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Home Opinion

Why East Africa is emerging as Africa’s trade growth engine

by Business a.m.
May 13, 2026
in Opinion

By Elvis Ndunguru, managing executive, Absa Corporate and Investment Banking, NBC, Tanzania

East Africa, led by Kenya, is emerging as a powerful trade hub driven by infrastructure investment, regional integration and expanding intra-African trade. As a gateway for natural resources, it boasts rare earths, gold, nickel, cobalt, graphite, and other commodities the world needs.

Trade finance is the key to unlocking cross-border flows, supporting SMEs and enabling regional value chains, opening up economic benefits for the region.

As East African trade accelerates, better Foreign Direct Investment (FDI) policies have a stronger bearing on the Tanzanian mainland and Zanzibar, attracting capital movement. As stronger regional demand reshapes trade patterns, increased urbanisation and population growth are driving intra-African trade in fast-moving consumer goods (FMCG), construction materials, and processed goods. Improving macro-stability boosts investability as better fiscal and monetary management emerge.

But global flows demand dependence on solid infrastructure. As corridor-led infrastructure unlocks trade flows, investments in establishing ports, rail, and roads enables trade in new ways. For example, the Port of Mombasa and the Standard Gauge Railway are reducing transit times and connecting important inland markets like Uganda and Rwanda. Regional integration is being driven particularly under the East African Community (EAC) and the
African Continental Free Trade Area (AfCFTA), resulting in lowered tariff and non-tariff barriers.

Between South Tanzania and North Kenya, strategically placed ports improve both inter-and intra-continental trade flow. To bolster regional connectivity, Tanzania will spend 12 trillion shilling (TZS) on port expansions. Meanwhile, the $1.4 billion Tazara (Tanzania-Zambia Railway Authority)  Railway rehabilitation is underway. Kenya is investing in rail, and a new fuel pipeline is being established from Uganda to Tanzania. The Tanzania Standard
Gauge Railway is indeed positioned to complement and strategically link with the Lobito Corridor, even though they originate in different parts of the continent. The strategic connection lies in creating a transcontinental logistics network for DRC: goods (especially critical minerals like copper and cobalt) can move more efficiently across Africa, either east to Indian Ocean markets or west to Atlantic routes. This reduces reliance on single export routes, improves resilience, and enhances intra-African trade under frameworks like the
African Continental Free Trade Area.

These developments give life to new trade flows, like transporting fuel from Uganda to the
Middle East, or moving copper from Congo to China.

In the SADC and EAC regions, comprising over half a billion people, the demand for goods and services, including fuel, is significant. Regional agreements must be fostered to harmonise customs, tariffs, regulations, and the movement of goods, people and services.

Frameworks like the EAC Customs Union and AfCFTA have reduced tariffs, but the system is often plagued by border delays and inconsistent enforcement, which dilute the impact of trade. If banks with trade finance capabilities, including institutions like Absa with a growing pan-African footprint, support infrastructure development, this will boost connectivity, lower transport costs, and improve trade opportunities. Currently, it’s cheaper to move goods from China to Dar es Salaam than to transport them from Dar es Salaam to Mwanza, a
region within Tanzania.

Trade finance is most impactful in sectors with predictable cross-border demand on agriculture, energy, and FMCG. Structured trade finance and supply chain finance help large corporates extend terms to suppliers, indirectly supporting SME participation.

The East African economy is largely driven by SMEs. In Tanzania, 96% of our economy depends on SMEs, but they lack funding to support themselves. The majority are trade-based, with imports from the Middle East, China, India, and others, and exports like minerals or agri-commodities to other parts of the world. While banks can help support SMEs, the locals must also support them to benefit the local market.

Besides raising capital, risk perception and informality are constraints to their success. Better credit data with digital identities and scalable guarantee schemes backed by Development Finance Institutions (DFIs) help to mitigate risk. While simplified, digital trade finance products are now available, these are still limited. Anchor-led eco-systems with stronger linkage to large corporates is manifesting in the mining, FMCG, manufacturing and
agricultural sectors.

DFIs as key stakeholders can work alongside financial institutions to help enhance trade routes. While it might be difficult for them to be on the ground, they can collaborate with the banks in certain markets within the continent to extend their reach.

To help digitisation, we must empower fintechs to enable much stronger platforms. In Tanzania, SME customers work together to collaborate on small platforms, to submit bulk orders to China. There’s strength in numbers.
Banks have capabilities to support trade flows and payment via digitisation in areas like Ethiopia and the DRC. While some markets like DRC are high-risk, our competitors are growing there. Last year, a regional bank made 30% of their profit in Congo, for example. We can find safe ways to play in those markets, selecting the sectors we can perform in.

Banks with a Pan-African presence, such as Absa, which operates across key trade corridors, must bring a true corridor strategy to build sector-specific solutions like agri-value chains across multiple countries; use digital platforms to serve mid-market clients, not just large corporates; partner with DFIs to expand risk appetite in frontier markets; and position themselves as a trade enabler, not just financiers, by integrating advisory, foreign exchange, and working capital solutions.

The real differentiator will be the ability to intermediate not just capital, but meaningful connectivity, helping to link clients across markets, currencies, and the supply chain.

Business a.m.
Business a.m.
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Global airlines are investing heavily in economy class cabins as competition for passengers shifts beyond ticket prices to the quality of the travel experience, prompting carriers to modernise fleets, redesign cabins and enhance onboard services in a bid to strengthen customer loyalty and improve long-term profitability. The renewed focus reflects a transformation in the aviation industry, where economy class, despite offering lower fares than premium cabins, remains the largest contributor to passenger volumes and an increasingly important driver of commercial performance. With millions of travellers continuing to prioritise affordability, airlines are finding that modest improvements in comfort and convenience can translate into stronger repeat business, improved customer satisfaction and higher ancillary revenues. As a result, carriers are directing substantial investment towards upgrading economy cabins through newer aircraft, ergonomically designed seats, advanced inflight entertainment systems, onboard connectivity, enhanced catering and improved cabin service. Industry analysts say the strategy is becoming a key differentiator as airlines compete more aggressively for passengers on both regional and long-haul routes. Unlike business and first-class travellers, whose numbers are relatively limited, economy passengers account for the overwhelming majority of airline traffic, making their overall travel experience increasingly central to airlines' growth strategies. Rather than relying solely on fare reductions to attract customers, airlines are seeking to build stronger brand loyalty by improving the value passengers receive throughout their journeys. "Passenger expectations have changed significantly. Travellers increasingly compare airlines based not only on ticket prices but also on comfort, reliability, connectivity and the overall onboard experience," aviation analysts note. Several of the world's leading airlines have already embraced the strategy. Carriers including Singapore Airlines, Qatar Airways, Emirates, Turkish Airlines, All Nippon Airways (ANA), EVA Air and Cathay Pacific have invested significantly in upgrading their economy cabins through improved seating, larger entertainment libraries, enhanced meal services and customer-focused cabin experiences. Although each airline has adopted different approaches, the underlying objective remains the same: making economy travel more comfortable for the largest segment of their customer base while strengthening long-term commercial competitiveness. Fleet modernisation is playing a critical role in that transformation. Next-generation aircraft such as the Boeing 787 Dreamliner, Airbus A350 and Airbus A321neo are enabling airlines to improve the passenger experience while simultaneously lowering operating costs. Compared with older aircraft, these models offer quieter cabins, larger windows, improved air quality, better humidity control and greater fuel efficiency, creating benefits for both passengers and airline operators. The newer aircraft also reduce fuel consumption and maintenance expenses, allowing airlines to improve customer experience without significantly increasing operating costs over the aircraft's lifespan. Technology has emerged as another major area of investment. Features once reserved almost exclusively for premium cabins, including USB charging ports, wireless internet connectivity, mobile application integration and personalised digital entertainment platforms, are increasingly becoming standard in economy class. Passengers are also benefiting from greater control over their travel experience, with digital services allowing them to access entertainment, communicate onboard and manage various aspects of their journeys more conveniently. The growing investment reflects changing consumer expectations in an increasingly digital travel environment. Recent international passenger satisfaction surveys consistently indicate that airlines investing in cabin comfort, inflight technology and customer service continue to perform strongly in global service rankings. While competitive pricing remains an important consideration for travellers, customer experience has become an increasingly influential factor in airline selection, particularly on medium and long-haul routes where comfort plays a greater role in purchasing decisions. The trend is expected to reshape competition within Africa's aviation industry as airlines expand their fleets to meet growing passenger demand.

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Global airlines are investing heavily in economy class cabins as competition for passengers shifts beyond ticket prices to the quality of the travel experience, prompting carriers to modernise fleets, redesign cabins and enhance onboard services in a bid to strengthen customer loyalty and improve long-term profitability. The renewed focus reflects a transformation in the aviation industry, where economy class, despite offering lower fares than premium cabins, remains the largest contributor to passenger volumes and an increasingly important driver of commercial performance. With millions of travellers continuing to prioritise affordability, airlines are finding that modest improvements in comfort and convenience can translate into stronger repeat business, improved customer satisfaction and higher ancillary revenues. As a result, carriers are directing substantial investment towards upgrading economy cabins through newer aircraft, ergonomically designed seats, advanced inflight entertainment systems, onboard connectivity, enhanced catering and improved cabin service. Industry analysts say the strategy is becoming a key differentiator as airlines compete more aggressively for passengers on both regional and long-haul routes. Unlike business and first-class travellers, whose numbers are relatively limited, economy passengers account for the overwhelming majority of airline traffic, making their overall travel experience increasingly central to airlines' growth strategies. Rather than relying solely on fare reductions to attract customers, airlines are seeking to build stronger brand loyalty by improving the value passengers receive throughout their journeys. "Passenger expectations have changed significantly. Travellers increasingly compare airlines based not only on ticket prices but also on comfort, reliability, connectivity and the overall onboard experience," aviation analysts note. Several of the world's leading airlines have already embraced the strategy. Carriers including Singapore Airlines, Qatar Airways, Emirates, Turkish Airlines, All Nippon Airways (ANA), EVA Air and Cathay Pacific have invested significantly in upgrading their economy cabins through improved seating, larger entertainment libraries, enhanced meal services and customer-focused cabin experiences. Although each airline has adopted different approaches, the underlying objective remains the same: making economy travel more comfortable for the largest segment of their customer base while strengthening long-term commercial competitiveness. Fleet modernisation is playing a critical role in that transformation. Next-generation aircraft such as the Boeing 787 Dreamliner, Airbus A350 and Airbus A321neo are enabling airlines to improve the passenger experience while simultaneously lowering operating costs. Compared with older aircraft, these models offer quieter cabins, larger windows, improved air quality, better humidity control and greater fuel efficiency, creating benefits for both passengers and airline operators. The newer aircraft also reduce fuel consumption and maintenance expenses, allowing airlines to improve customer experience without significantly increasing operating costs over the aircraft's lifespan. Technology has emerged as another major area of investment. Features once reserved almost exclusively for premium cabins, including USB charging ports, wireless internet connectivity, mobile application integration and personalised digital entertainment platforms, are increasingly becoming standard in economy class. Passengers are also benefiting from greater control over their travel experience, with digital services allowing them to access entertainment, communicate onboard and manage various aspects of their journeys more conveniently. The growing investment reflects changing consumer expectations in an increasingly digital travel environment. Recent international passenger satisfaction surveys consistently indicate that airlines investing in cabin comfort, inflight technology and customer service continue to perform strongly in global service rankings. While competitive pricing remains an important consideration for travellers, customer experience has become an increasingly influential factor in airline selection, particularly on medium and long-haul routes where comfort plays a greater role in purchasing decisions. The trend is expected to reshape competition within Africa's aviation industry as airlines expand their fleets to meet growing passenger demand.

Global airlines raise economy class spending to win passenger loyalty

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