Africa stands at a defining moment — a time when technology, innovation, and visionary leadership are rewriting the rules of trade and economic cooperation. In this thought-provoking conversation, King Richard Igimoh, Group Editor of African Leadership Magazine, sits down with Mr Alioune CISS, the CEO of Webb Fontaine, to explore how digital transformation is breaking barriers and building smarter, more connected trade routes across the continent.
Together, they unpack what it truly takes to harmonise Africa’s trade regulations under the AfCFTA and why genuine economic integration begins with shared vision, trust, and intelligent technology.
Which specific regulatory disparities currently hamper seamless intra-African trade?
Several regulatory disparities hinder seamless intra-African trade. The limited free movement of people remains a major obstacle, with restrictive transport and aviation regulations complicating cross-border mobility. While regions such as ECOWAS have made progress through protocols supporting free movement, this is not yet the case continent-wide.
Poor infrastructure, inconsistent customs procedures, and unharmonised national standards also pose challenges. For example, transporting goods by truck from Nigeria to Niger can be unnecessarily complicated without mutual recognition or a common transit guarantee. In addition, the absence of a harmonised framework for cross-border payments and foreign exchange convertibility—particularly between countries using different currencies such as Nigeria and Côte d’Ivoire—creates further friction.
These barriers collectively increase trade costs, reduce efficiency, and limit the effectiveness of the AfCFTA.
What steps can African governments take to accelerate regulatory harmonisation across borders?
African governments can accelerate regulatory harmonisation through coordinated and decisive action.
First, they must ensure the full implementation of existing policies, many of which already define frameworks for trade facilitation, digitalisation, and customs alignment. The issue is not the absence of policies, but the gap between design and execution.
Digitalisation of trade processes is equally critical. Governments should fast-track the adoption of national and regional Single Window systems and support the operationalisation of a Continental Transit Guarantee Scheme. Moreover, investing in regional testing and conformity assessment centres will enable mutual recognition of standards. Addressing foreign exchange convertibility challenges is also pivotal for building a truly integrated market.
How can public-private partnerships drive this?
Public-private partnerships (PPPs) play a transformative role in accelerating regulatory harmonisation. By combining the government’s policy direction and alignment with global standards—such as those of the World Customs Organization (WCO)—with the private sector’s innovation, technical expertise, and financing capacity, PPPs become powerful engines for implementing real change.
Governments can leverage PPPs to establish interoperable trade systems—such as Single Window platforms, Port Community Systems, and e-payment solutions—that simplify and standardise cross-border procedures. These partnerships are also essential for developing both physical and digital infrastructure, including roads, railways, customs systems, and logistics corridors that connect African countries.
In customs modernisation and trade digitalisation, PPPs have already proven effective. In East Africa, for example, private sector players have significantly advanced mobile money and fintech platforms that facilitate the smooth movement of goods across borders. Such innovations improve efficiency while addressing practical challenges like currency convertibility and payment systems.
PPPs also provide governments with valuable feedback on regulatory bottlenecks, creating a mechanism for more adaptive and responsive policymaking. When structured with clear governance, transparency, and mutual accountability, PPPs evolve from mere service contracts into collaborative frameworks that drive long-term, sustainable integration across the continent.
In what ways can technology enhance and streamline regulatory systems, and how is your solution influencing regulatory transformation in Africa?
Technology is a key enabler of regulatory efficiency. At Webb Fontaine, our core expertise lies in the digitalisation of trade processes. One of our most impactful contributions has been the implementation of national Single Window systems—platforms that simplify procedures, improve transparency, and accelerate cargo clearance.
However, while several countries have successfully adopted national Single Window systems, the next frontier is regional integration. Connecting platforms—such as those of Ghana and Nigeria—would significantly enhance cross-border trade efficiency and regulatory harmonisation. This remains an untapped opportunity with vast potential.
Another critical area is risk management. Effective trade facilitation requires the capacity to identify and prioritise risks. At Webb Fontaine, we are integrating advanced AI-driven risk management tools that enable customs authorities to detect anomalies automatically and focus inspections where they matter most. This not only enhances border security but also accelerates the processing of low-risk goods.
We are also modernising outdated customs management systems across the continent. Many African countries still rely on legacy platforms that no longer meet current demands. Upgrading these systems introduces efficient workflows, promotes real-time data exchange, and enables faster movement of goods.
Our mission goes beyond automation—we aim to fundamentally transform how trade is conducted. With a presence in 22 countries, our solutions contribute significantly to regulatory transformation, not only within customs but across the broader trade ecosystem.
What lessons can be drawn from countries that have advanced in regulatory harmonisation?
There are valuable lessons to be learned from regions that have made significant progress in regulatory harmonisation. The European Union provides a strong example, having implemented a common customs code, harmonised product standards, and robust mutual recognition frameworks across member states.
In Asia, regional collaboration in sectors such as electronics, automotive, and pharmaceuticals has been driven by mutual recognition arrangements that enable the smooth movement of goods. These sector-specific approaches demonstrate that harmonisation can evolve progressively based on shared industry priorities.
On the African continent, regional economic communities such as ECOWAS and the East African Community (EAC) have made notable strides. ECOWAS has advanced the free movement of people, while the EAC’s Single Customs Territory—involving Kenya, Uganda, Rwanda, Tanzania, and South Sudan—has delivered measurable results.
The golden rule is simple: start small, build trust, digitalise processes, and scale up.
Finally, what is your vision of a digitally harmonised African trade environment?
At Webb Fontaine, our vision is to close the gaps we have discussed—digitisation, harmonisation, and cross-border payments. This is where our solutions bring significant value to the continent. Our Single Window platforms connect customs, ports, and trade agencies on a unified digital system enhanced by AI for faster and safer clearance.
Equally important is capacity building. We invest heavily in training customs officers, regulatory agencies, and private sector participants to ensure long-term sustainability.
I hold an optimistic vision for Africa—a continent without barriers, where seamless digital integration drives the free movement of goods and services. I believe we are steadily moving toward that future, and I remain hopeful.
