3 min read
Kehinde
Manager, Product Marketing
Africa is home to over 1.5 billion people, and the population is still growing faster than any other region in the world. The UN projects that Africa’s population will double by 2070, this means one thing: a massive market with rising demand. From food and fashion to technology and healthcare, the continent represents an opportunity no importer or exporter can afford to ignore.
A growing population means a growing consumer base and product demand. But it’s not just about numbers, Africa’s middle class is expanding, urbanization is increasing, and digital adoption is spreading quickly. More people now want access to quality products, better services, and global-standard solutions.
For exporters, this is the chance to find new buyers across borders. For importers, it’s the chance to connect with suppliers and source for product across different markets.
Until recently, trading within Africa was complicated. High tariffs, slow customs processes, and border restrictions made it expensive and risky to move goods across the continent.
However, The African Continental Free Trade Area (AfCFTA) is changing that. AfCFTA is the world’s largest free trade area by number of countries, covering 54 African nations. Its goal is to make Africa feel like one big marketplace by:
In simple terms, AfCFTA is opening Africa for Africans. A Nigerian exporter can now reach buyers in Ghana, Kenya, or South Africa with fewer trade barriers and restrictions . A distributor in Côte d’Ivoire can connect with suppliers in Ethiopia or Morocco without facing the usual trade hurdles.
Timing is everything in business. Right now, Africa is at a turning point:
The businesses that move early to explore new African markets will enjoy the first-mover advantage, building trust, securing buyers, and establishing partnerships before competition gets tougher.
Expanding across borders still comes with challenges finding credible partners, managing payments, and navigating trade risks. This is where Brydge steps in as your trade facilitation partner.
One of the biggest challenges when trading across African markets is compliance—each country has its own rules, taxes, and documentation requirements.
Acting as your Merchant of Record, Brydge becomes the official seller or buyer on record for your international transactions. This means we handle all the legal and administrative burdens on your behalf.
For example, if a Nigerian textile exporter wants to sell to a distributor in Morocco, they don’t have to worry about setting up a local entity or navigating Moroccan tax laws. Brydge takes care of those obligations, ensuring the transaction is recognized legally in both countries. This makes it easier for you to sell across multiple African markets without setting up costly subsidiaries everywhere.
Invoices are more than just payment requests, they are proof of credibility in trade. When doing business across borders, poorly prepared or unverified invoices can raise doubts, slow down payments, or even cause deals to collapse.
Brydge helps businesses generate verified, professional invoices that meet international trade standards.
Take a shea butter producer in Kwara State, Nigeria, looking to supply beauty brands in Kenya. If the exporter sends handwritten or inconsistent invoices, the Kenyan buyer may hesitate, fearing fraud or hidden charges.
With Brydge, the exporter can issue digital invoices that clearly detail product descriptions, pricing, delivery terms, and payment methods—all within a secure system.
One of the biggest frustrations for African businesses is the struggle with foreign exchange (FX). A Ghanaian buyer may want to pay in cedis, while a Nigerian supplier prefers naira. Using international banks or remittance channels is often slow, expensive, and full of hidden fees. Brydge solves this by allowing businesses to pay and receive money in their local currency.
For instance, imagine a cocoa distributor in Ghana purchasing packaging materials from a Nigerian company. Without Brydge, the Ghanaian importer might have to convert cedis to dollars, then to naira losing money in FX charges.
With Brydge, the Ghanaian pays in cedis, and the Nigerian supplier receives naira directly, with no unnecessary conversions.
Expanding business across borders requires capital. Many African businesses face situations where they have big opportunities but limited funds to deliver. Brydge offers trade financing solutions that ensure businesses never have to turn down orders due to lack of capital.
Consider a cashew exporter in Côte d’Ivoire who receives a large order from a South African snack manufacturer. The order could double the exporter’s revenue, but he lacks the cash to process, package, and ship at that scale.
Through Brydge’s trade financing, he can access funds to fulfill the order without waiting months for payment.
Finding the right buyers and suppliers across Africa is often the hardest part of trade. Many businesses struggle with trust fear of scams, unverified partners, or unreliable contacts. Brydge’s DealRoom solves this by creating a secure marketplace where verified buyers and suppliers connect.
For example, a Kenyan coffee exporter can enter DealRoom and discover verified distributors in Egypt, Algeria, or Nigeria who are actively seeking coffee imports. On the flip side, a South African retail chain looking for palm oil suppliers can quickly find credible Nigerian exporters with verified trade histories.
Africa’s population growth and AfCFTA’s trade liberalization make this the best time to expand across the continent. Whether you are an exporter seeking new buyers or an importer looking for reliable suppliers, the opportunities are endless.
With Brydge, you don’t have to navigate it alone. We bridge the gaps so your business can grow beyond borders.
