Google has announced a partnership with the African Continental Free Trade Area (AfCFTA) Secretariat to launch a new training initiative aimed at small and medium-sized enterprises (SMEs). The “AfCFTA Digital Inclusion & Entrepreneurship Programme” intends to train 7,500 business owners across the continent, focusing heavily on how to navigate cross-border trade regulations while integrating AI tools into their workflows.
The initiative is an extension of the Google Hustle Academy, a bootcamp-style program that has reportedly trained over 18,000 SMEs since 2022. While previous iterations focused broadly on business survival and investment readiness, this specific cohort is pivoting toward the logistics of the AfCFTA—the massive trade pact aimed at creating a single market for goods and services in Africa.
The Curriculum: Gemini, Cloud, and Logistics
The training is free and will be managed by digital skills provider UpSkill Universe. The curriculum is broken down into three distinct modules designed to modernize legacy business practices:
- AI for Productivity: This is the consumer-facing AI push. Google is training entrepreneurs specifically on how to use Google Gemini. The coursework covers automating repetitive tasks, generating marketing content, and performing data analysis on customer trends.
- Cross-Border Digital Trade: Co-created with the AfCFTA Secretariat, this module attempts to translate high-level policy into actual business operations. It covers the mechanics of finding new markets within the free trade area, product adaptation, and the often-complicated logistics of cross-border payments and shipping.
- Cloud for Small Businesses: Standard fare for Google’s enterprise push, this module trains users on Google Workspace for collaboration and Google Cloud for operations, focusing on efficiency and security.
To address the language fragmentation across the trade bloc, the content will be delivered in English, French, Arabic, and Portuguese.
Why the AfCFTA cares
For the AfCFTA Secretariat, this isn’t just about tech adoption; it’s about implementation. The AfCFTA has protocols on Digital Trade and specifically on Women and Youth in Trade. H.E. Wamkele Mene, Secretary-General of the AfCFTA Secretariat, frames the partnership as a way to ensure that MSMEs—which generate nearly 80 percent of jobs on the continent—aren’t left behind as trade barriers fall.
“It is the demonstration of our commitment to fostering digital inclusion and empowering MSMEs to trade under the AfCFTA using digital technologies,” Mene said, noting the focus on rural farmers, women, and persons with disabilities.
The Google angle
For Google, this represents a continued push to entrench its ecosystem—specifically Cloud and Gemini—into the foundational economy of emerging markets. Charles Murito, Google’s Regional Director for Government Affairs and Public Policy in Sub-Saharan Africa, described the move as an “equalizer.”
“By focusing on critical areas like AI, e-commerce, and cross-border trade, we’re helping to build a more connected and prosperous digital ecosystem across the continent,” Murito said.
Eligibility and Timeline
The program is open for applications now, with training cohorts scheduled to run from November 2025 through June 2026. To qualify, an SME must have been in operation for at least six months.
The initiative is restricted to businesses based in specific AfCFTA member states. The eligible countries are:
- West Africa: Nigeria, Ghana, Senegal, Togo, Côte d’Ivoire
- East Africa: Kenya, Rwanda, Ethiopia, Tanzania, Mauritius
- Southern Africa: South Africa, Namibia, Zambia, Angola, Mozambique
- North Africa: Egypt, Tunisia, Morocco
- Central Africa: Cameroon
Interested businesses can apply via the Hustle Academy website.
