Making Ghanaian Exporters More Competitive Through E-commerce

Client: UNIDO

Programme: West Africa Competitiveness Programme (WACOMP)

Focus: SMEs in the cassava, fruits, cosmetics and personal care products value chains

Country: Ghana

Donor: EU

Goal: The overall objective of the programme is to strengthen the competitiveness of West Africa and to enhance the ECOWAS countries’ integration into the regional and international trading system. Priority value chains have been identified and the type of activities selected involves a combination of long and short-term technical assistance, training, coaching, equipment and studies. The programme seeks to improve the competitiveness of Ghanaian exports with a focus on three selected value chains: cassava and its derivatives, fruits (mango and pineapple), cosmetics and personal care products.

Activities: To develop and deliver an E-marketing to E-commerce instructor-led online training curriculum and coaching programme to support 40 entrepreneurs in selling products online and expanding their digital presence globally during the Coronavirus pandemic. The course was designed as a ‘mini MBA’ type programme, covering topics from e-commerce business models to practical activities and assignments to implement and improve their digital presence immediately.

Results: Working at pace, the project went from concept to graduation in four months during the coronavirus crisis. Product visibility improved dramatically for the SMEs with social media followers increasing 27% on average and with the highest increase being over 200% within the first three months. One company recorded an increase of 43% in the number of transactions through the website and a 40% increase in revenue. The delegates vastly increased their digital skills and knowledge, building self-sufficiency and improved e-commerce capabilities to grow their digital trade.

This E-commerce and E-marketing training programme will also be used for wider delivery within UNIDO.