Africa’s Untapped Trade Potential
Africa’s leaders have long acknowledged the continent’s vast potential. Yet, one of the clearest indicators of untapped opportunity lies in trade. According to UNCTAD, less than 18% of Africa’s exports are traded within the continent. In stark contrast, more than 60% of exports in Europe and Asia remain within their respective regions. This imbalance highlights a simple truth: Africa has not yet harnessed the full strength of its own markets.
The implications are profound. Every container of goods exported abroad that could have been consumed or transformed within Africa is a missed chance to create local jobs, build industrial value chains, and generate wealth that circulates inside the continent.
Ruto’s Call at TICAD 9
At the Ninth Tokyo International Conference on African Development (TICAD 9), held in Yokohama in 2025, Kenyan President William Ruto put the issue at the center of debate. Speaking at Plenary Session 2, he reminded African presidents that the path to prosperity will not be found elsewhere but within Africa’s own borders.
“The challenge before us is not about knowing what needs to be done, but whether we have the courage and urgency to do it. Africa must trade more with itself to unlock the vast potential of our markets, open rivers of opportunity for our people, create wealth, and drive inclusive prosperity.”
Ruto pointed specifically to agriculture as Africa’s greatest untapped engine of prosperity. Employing over 60% of Africans and contributing nearly a quarter of GDP, the sector has enormous potential. With 65% of the world’s uncultivated arable land, Africa could not only feed itself but also emerge as a breadbasket for the world. Unlocking that potential, however, requires stronger intra-African supply chains, regional markets for agricultural goods, and investments in value addition.
AfCFTA and Regional Platforms
The timing of Ruto’s remarks aligns with momentum building around the African Continental Free Trade Area (AfCFTA). Launched in 2021, AfCFTA has now been ratified by 49 countries, though only 24 are actively trading under its framework. Still, the gains are tangible. In 2024, intra-African trade grew by 12.4%, with the World Bank projecting that full AfCFTA implementation could boost intra-African exports by 81%.
Beyond AfCFTA, the Tripartite Free Trade Area (TFTA), activated in July 2024, merges three major blocs — COMESA, SADC, and the EAC — into a single free-trade market covering 800 million people. Studies estimate this could lift regional industrial trade by nearly 30%. These initiatives reinforce Ruto’s message: the structures for intra-African trade already exist, what remains is decisive implementation.
Trade Fairs and Connectivity
Conferences and trade platforms are also stepping in to bridge gaps. The Intra-African Trade Fair (IATF), organized by Afreximbank and the African Union, has become a powerful driver of business deals and regional linkages.
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IATF 2018 in Cairo facilitated $32 billion in trade and investment deals.
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IATF 2021 in Durban delivered $42 billion in commitments.
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IATF 2023 in Cairo crossed $43 billion.
The next edition, IATF 2025 in Algiers (September 4–10), is expected to surpass $44 billion, under the theme “Boosting Intra-African Trade for a Sustainable Future.” With a focus on innovation, value addition, and green industrialisation, it offers a tangible forum where Ruto’s call to action can be operationalised.
Other meetings, like the Africa Trade & Investment Conference (Dar es Salaam, July 2025) and the Tralac Annual Conference 2025, have similarly highlighted persistent barriers — customs delays, poor infrastructure, and governance issues — but also identified opportunities in digital trade platforms like the Pan-African Payments and Settlement System (PAPSS), which makes cross-border payments faster and easier.
A Continental Consensus Emerging
From Tokyo (TICAD 9) to Algiers (IATF 2025) to regional AfCFTA meetings, a clear consensus is emerging: Africa must turn inward to build outward strength. The continent cannot afford to remain fragmented while global trade dynamics shift under tariff wars, supply chain disruptions, and climate change pressures.
Ruto’s message underscores what African policymakers, economists, and business leaders already know: intra-African trade is not just an economic opportunity, it is a necessity. If Africa can build the courage and urgency to break down trade barriers, strengthen logistics, and invest in agriculture and manufacturing, the continent could set itself on a path toward inclusive prosperity for the next generation.
