Afretrade unveils platform to empower 100m African businesses

A digital firm, Afretrade, has unveiled a multi-service online platform it says will connect employers with verified talent, boost trade and provide training for Africans seeking global opportunities.

The company’s management stated that the platform aims to empower 100 million new businesses over the next five years by providing a trusted system for skills, services and trade across Africa and the diaspora.

Speaking during the launch held in Lagos on Tuesday, Chief Product Officer, Jubril Gbajabiamila, said, “I believe wholeheartedly that we can empower 100 million new businesses over the next five years and help them amplify and grow.”

Afretrade Chief Operating Officer, Dr Charly Lemassi, explained that Afretrade would verify and showcase users so they could “be visible” to global clients.

She said that the platform targets three core areas: talent, trade and training, adding, “If you are a plumber, a stylist, a freelancer or a hairdresser, you have to subscribe to the platform because we are going to train you, give you international standards and open the market for you.”

Lemassi noted that Afretrade would enable diaspora clients to book verified Nigerian service providers from abroad.

“You don’t need Instagram because you are not verified there. On our platform, you are verified, people can witness who you are, and they can trust doing business with you,” she said.

On trade, Lemassi said Afretrade would help businesses expand into new markets and meet global compliance standards.

She stated, “Many products from here get rejected abroad because they don’t comply with regulations. We will give you the information and education on how to sell internationally.”

The COO also disclosed that the company runs the Financial Liberation of the Youth Programme, which trains young people while paying them, noting, “The first cohort successfully got hired through the programme.”

Lemassi listed the major challenges to global trade as verification, regulatory compliance, payments and navigating foreign markets. She said Afretrade intends to “de-risk transactions” for users.

Similarly, the Founder/Chief Executive Officer, Lekan Salaam, noted that the platform would help graduates and workers upskill, especially as many Nigerians “are working with the wrong skill sets.”

He explained that the firm had secured strategic partners across North America and Europe to help deliver training and mentorship.

“It doesn’t matter what you studied. You can upskill with the latest jobs. Training is essential to get Nigeria and Africa working,” Salaam stressed.

He added that Afretrade would support Africans whether they choose to travel or stay, emphasising “sustainability for families” and long-term economic stability.

Earlier, the Chief Product Officer, Gbajabiamila, lamented that Africa may not realistically create 100 million jobs soon, but Afretrade could empower 100 million businesses instead.

He said, “I am certain nobody is going to create 100 million jobs in Nigeria. But I believe wholeheartedly that we can empower 100 million new businesses over the next five years.”

Gbajabiamila noted that the platform would verify artisans, small businesses, real estate professionals, manufacturers and exporters, enabling global investors and off-takers to connect directly with them.

He said, “Today, businesses and talent can go online, register and get verified. They can put a badge on their shop and say they are a verified business.”

He added that Afretrade’s US registration gives users added credibility abroad, stating, “They can actually put a badge on their shop or their business and say, ‘I’m a verified business. Check me out on Afretrade.’ The fortunate thing about Afretrade is that it is a US-based company.

“So when somebody says, ‘I’ve been verified by Afretrade,’ they can actually say, ‘I have been verified by a US-based company.’ People can actually start engaging their own customers or their business partners around the world and say they’re verified. That’s the first step.”

Gbajabiamila stated that the platform would also support clusters of local traders, enabling aggregated purchasing power and improved negotiation with suppliers.

In his keynote address, Chief Executive Officer of Global Africa Investment, Afolabi Andu, stated that Africa was entering a phase of rapid transformation driven by its young population, digital adoption and resource wealth.

Andu stressed, “By 2035, Africa’s working-age population will exceed that of China and India combined.”

He explained that if Africa invests strategically in education and entrepreneurship, its youth could add $500bn annually to global GDP by 2050.

Andu said Africa’s mineral resources, growing innovation ecosystem and expanding mobile economy position it to become a global growth engine. He added, “The world is looking for new frontiers of growth. That frontier is Africa.”

Afretrade said its new platform would provide skills training, verification, market access, global partnerships and investor connections, all aimed at enabling Africans to build scalable and sustainable businesses.