Stronger together: Connecting businesses in West Africa
The West African Competitiveness Observatory bridges information gaps and connects businesses in regional value chains.
In today’s interconnected global economy, businesses—especially small and medium-sized enterprises (SMEs)—must integrate into value chains to stay competitive. Regional value chains offer a stepping stone for growth, yet many African businesses struggle due to a lack of market intelligence, visibility, and connectivity.
To address these challenges, the West African Competitiveness Observatory provides policymakers and businesses with data-driven insights and practical tools to foster trade competitiveness and strengthen regional value chains.
Research by the International Trade Centre (ITC), including the Made by Africa report, highlights the vast opportunities in African value chains. By working together, African countries can increase value addition within the region instead of exporting raw materials abroad.
However, many businesses remain disconnected from potential suppliers and buyers as they lack reliable market information.
The Observatory tackles this gap by offering over 100 trade competitiveness indicators, five regional value chain guides, and practical online learning resources. These tools enable policymakers to shape effective trade strategies and help companies expand within the region.
Since its beta launch in May 2023, the platform has attracted over 70,000 visits, signalling strong interest from both policymakers and businesses. For instance, policymakers from eight West African countries have published policy notes using Observatory data.
Business surveys conducted for Made by Africa identified major barriers to regional trade, including difficulty finding suppliers and concerns over product quality.
One respondent noted: "We haven’t dared importing from Africa yet because we have no idea about the quality or availability of inputs from Africa."
To overcome these barriers, the West African Competitiveness Observatory includes a business matchmaking platform, where businesses can:
- Create profiles to show their products and services.
- Discover and connect with partners across West Africa.
- Engage in real-time discussions using an integrated chat with automatic translation.
- Gain credibility through a verification badge granted by national trade promotion organizations (TPOs).
The Observatory’s success is reinforced by collaborations with the Economic Community of West African States (ECOWAS), West African trade promotion organizations, and regional institutions. These organizations help promote the platform and train businesses on how to use it effectively.
Regional institutions such as the Federation of West African Chambers of Commerce and Industry and the Federation of Business Women and Entrepreneurs also play a role in broadening the platform’s reach.
Today the business matchmaking tool counts 1,400+ business profiles across all West African countries. A recent user survey reveals promising engagement levels, showing the Observatory’s potential to unlock intra-regional trade opportunities and drive business growth.
The West African Competitiveness Observatory has inspired similar initiatives across the continent. An East African Competitiveness Observatory is set to launch in 2025, with plans for a continent-wide trade platform. Additionally, a Business Matchmaking tool for the COMESA region is under consideration.
By connecting businesses, fostering trust, and providing actionable trade insights, the West African Competitiveness Observatory is shaping the future of African trade.
If you are a West African business, join the platform today at https://b2b.wacomp-observatory.org and explore new regional opportunities.
If you are a policymaker from the region, explore the analytical modules to access information on trade competitiveness and regional value chains.
The West African Competitiveness Observatory was developed under the International Trade Centre’s West Africa Competitiveness Programme (WACOMP), coordinated by the Economic Community of West African States (ECOWAS) with financial support from the European Commission.
