Unleashing the Commercial Potential of African Fashion Creatives Through Digital Technology
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Unleashing the Commercial Potential of African Fashion Creatives Through Digital Technology
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July 26, 2023
Africa’s Creative and Cultural Industries (CCI) serve as critical social, cultural, and economic engines for the continent. However, the accelerated adoption of eCommerce is necessary for the African creative economy to reach its full potential.
E-Commerce has the ability and potential to move African fashion around the continent and the world - if only given enough support and investment, especially considering that MSMEs make up 90% of African fashion businesses.
Botho Emerging Markets Group and Ananse Africa collaborated with the Mastercard Foundation and the African Development Bank’s Fashionomics initiative to tap into the experiences of small business owners in the continent to understand better how creative businesses in Africa transact online and what barriers they face when trying to access new markets and grow.
Key findings from the report include:
The African creative sector represents a vibrant and untapped market with significant economic potential.
Digital innovation is creating unprecedented opportunities for African fashion creatives, enabling them to reach global audiences and achieve commercial success.
Investment in skills development, e-commerce infrastructure, and policy support is crucial to unlocking the full potential of African creatives.
Collaborative efforts among stakeholders, including governments, private sector entities, and development organizations, are essential for fostering a thriving creative ecosystem.