International trade fairs are strengthening the Ethiopian tech ecosystem and helping companies expand their reach, forge partnerships, and improve their offerings.
Ethiopia's technology sector is undergoing significant growth, fuelled by government initiatives, private investments, and a young, tech-savvy population eager to drive the digital economy. By attending high-profile events like GITEX Africa in Marrakech and the Africa Tech Festival in Cape Town, with support from the Netherlands Trust Fund V (NTF V) at ITC, tech companies are gaining the exposure and insights they need to innovate and thrive.
Building Ethiopia’s outsourcing reputation
Recognizing the potential for job creation and economic growth, over 10 tech companies have united under the Ethiopian Outsourcing Association. Their shared goal is to position Ethiopia as a leading outsourcing destination, following the successful models of South Asia. To achieve this, the association is actively collaborating with the government to implement policy changes.
Robel Mesfin, CEO of Ablaze Labs, said international trade fairs are important for building Ethiopia’s reputation in the outsourcing market. ‘Our focus is on promoting Ethiopia as a whole. The country has immense potential, but it’s not yet recognised as a global outsourcing hub.’
Ablaze Labs, specialising in IT, creative, and human resource outsourcing, has leveraged its participation in events like GITEX and Africa Tech Festival to connect with decision-makers from global brands such as computer maker Dell and business software company SAP. Some meetings result in deals, and others provide invaluable learning. ‘We gain insights into how companies market themselves, understand client needs, and track market trends,’ said Mesfin.
The company has also signed agreements on knowledge-sharing and collaboration in emerging technologies like artificial intelligence (AI). Mesfin noted that exposure to global markets has been instrumental in advancing their expertise in AI and other cutting-edge fields.
NTF V reduces cost barriers and ensures we can showcase our products on global stages.
Girum Assefa
chief operating officer - Orbit Health
Expanding digital health solutions
For Orbit Health, founded in 2016, trade fairs provide a platform to showcase their healthcare technologies and explore new markets. Headquartered in Addis Ababa, the company offers innovative solutions such as electronic health records and telemedicine platforms.
Orbit Health has worked closely with the Ethiopian government to establish digital health frameworks and standards. Today, their solutions are deployed in over 15 hospitals and clinics across the country.
COO Girum Assefa said events like GITEX Africa gave an understanding of industry trends so they can position themselves for growth. A standout result from the event was a potential collaboration with a company in the Republic of Korea offering AI-based breast cancer diagnostics. ‘This partnership could greatly enhance access to healthcare in remote parts of Ethiopia. By integrating portable diagnostic tools with our telemedicine platform, doctors could assess patients remotely.’
Orbit Health’s participation in trade fairs has also supported its expansion into Kenya and Rwanda. ‘These events help us understand the competitive landscape and build relationships that prepare us for future opportunities and challenges,’ said Assefa.
Contributing to Ethiopia’s emergence as a regional tech hub
Both Mesfin and Assefa credit the NTF V programme with helping Ethiopian tech companies attend tech trade fairs by providing support with access to the event, booth space, and speaking opportunities, significantly lowering barriers to participation.
‘Africa is our primary market, and we need events tailored to this region,’ says Assefa. Mesfin adds that while international exposure is vital, sustained support from the Ethiopian government is crucial for creating a more conducive environment for tech businesses.
Looking to the future, Ablaze Labs plans to attend more tech related trade fairs in cities like Dubai, Marrakech, and Berlin, further promoting Ethiopia as a global outsourcing destination. Meanwhile, Orbit Health is focused on deepening its presence within Africa. ‘We are prioritising African-focused exhibitions because they align with our growth goals,’ says Assefa. Both leaders agree that trade fairs are indispensable for connecting with partners, tracking industry trends, and driving innovation.
About the project
The Netherlands Trust Fund V (NTF) (July 2021 – June 2025) is based on a partnership between the Ministry of Foreign Affairs of The Netherlands and the International Trade Centre. The programme supports MSMEs in the digital technologies and agribusiness sectors. Its ambition is two-fold: to contribute to an inclusive and sustainable transformation of food systems, partially through digital solutions, and drive the internationalisation of tech start-ups and export of IT&BPO companies in selected Sub-Saharan African countries.