1. Introduction
1.1 Context
The case study can be seen in the context of a range of ASEAN developments aimed at strengthening e-commerce. A key report is the 2013 United Nations Conference on Trade and Development Review of E-Commerce Legislation Harmonisation in ASEAN (the UNCTAD Report).2 In addition, a number of studies have explored options for the regulation of e-commerce within ASEAN. These include the Roadmap for Integration of e-ASEAN Sector (2004)3, the ASEAN Internal Document: AADCP E-Commerce Project – Harmonization of E-Commerce Legal Infrastructure in ASEAN, Implementation Progress Checklist (2007), the ASEAN Secretariat Roadmap for Integration of e-ASEAN Sector,4 and the ASEAN Working Group on E-Commerce and ICT Trade Facilitation study entitled ASEAN e-Commerce Database.5 The latter report found there is an untapped potential for e-commerce within ASEAN. It, however, identified significant barriers to its take-up, including: