We’re working with 100 small businesses across Africa to improve their online sales. During the Global SME Ministerial Meeting, 18 of them came to Johannesburg to showcase their work.
Their efforts paid off, as 13 of them collectively achieved $330,000 in sales and investments.
It’s part of the work ITC does to encourage trade between Africa and China, through the Africa Digital Innovation Accelerator. The Ministerial gave the small and medium-sized enterprises (SMEs) a unique chance to boost their brand visibility, while learning from some of the best in the business about how to trade online.
ITC and Alibaba.com also used the Ministerial as a chance to co-host a high-level dialogue on Digital Trade and SMEs’ Sustainable Development.
The event gathered policymakers, industry leaders, and entrepreneurs to discuss how digital trade can foster inclusive growth and sustainable development for small businesses. Keynote speakers highlighted emerging trends in China-Africa digital trade and emphasized the critical role of postal networks in enabling trade inclusion and last-mile connectivity.
African entrepreneurs shared inspiring success stories on how e-commerce platforms have helped them expand exports, build brands, and create jobs. The dialogue stressed the importance of collaboration, awareness of digital trade, know-how in international sales, and innovative partnerships to empower small businesses — especially those led by women and youth—to fully leverage digital economy opportunities.
The event reaffirmed ITC’s commitment to supporting African SMEs in boosting their global competitiveness and advancing sustainable development through digital innovation.
Our exhibition space was a key highlight — a vibrant showcase of our products that attracted potential buyers, interested distributors, and strategic partners. These interactions opened new doors for collaboration and market access, reaffirming the importance of global networking in growing and scaling our work.
Sandra Letio
CEO
Pelere Group Limited
22 July 2025, Johannesburg, South Africa – Panellists of the “Digital Trade and SMEs’ Sustainable Development” dialogue.
Photo by ITC
23 July 2025, Johannesburg, South Africa – During the event, African entrepreneurs shared inspiring success stories on how e-commerce platforms have helped them expand exports, build brands, and create jobs.
Photo by ITC
22 July 2025, Johannesburg, South Africa – From left to right: Sizwe Snail Ka Mtuze (Nelson Mandela University), Valentina Rollo (ITC), Sylvia Achebet (Masha Quality Holdings (U) Ltd.), Sandra Letio (Pelere Group Ltd.), Muyu Duan (Alibaba.com), Escipión Joaquin Oliveira-Gómez (ITC), Radka Sibille (Universal Postal Union).
Photo by ITC
About the project
The Africa Digital Innovation Accelerator is a two-year initiative implemented by the International Trade Centre (ITC) and funded by the Global Development Fund (GDF) through the China International Development Cooperation Agency (CIDCA), aims to empower 100 SMEs from 25 African countries building their e-commerce stores with the knowledge, tools, and market access needed to succeed in global e-commerce.
