Google and the African Continental Free Trade Area (AfCFTA) Secretariat have launched a major digital-skills initiative aimed at equipping thousands of small firms across Africa with AI and technology capabilities to support cross-border trade and business growth.
The new AfCFTA Digital Inclusion & Entrepreneurship Programme, delivered through the Google Hustle Academy, marks one of the most extensive continent-wide training efforts targeted at small and medium-sized enterprises (SMEs). Organisers say the project is designed to narrow Africa’s widening digital skills gap and provide entrepreneurs with the tools needed to compete in a rapidly modernising marketplace.
Small businesses account for nearly 80 per cent of jobs across Africa, yet many lack the digital infrastructure and expertise required to scale operations, enter new markets, or integrate AI tools into daily business processes. The AfCFTA-Google programme aims to address these barriers by offering free, accessible training in AI, cloud technology, digital trade, and e-commerce.
The initiative builds on the momentum of the Google Hustle Academy, which has supported more than 18,000 SMEs since 2022. This expanded partnership is intended to align more directly with AfCFTA’s ambitions to streamline cross-border trade and ensure small businesses can benefit from the continent’s emerging single market.
H.E. Wamkele Mene, Secretary-General of the AfCFTA Secretariat, said the programme represents a major milestone in the organisation’s digital transformation agenda.
“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. It is the demonstration of our commitment to fostering digital inclusion and empowering MSMEs to trade under the AfCFTA using digital technologies.”
Google executives emphasise that the partnership is intended to help entrepreneurs adopt practical, growth-enabling technologies rather than abstract digital theory.
“Technology is a powerful equaliser, and this partnership is about providing thousands of African entrepreneurs with the practical tools and knowledge to unlock new opportunities,” said Charles Murito, Google’s Regional Director for Government Affairs and Public Policy in Sub-Saharan Africa. “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.”
A Skills Curriculum Built for Africa’s Digital Economy
Training will be delivered across 25 cohorts from November 2025 to June 2026, with sessions available in English, French, Arabic and Portuguese to ensure broad accessibility.
The curriculum centres on three practical modules:
Cross-Border Digital Trade: Developed jointly with AfCFTA, this module translates policy frameworks into day-to-day business processes. Participants will learn how to identify new regional markets, adapt products to different countries, and manage payments, logistics and shipping requirements.
Cloud for Small Businesses: Entrepreneurs will receive hands-on training in the use of Google Workspace for collaboration and Google Cloud for secure operations and cost-efficient scaling.
AI for Productivity: This component focuses on applying tools such as Google Gemini to automate routine tasks, create marketing content, analyse customer behaviour and streamline operations.
Programme delivery will be managed by UpSkill Universe, one of Africa’s largest digital-skills training organisations. Its CEO, Gori Yahaya, said the initiative comes at a critical time for the continent’s entrepreneurial landscape.
“Entrepreneurs across Africa are already driving change. We recognise the challenges they face, from the rise of AI to shifting customer behaviours,” Yahaya said. “This collaboration ensures we can equip businesses with the practical tools and technologies they need to grow, scale, and thrive.”
Eligibility and Application
Applications are now open to SMEs operating for at least six months in selected AfCFTA member states, including Nigeria, Kenya, South Africa, Ghana, Rwanda, Côte d’Ivoire, Egypt, Morocco, Senegal, Tanzania, Namibia and others.
Eligible businesses can access full details and apply online by clicking here.