The authors of this paper explore the nature, goal, functions and benefits of electronic trade facilitation and propose, based on an analysis of over 100 cases, a model describing the evolution of various trade portals at the national, regional and global level. In the context of the proposed model, the authors then examine e‐readiness, international trade volumes and the current trade facilitation and trade and investment promotion in the Pacific Island countries (PICs). Based on this examination and a comparison of various approaches to electronic trade facilitation and promotion, the authors recommend the establishment of a regional, single window trade gateway for the PICs, combining trade facilitation, trade promotion and trade policy development.