Businesses seeking to capitalise on the opportunities presented by the African Continental Free Trade Area (AfCFTA) have been advised that success under the agreement will require deliberate and strategic efforts.

Speaking during a webinar organised by LIMA Partners on Friday, April 25, 2025, Yamani Selana, an international trade expert and Director of Indirect Tax and International Trade Practice at Andersen, South Africa, stressed that accessing AfCFTA benefits is not automatic.

“It is not automatic to get the benefits that come with the AfCFTA agreement,” he stated.

“There are aspects to it which then, you as a business will have to interact with authorities, either by yourself or through your advisors, where you get to register and prove your qualification that indeed your product originates from that region. It is then important to link up with advisors who are familiar with customs or tax authorities,” he stated.

He encouraged businesses to engage advisors who are familiar with customs and tax procedures to navigate the requirements effectively.

Selana also pointed out that although AfCFTA aims to create a single market, businesses must not overlook the legal and regulatory differences across African countries.

“As much as we are creating one market as a continent, we really have to be mindful of the autonomy of the different jurisdictions. So, one needs to consult with the local experts and advisors in those particular areas,” he added.

To do that, he cautioned businesses against relying solely on theoretical knowledge or online research when exploring new markets in Africa.

“It is important to note that there is the theoretical aspects that can be drafted. But we cannot approach everything with naivety, we still need to note that Africa is a huge continent with different cultures and different orientations.

“So, those who are interested in going and entering each of these countries will have to be mindful that these are distinct economies. This will require that you need to collaborate with locals or advisors in those countries. It is not just about researching the internet,” he added.