African businesses could be missing out on opportunities to sell their products across the continent because many lack practical information on how to access markets beyond their home countries, experts have warned. The concern emerged during a panel discussion held in Kigali on Friday, November 6, as part of the African Day of Information. Representatives from government, journalists and digital content creators discussed how the media can help businesses and citizens understand and take advantage of opportunities created by the African Continental Free Trade Area (AfCFTA). ALSO READ: Kagame: AfCFTA implementation ‘not moving at the right pace’ The agreement is designed to create a single market for goods and services across Africa. However, businesses need more than awareness of the agreement and opportunities available to be able to participate. They must also understand the requirements, procedures and costs involved in trading with other African countries, the experts said. Gloire Kayitare, an external trade policy specialist at the Ministry of Trade and Industry (MINICOM), said many businesses, particularly small traders and producers outside major commercial centres, need better access to information about opportunities in other African markets. “A trader in Nyagatare should be able to know what opportunities are available in other African countries, what products are in demand and what is required to sell there. There are huge opportunities across the continent, but businesses can only benefit from them if they have access to the right information,” he said. According to Kayitare Rwanda has begun trading under the continental framework, although the scale of participation remains limited. Since 2022, Rwanda has recorded preferential exports to AfCFTA markets worth approximately Rwf1.258 billion. These exports involved 25 companies, reached nine destination markets and were supported by 74 certificates of origin, documents that confirm where a product was made or produced and help businesses qualify for preferential treatment under trade agreements. ALSO READ: Textile, leather firms eye bigger AfCFTA market Imports from AfCFTA member states amounted to Rwf348.57 million in 2025 and Rwf345.16 million in 2026 to date, bringing the combined value to approximately Rwf693.73 million. Kayitare said the figures point to commercial activity under the agreement, but also highlight the importance of strengthening domestic production, adding value to locally produced goods and building the capacity of businesses to export. “Having access to the African market is one thing, but our businesses must also have the capacity to produce, add value and meet the requirements of other markets. We need to strengthen domestic production and build the export capacity of our companies so that more of them can benefit from AfCFTA,” he said. Emmanuel Mugisha Muvunyi, the Executive Secretary of the Rwanda Media Commission (RMC), said the media's ability to report effectively on AfCFTA is constrained by several barriers, including limited financial resources, lack of specialised knowledge and inadequate mobility to reach businesses and communities involved in cross-border trade. He said these limitations make it difficult for journalists to invest in in-depth reporting, develop expertise in trade issues and gather first-hand accounts from businesspeople. “Reporting on trade requires resources, specialised knowledge and the ability to move around and reach the people involved. Without the necessary capital, specialisation and mobility, journalists may struggle to produce the detailed reporting that helps businesses understand the opportunities available to them,” he said. Muvunyi called on trade institutions to strengthen their engagement with media organisations by providing journalists with timely information and access to experts who can clarify AfCFTA-related policies. “Institutions need to open up to the media and make information available. This will enable journalists to report accurately on trade developments and help businesses understand how they can benefit from the agreement,” he said. Katsey Munezero Kajabo, a member of the Pan-African Movement - Rwanda Chapter and a digital content producer, said young people need more practical information on how to benefit from opportunities created by AfCFTA. “Young people may have heard about the agreement without necessarily understanding what it offers or how they can use it to grow their businesses. Media should help close this information gap by explaining major policy initiatives in ways that young people can understand and apply,” she said. “Digital platforms offer media organisations an opportunity to reach younger audiences, but the information shared must remain accurate, practical and easy to understand,” he said. The AfCFTA, which entered into force in 2019, is one of the African Union's flagship initiatives under Agenda 2063. It seeks to expand trade among African countries by reducing barriers to the movement of goods and services and creating opportunities for businesses to operate across national markets. Its potential benefits extend beyond traditional agricultural exporters to manufacturers, farmers, traders, women entrepreneurs and small and medium-sized enterprises. Opportunities also span food processing, textiles and clothing, leather products, dairy, meat, horticulture, construction materials, cosmetics and other manufactured goods. The agreement also covers services, creating opportunities in areas such as transport, logistics, finance and professional services. Businesses seeking to trade under AfCFTA can obtain guidance from the Rwanda Development Board’s One Stop Centre, which has a dedicated desk to explain the agreement and help exporters access the required licences and permits. The Rwanda Trade Information Portal also provides step-by-step information on export procedures, documentation, fees and AfCFTA certificates of origin. Sector-specific support is available from NAEB for agricultural exporters, the Rwanda Standards Board for product certification, and RICA for inspection and sanitary requirements.
