AfCFTA: What the African Free Trade Zone Changes for E-merchants

Launched in 2021, the African Continental Free Trade Area (AfCFTA) is the most ambitious trade agreement since the WTO's creation. By progressively eliminating customs duties on 90% of goods traded between 54 African countries, it creates the world's largest single market by number of participating countries.

For e-merchants operating between Africa and Europe, the implications are major. Products manufactured or processed in Africa benefit from preferential rules of origin that facilitate intra-African circulation. An Ivorian artisan can now sell to Kenya without prohibitive customs duties, considerably expanding their potential market before even targeting Europe.

The reduction of intra-African tariff barriers also modifies Europe-Africa supply chains. European businesses can now consider regional logistics hubs in Africa: a warehouse in Senegal can serve all of West Africa without customs surcharges. This consolidation reduces storage costs and delivery times.

AfCFTA rules of origin favor local transformation. To benefit from preferential tariffs, a product must incorporate a minimum percentage of African added value. This encourages local industrialization and creates opportunities for marketplaces showcasing 'Made in Africa' products — an increasingly valued selling point for European consumers.

The harmonization of standards between African countries also simplifies compliance for online sellers. Instead of navigating 54 different regulations, regional economic zones (ECOWAS, EAC, SADC) are progressively converging toward common standards for labeling, product safety and consumer protection.

Significant challenges remain: intra-African transport infrastructure is still insufficient, manual customs procedures slow down exchanges, and some countries are slow to ratify protocols. But the trend is clear: by 2030, intra-African trade should increase by 52%, creating an ecosystem where intercontinental e-merchants who position themselves early will have a decisive advantage.