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The Vision Behind the African E-Commerce Accelerator
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The African E-Commerce Accelerator was born and piloted out of a simple but urgent need: to ensure that African artisans are not excluded from the growing global shift to digital commerce. Across the continent, artisans possess immense talent and carry forward deep cultural traditions – but many lack the digital literacy and support needed to access online markets.
This program isn’t about overnight success stories. It’s about helping artisans build a foundation, develop a digital mindset, and begin to imagine what online business could look like for them. As the program’s coordinator, I focused on designing a curriculum that was practical, community-led, and culturally relevant.
Through AFOMA Marketplace and with the support of our partner, the Sustainable Access Foundation, we’ve created a learning experience that puts artisans in control of their digital future.
Inside the African E-Commerce Accelerator Curriculum
The program covered six essential learning areas, chosen to reflect the real challenges and opportunities artisans face today:
- Orientation & Self-Discovery
Helping artisans recognize the value of their craft and begin to think like entrepreneurs. - Building a Brand
Exploring how to shape a brand identity that reflects their story and stands out online. - Selling Online
Introducing the basics of e-commerce—platforms, listings, digital storefronts, and online customer experience. - Marketing Basics
Teaching simple strategies to get noticed, connect with customers, and start building a community. - Managing Sales and Money
Guiding on how to manage income from online sales and plan for future sustainability. - Growth and Collaboration
Encouraging artisans to think about future partnerships, product diversification, and scaling opportunities when ready.
African E-Commerce Accelerator Cohort #1
| Name | Country |
|---|---|
| Bogere Muhammad | Uganda |
| Enoch Muwanguzi | Uganda |
| Jackie Kasujja | Uganda |
| Juliet Kimuli | Uganda |
| Washilah Shinah | Uganda |
Changemaker Spotlight: Bogere Muhammad’s Path to Purpose
Among the participants was Bogere Muhammad, a passionate social entrepreneur from Kamwokya, Kampala, Uganda.
Bogere’s early life was marked by hardship, losing his father at a young age and dropping out of school in 2018. After a difficult period, including time in jail, he experienced a turning point through youth-led programs offered by Plan International Uganda. He began to see himself not as a victim of circumstance, but as a force for change.
Today, Bogere leads the Nkumbi Telimba Initiative Ltd, working with his wife and community to address environmental issues in urban slums. His projects include black soldier fly farming, reusable pads, and environmental art – all focused on turning waste into resources.
While his initiative already has a substantial grassroots impact, participating in the African E-Commerce Accelerator helped him begin exploring how these solutions might one day reach a wider online audience. The sessions gave him a clearer understanding of branding, product storytelling, and online market access.
Bogere’s journey is far from over – but what inspires me is his willingness to learn, adapt, and lead with purpose. He reminds us that equipping changemakers with knowledge is one of the most powerful investments we can make.
Conclusion: The African E-Commerce Accelerator: A Starting Point, Not a Finish Line
The African E-Commerce Accelerator isn’t about creating viral success stories. It’s about planting seeds – digital skills, business confidence, and awareness of what’s possible.
The artisans who participated aren’t launching overnight empires. They’re starting to believe they could. That shift in mindset is just as valuable as any product sale.
The African E-Commerce Accelerator equips artisans with tools to spark curiosity and build lasting confidence in the digital economy.
This is only the beginning. The program is designed to equip artisans with tools to spark curiosity and build lasting confidence in the digital economy. We’re here to grow with artisans, supporting their e-commerce journey – at their pace, on their terms.
A heartfelt thank you to the team at Sustainable Access Foundation, most especially Danika Tynes, PhD, MS and Joy Aliba Edumu, for helping us bring this vision to life. Their commitment to inclusive access and grassroots development aligned perfectly with the program’s mission.
And to the artisans: you are the heartbeat of Africa’s creative future. We proudly support you.
