Since the lockdowns, the International Trade Centre (ITC) has dramatically expanded its digital training and coaching, with self-learning modules, interactive classes, and a vibrant online engagement community for e-commerce experts and entrepreneurs. 

But the human touch remains central to everything we do, building trust and deeper relationships with small businesses that are often stepping into the digital sphere for the first time. 

At ITC, the ecomConnect programme leads our efforts to bring the opportunities of digital trade to communities in every corner of the planet. That could mean helping a coffee farm in Uganda scale up its operations to connect directly with buyers, or providing a platform for artisans in remote villages of Central America to sell their handiwork internationally. 

Achieving that requires both the resources ITC developed online and our trainers' expertise. 

‘It can never be digital only,’ says Elvira El Hojeiri, ITC’s e-commerce expert and programme officer. ‘There are very few individuals able to motivate themselves and understand best practices just from following an online course.’ 

‘They are eager to learn but often lack a digital background, so it's important to focus on the immediate, practical, hands-on tasks they need to master right away,’ she said. 

One way ITC delivers that personal touch is through the highly successful ecomConnect.org community, the first community for e-commerce entrepreneurs that hosts vibrant network of over 7,000 members worldwide. There entrepreneurs can connect with each other and with e-commerce experts, and log into free technical workshops and networking sessions. 

‘E-learning platforms provide global access, but nothing replaces the energy and immediacy of in-person learning,’ said the ecomConnect.org lead, Jennifer Kanaan. ‘At ecomConnect, we strive to bridge this gap, creating a community that combines online resources with collaborative, hands-on engagement.’ 

Digital Learning Hubs

The ecomConnect programme has also developed localised training, backed by local organizations, through a network of Digital Learning Hubs. In Zambia, two hubs serve different regions, while six hubs operate across Kenya. Additionally, an Arabic-language hub supports learners in Jordan, a French-language hub was created for Tunisia, and a Spanish-language hub serves businesses in Latin America. Through this network, more than 700 businesses have received training and support in 2023 and 2024.

‘For each country we have a specific learning,’ said Sabrine Hamdane, who leads e-commerce skills initiatives at the hubs. ‘We add examples and case studies from those countries and localize the content to include relevant information on available e-commerce service providers including marketplaces, shipping and payment platforms.’ 

Entrepreneurs learn how to choose their target market and best products to sell online and then to select the best e-commerce platform and service providers for their business. They also learn how to promote their products through social media and email marketing, and how to step up their consumer services. 

In-person complements online sessions

The hubs also provide in-person events, which encourages the entrepreneurs to network with each other and to engage directly with the coaches and their peers.  

'It’s a way to connect the coaches and the other small businesses, because maybe they can do business together,’ Hamdane said. ‘In Africa, we don’t have the culture of e-learning. We need to have the presence of a person to motivate them.’ 

Many of the online modules give exercises so that the entrepreneurs can work through the new concepts. Often coaches need to review those so they can give individual feedback and advisory. 

Carmen Gerea, e-commerce advisor, has coached small businesses with ecomConnect since before the pandemic, so she’s seen how training transitioned from in-person to online-only, and now to a hybrid approach. 

‘Having some human interaction does help engagement,’ she said. ‘At least some interaction, even with a human being online, it gives more engagement than just figuring out how to get through the steps of the platform.’ 

Of course, it’s easier to scale up a training programme that’s online only. But there are creative ways to include human interaction even as attendance grows. Networking sessions with larger groups, interactive technology like artificial intelligence, and partnerships with other organizations help get the balance right. 

‘While online learning offers flexibility, in-person interactions build trust and teamwork,’ Kannan said. ‘The ecomConnect community bridges this divide, offering tailored support for diverse needs.’