The AfCFTA Secretariat has entered a strategic partnership with Google Hustle Academy to equip thousands of entrepreneurs with practical digital tools aimed at scaling their businesses and expanding trade across African borders.
The collaboration forms part of the AfCFTA Digital Inclusion & Entrepreneurship Programme, an initiative designed to close the continent’s digital skills gap while strengthening the competitiveness of small and medium-sized enterprises (SMEs) operating under the African Continental Free Trade Area framework.
The Secretariat said the programme will focus on delivering structured, business-oriented training that helps entrepreneurs improve operational efficiency, digital visibility and financial sustainability.
While the AfCFTA agreement seeks to remove tariff and non-tariff barriers across participating states, policymakers have acknowledged that many African SMEs remain digitally underprepared to fully leverage cross-border trade opportunities.
By integrating digital capability building into its trade implementation strategy, the Secretariat aims to ensure that smaller enterprises are positioned to compete regionally and internationally.
The partnership reflects a growing recognition that trade liberalisation alone is insufficient without parallel investment in enterprise capacity, technology adoption and digital literacy.
Training will be delivered virtually to entrepreneurs in Angola, Cameroon, Cote d’Ivoire, Egypt, Ethiopia, Ghana, Kenya, Mauritius, Morocco, Mozambique, Namibia, Nigeria, Rwanda, Senegal, South Africa, Tanzania, Togo, Tunisia and Zambia.
According to the Secretariat, the online delivery model is designed to maximise accessibility and reduce participation costs, particularly for entrepreneurs operating outside major commercial hubs.
Participants are expected to receive guidance on digital marketing, customer acquisition, financial management and growth strategy — areas considered critical for scaling businesses within a liberalised continental market.
SMEs account for the majority of businesses across Africa and contribute significantly to employment. However, many operate informally or lack the digital infrastructure required to expand beyond domestic markets.
Officials say strengthening SME digital readiness is central to realising the AfCFTA’s objective of increasing intra-African trade and fostering industrial development.
By leveraging Google Hustle Academy’s entrepreneurship training expertise, the Secretariat hopes to build a more connected and digitally enabled SME ecosystem capable of navigating cross-border regulations, reaching new customers and integrating into regional value chains.
The initiative marks what the Secretariat described as a decisive step towards shaping a future in which African entrepreneurs are better equipped to harness technology, unlock new growth opportunities and actively participate in continental trade.
As implementation of the AfCFTA deepens, partnerships that combine policy ambition with practical business support are expected to play a critical role in translating trade reform into measurable economic impact across the continent.
