How to build trust online to grow business links across West Africa
West Africa is undergoing a digital revolution in its business environment, as innovative technologies play an increasingly important role in promoting regional integration. That’s why the International Trade Centre (ITC) has developed a Business Matchmaking platform so that companies across the region can connect across borders.
To further this transformation, ITC collaborated with the Economic Community of West African States (ECOWAS) on a workshop that trained 27 trade professionals as trainers for the platform.
Funded by the European Union, the workshop ran from 14 to 18 October in Benin. Experts from trade promotion organizations in French- and Portuguese-speaking countries in West Africa learned how to use these digital tools to support small businesses.
The Business Matchmaking platform enables companies to find new partners, showcase their products and explore regional value chains. Instant messages are automatically translated, which eliminates language barriers for companies.
Online trade requires trust. So, the workshop provided practical training on verifying companies within each country's network. To enhance the credibility of cross-border transactions, participants created profiles for their institutions on the platform. They will now be responsible for identifying companies in their network.
The workshop also introduced AI-powered content creation tools. These tools let companies create professional marketing materials, from compelling text to visually appealing logos, without a large budget or extensive design knowledge.
But original photography also matters, so the workshop also included a hands-on e-commerce photography session. By learning to take high-quality product photos with smartphones, participants can create visually appealing online profiles that attract potential partners.
This workshop, known as a ‘training of trainers’, marks an important milestone in ITC efforts to strengthen business competitiveness in the region, through its West Africa Competitiveness Programme (WACOMP).
‘The Business Matchmaking platform will be a valuable tool to help me support businesses in their cross-border expansion,’ said Sanmou Thera of the Federation of West African Chambers of Commerce and Industry. ‘It will enable me to connect them with verified buyers, suppliers and partners across West Africa, guiding them confidently through the export process. With real-time information and direct connections, these companies will have the resources they need to access new opportunities in overseas markets.’
As the participants return home, they can now support small businesses to fully exploit the potential of the Business Matchmaking platform. By strengthening regional trade networks, consolidating cross-border partnerships, and stimulating economic growth, these trade professionals are paving the way for a brighter digital future for West African businesses.
