版权说明:本文档由用户提供并上传,收益归属内容提供方,若内容存在侵权,请进行举报或认领
文档简介
International
Trade
Centre
COMMITTEDTO
IMPROVINGTHESTATE
OFTHEWORLD
AfricaE-CommerceAgenda
RoadmapforAction
September2019
02
Summary
04
Introduction
04
Challengesto
E-Commerce
2Growth
06
Developing
AnAction
Agenda
08
Action
Agenda
24
Next
Steps
SUMMARY
Onlinemarketplacescoulddriveinclusive
growthacrossAfrica,withe-commerce
likelytocreateasmanyas3millionjobsby
2025.Benefitswillincludeopeningmarkets
tootherwiseisolatedruralcommunities,
servicingAfrica'sfast-growingconsumer
class,andofferingwomenaccesstonew
businessopportunities.Realizingthis
potentialpresentsamajoropportunity,but
w川requiresignificantannualgrowth,and
mustfirstovercomeanumberof
challenges.
Africa'sE-commerceAgendaisacallto
actionfrome-commercestakeholders
withinandbeyondthecontinent.Ledby
theWorldEconomicForumandtheInter
nationalTradeCentre(ITC)acommunityof
businessleadersandexpertshave
identifiedeightareasforconsideration-
rangingfromrefreshingpoliciesto
expandingconnectivity,andupgrading
logisticstomanagingdata.Eacharea
comeswithagoalandrecommended
steps.
Nowisthetimetoensurethat
thejobsandinclusivegrowth
potentialofe-commerceis
capturedforAfrica.
INTRODUCTION
Thepotentialof
e-commerce
E-commerceinAfricaiswellWithaction,e-commercecanbecomea
underway,involvingbusiness-to-forceforsustainabledevelopment.One
exampleisgender.Womenentrepreneurs
business,business-to-consumer,
increasinglyusedigitaltoolstodrive
goodsandservices.Already,businesses,wherepreviouslysocialnorms
estimatessuggestasmanyasorfamilydutiesmayhavekeptthemoutof
264e-commercestart-upsaretheworkforce.
operationalacrossthecontinent,
Just37%ofwomeninSub-SaharanAfrica
activeinatleast23countries.Ithaveabankaccount,comparedto48%of
bringssignificantemploymentmen.Insomecases,fintechcanhelpbring
potential,withonlinemarketfinancialservicesdirectlytowomenthat
mayotherwisehavefacedlegalorcultural
placessettogenerate3million
barriersthroughmoretraditionalroutes.
jobsby2025.
CHALLENGES
Thesewillbedirect,aswellasinYettherearechallengestoAfrica's
supportingservices,suchase-commercegrowth.Toomanystart-ups
logisticsandpaymentserviceareunprofitable.Entrepreneursbattle
providers;customerrelationsexceptionallylowconsumertrustand
e-skills,lowinternetpenetrationand
management,marketing,analyticsaffordability,uncompetitivedelivery
andwebsiteservicesandinfrastructure,fragmentedmarketsand
technologyvendors.Inturn,risingbarrierstocross-bordere-payments.
deliveryserviceswillneed
Accordingtosomeestimates,emerging
mechanics,jobportalsrequireeconomiesstandtogainUS$3.7trillionin
recruiters,whileanybusinessGDPbygreateruseofdigitalfinance,yet
reliesonlegal,accountingandonly34%ofAfricanadultsmadeor
officespace.receivedadigitalpaymentin2017.Despite
increaseddigitalvisibilityinneighbouring
markets,intra-regionalandglobal
e-commercetraderemainssmall.
Regulationshavenotkeptpacewithdigital
developments.AccordingtotheUnited
Nations,32ofAfrica's54nationshavelaws
inplacetogovern"e-transactions"(online
exchange);23havelawsondataprotection
andprivacy;andonly20addressonline
consumerprotection.
Theregionalsolagsbehindothersinthe
UNCTADB2CE-commerceIndex,whichis
calculatedonasetoffourcomposite
indicatorshighlyrelevanttoonline
shopping.
5
Developingan
actionagenda
Generatingthose3millionAnecosystemapproach
newjobsassumesa25-50%Eachareaidentifiescurrenthurdles,sets
annualrevenuegrowthfromgoalsandoffersreferencestohelpreach
Africa'scurrentonlinemarketthem.Theagendarecognizesthatforany
individuale-commercebusinesstoprosper,
places,accordingtosomeawideecosystemofdigitaltechnologyand
researchers,butrealizingthesesupportingcompaniesmustalsoflourish,
6figuresrequiresaction.Awithamixoflocalandglobalactionneed
communityofbusinessesandedifgrowingcross-borderactivityisthe
goal.Manyoftheactionslistedwouldhave
expertsledbytheWorld
benefitsforbothonlinemarketplacesand
EconomicForumandtheawidercohortofdigitaltradebusinesses.
InternationalTradeCentre(ITC)
Leveragingexistingnegotiations
haveidentifiedeightpriority
actionsforconsiderationbyCritically,thisactionagendaencourages
Africa'spolicy-makerstopursue
Africa'spolicyleadersandthe
e-commerceprioritiesatmultiplelevels,
internationaldevelopmentgivenitsinherentlyborderlesspotential.
community.Itcallsforfirmlyanchoringe-commerce
withinthenegotiationsontheAfrican
ContinentalFreeTradeArea(AfCFTA)and
encouragesmoreAfricangovernments
tojointheplurilateralnegotiationson
e-commerceattheWorldTrade
Organization(WTO).
Byengagingininternationaltradetalks
Africacanchampiontheinterestsof
small-andmedium-sizedenterprises
(SMEs)withlessresourcestotackle
regulatoryfrictionandmarketbarriers.The
donorcommunitymustalsoleanin.Stillfar
toolittleoverseasdevelopmentassistanceGeneral'sHigh-LevelPanelOnDigital
isdedicatedtonewtradedrivers;just1%Cooperation.Theseareaswillbethe
ofallfundingunder"AidforTrade"proguard-railsofe-commerceandthedigital
grammesisallocatedto"ICTsolutions",leteconomy.Itisimportanttotakea
alonee-commerce.bottom-upapproachwhendefiningpolicy
interventions,toensurebuy-infromlocal
Widerdigitaleconomystakeholders,whoneedtobesatisfiedthat
infrastructuretheoveralldigitalecosystemisbeneficialto
them.
Werecognizethate-commerceand
newtradeopportunitiessitwithinabroader
Thisactionagendaisdesignedasa
digitaleconomycontext,including
launchpadfore-commercejobsanddevel
infrastructure-related,andtechnology
opment.Itisnot,however,adeep-dive-
questionssuchas5G.Policycooperation
other,moredetailedsourcesofinformation
onrelateddigitalissues-taxation,
onthedigitaleconomyinAfrica,suchas
competition,labourandconsumerprotec
theUNCTADNairobiManifesto,areuseful.
tion,intellectualproperty-iscritical,too,as
notedbytheUnitedNationsSecretary
ACTIONAGENDA
Refresh
policies
AspirationAction
SupportthecreationofAfricangovernmentsleadmulti-stakeholder
policydebatesnationally,explore
nationalorregionale-commerce
co-regulationoptions,takeforward
multistakeholderassociationstoe-commerceinoperationalisingtheAfCFTA
championpolicies;developtheandengageinnegotiationsattheWTO.
AfricanDigitalTradeandDigitalInternationaldonorsprovidelegaland
technicalcapacitybuildingasneeded.
8EconomyStrategyasmandated
fortheAfricanUnionAssemblyinImportance
February2020;agreeanPoliciesshapethebusinessenvironment,
approachforincorporatingaffectingeverythingfrompaymentoptions
tointernetpricesandIPprotection.
e-commerceintotheAfCFTA-
Tradecooperation,integrationinstruments
whetherasastand-alonechapter,andrulesbasedoncommonstandards
protocolorbuildingonexistingcanboostexportsbyreducingbusiness
AfricanUnioninstruments;uncertaintyandcompliancecosts.
intra-regionalregulatory
Challenge
interoperability;andrepresentAlthoughsomee-commercestrategies
theseinterestsglobally.andpoliciesareatplay,Africafallsbehind
onadoptingkeyregulations,andlegal
uncertaintyexistsonmulti-jurisdictional
issues(e-transactions,privacy,consumer
protection,digitalidentity).Thereisa
needtosupportaninclusivepan-African
perspectivefore-commerceandthedigital
economy.
The"RapideTradeReadiness
Assessmentprogramme,championed
bytheUnitedNationsConferenceon
TradeandDevelopment(UNCTAD),
analysesthee-commercesituationina
numberofcountries.Theassessments
offerafast-trackmappingofchallenges
andopportunitiesandidentifiespolicy
recommendations.
ACTIONAGENDA
Expand
connectivity
AspirationAction
Achievethe"missed"SustainableTakestepstoencouragecompetitive
DevelopmentGoal9c-providemarketsaimedattheunconnected,
includingthroughclearspectrum
universalandaffordableinternetmanagement,transparencyonlicensing,
accesstoleastdevelopedandinvestmentintonewbusinessmodels.
countriesby2020-inAfrica
Importance
by2030.
Usersarekeyforkick-startingdomestic
e-commercegrowthandentrepreneurs
needconnectivity.Affordableinternet
accessisthebackboneofaninclusive
digitaleconomy.
Challenge
OnlyaquarterofAfrica'spopulation
regularlyusestheinternet.Costsarehigh.
Onaverage,1GBofdatais9%ofmonthly
income.Abroaderinfrastructuredeficit-
particularlyonenergy-exacerbatesthe
situationforserviceprovidersandusers.
Digitalliteracyisalsolow.
PERSPECTIVE
TheWorldBankDigitalMoonshotfor
Africainitiativewillinvest$25billionin
Africa'sdigitaltransformationthrough
to2030andmobilize$25billionin
partnershipwiththeprivatesector.
ACTIONAGENDA
Upgrade
logisitics
AspirationAction
UpgradecustomsclearanceAdvanceimplementationoftheWTOTrade
FacilitationAgreement(TFA)-including
technologyandprocessesfor
elementsonimport/exporttransparency,
themajorityofAfricancountries.expeditedreleaseandsinglewindowentry
Adaptcompetitivelogisticspointsfordocumentclearingthatcouldbe
serviceofferingstoe-commerceparticularlyhelpfulfore-commerce.
andmakethemmorewidelyEstablishpublic-privatepartnershipsto
targetsmallbusinesslogisticsneedsand
available.Increaseawarenessexplorenewtechnologies.
ofe-commercepostalservices.
Importance
E-commercerequiresreliabledeliveryand
returnoptions,includingachoicebetween
postalandexpress.Smallpackagetrade
needsefficientinfrastructureandservices,
aswellaslow-hassleborderclearance.
Challenge
Inefficientlogisticsandhighlastmile
deliverycostscomparedtootherregions
eatintothine-commerceprofitmargins.
Africaisalsohometomanylandlocked
developingcountries,wherelogisticscosts
dependasmuchontheefficiencyoftheir
neighbours'transportservicesandborder
processesastheirown.
partnerssuchasDHLtosupport
SMEstobreakintolocaland
internationale-commercechannels
andtohaveaccesstoimproved
logisticsservices.
ACTIONAGENDA
Enable
e-payments
AspirationAction
ImproveinteroperabilityDriveopendialogueamongregulators,
betweeninternationalpaymentpolicy-makersandpaymentecosystem
participantstoidentifycommonchallenges
serviceproviders,localbankstothegrowthofe-payments.Implement
andregionalpaymentpoliciesthatpromotecompetitionanda
ecosystems.LeverageAfrica'slevelplayingfieldacrossthepayment
positionasagloballeaderinecosystem.
mobilepaymentswithdigitalImportance
paymentinnovationasafirstE-paymentsarefundamentalto
pointofcontactforuniversale-commercetomitigatethesecurityrisks
andcostsofhandlingcash.Theability
financialservicesaccess.
toaccepte-paymentsfromconsumers
abroadalsogivesSMEsaccesstomore
markets.
Challenge
WiththemajorityofAfrica'scitizensstill
unbanked,cashondeliveryremains
popular,usedinjustunderhalfofall
e-transactionsbyvalue.Also,policiesare
oftennotadaptedtocomplexpayment
supplychainsanddonotaccountforthe
roleofglobalnetworksinincreasing
security,reducingcyberrisk,
expandingfinancialinclusion,and
supportingcross-borderexports.
1/i
一一
PERSPECTIVE
SafaricomhaspartneredwithPaypal
toenablequalifyingKenyancustomers
totransfermoneybetweentheonline
paymentssystemandthe
telecommunicationoperator'sM-Pesa
mobilewallet.Themovewouldenable
M-Pesa'sKenyansubscribersto
transactonline,viamobileoranapp
withPayPal's286millionactiveusers
inupto25internationalcurrencies.
ACTIONAGENDA
Manage
data
AspirationAction
RemainopentodataflowbyAcceleratedatalegislationdialogueand
implementation;includingratifyingthe
allowingregionalintegrationof
MalaboConvention(onCyberSecurity
AfricandatamarketsthroughandPersonalDataProtection).Provide
transparentrulesandexploreinformationandsupporttomerchantsfor
waystoeasebusinesscompliancewithoverseasmarketprivacy
complianceinotherregions.regulations.
EngageintheOECDprocessImportance
ondigitaltaxconcerns.Dataflowacrossborderssupportsthe
deliveryofpaymentprocessing,software
andplatformservices,customerrelations
managementsystemsandsoon.
Globaldataflowdrivesbusinesslinks,
whilegreaterregionaldataflowwillbe
neededtolowerconnectivitycosts.
Challenge
LessthanhalfofAfricaneconomieshave
dataprotectionregimes,withpatchy
enforcement.Thosehavingenactedor
consideringdataprotectionregimesare
doingsoatanationallevel,riskingmarket
fragmentation.Atthesametime,
merchantsarealreadyadheringtoprivacy
standardsinnearbymarkets-suchasthe
EuropeanUnion.Africanstakeholderviews
differsharplyondatalocalization;whether
asawaytocapturedigitalvalueorasa
barriertoservicesaccess.
PERSPECTIVE
Pursuedatacooperationandcapacity
buildingbetweenEuropeandAfrica
asproposedinareportbytheEU-AU
DigitalEconomyTaskForce(EU-AU
DETF)undertheumbrellaoftheNew
Africa-EuropeDigitalEconomy
Partnership.
ACTIONAGENDA
Growthe
techindustry
AspirationAction
DoubleinvestmentintoIdentifyspecificstepstoencouragetech
FDIandstrengthencountries'capabilities
Africa'stechsectorand
toimplementthese.Supportbusiness
relatedenablingservices-tobecomeinvestor-ready;establish
includinginmarginalizedfinancingvehiclesthatblendpublicand
economies-toberealizedprivatefinancingtode-riskstart-upfunding.
by2030.
Importance
EquityfundinginAfricantechstart-upshas
increasedrapidly-reachingUS$1.16billion
in2018.Verylittlecanbeachievedwithout
sectorspecificinvestmenttostrengthen
e-commercebusinesses.ForeignDirect
Investment(FDI)hasaroletoplayin
plugginginfrastructuregapsandraisingthe
availabilityofriskcapital.
Challenge
OverallFDIflowsintoAfricaaremore
limitedthaninotherregions,addingupto
just3.5%oftheglobaltotalin2018,while
techfundingspecificallymaybe5-6times
lower.Mostinvestmentisconcentratedina
handfulofeconomies.
PERSPECTIVE
Africa50,apan-Africaninfrastructure
investmentplatform,launchedan
InnovationChallengeatthe2019
TransformAfricaSummitheldinKigali,
Rwanda.Thechallengecallsfor
solutionstoincreasehigh-speed
internetaccessinunder-servedareas
withwinningsolutionsconsideredfor
projectdevelopmentfunding.
ACTIONAGENDA
Coachsmall
business
AspirationAction
IncreasethecompetitivenessBetteruseincubators-ona400%rise
ofAfrica'sstart-upsthroughacrossthecontinentasoftheendof2018
-togetsmallbusinessestoapointwhere
skillsdevelopment,coachingtheycansustainablyattractglobalprivate
andmarketaccessopportunities.investment.Workwithnetworkssuchas
TheAfricanCivilSocietyfortheInformation
Society(ACSIS)onICTskillstrainingand
encouragingyouthinnovation.
Importance
Digitalizationbringsnewopportunities.
Techservicesandplatformsarehelping
todigitizemanyofAfrica'ssmall
businessesandcanofferapathway
towardsformalization.
温馨提示
- 1. 本站所有资源如无特殊说明,都需要本地电脑安装OFFICE2007和PDF阅读器。图纸软件为CAD,CAXA,PROE,UG,SolidWorks等.压缩文件请下载最新的WinRAR软件解压。
- 2. 本站的文档不包含任何第三方提供的附件图纸等,如果需要附件,请联系上传者。文件的所有权益归上传用户所有。
- 3. 本站RAR压缩包中若带图纸,网页内容里面会有图纸预览,若没有图纸预览就没有图纸。
- 4. 未经权益所有人同意不得将文件中的内容挪作商业或盈利用途。
- 5. 人人文库网仅提供信息存储空间,仅对用户上传内容的表现方式做保护处理,对用户上传分享的文档内容本身不做任何修改或编辑,并不能对任何下载内容负责。
- 6. 下载文件中如有侵权或不适当内容,请与我们联系,我们立即纠正。
- 7. 本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。
最新文档
- 股权让与担保协议2024年
- 建设工程监理招投标与合同管理2024年
- 2024年供应链融资三方合作协议
- 2024年汽车修理厂承包合同范本
- 建筑工程施工扩大劳务分包合同2024年
- 皮肤细胞修护护理方案
- 担保合同范本示例2024年
- 新生儿胸部护理
- 老年人感冒并发症
- 美容院商铺租赁合同模板2024年
- 职业健康培训考试题-【含答案】22
- 高盐饮食对高血压的危害
- 预防冬季老年疾病课件
- 中秋调查报告
- 2024年特殊作业理论考试试题及答案
- 肝硬化失代偿护理查房
- 养老院财务规划方案
- 广东省中山市2023-2024学年五年级上学期期末数学试卷
- 左乙拉西坦氯化钠注射液-药品临床应用解读
- 宫颈癌的放射治疗
- 统编版语文四年级上册第三单元教材解读 课件
评论
0/150
提交评论