Brussels/Berlin, 26 October 2025:- A delegation of 24 representatives from East African e-commerce and private sector associations embarked on a study tour to Europe to foster strategic partnerships with European counterparts. Taking place in Brussels and Berlin until 2 November 2025, the visit aims to promote knowledge exchange and strengthen business linkages between East Africa and the European Union (EU).
This mission is conducted within the framework of the EU–EAC Digital Economy, E-Commerce, E-Payment and Public E-Services Programme (DEEP) – co-funded by the European Union (EU), the German Federal Ministry for Economic Cooperation and Development (BMZ), the Ministry of Foreign Affairs of France, and the Ministry of Foreign Affairs of Estonia – as well as the Sustainable Business for Uganda (SB4U) project, funded by the EU Delegation to Uganda. It is jointly organized by the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH, including through its Pan-African E-Commerce Initiative, and the International Trade Centre (ITC), in close collaboration with the East African Business Council (EABC).
The engagements will focus on a wide range of themes, including:
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The structure and governance of national and regional private sector associations;
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Coordination mechanisms among these associations; and
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Effective strategies for advocacy and strategic positioning.
These discussions aim to identify best practices to strengthen e-commerce associations within the East African Community (EAC). Participants will also explore approaches to building consumer trust in e-commerce—such as trust seal mechanisms and consumer protection measures—and examine the EU’s policy and regulatory frameworks governing cross-border e-commerce.
Most importantly, the mission seeks to lay the foundation for long-term strategic partnerships and business linkages between the private sectors of the EU and the EAC, fostering increased investment and trade.
To advance these objectives, the delegation will meet with leading organizations including:
E-Commerce Europe, Europe Business Network, Belgian Association for E-Commerce (Becom), German E-Commerce Association (BEHV), German-African Business Association (Afrika-Verein), German IT Association (Bitkom), Trade Promotion Europe, Trusted Shops (a trust mark for e-commerce), and Logistics Natives (a global network of logistics companies).
They will also engage with representatives from the European Commission’s Directorate-General for International Partnerships (DG INTPA), Directorate-General for Trade (DG TRADE), Directorate-General for Competition (DG COMP), the Digital for Development (D4D) Hub, and BMZ. Networking events in both Brussels and Berlin will further provide opportunities for direct interaction with European private sector representatives and business associations.
About the EU–EAC DEEP Programme
The EU–EAC Digital Economy, E-Commerce, E-Payment and Public E-Services Programme (DEEP) is a four-year initiative (July 2025 – June 2029) jointly co-financed by the EU, BMZ, the Ministry of Foreign Affairs of France, and the Ministry of Foreign Affairs of Estonia. It is implemented by GIZ, Expertise France (EF), and the Estonian Centre for International Development (EstDev).
The programme contributes to the Team Europe Initiatives:
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Supporting African Economic Integration towards the African Continental Free Trade Area (AfCFTA), and
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Digital Economy and Society in Sub-Saharan Africa.
It provides comprehensive support for trade and digitalisation, working towards a sustainable African single digital market with a robust cybersecurity environment.
A key component of the programme focuses on enabling, expanding, and fostering inclusive cross-border digital trade in East Africa and with Europe. This includes supporting the nascent e-commerce ecosystem in East Africa, which holds significant potential to improve access to quality consumer goods and open new markets for both East African and European private sectors.
About the SB4U Project
The Sustainable Business for Uganda (SB4U) 2.0 – Trade and Investment Development Project, funded by the European Union, works alongside the Government of Uganda to promote sustainable economic growth, boost trade and investment, and create green and decent jobs.
Running from 2024 to 2028, the project aims to enhance Uganda’s regional and global competitiveness. Implemented by the International Trade Centre (ITC), the initiative aligns with Uganda’s priority to build an inclusive, digital, and knowledge-based economy.
About the East African Business Council (EABC)
The East African Business Council (EABC) is the regional apex body of private sector associations and corporates from the eight East African countries. Established in 1997, EABC fosters the interests of the private sector in the East African Community (EAC) integration process.
EABC’s vision is for a borderless East Africa for business and investment that delivers social and economic prosperity. Its mission is to advocate for a conducive business environment and promote sustainable, private sector–driven growth in the EAC region.
