AfCFTA benefits not automatic, businesses must make adequate effort – Yamani Selana

Businesses seeking to capitalise on the opportunities presented by the African Continental Free Trade Area (AfCFTA) have been advised that success under the agreement will require deliberate and strategic efforts.

Speaking during a webinar organised by LIMA Partners on Friday, April 25, 2025, Yamani Selana, an international trade expert and Director of Indirect Tax and International Trade Practice at Andersen, South Africa, stressed that accessing AfCFTA benefits is not automatic.

“It is not automatic to get the benefits that come with the AfCFTA agreement,” he stated.

“There are aspects to it which then, you as a business will have to interact with authorities, either by yourself or through your advisors, where you get to register and prove your qualification that indeed your product originates from that region. It is then important to link up with advisors who are familiar with customs or tax authorities,” he stated.

He encouraged businesses to engage advisors who are familiar with customs and tax procedures to navigate the requirements effectively.

Selana also pointed out that although AfCFTA aims to create a single market, businesses must not overlook the legal and regulatory differences across African countries.

“As much as we are creating one market as a continent, we really have to be mindful of the autonomy of the different jurisdictions. So, one needs to consult with the local experts and advisors in those particular areas,” he added.

To do that, he cautioned businesses against relying solely on theoretical knowledge or online research when exploring new markets in Africa.

“It is important to note that there is the theoretical aspects that can be drafted. But we cannot approach everything with naivety, we still need to note that Africa is a huge continent with different cultures and different orientations.

“So, those who are interested in going and entering each of these countries will have to be mindful that these are distinct economies. This will require that you need to collaborate with locals or advisors in those countries. It is not just about researching the internet,” he added.

Boost intra-Africa trade

Meanwhile, Cynthia E. Gnassingbé-Essonam, Senior Advisor to the Secretary-General of the African Continental Free Trade Area (AfCFTA), Wamkele Mene, has emphasised the critical need for African governments to address visa restrictions hindering the free movement of people across the continent.

Speaking at a webinar organised by LIMA Partners under the theme “Unlocking Opportunities Across Africa: Harnessing AfCFTA for Business Growth,” Gnassingbé-Essonam acknowledged that while visa policies fall outside the AfCFTA Secretariat’s direct mandate, lobbying for seamless mobility is essential to realising the trade pact’s full potential.

According to her, the agreement is not just a policy document but a practical platform equipped with trade facilitation instruments designed to help businesses expand beyond borders.

These include the Guided Trade Initiative, the Pan-African Payment and Settlement System (PAPSS), and the African Trade Observatory — all aimed at reducing trade costs, improving market access, and boosting intra-African commerce.

She highlighted that while the AfCFTA is in operation, more awareness is needed among entrepreneurs and small businesses about how to utilize these tools to scale and compete across the continent.

“The concern about VISA restrictions among AfCFTA countries is out of our mandates as a secretariat but all we have to do is to lobby the heads of state and the AU that ‘if we want to increase intra-Africa trade, then the governments will need to look at the issue of the movement of people seamlessly.

“The protocol on the movement of people has only been ratified by four countries. So, now that we are pushing, and we see a strong political will for intra-Africa trade and the AfCFTA. We believe that our heads of state need to seriously think about the movement of people.

“At a very political level, our leaders will need to specifically look at the issues of visas. Some countries are taking the lead and showing the way, but we hope that it will be clear at the level of the African Union,” she stated.