NAIROBI, Kenya, Nov 18 — A new partnership between Google and the African Continental Free Trade Area (AfCFTA) Secretariat is set to equip 7,500 small and medium-sized enterprises (SMEs) across Africa with artificial intelligence (AI) and digital trade skills, targeting businesses seeking to scale across the continent.
The AfCFTA Digital Inclusion and Entrepreneurship Programme, powered by the Google Hustle Academy, aims to bridge the digital skills gap by offering entrepreneurs AI-driven solutions and localized training aligned with evolving market needs. The initiative builds on the success of the Google Hustle Academy, which has supported more than 18,000 SMEs across Africa since 2022.
AfCFTA Secretary-General Wamkele Mene underscored the programme’s strategic importance.
“The programme aligns with the transformative goal of the AfCFTA, particularly outlined in the Protocol on Digital Trade and the Protocol on Women and Youth in Trade, to position MSMEs, women, youth, persons with disabilities, rural farmers, and other stakeholders as key drivers and beneficiaries of the AfCFTA,” he said.
“It is a demonstration of our commitment to fostering digital inclusion and empowering MSMEs to trade under the AfCFTA using digital technologies.”
Google’s Regional Director for Government Affairs and Public Policy in Sub-Saharan Africa, Charles Murito, said the programme equips entrepreneurs with practical tools to unlock opportunities.
“By focusing on critical areas like AI, e-commerce, and cross-border trade, we’re helping to build a more connected and prosperous digital ecosystem across the continent. This is a testament to our ongoing commitment to Africa’s vibrant and dynamic business community,” he noted.
Training will cover three core modules — Cross-Border Digital Trade, Cloud for Small Businesses, and AI for Productivity — delivered in English, French, Arabic, and Portuguese. Programme delivery will be handled by Upskill Universe.
UpSkill Universe CEO Gori Yahaya said African entrepreneurs are already driving innovation but face challenges arising from rapid technological change and evolving customer expectations. He noted that the collaboration with Google and AfCFTA will equip SMEs with the tools needed to grow, scale, and thrive.
Applications are open to SMEs that have been operational for at least six months in selected AfCFTA member states, including Kenya, Nigeria, South Africa, Ghana, Cameroon, Senegal, Togo, Côte d’Ivoire, Rwanda, Mauritius, Ethiopia, Tanzania, Namibia, Zambia, Angola, Mozambique, Egypt, Tunisia, and Morocco.
Training begins in November 2025 and will run across 25 cohorts through June 2026.
