The East African Business Council (EABC), in collaboration with the International Trade Centre (ITC) and the East African Women in Business Platform (EAWiBP), recently held a high-impact SheTrades webinar aimed at enhancing the competitiveness of women-led businesses across East Africa. The event brought together over 200 participants, including women entrepreneurs and business leaders, to discuss strategies for increasing women’s participation in both regional and global markets.
In his opening remarks, Acting Executive Director of EABC, Mr. Adrian Njau, emphasized the essential role of women entrepreneurs in East Africa’s economic growth. He highlighted the SheTrades Initiative and the EU-funded MARKUP II program as pivotal platforms that tackle obstacles faced by women, such as limited access to finance, digital tools, and markets. “Women-led enterprises are key to sustainable economic progress in East Africa,”
Mr. Njau stated, adding, “it is essential that we create enabling frameworks to unlock their full potential.” He encouraged women entrepreneurs to engage with SheTrades resources to enhance their business skills, gain mentorship, and leverage new market opportunities.
Ms. Nancy Gitonga, Chairperson of EAWiBP, underlined the importance of collaborative efforts among stakeholders to support women in trade.
She praised SheTrades for fostering a more inclusive business environment and opening up pathways for women-led small and medium-sized enterprises (SMEs), particularly in agriculture and manufacturing.
“By working together, we can break down the barriers that hold back women entrepreneurs,” she remarked, urging participants to use SheTrades tools to build resilience, improve business skills, and expand market connections.
Ms. Gitonga also highlighted the platform’s efforts to enhance the capacity of women-led SMEs through training, workshops, and regional networking.
Angel Becaty, ITC/MARKUP II Regional Coordinator, discussed the initiative’s global scope, collaborating with over 200 organizations worldwide to deliver digital tools, market insights, and funding opportunities for women entrepreneurs. She pointed out that only a fifth of women-led MSMEs are currently exporting, signaling the vast potential programs like SheTrades aim to unlock.
“Our goal is to help bridge these gaps by connecting women with the knowledge and resources they need to succeed on a global scale,” Ms. Becaty explained, emphasizing ITC’s commitment to expanding technical training, networking events, and digital skills across East Africa.
The webinar featured presentations from ITC representatives Ms. Anna Summer, SheTrades Programme Officer, and Ms. Phylis Mwangi, SheTrades Regional Coordinator for East Africa, who shared information on available networks, digital tools, and upcoming SheTrades activities in the region.
They also discussed the EU-funded MARKUP II program, which provides training, mentorship, and funding to over 800 MSMEs across six East African countries in high-growth sectors, such as coffee, cocoa, leather, and horticulture.
Their presentation included inspiring success stories, including a Rwandan entrepreneur who successfully exported 22 tons of avocados through the SheTrades platform, exemplifying the program’s impact on women-led businesses.
The East African Community Secretariat also participated in the event, emphasizing the need to address systemic challenges that hinder women’s economic empowerment, such as limited access to finance and digital tools.
They praised SheTrades for supporting capacity-building and growth of women-led enterprises, noting that regional integration efforts like the AfCFTA will be essential for expanding market opportunities for women entrepreneurs across Africa.
The webinar underscored the importance of empowering women-led businesses and acknowledged their critical role in shaping East Africa’s economic future.
Participants were encouraged to utilize SheTrades resources to position their businesses competitively.
SheTrades’ commitment to digital transformation, funding, and capacity building for women entrepreneurs reflects its dedication to creating sustainable growth opportunities for women-led businesses in the region.
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