The United Nations Economic Commission for Africa (ECA), through its African Institute for Economic Development and Planning (IDEP) and its Subregional Office for Southern Africa- (SROSA) will be convening a Practical workshop on: E-Commerce Marketing and Business Development Strategies for the AfCFTA and Global Markets, from 11-12 June 2025, Lusaka, Zambia.
Background
The Economic Commission for Africa (ECA) and the Government of Italy signed an agreement to support Member states through a capacity building programme for the effective implementation of the African Continental Free Trade Area (AfCFTA) Agreement. This program comprises two main phases.
In the first phase, eight (8) African countries were selected (Angola, Côte d’Ivoire, Ghana, Kenya, Mozambique, Senegal, Tanzania and Uganda) and each benefitted from: (i) An analysis of the impacts, opportunities, and challenges of Preferential Trade Agreements (ii) A capacity needs assessment of stakeholders for the implementation of the AfCFTA Agreement. These studies informed the design of online training courses that were delivered subsequently by ECA IDEP.
The second phase followed the same approach, focusing on e-trade. The selected countries were Cameroon, Democratic Republic of Congo, Gabon, Malawi, Mauritania, Zambia, and Zimbabwe. The following studies were conducted: (i) An assessment of e-trade readiness (ii) A capacity needs assessment of stakeholders for implementation of the AfCFTA Agreement. Based on the key recommendations from the studies, online training sessions were conducted in collaboration with the implementing partner AseS/Cefor.
The present hands-on workshop is designed as a complement to the distance courses previously delivered. It will provide participants with concrete tools and operational methodologies to develop effective marketing and sales strategies in the field of e-commerce. While the webinars laid the theoretical foundations, this face-to-face session will focus on practical application, allowing entrepreneurs and business developers to turn their knowledge into concrete actions.
With the AfCFTA opening up new opportunities for cross-border e-commerce, and fast-growing global digital trade, businesses need to prepare to navigate this changing environment. Through interactive training, case studies and a business simulation game, participants will learn the skills needed to create or grow e-commerce businesses that can compete regionally and internationally.
Objective of the workshop
The overall objective of the workshop is to strengthen the skills of participants to leverage e-trade opportunities in the context of AfCFTA.
The specific objectives are the following:
- Understand the key models, components and issues of e-commerce.
- Analyze their company/product and define a solid value proposition.
- Better understand market dynamics and competitive positioning.
- Develop concrete marketing and business development strategies.
- Apply the concepts learned in a simulated business environment.
- Strengthen their skills in commercial pitching and presentation for investors or partners.
Contacts
Ms. Bineswaree Bolaky
Economic Affairs Officer, UNECA Subregional Office for Southern Africa
Email: bineswaree.bolaky@un.org
Mr. Aimé Mbatkam
IDEP focal point.
Email: mangoumenmbatkam@un.org
Media Contacts:
Mrs. Lavender Degre
Communication Officer, UNECA Subregional Office for Southern Africa
Email: lavender.degre@un.org
