Small businesses across Africa are eager to tap into the fast-growing digital economy. But many face serious hurdles—from lack of digital infrastructure to unclear rules and limited skills.
The African Continental Free Trade Area (AfCFTA) Protocol on Digital Trade is a game-changer. It provides a unified framework for online trade across Africa.
But for it to work, not only Governments have to do their homework of implementing digital rules, but small businesses also need to understand what’s in it and how it can benefit them. Many still don’t know where to start or how to comply with new digital trade regulations.
The inaugural AfCFTA Digital Trade Forum which took place in Lusaka Zambia from 8 to 10 May 2025, brought to light the various components of Africa’s digital trade in action.
It’s part of work by the International Trade Centre (ITC) across Africa, to help small businesses understand how to take advantage of the opportunities that the free trade pact offers.
As SMEs are the drivers of digital trade in Africa, they not only need to know the rules, namely presented in the AfCFTA Digital Trade Protocol—they should help shape and implement them. That’s what we’re enabling through this kind of engagement.
Leonila Guglya
Digital/Services Policy and Regulatory Affairs Officer
ITC
Unpacking digital trade regulations in a practical manner
The event brought together entrepreneurs, youth innovators, policymakers, and digital experts from across Africa and beyond.
ITC organized the masterclass in collaboration with the United Nations Development Programme (UNDP) and the main German aid agency GIZ.
The training drew from ITC and UNDP research on real challenges that small businesses encounter. They explored practical ways to become compliant and build customer trust when trading across borders.
A highlight was the AfriStitch case study—a fictional but realistic story about five young women entrepreneurs from across Africa who built a pan-African fashion-tech business. The case showed how a small business could thrive in digital trade. By following AfriStitch’s journey, participants understood how trade rules apply in real life—from protecting consumer data to engaging in cross-border business conducted electronically.
‘Seeing the concept of digital trade under the AfCFTA brought to life through AfriStitch was insightful. It helped me connect with the Protocol in a more practical way,’ said Edem Kwame Numadzi, consultant at the Ghana AfCFTA National Coordination Office.
Generating a broader conversation
The Masterclass encouraged active participation through quizzes, engaging live contributions, and expert Q&A, which shaped subsequent discussions. Participants tested their knowledge and winners of the quiz were rewarded for their participation. But more importantly, they left with a better understanding of how to trade digitally—and confidently—across Africa.
ITC also joined a plenary session that emphasized how inclusive AI adoption depends on good digital infrastructure, strong data governance, and the right skills. All of which are supported by the implementation of the AfCFTA Digital Trade Protocol.
‘The Protocol is not just about regulations. It’s about enabling an inclusive digital ecosystem—one where small businesses and youth can thrive, even in emerging spaces like AI,’ Guglya said during the panel.
7 May 2025, Lusaka, Zambia – ITC presenting reward to the winner of the quiz – Masterclass on 'Enabling SMEs Digital Trade: Building Trust through Empowering Compliance with Digital Regulations' at the AfCFTA Digital Trade Forum.
7 May 2025, Lusaka, Zambia – Audience at the ITC Masterclass on 'Enabling SMEs Digital Trade: Building Trust through Empowering Compliance with Digital Regulations' at the AfCFTA Digital Trade Forum
About the Programme
The Accelerating Trade and Investment under the AfCFTA (ATIA) is a project funded by the Ministry of Foreign Affairs of Japan and being implemented by ITC in coordination with the AfCFTA Secretariat. ATIA supports policy reforms and business linkages for trade and investment facilitation in line with the AfCFTA Agreement, thereby contributing to a conducive business environment for African and Japanese companies operating in or planning to expand into Africa.
