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Promoting e-commerce in Africa

Pan-African e-Commerce Initiative – Boosting African Digital Trade

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  • Commissioning Party

    German Federal Ministry for Economic Cooperation and Development (BMZ)

  • Country

    Ghana, Kenya, Nigeria, Rwanda, East African Community (EAC)

  • Lead executing agency


  • Overall term

    2023 to 2025

  • Products and expertise

    Economic development and employment


Electronic commerce, also known as e-commerce, is increasingly becoming an important procurement and sales channel in emerging African economies. However, key prerequisites for African companies to participate in cross-border e-commerce are not in place. These include secure and affordable electronic payment systems, consumer and business confidence in e-commerce, digital skills of micro, small and medium-sized enterprises (MSMEs) and a supportive regulatory framework.

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The conditions for cross-border digital trade in selected countries of the African Continental Free Trade Area have improved, especially for MSMEs.


The project focuses on improving the conditions for e-commerce. It therefore advises the East African Community on implementing its regional e-commerce strategy and protecting consumers in online commerce. The project also supports the development of innovative approaches to electronic payment systems and e-commerce throughout Africa. In this context, it cooperates with various African institutions, such as the Smart Africa Secretariat.

The project improves the skills of organisations in Ghana, Kenya, Nigeria and Rwanda so that they can independently offer practice-oriented e-commerce training and advice, in particular for women-led enterprises.

In addition, the project promotes cross-border sharing of experience between public and private stakeholders on innovative approaches, such as trust seals in e-commerce. Another focus is on the development of tailored solutions for environmentally friendly digital commerce, in direct partnership with companies and business associations.

Last update: November 2023

Additional information

Map of African countries highlighted in red.

Overview page Regional Cooperation Africa (giz.de)

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Lab of tomorrow: Greening and advancing e-commerce in Ghana, Kenya, Nigeria and Rwanda

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Project: Make-IT in Africa (giz.de)