East Africa strengthens consumer trust in online trade through international knowledge exchange

ARUSHA, July 19, 2026 — Shopping and doing business online across East Africa could soon become safer, more reliable and more trusted as the East African Community [EAC] strengthens regional efforts to build consumer confidence in digital trade.

This is the focus of a Knowledge Exchange Mission to Geneva, Switzerland, and Belgrade, Serbia, which has brought together representatives from EAC Partner States, consumer protection authorities, ministries responsible for trade, e-commerce associations, the private sector and the EAC Secretariat to exchange international best practices on strengthening trust in e-commerce and cross-border digital trade.

The mission forms part of initiatives supporting the implementation of the EAC Regional E-Commerce Strategy under the EU–EAC Digital Economy, E-Commerce, E-Payments and Public E-Services [DEEP] Programme. The strategy recognises that trusted digital marketplaces are essential for expanding online business opportunities and protecting consumers, thereby accelerating regional economic integration.

The first leg of the mission took place in Geneva, where delegates engaged with experts from the United Nations Conference on Trade and Development [UNCTAD] and the World Trade Organization [WTO] on practical approaches to strengthening consumer trust in digital commerce. Discussions explored how governments can establish enabling legal and regulatory frameworks that support secure online transactions, consumer protection and cross-border digital trade.

Drawing on its global experience, UNCTAD shared lessons from its work supporting countries through eTrade Readiness Assessments, the development of national e-commerce strategies and various regional digital trade initiatives. Discussions highlighted East Africa’s strong potential to expand digital trade, driven by its vibrant mobile money ecosystem, while recognising the need to address infrastructure, logistics and policy coordination challenges to unlock the sector’s full potential.

Delegates also exchanged experiences on the role of trust marks in helping consumers identify verified online businesses and promoting confidence in digital marketplaces. Discussions further emphasised the importance of trusted digital ecosystems, effective consumer protection frameworks and stronger public-private collaboration in creating secure and inclusive e-commerce environments.

The delegation participated in the Ninth Session of UNCTAD’s Intergovernmental Group of Experts on Consumer Protection Law and Policy, where international experts examined emerging consumer protection challenges associated with e-commerce, artificial intelligence, data privacy and digital product safety. The discussions underscored the importance of adaptive regulatory frameworks capable of responding to rapidly evolving technologies while ensuring effective consumer protection.

At the World Trade Organization, delegates explored current developments in international digital trade negotiations and exchanged views on emerging policy issues affecting global e-commerce. The discussions provided valuable insights into the evolving international trade landscape and its relevance to strengthening digital trade across East Africa.

Following the Geneva engagements, the delegation travelled to Belgrade, Serbia, where it will meet the Balkan E-Commerce Alliance [BECA] and regional e-commerce associations to learn from their experience in developing and implementing the BECA Trustmark. The exchange will provide practical lessons on establishing regional trust mechanisms that strengthen consumer confidence, encourage online transactions and support cross-border e-commerce.

The knowledge gained during the mission is expected to contribute to the development of stronger consumer protection frameworks, trusted digital marketplaces and harmonised approaches to e-commerce across the East African Community, making it easier for businesses to trade online and giving consumers greater confidence when purchasing goods and services across borders.

The Knowledge Exchange Mission is organised by Deutsche Gesellschaft für Internationale Zusammenarbeit [GIZ] GmbH under the EU–EAC Digital Economy, E-Commerce, E-Payments and Public E-Services [DEEP] Programme, a Team Europe Initiative supporting African economic integration under the African Continental Free Trade Area [AfCFTA].

The programme is jointly co-financed by the European Union, the German Federal Ministry for Economic Cooperation and Development [BMZ], the French Ministry for Europe and Foreign Affairs, and the Estonian Ministry of Foreign Affairs.

The exchange is being conducted in collaboration with GIZ’s RegioTrade/EU4Trade project, which supports the development of e-commerce ecosystems across the Western Balkans through initiatives including regional trust mechanisms, consumer protection and cross-border digital trade.

https://thecooperator.news/posta-uganda-launches-online-trade-platform-to-ease-transactions/

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