• By fostering e-commerce expertise, the International Trade Centre (ITC) is paving the way for West African agribusinesses to thrive beyond borders.
  • ITC’s initiative offers tips on digital marketing, online payments, shipping logistics, and customer service, fostering a collaborative spirit across borders.
  • For many players, poor online visibility, limited e-commerce access, and inadequate digital skills stifle growth and restrict trade opportunities within ECOWAS.

In the fertile fields of Nigeria and Côte d’Ivoire, small agribusinesses dream of reaching regional markets, but limited digital skills and sparse access to online platforms keep them tethered to local sales.

To unlock their potential, the International Trade Centre (ITC) has launched a transformative initiative under its ECOWAS Agricultural Trade (EAT) programme, equipping local advisors and institutions to guide these businesses into the digital age.

By fostering e-commerce expertise, ITC is paving the way for West African agribusinesses to thrive beyond borders.

A Regional Training Revolution

In April 2025, Abidjan, Côte d’Ivoire, hosted a pivotal five-day training of trainers, bringing together six newly appointed e-commerce advisors—three from each country—and eight representatives from key business support organizations.

Participants from Nigeria’s National Association of Nigerian Traders (NANTS) and Nigerian Export Promotion Council (NEPC), alongside Côte d’Ivoire’s Chamber of Commerce and Industry (CCI-CI) and National Chamber of Agriculture (CNA-CI), immersed themselves in a curriculum designed to empower 30 agribusinesses—15 per country—to master online trade.

The workshop, rich with interactive case studies and peer learning, covered digital marketing, online payments, shipping logistics, and customer service, fostering a collaborative spirit across borders.

Ibrahima Bamba, Agricultural Advisor at the National Chamber of Agriculture of Côte d’Ivoire, emphasized the training’s impact: “In my view, agro-processors will need this hands-on training to increase their visibility.”

Similarly, Anuoluwapo Odubanjo, a Nigerian e-commerce advisor, expressed readiness to make a difference: “Thanks to this training, I’m ready to support agribusinesses in developing tailored e-commerce strategies—from choosing the right platforms to managing online sales—so they can scale up their operations.”

Building Local Champions

The ITC’s strategic selection of advisors as national champions ensures sustainable impact. These advisors, backed by established institutions, are poised to train rural entrepreneurs, help businesses list on e-commerce platforms, and develop actionable strategies for market expansion.

The training’s success is already measurable: 11 participants reported significant skill improvements, leaving with concrete action plans to uplift their communities. By investing in local expertise, ITC is creating a ripple effect, enabling small agribusinesses to navigate digital marketplaces and compete regionally.

West Africa’s agribusiness on overcoming digital hurdles

For many West African agribusinesses, the digital divide is a formidable barrier. Poor online visibility, limited e-commerce access, and inadequate digital skills stifle growth and restrict trade opportunities within the Economic Community of West African States (ECOWAS). ITC’s EAT programme, launched in 2018, directly addresses these challenges by building digital capacity and promoting trade-ready businesses.

The Abidjan workshop marks a significant step, fostering cross-border collaboration and equipping participants with tools to bridge these gaps.

A vision for inclusive growth

The ITC’s initiative is more than a training program—it’s a blueprint for a digitally connected agricultural economy. By empowering 30 agribusinesses to go online, the programme lays the groundwork for inclusive growth, enabling small-scale farmers and processors to access broader markets.

The focus on practical skills, from navigating online payment systems to optimizing logistics, ensures that businesses can compete in a digital-first world. As advisors like Odubanjo and Bamba roll out their action plans, they are set to transform rural economies, boosting visibility and sales for agro-processors across Nigeria and Côte d’Ivoire.

Since its inception, the EAT programme has worked tirelessly to close digital divides and foster regional trade in West Africa. The Abidjan training builds on this legacy, creating a network of advisors and institutions ready to drive change.

As these newly trained champions return to their communities, they carry the tools to help agribusinesses thrive in e-commerce, from listing products online to managing cross-border sales. With ITC’s support, West Africa’s agricultural sector is poised for a digital renaissance, unlocking new opportunities for growth and prosperity.

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