Emerging African technology startup, Africlana, has identified persistent barriers to cross-border trade as a major constraint to the growth of African businesses, saying many enterprises on the continent continue to struggle to access international customers despite growing demand for authentic African products in the diaspora.

The company said the challenge has left many consumers abroad dependent on informal purchasing channels that expose them to fraud, delivery uncertainties and limited consumer protection, while African businesses grapple with logistics bottlenecks, poor visibility and unreliable payment systems.

Africlana made this known while announcing the opening of its seller waitlist ahead of the launch of its Artificial Intelligence, AI-powered marketplace designed to connect African artisans, small and medium-sized enterprises, SMEs, manufacturers and producers with buyers across the global African diaspora.

According to the company, the platform is intended to reduce barriers associated with cross-border commerce through trusted seller verification, intelligent product discovery, secure payment solutions and coordinated logistics support.

The firm stated: “Africlana is building a technology-driven marketplace designed to bridge this gap through trusted seller verification, intelligent product discovery, secure payment solutions, coordinated logistics support and an unwavering commitment to the preservation of African culture.

“The platform is designed to support secure escrow-based transactions, helping to create greater confidence for both buyers and sellers throughout the purchasing process. It is also being developed with features designed to promote trust and transparency, including seller verification, AI-powered product discovery, secure payment experiences and logistics coordination through trusted partners.”

Africlana added that seller verification is typically completed within 24 hours, enabling verified African businesses to gain access to an international customer base as quickly as possible.

Founder and Chief Executive Officer of Africlana, Mubarak Mohammed Yusuf, said the platform was inspired by his personal experience of the difficulties involved in sourcing authentic African products abroad and the challenges African businesses face in reaching international markets.

He said: “The people best placed to solve a problem are often those who have experienced it firsthand. I have experienced the frustration of trying to get authentic African products while abroad, and I have also seen the challenges many African businesses face when trying to reach international customers. Africlana is our response to that problem. We are not just creating a marketplace; we are helping to restore trust and making it easier for African businesses to connect with the world.

“Technology should serve culture, not replace it. Every purchase on Africlana represents an opportunity to support African entrepreneurs, preserve our heritage and showcase African excellence on the global stage. We believe African businesses deserve technology that helps them compete confidently on the global stage. We look forward to working with partners who share our commitment to innovation, trust and sustainable economic growth across Africa.”