Jason Paris, who heads Spark's Home, Mobile and Business division says New Zealand small businesses are not adapting fast enough to the online world.

Paris says 40 percent are still not online and that's dangerous in a world where commerce will soon be dominated by Amazon.com. He warns against complacency. He wants small business owners to get online and spend more time working with social media.

Spark is using numbers from the Digital Journey tool which runs on the Spark Lab website and is promoted by the Ministry of Business, Innovation and Employment.

If anything, the Digital Journey numbers are more optimistic than a similar survey run by accounting software company MYOB which found almost half its small business customers have no digital presence. And many of those who do have no more than a Facebook page.