For young entrepreneurs, women-led businesses and micro, small and medium enterprises, AfCFTA could open doors to markets far beyond their home countries. However, accessing those opportunities will require more than simply knowing that the agreement exists. Businesses will need quality products, market knowledge, innovation and an understanding of the rules governing cross-border trade.

In an exclusive interview with IGIHE, National AfCFTA Youth and Women Champion Amos Akandwanaho Seromba encouraged young Africans to think beyond their domestic markets and take advantage of the opportunities presented by continental trade.

Seromba described AfCFTA as an important framework for strengthening trade among African countries by reducing barriers and making it easier for businesses to access markets across the continent.

“Governments sign agreements; it is businesses that actually trade,” Seromba said, stressing that the success of AfCFTA will ultimately depend on how effectively businesses use the opportunities created by the agreement.

Trading under the AfCFTA framework began in 2021, marking an important step from negotiations towards practical implementation. The agreement seeks to progressively reduce tariffs, facilitate trade in goods and services and strengthen economic integration among African countries.

For entrepreneurs, the potential is significant. A business established in Rwanda can seek opportunities in other African markets, provided its products meet the relevant rules, standards and requirements in the countries where it intends to operate.

Rwanda has played a prominent role in the AfCFTA process. The agreement was signed in Kigali in 2018, placing the country at the centre of an initiative considered one of Africa's most important efforts towards economic integration.

The country has also worked to improve its business environment and facilitate the establishment and operation of businesses.

Seromba believes these efforts can provide a foundation for Rwandan entrepreneurs to expand beyond the domestic market.

He argues that businesses should not view Rwanda as the end of their commercial journey but as a starting point for reaching customers across Africa.

For young entrepreneurs, this requires a change in mindset. Rather than waiting for opportunities to come to them, they need to identify markets where their products or services can solve real problems.

AfCFTA is not only for governments and large companies

Seromba emphasised that AfCFTA is not an initiative meant exclusively for governments or large corporations.

Young people, women entrepreneurs, innovators and MSMEs have an important role to play in making the continental market a reality.

The agreement covers areas including trade in goods and services, intellectual property and digital trade, creating opportunities for businesses in a wide range of sectors.

Preferential tariff arrangements for qualifying products, improved customs procedures and efforts to address trade barriers could make it easier for businesses to reach customers in other African countries.

But access to a larger market does not automatically translate into success.

Entrepreneurs must first understand what consumers in their target markets need and whether their products can compete in terms of quality, price, packaging and reliability.

Market research remains essential

Seromba urged African entrepreneurs to conduct proper market research before attempting to enter new markets.

A product that performs well in Rwanda, for instance, may not necessarily have the same demand in another African country.

Entrepreneurs therefore need to study consumer preferences, competitors, regulations, standards and purchasing power before investing in a new market.

Value addition is also critical.

Africa has significant natural resources, but much of the continent's economic potential remains tied to the export of raw materials. By processing and packaging products locally, entrepreneurs can create greater value and improve their competitiveness.

Seromba also sees technology as an important tool for young businesses.

Artificial intelligence and other digital technologies can help entrepreneurs research markets, improve productivity, develop products, reach customers and make better business decisions.

His message to young entrepreneurs is centred on preparation and competitiveness.

“Focus first on high-quality products and genuine value addition,” he said, urging businesses to ensure that what they offer can compete in an increasingly connected African market.

Businesses still face barriers

Despite the opportunities created by AfCFTA, businesses still face significant obstacles when trading across African borders.

Non-tariff barriers remain among the challenges affecting intra-African trade. Businesses may encounter different regulatory requirements, product standards, documentation procedures and customs processes from one country to another.

The movement of people also remains an important issue for entrepreneurs who need to travel to meet customers, establish partnerships and develop markets.

Insecurity in some parts of the continent can further discourage investment and make the transportation of goods more difficult.

Seromba also identified limited awareness as a major challenge.

While many young Africans have heard about AfCFTA, fewer may understand the practical steps required to benefit from it.

Knowing about the agreement is not enough. Entrepreneurs need to understand issues such as certificates of origin, product standards, market access requirements and procedures for addressing trade barriers.

Governments and businesses must act together

Seromba believes governments and businesses must work together to ensure that AfCFTA delivers tangible benefits.

Governments have a responsibility to create supportive policies, simplify trade procedures, improve infrastructure and address barriers that make cross-border commerce difficult.

The private sector, on the other hand, must develop competitive products, comply with standards and actively seek opportunities in other African markets.

Regular engagement between policymakers and businesses is particularly important for youth, women and MSMEs because their experiences can help identify barriers that may not always be visible at the policy level.

“The private sector, particularly MSMEs, must be at the forefront of this opportunity,” Seromba noted, highlighting the importance of ensuring that smaller businesses are not left behind as continental trade expands.

Kagame calls for action on AfCFTA

President Kagame recently also stressed that the success of AfCFTA will depend on how effectively it is implemented.

Speaking during a press conference at the Kigali Convention Centre on Monday, Kagame said the agreement was an important step towards boosting trade among African countries, while acknowledging concerns over the slow pace of progress and persistent non-tariff barriers.

He called on African countries to work together to address the remaining challenges and deliver on the agreement's ambitions.

“We can't just keep complaining. We have to find a way of getting together and doing what we have to do,” Kagame said.

Looking beyond national markets

Looking towards the next five to 10 years, Seromba hopes to see further progress towards the free movement of people, goods and services across Africa.

He believes that reducing remaining trade barriers, improving security, closing regulatory gaps and strengthening implementation will be essential if the continent is to realise the full potential of AfCFTA.

A more integrated market could allow African businesses to expand more easily, increase production, create jobs and contribute to economic growth.

For Rwanda, the opportunity is particularly relevant to young entrepreneurs and women-led businesses seeking to move beyond a relatively small domestic market.

For Seromba, the success of AfCFTA will depend on whether African businesses, particularly young people, women and MSMEs, can turn the opportunities created by the agreement into real trade, investment and jobs.