Global Exports from African Businesses Increases by 50%, Spearheaded by Women
ANKA, the ”all in one” Software-asa-Service (SaaS) platform for African businesses, has announced the publication of a white paper in partnership with the African Development Bank (AfDB) through their Fashionomics Africa Program, entitled Global African Commerce.
The report, an updated extension of ANKA’s 2018 edition, offers a holistic global analysis of the state of African e-commerce; covering the entire entrepreneurial journey from product creation to international delivery. The report delves into millions of data points from interactions with global consumers to encourage conversations around the stellar growth of African entrepreneurship.
The company has also announced the launch of the “ANKA Growth Club” - a transformative program designed to support small and medium-sized businesses looking to export products to the USA in partnership with Prosper Africa. Global African Commerce is a quantitative resource for the African e-commerce landscape, shedding light on the unique barriers and opportunities faced by entrepreneurs on the continent. One of the most striking research findings is the significant impact on job creation. Entrepreneurs using the platform have experienced substantial growth in their businesses, expanding their teams by a staggering 50% fostering job opportunities and demonstrating the platform’s capacity to drive job growth. With a continental median age of 18.8 years, ANKA’s white paper highlights how the platform is opening up new opportunities in the job market for youth employment.
With over 72% of ANKA’s sellers identifying as women, it is quickly becoming the de facto platform for women entrepreneurs and a source of insight into their experiences in leading small and mediumsized businesses. Touching on the impact African commerce is having on global exports, the white paper highlights that 50% of entrepreneurs ship their products through the platform (via ANKA’s landmark partnership with DHL), arguably making ANKA the largest African exporter of goods.
While the white paper highlights the growth of the African e-commerce sector, it does not shy away from highlighting the obstacles faced by entrepreneurs, identifying that 59.7% of women entrepreneurs and SME owners across the continent cite limited access to finance as the primary barrier to hindering their growth ambitions. This crucial data underscores the urgent need for targeted support and solutions to address the disparity.
Therefore, in alignment with its commitment to SME empowerment, The “ANKA Growth Club” was created to support entrepreneurs, especially women, who are often overtrained and underfunded. It will offer an array of actions and opportunities, including physical (through US pop-ups) and digital exposure, financing solutions through loans of up to USD 75,000, mentorship from industry experts, and a robust community of samelevel entrepreneurs dedicated to achieving exceptional growth. Speaking on the launch of the white paper and the ANKA
Growth Club, Moulaye Tabouré, ANKA’s CEO and Co-Founder said, ‘I am very excited to share this as a starting point for more efficient collaborations and actions. Our commitment to empowering African businesses goes beyond rhetoric; it’s at the core of our company’s mission. That is why this white paper is not just a report, it’s a gamechanger, providing a unique and unparalleled perspective; helping us redefine the e-commerce landscape, empower women and unlock the full potential of African creativity and entrepreneurship”.
He continues, “The ANKA Growth Club represents a significant step forward in our mission to facilitate access of SMEs to global markets. The US market represents a huge opportunity for African entrepreneurs to reach new customers and continue growing their business. Through the ‘ANKA Growth Club,’ we’re not just providing support; we’re fostering opportunities, knowledge, and connections that will drive economic growth and innovation. Together, we’ll open doors and pave the way for a new era of African business on the global stage”.
Offering a wealth of insights for entrepreneurs through its actionable strategies and best practices, the report reflects the last three years of meticulous research and collaboration with the likes of VISA, MTN MoMo and M-PESA to help entrepreneurs boost sales, engage with their audience and thrive in the competitive e-commerce landscape. It invites stakeholders to collaborate in identifying and addressing challenges while appreciating positive aspects and seeking continuous improvement opportunities.
Findings in the white paper were obtained using 9500+ answers
collected and analysed from the questionnaires sent to customers, sellers, and affiliates (including thousands of non-ANKA customers). “In the dynamic African fashion landscape, datadriven insights and knowledge development are essential for successfully manoeuvring the complex fashion value chain. Fashionomics Africa places a high emphasis on market intelligence and data to elevate understanding of this industry and its many dimensions. We’re delighted to partner with Anka for this report,” said Basil Jones, Lead Gender Program and Policy Coordinator at the African Development Bank Group.
“The research and findings presented in this collaboration will play a pivotal role in enhancing the positioning of the African fashion ecosystem and providing deeper insights into e-commerce opportunities,” he added.
Stephen Murray, Managing Director, CrossBoundary Group shared, “The United States is the largest apparel market in the world, but also the most competitive. With so many brands vying for a share of the $350 billion market, it takes more than just excellence in design to be successful. With the Anka Growth Club, Africa’s top fashion brands can learn how to better navigate the complexities of the market, forge the right partnerships and access resources specifically to support African exports to the United States.”
ANKA’s success to date with African entrepreneurs is evident in the findings. The platform currently boasts 20,000 sellers in 100 countries (45 out of the 54 on the continent), over 30,000 users and a million followers culminating in $50 million transactions in 175 countries in four short years since being founded. ANKA continues to champion the immense possibilities for business owners to thrive and recognizes the need for knowledge in accessing the appropriate resources, strategic partnerships and innovative approaches required for success. The International Air Transport Association (IATA) announced that the strong post-pandemic passenger traffic trend continued in September.
• Total traffic in September 2023 (measured in revenue passenger kilometers or RPKs) rose 30.1% compared to
September 2022. Globally, traffic is now at 97.3% of pre-COVID levels.
• Domestic traffic hit a new high for the month of September, as traffic rose 28.3% versus September 2022 and exceeded the September 2019 level by 5.0%.
• International traffic climbed 31.2% compared to the same month a year ago. All markets saw double-digit percentage gains year on year. International RPKs reached
93.1% of September 2019 levels. “The third quarter of 2023 ended on a high note, with record domestic passenger demand for the month of September and continued strong international traffic,” said Willie Walsh, IATA’s Director General.
Air passenger market in detail -
September 2023
September 2023
(% year-on-year) World share1 RPK ASK PLF (%-pt)2 PLF (level)3
Total Market 100.0%
28.8% 0.8% 82.6%
Africa 2.1% 24.6% 27.2% -1.5% 73.1%
Asia Pacific 22.1% 87.9% 75.5% 5.3% 80.0%
Europe 30.8% 13.8% 12.8% 0.8% 86.0%
Latin America 6.4%
14.3% 1.1% 83.9%
Middle East 9.8% 26.1% 22.8% 2.2% 81.6% 30.1% 15.7%
North America 28.8%9.7% 12.5% -2.1% 83.0%
1% of industry RPKs in 2022 2Change in load factor 3Load factor level
International Passenger Markets Asia-Pacific airlines had a 92.6% increase in September 2023 traffic compared to September 2022, continuing to lead the regions in terms of annual improvement. Capacity climbed 82.1% and the load factor increased by 4.5 percentage points to 82.5%. European carriers’ September traffic climbed 15.7% versus September 2022. Capacity increased 14.9%, and load factor edged up 0.6 percentage points to 85.5%.
Middle Eastern airlines saw a 26.6% increase in September traffic compared to a year ago.
Capacity rose 23.7% and load factor climbed 1.9 percentage points to 81.8%.
North American carriers had an 18.9% traffic rise in September 2023 versus the 2022 period. Capacity increased 18.0%, and load factor improved 0.6 percentage points to 85.6%.
Latin American airlines’ traffic rose 26.8% compared to the same month in 2022. September capacity climbed 24.7% and load factor rose 1.4 percentage points to 85.8%.
African airlines posted a 28.1% traffic increase in September 2023 versus a year ago. Capacity was up 29.9% and load factor slipped 1.0 percentage points to 72.6%.
“With the end of 2023 fast approaching, we can look back on a year of strong recovery in demand as passengers took full advantage of their freedom to travel. There is every reason to believe that this momentum can be maintained in the New Year, despite economic and political uncertainties in parts of the world. But we need the whole value chain to be ready. Supply chain issues in the aircraft manufacturing sector are unacceptable. They have held back the recovery and solutions must be found. The same holds true for infrastructure providers, particularly air navigation service providers. Equipment failures, staffing shortages and labor unrest made it impossible to deliver the flying experience our customers expect. A successful 2024 needs the whole value chain to be fully prepared to handle the demand that is coming,” said Walsh.