ADDIS ABABA – In a bold move to position Ethiopia at the forefront of Africa’s digital economy, Ethio telecom has unveiled a new initiative aimed at expanding cross-border e-commerce integration across the continent.
On Thursday, the state-owned telecom giant launched “Zemen Gebeya,” a national digital marketplace designed to revolutionize how goods and services are exchanged within Ethiopia and beyond.
During the launching ceremony, Ethio telecom CEO Frehiwot Tamiru announced Ethiopia’s strategic ambition to establish itself as a regional e-commerce hub. “By leveraging improved infrastructure, promoting digital literacy, and fostering strategic partnerships, Ethiopia is poised to deepen its engagement in Africa’s digital trade,” she said.
Frehiwot emphasized that digital transformation and regulatory alignment are central to the country’s efforts to integrate cross-border trade under the African Continental Free Trade Area (AfCFTA). She noted that the rapid expansion of telecom infrastructure particularly the rollout of 4G in 836 cities and 5G in 25 cities—has laid the foundation for a seamless digital marketplace capable of linking fragmented regional markets.
“Zemen Gebeya will serve not just as a local trading platform, but as a continental gateway for digital commerce,” she said, underscoring the platform’s potential to bridge markets and enhance trade connectivity across Africa.
The initiative aligns with broader continental trends. With over 1.3 billion people and rising internet penetration, Africa’s e-commerce sector is booming. Digital transaction volumes on the continent are expected to exceed 46 billion USD by 2025. This momentum creates vast opportunities for nations like Ethiopia to lead the charge in digital trade innovation.
Ethio telecom anticipates that the platform will unlock thousands of jobs across key sectors including IT, logistics, marketing, and fintech. The ripple effects are also expected to boost Ethiopia’s GDP through increased digital commercial activity and regional trade.
As the country steps up its digital transformation, industry observers say Ethiopia is well-positioned to be a major player in Africa’s digital economy—if it continues to invest in infrastructure, policy harmonization, and cross-border cooperation.
BY TSEGAYE TILAHUN
THE ETHIOPIAN HERALD SATURDAY 10 MAY 2025
