By Delisa Magagula
In a significant leap toward future-proofing the nation’s export strategies, the Eswatini Investment Promotion Authority (EIPA) has completed a four-day intensive training programme focused on market diversification, artificial intelligence (AI) tools, and digital trade opportunities.
The capacity-building initiative was spearheaded by the International Trade Centre (ITC), a joint agency of the World Trade Organization and the United Nations, renowned for empowering small and medium enterprises in developing countries.
Held in Mbabane from April 8 to April 11, the training brought together over 50 participants, including key government officials, business support organisations (BSOs), and export-ready firms.
The central goal was to equip stakeholders with cutting-edge data tools and digital skills to sharpen their competitive edge in an increasingly tech-driven global market.
RELATED: EIPA applauds govt for Eswatini’s retention into AGOA
“This training couldn’t have come at a better time,” said Nokuphiwa Simelane, Acting Chief Executive Officer of EIPA on the day.
“As the world pivots to digital platforms and AI-driven decision-making, Eswatini must not only keep up, we must lead in leveraging these tools to unlock trade potential in both traditional and emerging markets.” She said.
Worth mentioning is that, this wasn’t a starter course it targeted individuals and entities already grounded in the fundamentals of trade.
Over the four days, participants were immersed in hands-on workshops that explored how AI tools can be used to analyze market trends, identify viable export destinations, and optimize trade logistics.
The sessions also delved into the nuances of digital trade a rapidly growing frontier that encompasses everything from e-commerce to blockchain-based transactions.
The training highlighted how firms in Eswatini can position themselves on digital platforms to reach consumers across Africa, Europe, Asia, and beyond.
According to the ITC, this training is part of a broader regional initiative aimed at future-proofing African economies by ensuring that small states like Eswatini aren’t left behind in the global digital race.
“Digital transformation is not a luxury it’s an economic imperative. The tools we shared are already being used globally to drive millions in export sales. Eswatini has the potential and now, the knowledge to tap into that.” said Lesego Mokoena, ITC Trade Adviser.
The emphasis on market diversification struck a timely chord. With traditional exports such as sugar and textiles facing tightening global margins and stiff competition, Eswatini’s economy urgently needs to widen its trade basket.
Participants were introduced to ITC’s powerful Market Access Map and Trade Map platforms that allow exporters to identify untapped markets, understand tariff barriers, and benchmark their competitiveness.
Entrepreneurs were also trained in using AI to assess consumer behavior, pricing trends, and demand forecasts across multiple regions.
“We’ve always wanted to enter the Middle East with our artisanal crafts, but we lacked the data to justify the investment. Now I know how to use AI platforms to compare market size, customs duties, and even cultural preferences. It’s a game-changer.” said Nokwanda Dlamini, founder of a women-led export cooperative in Manzini. “
RELATED: EIPA encourages local creatives to showcase products at Taiwan expo
For the export-ready firms in the room many of whom have weathered the storms of the pandemic and inflationary pressures the training offered not just hope, but a concrete path forward.
One standout session focused on building digital storefronts and using analytics to target high-potential customers online.
Local tech entrepreneur and speaker, Sabelo Kunene, walked participants through the nuts and bolts of using platforms like Shopify and Alibaba, as well as integrating AI chatbots to streamline customer support.
“There’s a perception that AI is for Silicon Valley or China. That’s outdated. The minute a Swati small business puts their product online and uses a chatbot to answer questions 24/7, they’re playing in the same league. That’s digital parity.” Kunene asserted.
Importantly, the training didn’t just cater to the private sector. Key ministries were also present from the Ministry of Commerce, Industry and Trade to officials from the Ministry of ICT. The idea was to ensure that public policy aligns with private ambition.
“If government departments are equipped with the same knowledge, they’ll be better positioned to support the private sector through smart trade agreements, digital infrastructure, and streamlined customs processes,” said Nomzamo Zitha, Trade Policy Analyst in the Ministry of Commerce.
This alignment, experts say, is critical for building an enabling environment where digital trade can flourish from fiber-optic networks to updated e-commerce regulations and digital payment ecosystems.
The success of this initiative has sparked calls for more frequent and sector-specific training, with a focus on industries like agri-processing, eco-tourism, and creative services.
“One-off workshops are good, but we need to build a pipeline of digital-savvy exporters. We’re now exploring ways to partner with local universities and private sector trainers to ensure continuity.” said Simelane.
Worth noting is that Eswatini is preparing to ratify key elements of the African Continental Free Trade Area (AfCFTA), initiatives like these become even more vital.
The AfCFTA promises access to a market of 1.4 billion people but only for those who are ready to compete.
“It’s not just about crossing borders anymore it’s about crossing into the future,” said Mokoena.
He further said Eswatini has long had the potential. With the right tools, data, and digital savvy, the nation is now on the brink of unlocking its export destiny.
He noted that, the road ahead is digital, diversified, and, with continued investment in skills, distinctly Swati.
