate performance, nothing really spectacular, typically evidenced by:

A few orders per day or week
Seasonal spikes
Sales tied to promotions

This level is still meaningful additional revenue and enough to not have them questioning the business. If anything, they feel they are on the right track. However, they may not be doing all they should be doing.

Some stores perform poorly

Some stores get very poor performance, and are usually those businesses that have a physical store as well as a strictly online store is not stay in business for long if it’s not working out.

Reasons often include:

Weak marketing
Poor product selection
Slow delivery
Lack of trust signals

Merchants with physical stores tend to get caught up in daily operations with little time for their online store. Having an online store alone does not guarantee success.

The “Online Catalog Effect”

In some cases, little or no online sales are not an indication of bad performance. In fact, other indicators may be very healthy. What we’ve observed are some sites being used as an online catalog only. Visitors do their product research online first, and then make their purchase in person at the store.

So instead of walking from store to store, or even calling around, customers tend to go online as first stage of the shopping journey. They will:

browse Facebook/Instagram pages
search Google for products
watch product videos
check prices online before leaving home

By the time they visit a store, they may already know:

what product they want
how much it should cost
which store likely carries it

For businesses, this means something very simple: if customers are starting their search online, then your business needs to be visible there.

Forward Multimedia's Observations From Our Clients' Stores

Our clients are not immune; they fare essentially the same as the market. Being our clients, we have firsthand knowledge of their marketing operations and store performance. And you have to remember that we are dealing with people, i.e. real human beings with proclivities, biases and agendas, so we’re not surprised when they behave like people.

Those that do well:

Have a good grasp of standard marketing principles
Have a good grasp of online marketing principles
Understand the how their social media channels work
Listen to our advice

Those that don’t are:

Unable to bridge the gaps between general marketing and online marketing
Confuse marketing with sales
Primarily push products with little branding
Don’t listen to our advice

Conclusion

The market is real, but still low on the curve. Online shopping in Trinidad & Tobago is tiny, but definitely growing. The question is no longer whether Trinis shop online— they clearly do. The real question is which local businesses will position themselves to capture that demand?

The post How Much Local Online Shopping Is There in Trinidad & Tobago? first appeared on Forward Multimedia.

How Much Do Local Influencers Actually Influence Trinis?

admin — Mon, 09 Mar 2026 18:28:17 +0000

You can answer that question yourself right now. Has any influenced you? It’s possible that the majority would say no. Influencing reviews are nice and entertaining, but when Trinis see a business using a local influencer, they are not generally taken seriously. More often, they’re seen as a paid huckster, even a sellout.

When you step back and look at it, that’s a broad generalization, maybe a bit harsh. On closer inspection, there are actually cases when it does work, but only when you realize there are more nuanced aspects of this fancy— some would say cringeworthy— phenomena of ‘Influencing’.

The Rise of Influencers in T&T

Across Trinidad & Tobago, social media influencers have become a visible part of the digital landscape. So much so that a new influencer discovery and campaign management platform has emerged aimed at connecting brands with local creators.

Influencers in T&T range from ‘nano‘ creators with niche communities (1,000–10,000 followers) to ‘macro‘ personalities with mass appeal. Pricing reflects this range: nano creators may charge TTD$500–$2,000 per post, while more established influencers command upwards of TTD$15,000 or more, especially for video content and exclusive arrangements.

Brands of all sizes, like restaurants, supermarkets, retail stores etc. are partnering with Trini creators because it looks like a direct way to reach Trinis.

REALITY: Global ROI Doesn’t Always Translate Locally

On a global scale, influencer marketing is a very mainstream tactic. Industry benchmarks show that brands earn a healthy return on every dollar spent on influencer campaigns, actually outperforming many traditional advertising channels.

Micro- and nano-influencers, i.e. those with smaller but more engaged audiences, often generate higher engagement and stronger return on investment (ROI) than big celebrity names. They usually deliver more meaningful interactions, especially for conversion-focused objectives. Trinis use of celebrities are mostly limited to the larger national brands, say like Digicel etc., but there have been instances of use by smaller companies. You would have seen cricket star Nicholas Pooran promoting chicken in 2025.

However, ROI is not guaranteed, and it isn’t the same everywhere. To achieve global benchmarks, successful campaigns require strategic planning, testing, and measurement, which is not the forte of the average Trini.

Limits Specific to Our T&T Context

There are a few realities at play in Trinidad & Tobago that every business needs to understand:

Audience size is finite. With our small population, reach doesn’t scale the same way it does in larger markets.
Not all influence translates to purchase. Social engagement doesn’t always convert into spending.
Measurement infrastructure is limited locally. Tracking real sales outcomes, conversions, or accurate attribution often requires additional tools and strategy.

In other words, viral reach alone does not equate to ROI— especially when you can’t measure the sale that resulted directly from a post. This is a common challenge even in larger markets, where many marketers acknowledge that you can’t precisely predict ROI before a campaign.

Regardless though, one doesn’t have to depend on raw data and metrics alone to tell if its working; there will always be tangible effects you can see: more foot traffic, more phone calls etc.; a clearly discernable uptick that you’re on the right track. And sometimes, that’s all you need.

How Bad Is the Problem That Only a Influencer Will Fix?

It’s very likely that you didn’t really maximize all the standard options. If you’re considering influencer programs, think of them as part of a broader digital strategy, not a standalone solution. Trinis tend to view influencers like a sledgehammer, you know, when other marketing ain’t wukkin, so call in the big guns.

Alternatives and complementary tactics include:

Content Marketing

We tend to overlook, perhaps dismiss, the value of passive marketing via our web and social content. Creating content that educates, informs, or solves problems keeps audiences engaged when you post and keep coming back. This can be blog content, how-to videos, or expert commentary.

This contributes to the branding element of your marketing, often a key missing component of your strategy.

Your Own Social Channels

Why can’t you become your own influencer? The attractive aspect of using influencers is their readymade reach and influence. That’s all well and good, but what about developing your own reach and influence simultaneously? In time it’s possible you won’t have to rely on them as much, and you’ll save that cost.

Many local businesses are already doing that very well; good examples can be found in the used car industry where many owners have developed their own public personalities.

Your own channels give you content control, analytics, and brand consistency— all things influencer content alone cannot guarantee.

Partnerships with Local Businesses, Institutions

At the time of writing this article, it’s the Islamic month of Ramadan in T&T and Muslims are fasting. A popular supermarket partnered with a mosque to provide items to break the fast. A pet food brand featured a local animal shelter some time last year. Collaborations like these, with trusted local organizations (trade associations, community groups, events) can increase visibility and credibility.

This is also an example of the branding component in a marketing strategy.

Performance-Driven Paid Media

What if you spent that money on regular paid advertising instead? Or are you using an influencer because paid advertising wasn’t working? All well and good, but the poor performance of paid advertising needs to be critically examined before concluding that influencing is the solution.

One of our social media clients used to boost Facebook posts with average results. What we advised was to spend some time developing TikTok instead. The result was that in a short time the organic reach and performance far surpassed the paid reach and performance of Facebook.

When measurable outcomes matter, like sales or leads, paid strategies (search ads, retargeting funnels) can often outperform influencer campaigns on ROI if properly optimized.

So, How Much Do Local Influencers Actually Influence Trinis?

‘Influence’ in the strict sense of the term refers to actual conversions— if we are actually compelled to go out and buy the thing they’re peddling. It would be fairly accurate to say they don’t have much influence there.

What they do influence for sure is awareness and engagement— but such influence does not guarantee equal conversion or ROI.

The Breeze/Unilever Influencer Fiasco

If you recall, in 2022 there was a launch of Breeze Liquid Detergent in Trinidad, involving local influencers that really backfired. Critics argued that using lifestyle and “glamour” influencers to promote a utility product like laundry soap felt inauthentic and forced. Consumers felt the influencers chosen did not actually do their own laundry or represent the average person struggling with rising costs.

What added to the fiasco, was hosting a product launch for a budget-conscious, “value-saving” detergent at an expensive, upscale venue like The Brix hotel, which was very contradictory.

It is a perfect example, so much so it should be a case study, of influencer marketing gone wrong.

Real Influencers Work Better

‘Real’ influencers would be the actual experts who are authorities on your subject. You’re selling face cream or make-up? Then use real make-up artists with a following to review your product and promote.

Trinis tend to get Influencer Fatigue: where they tune out over-commercialized content from creators who promote products unrelated to their usual niche.

Many of our clients have seen immediate and tangible results using the real experts. It’s doubtful the company sold more fresh plucked chicken on Pooran’s say-so though, what does he know about chicken? He probably has some knowledge of ducks though 🙂.

Avoid the Sellouts

The sellout is different to the ‘mis-niched’ influencer, and this is a big downside in the influencing game. This is where brands pay the expert for a positive review and promotion. On the upside, Trinis see through this right away and usually call it out. On the downside, it hurts the influencer as trust and respect are lost.

It’s noteworthy that in some instances this is par for the course, i.e. expected to some degree, which you may find hard to believe. A good example are these foodie reviews, which is a big thing in T&T; there’s always some new place popping up that’s ‘THE BES!’ Yes, Trinis can ‘rel cook‘ but not every place has food where you’re licking up to your elbows every time. Yet still, we never really expect them to spit it out their mouth and say ‘lawd yuh want to kill mih!’

Conclusion

By all means, use our local influencers in your campaigns, they can absolutely provide value. It’s a burgeoning industry and there are many endearing personalities and characters.

They can be impactful, but only when deployed wisely, and as part of your hodge-podge semblance of a marketing strategy. Their biggest value lies in trust, community, and authenticity, not just reach.

The post How Much Do Local Influencers Actually Influence Trinis? first appeared on Forward Multimedia.

Only Now You Ready for SEO… and Now AISEO Is Here

admin — Sun, 22 Feb 2026 18:56:04 +0000

This year, Trinis seem to ‘ketch ah vapse’ with the sudden realization that SEO might be a good idea. For years, SEO remained on the backburner for most businesses in Trinidad & Tobago. Though it was never off the table, it never gathered enough momentum to become a bandwagon— you know the kind we Trinis like to jump on. It was talked about, rarely prioritized; it was something we would get around to… eventually.

But now as SEO has arrived at the front burner, the landscape itself has shifted— again. And this time, it’s not just about search engines anymore.

The SEO Most Businesses Never Really Did

More businesses are finally asking the right questions:

Why aren’t we showing up on first page of Google?
Why are my competitors showing instead?
Why is paid advertising not working as expected?

When Forward Multimedia designs websites, we design them with a foundational level of SEO. We ensure that the site content, structure, and configuration are technically sound. That’s because our website plans do not include advanced SEO, which is on purpose as it would make the plans too expensive.

Unfortunately, that’s where any SEO work usually ends. Once the site is launched, it goes into cruise-control; client focus goes back to daily operations and any site development goes to the backburner.

Ongoing SEO takes a backseat

Ongoing SEO development fell by the wayside. Even simple practices, like regular blog posts for example, that would contribute to overall SEO even in a small way were difficult to implement.

Business owners also fail to appreciate that SEO is not a switch to turn on, it’s a process; first page of Google doesn’t happen overnight. So it’s always better to keep things moving once the proper foundation is in place.

Why SEO Is Suddenly a Priority in 2026

Partly because a new year brings the commensurate introspection to refocus and think about leveling up; everyone has grand plans for a new year. The other part is for pure survival given the state of the economy and the reality that all pointers pointing downward, so any edge will do.

Paid ads do not go in front of people who are looking

While paid social ads ostensibly go in front of those people who are interested in your product/service, they may not necessarily be interested to buy at that point. The essence of SEO is that you want your business to come up when people are searching for that product or service you have. The fact that they are actively searching means that they are closer to the conversion point of the sales cycle, which is action, as opposed to merely interest, or worse, just awareness.

Paid Google Ads however, is the way to ‘fudge’ the organic aspect. If your are not findable via organic search, then you can pay Google to be placed in front of your target audience for the same keywords they are unable to find you with organically.

But that’s buying the cow when you could have the milk for free. If business owners pay even some small attention to developing their organic search results, there would be no need for paid Google ads, or the sometimes ‘Hail Mary’ dependence on paid social media ads. The truth is that many of your competitors outrank you by accident, not design. Hardly do Trinis pay that much attention to SEO, so a little effort from you would go a long way.

Enter AISEO: A New Layer, and Not a Replacement

So when you’re already late to the game, you realize the rules have changed. AI may be transforming and unraveling our online world, but fortunately, it hasn’t killed SEO. It changed how search works and what gets rewarded.

Search engines are now:

Summarizing answers
Evaluating content quality more deeply
Prioritizing clarity, structure, and usefulness
Cross-referencing sources instead of just ranking pages

This is what ‘s generally being called AISEO. However, it doesn’t replace SEO fundamentals; it builds on them. So don’t think you’re off the hook— the SEO you never did is still coming back to bite you. You can’t optimize for AI if your foundation was never solid to begin with.

How unique is AISEO?

That being said, if classic SEO fundamentals remain the same and still need to be practiced, what’s drastically different that AISEO bring to the table?

SEO for AI search engines (and FYI it’s technically called Generative Engine Optimization or AEO) involves structuring content to be easily understood, cited, and summarized by AI tools like Google AI Overviews, ChatGPT.

How it differs is while traditional SEO focuses on ranking in blue links, which we all know and love, AI optimization (AEO) focuses on getting cited as a source in a summary. But this is what ‘traditional’ SEO had evolved to— authority-building content though blogs, articles and positioning.

Example of AI ranking with traditional SEO

Proof of the point that SEO fundamentals have not changed, you can achieve a top rank on AI search with sound content: take a look at the Google’s AI search result for the keyword ‘social marketing trinidad’, which is the top phrasing of the keyword. You’ll see that Forward Multimedia is number one source and cited twice with 2 website pages.

Forward Multimedia's AI Search Result for 'social media marketing trinidad' on Google

These pages were not written with AI SEO in mind. In fact, they were not written with technical SEO in mind— they were written to be valuable to the visitor. Once you wrap your head around this concept, applying SEO will be much easier.

Also bear in mind that an appearance at the top of any search result, whether regular listing or AI, is never permanent, and always at the mercy of the algorithm at the moment in time that your visitor types a search query. This is because Google results are not universal; they are highly personalized and localized based on factors like physical location, browsing history, device type, and real-time experiments conducted by Google.

This is code for supplementing their algorithms with the unique user information gleaned from their online behavior surreptitiously tracked from browser, mobile phone usage, and even what you’re literally thinking at the time, which is an open secret. Bottom line, it’s possible for two people to see a different ranking for the exact same search query.

How Trinis are searching in new world of AI

In quick time Google updated the search results page with the new AI Overview at the top, even allowing us to ‘Deep Dive’ into an AI conversation to refine the search result. It’s as if we’re not drowning in information already.

The probability is high that Trinis would favor the AI mode as it allows the search process to get more specific, especially as the AI does all the heavy lifting by doing the necessary research and summaries while we rock back in the ‘hammeck’.

It’s therefore quite possible that the top ranked sites on the page may not even get a view, much less a click, as visitors launch straight into the deep dive option.

There is Still a Real Opportunity for Local Businesses

There is actually an upside if you’re catching that, er… vapse: Many businesses are still behind for the same aforementioned reason… and… they’re still asleep at the wheel. That means the opportunity is wide open if you are willing.

It’s a good time as any to start brushing up your website content to position it in a more customer-focused manner, while at the same time, implementing the key technical SEO elements.

SEO expertise not a prevalent skill in T&T

SEO is so broad a service that one can specialize in as you can go very granular. For example, Google’s ‘Search Console’ for precisely that, is loaded with many features and tools to measure, track, and develop search performance. Those who are competent at such a granular level are known as SEO Experts, which is after a lot of study and practice. (For some guidance, refer to Google’s SEO Starter Guide).

In Trinidad & Tobago we do not have that many SEO Experts, i.e. full professionals, but then again, do we actually need such a level of expertise? The answer is no, not at the moment. Our local market is not saturated or that competitive, even though competitors may be formidable. Additionally, Trinis by nature will not pay for that level of SEO. However, those with the skills on the higher end of the spectrum (like us, as evidenced by our own rankings) have a high probability of good results.

Top ranked keywords have potential to court

Even if your preferred keywords are being held by your competitors, it doesn’t mean they own them. With the right approach there are still opportunities to improve your rankings, even surpass them.

It’s a reality in 2026, there are many businesses at top of search, not because they are better, but because there are no worthy adversaries. In the land of the blind, the one-eyed man is king, and it would show, as there would always be a disconnect between being a top result and living up to it when the customer engages with you.

SEO has evolved since: From Keywords to Entities

The days of exact keyword matching is long gone; don’t depend on keywords alone. There is a newer concept called Entity SEO, where the focus of search engines is context, which allows search engines to understand the world similarly to how humans do, rather than just scanning for repeated words. This points back to the goal of crafting your website content for the visitor.

The concept of Entities— uniquely identifiable concepts (people, places, brands, or ideas). ensure that Google understands the intent behind a user’s query, not just matching keywords on your page. In theory, it’s quite possible to rank without keywords.

It's okay to have one eye on the Caribbean

Many local businesses have their eye on the Caribbean, but it will still be an uphill battle. It would depend on the nature of the product/service and the receptiveness of our Caribbean neighbors. It’s a fact that Trinis are not the most welcome or regarded. That’s the reality, it is what it is.

It will also depend on the distribution model. If your products are in stores in the various islands, for example, snacks in groceries, then it would be relatively ‘easier’ to promote as they are in front of the local people.

If you’re operating out of T&T, either by physical business or online store, then you have the challenge of branding and promoting, then contending with logistics to ship.

Think twice about US/Canada/International SEO

If you’re looking for trouble, you’re sure to find it if you’re thinking about getting found in international markets— the mass international markets to be precise, as you won’t be just a tiny fish in a big pond, you’ll be krill. But if you’re stubborn and don’t want to think twice, then think long and hard.

It’s probably likely your target is the West Indian diaspora, and if so, then you stand a much better chance. However you would need to apply a bit more expertise than what you would do locally, as though they are ‘our people’ the market is not exactly the same.

Conclusion

SEO didn’t suddenly become important in 2026, it always was. What changed is that search behavior evolved and AI raised the bar. The businesses that succeed now won’t be the loudest or the flashiest. They’ll be the ones who understand that visibility is built, not hacked with fancy website animations and over the top effects (See this article which discusses this).

And that’s where strategy still matters most. The best strategy is usually the most simple.

The post Only Now You Ready for SEO… and Now AISEO Is Here first appeared on Forward Multimedia.

A Website That Wows, or a Website That Works?

admin — Sat, 07 Feb 2026 10:09:49 +0000

Oh my God! What a website! Shut up and take my money! It’s impossible to resist, I can’t look away; the flashing lights, the dancing monkeys, the bells, the whistles… so modern, futuristic and waaaay ahead of its time, resistance is futile, and I’m drawn like a moth to a flame— yes the website is of pure fyah!

Big lol there. It never works out well for the moth does it? And for sure you haven’t seen any such sites in Trinidad & Tobago; it’s rare that Trinis would shell out the dollars it would require to design such grand websites, though of course, they can be built.

So, in the world of digital presence, where you have to not only be marked present, but be present, what matters most?: aesthetics or results?

The obvious short answer is both— but in the right balance. The best websites don’t just “wow” visitors; they work in measurable, strategic ways to support business growth.

Why the Question Matters at All

What do you think your Trini customer really wants in your website? In 2026, T&T’s economy remains on the brink, no USD, no oil, no gas, no CEPEP, no smooth roads— but plenty traffic tickets; plenty geo-politics and drums of war. There is absolutely nothing rosy on the horizon, but life has to go on doesn’t it? Children have to go to school, people have to go to work; we all have to take care of ‘business’ in all contexts of the word.

For sure, no business wants their website to be boring, but in the fifteen years we’ve been in business, no one ever asked for a pimped out, drop dead eye-candy website that makes you go Yeah Baby! Well it could have never happened anyway, what Trini talks like that…

Like many Trinis who search for local businesses, we roll our eyes at the many sites with ‘dat good dey’ design and content. Seemingly there is still that mindset from an era when simply having a website was enough to signal legitimacy. But for a long time now, Trini expectations have shifted. Visitors expect clarity, purpose, usability, and speed— not just a pretty homepage; and sometimes it’s a struggle to get even that.

A wowing website might get initial attention — but a working website drives outcomes:

enquiries
sales conversions
trust reinforcement
repeat engagement

In a competitive market, which we are increasingly are in T&T, websites that merely look good but fail at their core job— serving your business goals, ultimately become liabilities.

What “Wow” Actually Means (and When It Helps)

Well Trini’s don’t really say ‘Wow’, we might say ‘waay sah’ or ‘lawd oye’ or maybe only ‘ole people’ say that; then whatever the youngsters are saying now. However it often gets associated with:

bold visuals
creative layouts
micro-animations (even major)
immersive effects
parallax scrolling
cutting-edge aesthetics

These elements can create impact— but they are tools, not outcomes. They work best when they serve a purpose.

“Wow where it matters” might look like:

You should most likely know it when you see it; it should be hard to miss. Unfortunately in T&T, the website landscape is littered with plain looks and dated design.

A striking hero image that makes your value proposition immediately clear
Strategic video that tells your brand story in seconds
An interface that feels intuitive and contemporary
Subtle motion that aids understanding, not distracts from content
The key distinction is that good design supports usability and comprehension. It doesn’t exist as decoration alone.

What “Works” Really Means

A website that “works” has measurable intent and purpose and is generally hard to come by. Even big companies and national brands in T&T are guilty of this. A website that works is designed to:

communicate your value proposition clearly
guide visitors to the actions you care about
reduce friction in decision-making
support your marketing and business goals

In practice, this translates to:

strong information hierarchy
consistent messaging
clear calls to action
fast page load times
mobile-first performance
accessibility and readability

A working website is a business tool, but the level of effort that goes behind its design is woefully lacking in T&T.

The Trini Challenge: Bridging the Gap

If you are a business owner, you’ll understand and appreciate the value of a sound website structure . The challenge for web designers like us is dragging out and that ‘value proposition’ from the minds of business owners to convert it into content for their website.

A simple way to frame this idea of value proposition that can get the thoughts flowing, is to imagine a customer in front of you who asks:

“Why should I do business with you, instead of your competitors?”

Here’s what to do when you imagine this scenario:
Write down what you would say to the customer, write every word — exactly as you would say it.

A website that’s purely artistic but neglects user goals fails at its core task. Likewise, a purely functional site that ignores aesthetics risks being forgettable and undermining credibility.

The best approach is:

Strategy first
Structure second
Design third

Start with the business problem. Then build the design around the solution, not the other way around.

2026 Web Design Trends to 'Wow': Helpful vs. Distracting

Here are some trends happening in 2026 — and how to think about them:

Trend: Bold Colors & Experimental Typography

Potential upside: can differentiate a brand visually
Risk: can reduce readability and slow recognition if overused
Our rule of thumb: use bold elements to emphasize, not to overpower the message

Trend: Integrated Short-Form Video

Potential upside: boosts engagement and storytelling
Risk: increases load times if not optimised
Our rule of thumb: prioritize performance and relevance — every video should have a purpose

Trend: AI-Generated Copy & Images

Potential upside: accelerates workflows and consistency
Risk: risk of generic output or losing brand voice
Our rule of thumb: AI is an assistant — you are the editor and strategist

Trend: Micro-interactions & Motion UI

Potential upside: guides user attention and adds polish
Risk: distracts if misused or slow
Our rule of thumb: motion should aid clarity, not confuse it

The Cost of Getting it Wrong

This is for completeness; there aren’t many websites in T&T that have gone the extra mile and projects that, and it’s cringing to say this cliché, ‘wow factor’ A website that only aims to wow can lead to:

slow performance
visitor confusion
poor conversion rates
missed leads

A website that only aims to work can:

feel sterile and forgettable
lack emotional connection
fail to differentiate the brand

Both situations lose business, just in different ways.

How We Think About This at Forward Multimedia

Over 15 years and 100+ websites, this is the truth we’ve found:

Trinis want your website to work first, it doesn’t have to be that pretty; just enough design that it looks like your site has your attention.

And for the entire 15 years, our slogan has always been ‘building websites that work…’ We start with:

your business goals
your audience needs
your industry context

Then we design experiences, not just pages.

This mindset shows up in:

how we structure content for clarity
how we prioritize performance over bells and whistles
how we support you with ongoing optimization after launch

Because in 2026, a website is not just online presence. It’s a growth platform.

Conclusion

Trinis are too smart now for the ‘if you can’t beat them with brains, baffle them with BS’. A stunning homepage means little if it doesn’t convert visitors. A functional site means little if users abandon before understanding your value.

When aesthetics serve purpose and purpose guides design, you get a website that both wows and works — and more importantly, one that helps your business grow.

If you’re thinking about a website redesign or launch, start with strategy, not trends. The rest will fall into place and we will provide the guidance.

The post A Website That Wows, or a Website That Works? first appeared on Forward Multimedia.

5 Payment Gateways for Your Online Store in Trinidad & Tobago- A Quick Guide

admin — Thu, 22 Jan 2026 11:32:45 +0000

Once upon a time in Trinidad & Tobago, an online payment gateway was akin to a unicorn, nay… papa bois or La Diablesse… a sighting was rare. Today we have enough to count on one hand, and using all five fingers. Yes, five, and there are actually a few more, but these five are what we’ve been recommending to our clients.

Not all gateways are equal. Like a car, they all take you from point A to B, but each has their own unique features that make them distinct. Also like cars, they can be categorized into tiers, from BMW down to your Nissan Tiida.

Five (5) payment gateways available in T&T

This is a numbered list, not a quality/performance ranking. Ranking is based on the underlying framework of the gateways that lend themselves to a level of robustness that can be generally compared.

Powertranz (formely First Atlantic Commerce)
Scotiabank eCom+
Fygaro
WiPay
PayWise

If they are to be ranked, they can actually be grouped into three tiers, again, by virtue of the robustness of the platforms.

Payment gateway grouping & tiers

In a three-tier ranking, there’s obviously a top, middle and lower tier. The point A to B thing is what they have in common, which is they satisfy the basic definition of a payment gateway is in e-commerce:

a secure software that connects an online store, the customer, and financial institutions to process credit/debit cards and other digital payments, securely encrypting sensitive data and verifying transactions in real-time for a smooth checkout.

TOP TIER: Merchant Account based, with custom integration

POWERTRANZ, SCOTIABANK ECOM+
Integrations:
Powertranz, formerly First Atlantic Commerce (FAC) was the first such gateway to be introduced to Trinidad & Tobago way back in 2011, and is currently available at all local banks.

Scotiabank eCom+ is newer, introduced in 2022 and exclusive to Scotiabank. Both are what we call ‘bona fide’ payment gateways, in that they interact with financial institutions directly.

This gateway requires what’s called a merchant account, which is the technical name for a bank account that acts as an intermediary to hold funds obtained from electronic payments, like credit/debit cards, before transferring them to the business’s main bank account.

The payment framework used by these gateways is called the Hosted Payment Page (HPP), which redirects customers to a secure page during the checkout process, which is hosted by the gateway. This means that the your customer will see the gateway’s HPP where they will enter their credit card details, evidenced by a change in the URL on the browser.

Once the transaction is completed, the customer is redirected back to the online store. Note, the HPP format is required by all banks’ for our integrations here in Trinidad & Tobago; there is no option for a direct integration where your customer does not leave your site.

Why this is Top Tier

These gateways are top tier because they use an optimal payment process, have a high level of inherent security, and have the maximum options and features offered by any gateway currently available in Trinidad & Tobago.

SECOND TIER: Merchant Account based, integration via plug-in

FYGARO
Integrations:
Fygaro is a Latin American based e-commerce platform that allows credit card payments from WooCommerce with direct settlement to your bank account in Trinidad & Tobago, also via a merchant account.

The distinct element of Fygaro is it WooCommerce plug-in, readily able to simply ‘plug-in’ without needing a developer for custom coding; just configure with your account to start accepting credit cards.

It is noteworthy that Fygaro does not charge transactions fees; their fee is as low as a flat $4.99 USD per month. There would be the standard fees payable to your bank for the service and the customary credit card fees.

Sign up is via the Fygaro site which is followed by sign up through your bank. Fygaro has established relationships with all major banks in Trinidad & Tobago.

Why this is Second Tier

Fygaro is second tier as its features are not as robust as the top tier gateways. Being merchant account based, it ranks as a more preferred payment process because banks are directly involved.

TIER THREE: Payment Aggregators

WIPAY, PAYWISE
Integrations:
These two are homegrown solutions, and though WiPay may be easily recognizable, it’s actually PayWise that is older, being established in 2013, while WiPay came about a few years later in 2017. They follow a payment model technically known as a payment aggregator.

In e-commerce, a payment aggregator acts as an intermediary/facilitator of online payments. They use their financial technology to simplify the process of accepting electronic payments for businesses so that the online store won’t have to go through the complicated process of the top tier merchant account based solution. Essentially, they provide merchants with a sub-merchant account under their own master merchant ID.

In practice, this model was popularized by PayPal, who Trinis have a real ‘tabanca’ with still. Let it be known here in 2026 that PayPal still does not work in Trinidad & Tobago, and for the near future, will not work, and for the distant future, will not work. Boil whatever you have to boil, drink it and get it out of your system.

Both WiPay and PayWise are free to sign up and have free WooCommerce plug-ins to allow for easy integration. Unlike Fygaro which has just only a flat monthly fee, they charge a processing fee, which is their revenue model.

Why this is Third Tier

Payment aggregators are bottom-rung because they offer the most minimum options and features, and are the simplest payment option to implement. They provide primarily functionality and a lower level of merchant support.

Conclusion

Trinis are every skeptical of using their credit cards online and are concerned about the online fraud. Merchants are also concerned about fraudulent credit card purchases lest they are already parted with their goods when a chargeback occurs. The three tiers are not bulletproof when comes to this, but you can easily evaluate the probabilities.

One of the best ways to mitigate against this is to provide a bank transfer option, or Linx on delivery, which allows customers to spend money they actually have. Online bank transfers generally process quickly in Trinidad & Tobago, many same day. Merchants also save on processing fees which can add up.

So think about this option when considering a payment gateway.

Useful Reading: Does Shopify Work in Trinidad & Tobago?

The post 5 Payment Gateways for Your Online Store in Trinidad & Tobago- A Quick Guide first appeared on Forward Multimedia.

Our New Website: Not Just a Redesign— a 2026 Statement

admin — Sun, 11 Jan 2026 13:11:00 +0000

After 15 years designing and maintaining websites in Trinidad & Tobago, one thing has become increasingly clear: Trinis have a low opinion of local business websites. Ignoring the most hideous ones, and some are in a class by themselves, and there are many that look fine—but very few actually work. Many have you rolling your eyes saying… ‘lawd fadda, why don’t these people update their website’.

This new Forward Multimedia website is not a cosmetic refresh. It is a practical demonstration of how we believe modern websites should function in 2026: as operational business assets, not digital brochures. Not that the light just dawned and we’ve come to this realization. Literally, for the past 15 years, our website has been the lifeblood of our business; there was never another marketing channel— not social media, not paid advertising, not hustling you by the traffic light ‘aye yuh want a website?’; believe it or not, pure organic traffic from Google is what fueled our growth.

If you’re visiting our site for the first time, what you’re seeing here is not a template, a trend experiment, or a design exercise. It’s the result of years of building, maintaining, fixing, and growing real websites for real businesses in Trinidad & Tobago and the Caribbean.

Outcome Over Presence

For a long time, having a website was enough. Today, and it’s true to also say yesterday, it’s no longer the case.

A modern website must support growth, visibility, trust, and longevity—and it must do so in an environment that is both human-driven and AI-assisted. Yes AI-assisted. If you want to stand on the side and resist AI, it’s going to be real lonely out on that ledge.

That philosophy guided every decision behind this redesign:

How content is structured
How information is revealed
How services are explained
How performance, clarity, and usability are prioritized

The goal wasn’t to impress other web designers. It was to serve business outcomes.

First major, comprehensive redesign in at least 5 years

It’s been many years since we’ve done such a major, comprehensive redesign like this, and there is a good reason. The dawn of AI has brought about major, and palpable market shift, unlike any previous disruptor. Our experience tells us that it’s a very transformative change that we need embrace and adapt to, else it could get away from us and our clients.

Designed for the way people actually use websites today

User behavior has changed dramatically in recent years. Attention spans are shorter, mobile usage is dominant, and visitors expect clarity immediately. That’s a general statement of all users that ‘experts’ often cite, but the statement is true of us Trinis as well.

This site reflects that reality:

Clear service separation without clutter
Content written to be understood, not decoded
Fewer distractions, stronger direction
Intentional calls to action rather than aggressive prompts

You’ll notice that we don’t overload pages with features, buzzwords, or unnecessary visuals. Every section earns its place. That same discipline is applied to our client projects.

AI in the toolkit. Experience at the helm

AI played a role in this website—but not the role many expect.

We use AI as a supporting tool, not a decision-maker. It helps accelerate research, generate first-pass content, visualize concepts, and explore creative directions. Every AI-assisted output is reviewed, refined, and aligned by actual people.

What we observed about AI, is that it didn’t replace our thinking—which is one of the big fears about this tool; to an extent it sharpened it. Now you can be absolutely lazy and have AI do all the work for you to copy wholesale, giving you more time in the ‘hammek’. But you will soon realize that in practice, AI is not the magic fairy dust you’re being led to believe.

That same approach applies to all client work. AI expands what’s possible, but strategy, structure, and judgment remain human-led.

Built for longevity, not just launch day

One of the most overlooked aspects of web design is what happens after a site goes live.

This website was built with:

Ongoing content evolution in mind
Performance monitoring baked into the process
Clear pathways for future expansion
Integration with long-term maintenance and care

We don’t design websites to be handed off and forgotten. We design them to grow with the businesses behind them.

That’s why post-launch support, maintenance planning, and continuous development are integral to how we work—not add-ons.

A reflection of how we work with clients

What you’re seeing here is how Forward Multimedia approaches every serious project:

Thoughtful strategy before execution
Design informed by real-world use, not trends alone
Technology chosen for reliability and scalability
A long-term partnership mindset

Whether it’s a corporate website, an online store, a social media campaign, or a video strategy, the principle is the same: build assets that work today and remain relevant tomorrow.

If This Website Resonates With You…

Then we’re likely aligned.

Because the same thinking behind this redesign is what we bring to every client engagement—tailored to your business, your market, and your goals.

If you’re ready to move beyond “having a website” and start using your online presence as a strategic advantage, we’re ready to help.

Conclusion

There are few larger web/digital agencies like us Trinidad & Tobago, and we have a healthy respect for our peers. There are many more smaller operations, even one-person shows, who we also respect and regard; Forward Multimedia, when started, was literally a one-man show for the first few years. Our growth has been by focusing on what we were doing, the way we do it, so that our clients are satisfied and want to stay.

Our new website is an assurance to old clients, that yes, we are older too, but we won’t go the way of say, My Space, Blockbuster, Game Stop, to name a few, who failed to adapt and remain relevant, but reinvent, refocus, and read the writing on the wall for their benefit too; and for new clients who are looking for experienced, and steady hands to chart them through this new age.

Recommended Reading: A Website That Wows, or a Website That Works?

The post Our New Website: Not Just a Redesign— a 2026 Statement first appeared on Forward Multimedia.

Live or Die by AI in 2026- The Art of the Prompt

admin — Mon, 05 Jan 2026 11:47:41 +0000

AI, is the newest best thing since whatever, and was a trend for a millisecond; now it’s embedded, and the cold hard truth is— it’s literally and forever changed life as we know it. It’s really a seismic shift, arguably as seismic as the dawn of computing that brought forth this digital age. It’s a scary shift as well; AI’s exponential growth and ‘intelligence’ may well bring about humanity’s destruction… the inevitable outcome of being too smart for our own good.

Be that as it may, the odds now appear even, and the playing field levelled. That which was the realm and dominion of only marketing professionals is ostensibly now wide open to the ‘common’ (hu)man: graphic design, web design, videography can now be prompted into existence. You may say that it would seem that way, but the truth is that it is that way.

Everyone and anyone can AI

Right around us, and right here in Trinidad & Tobago in all manner of social media posts— in captions, images and video— AI generated content is now ubiquitous and prolific. And it’s not limited to small operations, big businesses and national brands are all on board. Some are going even overboard, like writers at Trinidad Guardian who inadvertently wholesale copy ChatGPT follow-up prompts without checking the text.

Everyone and anyone is AI-ing

Trinis are no slouches; we’ve joined the rest of the world and embraced the phenomena like everyone else. This is permanent, and will continue growing and evolving, both for competitiveness and survival.

AI- a tool everyone can learn

A tool is only as good as the person using it, and though the playing field can never be truly level, using AI tools like ChatGPT, Gemini etc., do not require high technical skill to learn when compared to the tools that AI replaces, like Photoshop and Illustrator etc., both of which has steep learning curves. Not to mention they require expensive subscriptions.

The playing field was already in the midst of some levelling with the advent of Canva and CapCut which made both strides and inroads into Adobe’s domain.

Trinis primarily using free versions

Trinis are still learning and smaller businesses are mainly using free versions of ChatGPT and Gemini. It’s not necessarily a bad thing as they generate good enough results that are usable with no issues; no need to buy the purple cow… (graphic designers will get that reference 🙂

Live or die by AI in 2026- YES

No business in Trinidad & Tobago would make a conscious choice to not use AI, that’s a given. In fact, we have been falling over ourselves just to show an inkling that ‘we is people too’. The question is, will it’s use, or lack thereof, make or break you? Can it actually have that kind of impact. The answer is yes.

Not using AI is NOT a flex

Resisting jumping on the bandwagon is not a flex, there is nothing to be gained by going against the grain. Thare is no inherent advantage to say ‘we don’t use AI’, except that you’re not right in the head.

It's good business to use all available tools

Using AI is not jumping on the bandwagon and you’re not in business for playing games. It’s new, it’s a trend, and bottom-line, it’s a tool like any other, so make a good go at it.

AI will replace marketing professionals & agencies- No

‘Marketing agencies are dead’, ‘Web agencies are dead’, ‘Graphic designers are dead’… that’s a lot of dead people… seems like it’s only rosy for Dass and Belgroves. But just like robots didn’t render the labor force obsolete despite the prediction of mass unemployment and a plummeting sky, same goes for AI. The world learnt to improvise, adapt, and overcome then, and will do the same now.

AI assists in marketing not miracles

AI won’t solve your core marketing problem because that problem is usually you. Blame the economy, forex shortage, Kamla, Rowley, Tanty, the issues being faced— low sales, high staff turnover, logistics issues, cash flow issues etc., are symptoms of a larger problem that requires real intelligence not artificial.

AI is a tool that requires skill

Yes it’s as easy as prompt and you shall receive but the old computing concept ‘garbage in garbage out’ applies even today. AI responds best to thorough and articulate prompts, which, as you’ve no doubt realized, has become an art and science in itself.

How you should use AI the RIGHT way in 2026

I always advocate trying all low or no-cost solutions available before expensing yourself with a professional. It can really do no harm, it’s just the results may not be optimal. And sometimes fair or good results may be something you can live with.

1. LEARN HOW TO USE

Like any other tool you have to learn how to use. Fortunately, there is a lot of tips and tutorials out there and of course, you can ask the AI yourself.

2. LEARN AI'S APPLICATIONS FOR YOUR BUSINESS

AI is popular for writing social post captions and generating images and video, but there are other applications as well. For example, it can help write, say, a company profile your website, or a description for your sugarcake or your cleaning service. It can also analyze data and generate reports. So don’t overlook the other solutions it can provide.

3. TRY PAID VERSIONS OF AI TOOLS

If your credit card can handle, try temporarily upgrading to paid versions of AI tools, even if for one month, and see how much of a difference it makes. Video especially, tends to be better from paid AI plans.

4. USE AI JUDICIOUSLY, THOUGHTFULLY

Because you can generate a month of social media posts in five minutes doesn’t mean you should. It doesn’t mean that every post should be AI, and it doesn’t mean every other post should be AI. Your goal should be using the right mix of AI as part of your well developed strategy. Er… you have a strategy right? A reminder… ‘trying ah ting‘ is not a strategy.

5. DON'T USE RESPONSES WHOLESALE

Let AI do the heavy lifting but not all the lifting. There must be some element of you in there. Yes AI has learned about Trinidad & Tobago and the many references, slangs, and terms to make your captions sound Trini, but you know we Trini’s, we tend to overdo it.

Conclusion

AI will continue to make exponential strides and become the monster we all fear it will become. What we’re getting are still crumbs compared with what the unseen hands that are guiding it are getting and plan to actually use it for.

In the meantime we can only do what is in our control, you have your business to run and put food on the table, so by all means do just that.

The post Live or Die by AI in 2026- The Art of the Prompt first appeared on Forward Multimedia.

Does Shopify Work in Trinidad & Tobago?

admin — Thu, 16 Jan 2025 10:48:07 +0000

Does Shopify Work in Trinidad & Tobago?

Yes, Shopify is fully functional and widely used in Trinidad and Tobago. As a leading e-commerce solution, Shopify’s DIY platform enables local entrepreneurs and businesses to set-up and manage online stores with ease. But what Trinis really want to know is— can it accept credit card payments without having to workaround? The answer is yes, and it’s been so for years.

Curiously, it is still a popular question according to Google, so it would seem that there are some lingering doubts that have not been confirmed. Forward Multimedia has integrated our local payment gateways on several Shopify stores based in T&T and the Caribbean.

First Atlantic Commerce (FAC) & Scotiabank eCom+ work with Shopify

These are the two (2) most popular payment gateways offered by local banks. First Atlantic Commerce (FAC) is offered by all local banks, and Scotiabank eCom+ is only available from Scotiabank of course. There are other gateways available from T&T banks like Fygaro and CX Pay, but we haven’t had any inquiries for these, nor have we done any integration development to support these gateways.

Forward Multimedia, with our partner, has developed a Shopify private application that acts as a payment gateway. This payment gateway can be configured to work with any payment provider. The private app has been configured to work with both First Atlantic Commerce (FAC) and Scotiabank’s eCom+ payment gateway. Our private application has a one-time integration fee and nominal support costs and DOES NOT take any additional percentage from your sales.

There are other local web companies in T&T that provide FAC/Shopify apps and there are other third party apps that also support FAC with Shopify.

What about WiPay and PayWise?

Payment aggregators like WiPay and PayWise that follow the PayPal model, do not have any pre-built Shopify apps like they do for the Woo Commerce platform. While it is technically possible for a developer to build such an app from their publicly available API, the cost would be around the same, if not more, than the cost to integrate FAC or Scotiabank eCom+. It would make more sense to use the bona fide payment gateways that have less limitations and more features over such payment aggregators.

It doesn’t appear that they have any intention for a Shopify app as, given the growth of online stores in T&T, they would have done so already. At one time up to a few years ago, WiPay had a ‘Coming Soon’ Shopify app on their list of integrations, now it says ‘Shopify Plugin (Upgrading)’. To the best of recollection, there has been no time when WiPay had a live and working Shopify app available.

To their defense, Shopify makes it difficult to develop a proper working payment app one can just ‘plug and play’, as often times they make code changes without consulting developers; after all, it’s in their best interest to try to capture the percentage of credit card payments through their own platform. Translation— do not expect a Shopify app from WiPay or PayWise anytime soon.

What about PayPal?

It would be truly a dream to not have to ask any question about PayPal, you know, the dream that PayPal works in Trinidad & Tobago for any situation like it would in the US. You would think that whatever obstacles thrown in the way of Paypal for more than a decade, would have cleared the way for local fintech companies to thrive and grow, but still hasn’t materialized. And note, they are not PayPal’s obstacles, obviously PayPal wants its platform to work in all countries; the obstacles are deliberately there because of our government’s policies.

The PayPal payment method is available as a default option in Shopify. All you need is your account info to configure the settings to enable and test.

PayPal accounts linked to TT issued credit cards

If your PayPal account is connected to your T&T issued credit card, you may encounter issues to get it to work. If you are generally able to receive incoming payments to your PayPal account without Shopify, i.e. someone can send money to your account and you are able to withdraw through your credit card, then it should work on your Shopify store… in THEORY.

2025 tests to receive funds on a TT/Paypal account (just by mere sending, not via a payment integration) have met with the same ‘There’s a problem… Sorry, this payment can’t be completed due to regulations’ message from PayPal. It doesn’t say whose regulations.

If by some miracle you don’t encounter this issue, then note, the base currency will have to be set to USD, and so too the pricing of your products.

PayPal accounts linked to US bank account/credit/debit cards

If you are fortunate to have a PayPal account connected to US bank account, credit or debit card, then you are essentially like any other US person with absolutely no restrictions, your Shopify account will work with no issues. Bear in mind that the base currency will have to be set to USD, and so too the pricing of your products.

You can set-up a USD and TTD currency selector to switch views, but also bear in mind that displaying prices in TTD is only visual, the transaction will be processed in the USD base currency.

Options for payment in USD

The big question, can you get your payments in USD? The answer is yes… and no. If you use First Atlantic Commerce, Scotiabank eCom+ or PayWise, all transactions that use locally issued credit cards will be settled in ONLY TTD. The reasoning behind this is that your customers are Trinis, making their purchases from within Trinidad & Tobago so you are not technically earning foreign exchange, and have no ‘right’ to USD.

For transactions from non T&T-issued credit cards, i.e. from foreigners outside T&T, those transactions DO earn foreign exchange and you have a right to the USD you are earning. However, not all local banks see it this way.

USD with First Atlantic Commerce

The major local banks- First Citizens Bank, RBC Royal Bank, Republic Bank and Scotiabank do not allow you to keep USD earned from non TT-issued credit cards; this is their default policy. Depending on your relationship with the bank, it is not necessarily set in stone and could be negotiable. So generally speaking, the ability to keep your USD earned would be on a case by case basis.

Note, this keeping USD issue lies with our T&T bank policies and has nothing to do with First Atlantic Commerce. When you apply for the FAC solution at your bank, they provide the merchant account(s) denominated in the approved currencies. FAC will then configure their gateway to support those currencies.

USD with Scotiabank eCom+

Scotiabank does allow you to keep earned USD from on TT-used credit cards if you use their own payment gateway, Scotiabank eCom+. You’ll have to request both TTD and USD currency support when you apply. Note, with the USD forex issues at the fore of late, there may be many elements at play that could negate this policy at any time; so it’s in theory till you experience it in practice.

USD with PayPal

If you get your TT connected PayPal account to work, funds will remain in USD in your account until you withdraw to your TT credit card; after which you’ll only be able to get the TTD equivalent from your bank. Why this is so? You’re living in Trinidad & Tobago that’s why, take it and like it.

If you have a US connected PayPal account, you can withdraw funds by transferring directly to your US bank or credit card which will obviously remain in USD. Why is this so? Because USA is a first world country.

Inventory syncs with Point of Sale or Accounting software & Shopify

If you use a point of sale system to manage your inventory, and especially if you have a physical store which shares inventory with your online store, you might consider syncing your point of sale software with Shopify. This will ensure you are able to fulfil online orders without having to worry when you make an in-store sale.

Some merchants use their accounting software to manage their stock and conduct sales from their back office instead of a front-facing cash register. Similarly, they may want to manage their stock that’s going to customers from two sales channels.

The last thing you would want is an order being placed online when a customer is also buying the same item that very minute in the store— and it’s the last one! This actually happened as recently as last holiday period, and the merchant had to refund the online customer. Fortunately the customer chose a different item of lower value, and was understanding. So while probabilities of this happening are low, they are never zero; Murphy’s Law sometimes begs to differ, so even if you don’t sync, at least have some a manual system is place to mitigate.

Most popular POS systems integrate with Shopify

Point of Sale Systems like Lightspeed (for which we are an Official Partner), Odoo, Hike, Square integrate with Shopify. However, not all have native apps, where the connector is from either the POS provider or Shopify. Lightspeed’s integration for example, is native to Lightspeed, while Odoo’s is not, and only available from third party providers.

The feature of a native app is critical; it means it’s officially developed and directly supported by at least one of the two principal parties. In the absence of a native app, then multiple third parties are free to develop their own, and that has it’s own set of issues like cost, reliability and support.

Other locally marketed POS systems indeterminate

The local Point of Sale market is now littered with many providers. There are a few larger players, but recently there have been many new entrants. Their paid ads and websites do not indicate any branding for their software, whether an international brand or their own internally developed software. Some are ‘on-premise’, i.e. installed and only accessible via your store’s computer, and some are online only. As such, you will have to ask your provider if their software integrates with Shopify, or any other shopping platform like WooCommerce for that matter.

Most mainstream accounting software integrates with Shopify

You’ll almost certainly look for, and expect Quickbooks integration and you are correct. Shopify also supports Sage50, what we in T&T still know and refer to as Peachtree. Another popular accounting software locally is Zoho Books and it offers a Shopify integration as well.

Note that such integrations may only apply to the online software, like Quickbooks Online and not the desktop ‘on-premise’ version where it’s installed on your office computer. Again you’ll have to distinguish between native and third-party apps, and you’ll also have to consider the cost.

Shipping integration with local and international shippers

By default, Shopify offers the main international carriers like UPS, FedEx and DHL. However, that won’t apply to local businesses who are shipping out of Trinidad & Tobago. Only US and international based Trinis would be able to use the default Shopify shipping options as their warehouses will be located in their home country.

Shipping out of T&T with local accounts at DHL, FedEx

If you signed up for your DHL/FedEx/UPS accounts from their T&T based offices, there would be no default settings in the Shopify back-end to connect. Again, there are apps to connect your local DHL/FedEx/UPS account to the WooCommerce platform, (we have 2 live DHL/WooCommerce sites to prove) but it’s not clear if they exist for Shopify. However, there hasn’t been any real demand for such shipping integrations as they would only be applicable if shipping outside T&T, and most stores focus on local delivery and handle that manually.

If you plan on using your local DHL/FedEx/UPS account, you’ll have to contact your account manager from the T&T offices to assist with the integration. They will normally get their regional manager involved to guide the process.

Shipping within T&T with local couriers like CSF Couriers, Odeliver, UPSL, TT Post

Local delivery providers really upped their game with the rise in online shopping, and one sign that our market is progressing is the ability to integrate with shopping platforms. Again, WooCommerce, being the most popular shopping cart locally and globally, is always the first recipient of any development. Both CSF Couriers and Odeliver offer a WordPress/WooCommerce plug-in to integrate your account with your online store. However, no Shopify version is available at this time.

Both couriers have developed their own API that allows for any developer to to create a third-party app or plug-in to integrate with any platform. This will be expensive of course, but it might only be a matter of time till they develop their own Shopify app.

UPSL (Universal Package Systems Limited), flies pretty much under the radar so not much is known. The big winner in local delivery is TT Post which appears reliable and heavily used by local merchants, which is surprising for a government operation. It’s very similar to the experience of the United States Postal Service (USPS) back in the day with the rise of online shopping; USPS went through a renaissance, being heavily used by Amazon at a time when traditional mail delivery was dwindling, allowing it to be relevant again. However, TT Post has no app or plug-in for any platform, nor any API, which is also not surprising for a government operation; they still haven’t rolled out our national postal codes.

Shipping integration for T&T delivery not absolutely needed

Trinidad & Tobago is such a speck that we don’t need granular shipping calculations; generally flat rates are enough. In fact we already use standard rates. Ask anyone who’s shopped from a local online store and they will tell you they’ve paid anywhere from $30 TTD to $50TTD for delivery. Larger items and orders would lean towards the $50 TTD, while smaller items that might fit in a TT Post TrakPak tend to be around $30 TTD.

By default, in Shopify’s Shipping & Delivery settings, Trinidad & Tobago is a single shipping zone, and it is possible to customize rates based on item price or item weight only. And it is possible to add custom rates for groups of products. A good rule of thumb would be to not to overthink local delivery and try to use a single flat rate.

Extending functionalities via apps

Like any other platform, Shopify offers at least the basic features you would expect from a shopping cart. There are many commonly used features we take for granted like gift cards, color pickers etc., that we assume should be standard, but they are not.

You might be able to ‘unlock’ some of these features by upgrading your plan, which is a typical marketing strategy to get you in the door with low cost but limited features. Some features, especially the less common, like say, wholesale pricing, or industry-specific, are made available through third party apps, typically for a monthly fee, but many have free limited versions with the same aforementioned catch.

Being a DIY platform, there isn’t much local demand for professional online store design services to build Shopify stores. Most merchants are content to start with the lowest tier subscription plan, default features, free templates, and make their own stab at it to produce a decent outcome. The typical engagement of a web design/digital agency like us would primarily be for the payment integrations, or for a more professional polish by installing third party premium templates and implementing additional functionalities through paid apps.

Professional Shopify store design

Our professional Shopify store design starts at $8,500 TTD, and includes using a third party premium template and and our professional eye in terms of design and optimal user experience. Payment integration fee is additional.

Professional Shopify store polish

If you’re DIY efforts have taken you only so far, we provide a professional polish with homepage refinement, visual design enhancements, product page optimization, SEO & performance tuning etc. for an affordable fee of $3,800 TTD.

Shopify payment integration with Scotiabank eCom+ or FAC

As mentioned in the opening, Forward Multimedia has developed a Shopify private application that acts as a payment gateway, and has been configured to work with both First Atlantic Commerce (FAC) and Scotiabank’s eCom+ payment gateway. We provide a payment integration service for the two gateways at a one time cost of $6,000 TTD. Once you engage us, the scope and support terms will be provided.

Conclusion

A general estimate of the number of Shopify stores in Trinidad & Tobago is at least 400 according to sites that track such usage. Shopify would be the second most popular online store platform after WooCommerce which is the choice for more serious E-Commerce. Shopify is mainly for the do-it-yourselfers, and those on a budget; you would not find businesses with large catalogs, say over 10K products, opting for Shopify though it is able to handle such large stores.

So the question is finally answered, YES Shopify does work in Trinidad & Tobago.

The post Does Shopify Work in Trinidad & Tobago? first appeared on Forward Multimedia.

The Online Business Outlook for Trinidad & Tobago in 2025

admin — Sat, 11 Jan 2025 16:09:28 +0000

The Online Business Outlook for Trinidad & Tobago in 2025

As Trinidad and Tobago limps into 2025, the digital landscape is actually on a track of continued and steady growth. Notwithstanding the political, economic and social turmoil still unfolding with the SOE, elections around the corner, and what not, which is depressing to say the least, we Trinis know we can’t ‘hole we head an bawl’, even though many citizens are also actually doing just that.

2024 was another banner year in the online space. Forex and other economic issues aside, local businesses invested heavily in social media, with particular emphasis on video, especially those of raw-form, less polished productions, which had very strong traction. In the process, many local businesses have inadvertently branded themselves, thereby setting up for the long term, which is amazing, as there is nary a marketing strategy to detect, and yet, it’s working; so it’s something we should all analyze and learn from. Businesses paid less attention to their online presence via websites, both corporate and e-commerce, and seemed to focus on active marketing using social media, with passive marketing via strong websites and online stores, taking a back seat.

Businesses are still marching on though; Forward Multimedia had a full portfolio of new projects in 2024 while several competitors were advertising for new business which might be as a result of the many smaller web design and online marketing companies/individuals entering the space. We still are one of the largest. if not the largest, web and digital agencies in T&T and have continued to grow organically without paid advertising for over a decade, and that’s its own lesson in passive marketing right there.

Online Marketing Trends in Trinidad & Tobago

As businesses shift more focus online, local marketing strategies are evolving to align with global trends while remaining sensitive to our local market dynamics. Unfortunately, there isn’t as much focus on robust corporate sites and online stores when it comes to inbound marketing as we would like. Our own clients don’t ask about metrics like visitor traffic and search ranking, but instead focus on sales via social media posts and paid ads.

The trend of the year is of course AI and everyone is obviously embracing it as they should be. We at Forward Multimedia plan to invest heavily in all tools and will incorporate into our clients’ campaigns. Like with any new tool, we have to be smart and judicious with its use, and encourage you to do so as well.

Social Media Dominates

Platforms like Instagram, TikTok, and Facebook remain pivotal in online marketing in T&T. Short, engaging video content is outperforming static posts in terms of reach and engagement, so businesses are investing heavily in reels, stories, and all manner of videos to connect with audiences. It’s an accepted fact that Facebook’s organic reach is abysmal. Only businesses that have thousands of followers have a better chance of organic reach and engagement, and also have a better performance with static posts relative to video. Everyone else know that they simply have to pay, or go to TikTok which has a much greater organic reach.

In 2025 businesses just have to experiment and monitor the numbers to see what content and channel works best for them.

Short form video/reels dominate social media

Short form video/reels are the name of the game this year, same as they were last year. Video content will continue to be king and the more creative, the better. As we learnt from the Car Wars, i.e. the foreign-used car dealership online promotion wars, almost anything goes to grab attention, and we should expect similar across the board in all industries. Still, some semblance of a marketing and branding strategy need be present somewhere in there, even as an afterthought, so at lest resist the natural Trini urge and try.

Influencer Marketing still popular option

General, micro, and niche influencers with a strong following in Trinidad & Tobago are being increasingly used to connect with audiences, offering an authentic appeal in some cases and sellout appeal in others— when last did any food establishment get a bad review? Regardless, use of our local influencers should and will always be on the table, as it doesn’t matter what you like, it’s what your market likes… and responds to. We seem to have a nice wide range of popular influencers in T&T; off the bat, every Trini can name at least a few they know or follow.

AI-Powered Marketing

Tools like ChatGPT, Gemini, Canva etc. are enabling businesses to produce AI-generated video and image content to ostensibly reduce production costs while maintaining creativity. What it primarily does is save time and allows the lesser-skilled to who are not inclined to pay for such services to execute some useful marketing. Most would be using the free versions and these certainly don’t hurt.

The use of AI in marketing in 2025 is a whole article by itself, and that article is coming soon after this one so look out for it.

Big AND Small business not holding back

A good example would be national brands like Standards and Courts who have come out swinging against each other with professional video productions as part of their own online campaigns. All businesses, big and small, accept the power and trend of online marketing, especially social media. Bigger businesses and national brands have larger marketing budgets and actual marketing professionals/agencies to develop and implement marketing strategies, so the scale and quality of productions are much higher.

Conclusion

The digital outlook for businesses in Trinidad and Tobago in 2025 is promising despite the economic and political climate, For businesses to thrive, it will be essential to embrace these emerging trends while addressing local challenges, which, unfortunately, doesn’t seem to have an end in sight. By combining innovative strategies with localized content, companies in Trinidad & Tobago can solidify their position in the digital economy, ensuring a future that is both digitally vibrant and economically inclusive.

Forward Multimedia is also fortifying and leveling up our services as a digital agency, and investing in the tools and resources to make yours and our digital presence in 2025 thrive.

The post The Online Business Outlook for Trinidad & Tobago in 2025 first appeared on Forward Multimedia.

AI Can’t Save Your Online Presence: Focus on the Basics in 2025

admin — Sun, 29 Dec 2024 12:48:31 +0000

AI Can’t Save Your Online Presence: Focus on the Basics in 2025

As businesses in Trinidad & Tobago brace for another challenging year in a tough economic climate, the allure of artificial intelligence (AI) calls to Trinis like a ‘Ladjablès’ in the night (sigh… look it up youngsters). Forward Multimedia recognizes the AI wave, which is a wave we all must ride in 2025. It’s tempting to think that these innovations might be the silver bullet for solving all online woes. But while AI has its place, relying on it as the savior for your business’s online presence is not just unrealistic—it’s risky.

Our focus will be on solid websites and tried-and-true marketing fundamentals, which remains critical, especially in our unpredictable economy, which, for the first time since independence, every single economic indicator is down. The advice below is what we are going to follow ourselves.

The AI Hype: Promise vs. Reality

AI tools like ChatGPT, automated design platforms, and predictive analytics are impressive, but they are not magic solutions. AI excels at streamlining processes, personalizing user experiences, and analyzing data. It’s also disrupting traditional SEO practices, even offering more DIY SEO for those so inclined. Trinis are getting getting giddy on the promise. However, these tools require a foundation to build on—a strong, well-designed website and a clear marketing strategy.

It’s understandable that Trinis would look to AI to add a different dimension to their businesses that has the potential for better results. The last few years, and especially this past year, have been exceptionally brutal, and we’re all exhausted; most all available resources to sustain and grow our businesses have been tapped out. We are all hoping AI is as ‘I’ as we think it is is.

Websites Are Still Your Cornerstone

It’s hard to believe that with the growth in TT websites over the years, to the point now that more than 90% of businesses have one, most are sub-optimal and, as a result, under-performing. We’ve all experienced the disappointment after the Google search that returns so many local sites, and every one you click has you wondering how it got on the first page. In the land of the blind, the one-eyed man is king, that’s why. Your website needs to:

Clearly communicate your value proposition
Look aesthetic, user friendly & reflect your brand
Load quickly and function seamlessly
Be current and look like it’s continually updated
Be optimized for mobile users (a majority in today’s market)

No amount of AI can make up for a poorly designed, outdated, or confusing website. In fact, AI tools often work best when they are enhancing an already robust digital presence. It’s so surprising that still, in today’s day and age, many brand-name companies in Trinidad & Tobago have very poor websites with little or no valuable information.

Marketing Fundamentals Never Go Out of Style

Great marketing is built on timeless principles that have never, ever, never, changed since the dawn of marketing. As the old people say, you can jump high or jump low, these principles will outlast even AI.

Knowing your audience.
Crafting a compelling message.
Consistently delivering value.

AI can support these efforts by providing insights into consumer behavior or automating repetitive tasks, but it cannot replace human creativity and strategy. A well-executed email campaign, a persuasive ad, or a relatable social media post often connects more effectively than any AI-generated content.

On a positive note, many local businesses are doing a great job without AI, with simple raw videos that are very relatable, and are actually more compelling when it shows Trinis being Trinis.

Why AI Alone Isn’t Enough in a Harsh Economy

Economic challenges force businesses to focus on ROI. AI tools often come with subscription costs and require proper implementation to be effective. In a market like Trinidad & Tobago, where budgets are tight to scrunting, businesses must prioritize essentials:

A website that serves as an active business tool, not just a digital brochure.
Marketing efforts tailored to our local culture and economic realities.
Investing in flashy AI tools without fixing these basics is like building a house on sand—it’s unsustainable.

Most Trini businesses are using the free AI versions of ChatGPT, Gemini, Canva etc., and for the most part, these will suffice. AI is also now built into many apps you are already paying for, like those of Microsoft with their Copilot AI, so by all means use it. It’s always best to exhaust the free or low-cost versions of tools before upgrading to the paid versions.

Striking the Right Balance with AI in 2025

AI is an incredibly powerful tool, but like any tool, its effectiveness depends on how it is used. The key to leveraging AI in your business is to recognize its strengths and limitations, integrating it strategically into your existing workflows rather than relying on it to replace foundational elements of your digital presence.

Here are a few practical ways to strike the right balance:

1. Use the Power of the Prompt

“To prompt or not to prompt” is not even a question… it’s the answer. It’s actually spawning a whole new skill requirement as it is the very heart of harnessing AI tools effectively. A well-crafted prompt acts as a guide, steering the AI to deliver results that align with your goals. The specificity, context, and clarity of your prompt can significantly influence the outcome, whether you’re generating content, analyzing data, or automating tasks. The image at the top of this article is a good example, which you can see clearly is AI generated; it took about three tries to get it right, and would have taken a few more to get it perfect.

The better you articulate your needs, the more precise and useful the response. With AI becoming an integral part of business and creativity, Trinis will need to master the art of prompting to ensure you unlock its full potential. There is a term for this from way back in the early days of computer programming which is GIGO… Garbage In, Garbage Out… the main reason why our country is in the mess it is in today.

2. Automate Where It Makes Sense

AI shines when it comes to automating repetitive or time-consuming tasks, freeing up valuable time for you and your team to focus on strategy and creativity. We are already using it for content creation and optimization and there are other applications as well. For example:

Customer Support: Use AI chatbots to handle basic inquiries, such as order tracking or FAQs, but ensure there’s a human escalation path for complex issues.
Email Marketing: Automate personalized follow-ups based on customer behavior, but take the time to craft compelling, targeted messages that feel authentic.

Live chat widgets have never been popular on T&T websites, mainly because of the needed personnel to manage it. However, the Whatsapp widget have now become more common. AI chatbots have the potential to refine the process but it will depend on the nature of the business and the customer profile to determine if it will make sense.

Trinis are not using Email marketing is not used as much as it should be, and those who do, are not doing so optimally.

3. Let AI Inform, Not Dictate

AI tools are excellent at analyzing data and providing insights, but decision-making should always involve human oversight. There is AI- Artificial intelligence, and AI- Actual Intelligence. We Trinis have to remember we have our brain too.

AI can identify which marketing campaigns are performing best, but only a human can interpret why a specific ad resonates with the audience.
AI-generated content ideas might give you a starting point, but adding your unique brand voice is what makes the message memorable.

By using AI as a supportive assistant rather than a decision-maker, you can maintain control over your brand’s identity and strategy. AI can’t think like a Trini yet… we’d probably like to think we have a really unique island brain… but AI will eventually catch up. Till then don’t totally depend on AI, and don’t sell yourself short with your own innate abilities and understanding of our local market.

4. Use AI for Enhancement, Not Replacement

AI tools can enhance your existing efforts, but they cannot substitute for a strong foundation. For example:

AI can optimize your website’s SEO performance by suggesting keywords, but it cannot fix a poorly designed website or broken user experience.
AI can provide creative inspiration for social media posts, but it cannot replicate the cultural nuances and local knowledge that resonate with audiences in Trinidad & Tobago.

This is one of the main failings of local business owners, the strong foundation. They look at SEO… how can I get found, but are unprepared for the visitor when they do come through the door.

5. Focus on ROI, Not Trends

In a failing economy… and yes, it’s failing, it’s tempting to jump on the latest trends. As the saying goes, a drowning man will grasp at a straw. But every AI investment should be evaluated for its return on investment. Ask yourself:

Will this tool save time or reduce costs significantly?
Can it improve customer satisfaction or conversion rates?
Does it fit seamlessly into our existing workflows?

AI is definitely not a trend, and is a game-changer, but only if it’s applied thoughtfully to address your real business needs. Of the bat, it is helping workflows with image generation, copywriting, and social post captions; we see it and use it ourselves everyday. But with Trini business owners being so involved in daily operations, it’s hard to step back to look at the strategic view and evaluate fancy business acronyms like ROI when you’re ducking phone calls from suppliers. Realistically, who has time for that?

Conclusion: The Way Forward for 2025

As AI continues to evolve, it will play a significant role in how businesses operate. But remember, the fundamentals of web design and marketing are not going anywhere. For businesses in Trinidad & Tobago, success in 2025 will depend on focusing on what really matters—clear communication, user-friendly websites, and relatable marketing campaigns—while integrating AI as a supportive tool.

Web and digital agencies like us need to embrace AI and adapt to its capabilities can provide greater value to our clients. For clients, understanding AI’s potential and limitations is key to working collaboratively with agencies and achieving sustainable growth. AI is not a replacement for expertise—it’s a tool that, when used wisely, amplifies the impact of skilled professionals.

The post AI Can’t Save Your Online Presence: Focus on the Basics in 2025 first appeared on Forward Multimedia.