Future Map Foundation has called on African businesses to embrace technology-driven solutions to improve market access, reach more customers and expand their operations beyond domestic markets.
The foundation said limited access to buyers remains one of the major challenges affecting local manufacturers and small businesses across the continent, despite the availability of products and production skills in different African markets.
Its Executive Director, Dr Shuaib Sani Shuaib, made the call during the 2026 Global Technology Africa (GTA) Conference held in Kano, Nigeria.
The conference, which took place from November 3 to 5, brought together stakeholders from the technology, business, investment and public sectors to discuss how digital innovation could support economic growth and regional trade.
Held under the theme, “Connecting Africa, Accelerating Growth”, the gathering focused on opportunities to use technology to strengthen business connections and improve commercial activities across Africa.
Shuaib identified digital marketplaces, logistics platforms and electronic payment systems as important tools that could help businesses connect with customers outside their immediate locations.
According to him, technology can make it easier for manufacturers to showcase their products, receive orders, arrange deliveries and complete transactions with buyers in different markets.
He explained that many local businesses have the capacity to produce quality goods but lack effective channels to reach potential customers.
To illustrate the challenge, he cited the experience of a Kano-based shoe manufacturer with unsold products valued at more than ₦300 million.
Shuaib attributed the manufacturer’s difficulty in selling the products partly to declining purchasing power among local consumers.
He said the manufacturer was considering exporting some of the products after recognising that depending exclusively on the Nigerian market could limit the company’s commercial opportunities.
The example highlighted the importance of helping local manufacturers identify and access customers beyond their immediate geographical locations.
Kano has a long history of commercial activity and is recognised for its leather industry, particularly the production of footwear and other leather products.
The state has a network of artisans and manufacturers with skills in leather processing, shoemaking and related businesses.
However, some of these producers continue to face difficulties connecting their products with customers outside their traditional markets.
Shuaib explained that a shoemaker operating in Kano may have the technical ability to produce quality footwear, while a potential customer in another African country may have no knowledge of the manufacturer’s products.
Digital marketplaces could help address this gap by allowing producers to display their products online and receive orders from customers across different locations.
Such platforms could also provide businesses with opportunities to compare prices, understand customer preferences and identify new markets.
Logistics infrastructure is another important component of the proposed approach.
According to the foundation, connecting sellers with buyers is not sufficient if businesses cannot deliver their products efficiently.
Reliable logistics platforms can help manufacturers coordinate transportation, monitor deliveries and reduce some of the difficulties associated with moving products between cities and countries.
Electronic payment systems could also support the process by making it easier for buyers and sellers to complete transactions.
This is particularly important for cross-border businesses, where differences in payment systems and financial arrangements can create additional challenges.
The foundation’s recommendations come amid wider efforts to strengthen intra-African trade through the African Continental Free Trade Area (AfCFTA).
The agreement is intended to create a single African market for goods and services, improve economic cooperation and expand commercial opportunities across participating countries.
However, achieving these objectives will require improvements in trade infrastructure, digital connectivity, customs procedures, payment systems and transportation networks.
The Global Technology Africa Conference was organised to bring together stakeholders from government, academia and the private sector to examine how technology and research could address some of these challenges.
Its official programme identified logistics, energy, payments, traceability, manufacturing and electronic commerce as important areas for improving regional trade.
For Nigerian manufacturers, particularly small businesses, the adoption of digital technology could provide opportunities to increase sales and reduce dependence on limited local markets.
However, businesses will also need reliable internet access, digital skills, appropriate payment arrangements and efficient delivery services to benefit fully from these opportunities.
Small manufacturers may also require support in product branding, quality control, packaging and meeting the regulatory requirements of foreign markets.
The foundation’s call therefore highlights the importance of combining technology with practical business development support.
For African economies, improving connections between producers and consumers could strengthen local industries, encourage entrepreneurship and create additional employment opportunities.
The experience of the Kano shoe manufacturer demonstrates how products can remain unsold even when production capacity exists, if businesses cannot effectively reach customers.
Expanding digital access and strengthening regional distribution networks could help address this problem.
As African countries continue pursuing digital transformation and economic integration, technology-driven market access is likely to remain an important part of efforts to improve the competitiveness of local businesses.The Guardian Nigeria+1
