Yamani Selana, an international trade expert and Director of Indirect Tax and International Trade Practice at Andersen, South Africa, has cautioned businesses looking to capitalize on the opportunities of the African Continental Free Trade Area (AfCFTA) that success will require deliberate and well-planned efforts, not just automatic benefits.
Speaking at a webinar organized by LIMA Partners on Friday, April 25, 2025, Selana highlighted that while AfCFTA aims to create a unified market across Africa, businesses must be prepared to engage with customs and tax authorities to prove that their products qualify for the trade benefits under the agreement.
“It is not automatic to get the benefits that come with the AfCFTA agreement,” Selana explained, urging businesses to engage experts familiar with the complex legal and regulatory frameworks in different African countries.
He emphasized the importance of consulting with local advisors who understand the nuances of each jurisdiction, especially given the legal and regulatory differences that persist across African nations.
“As much as we are creating one market as a continent, we have to be mindful of the autonomy of the different jurisdictions,” Selana said. “Consulting with local experts in each country is essential to navigating the regional complexities of the AfCFTA.”
Additionally, Selana warned against relying solely on theoretical knowledge or online research when entering new markets, stressing that Africa’s diversity requires a deeper understanding of local cultures, economies, and regulations.
“You need to collaborate with local partners or advisors to ensure that you’re not approaching markets with naivety,” Selana concluded, urging businesses to avoid generic approaches and to strategically tailor their entry plans for each country within the continent.
