South African Business Delegation Concludes Outward Selling Mission to Nigeria and Ghana

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South African business delegation has concluded its Outward Selling Mission to Nigeria and Ghana from 25 to 30 August 2025, with the Department of Trade, Industry and Competition facilitating the initiative under the Export Marketing and Investment Assistance scheme to strengthen trade and investment ties across the continent and position local companies for opportunities under the African Continental Free Trade Area, as Chief Director of Export Promotion Zanele Sanni highlighted the value of engagements in providing exposure and fostering collaboration in Lagos and Accra.

Introduction to the Outward Selling Mission

The week-long mission, organised by the Department of Trade, Industry and Competition, aimed to boost South Africa’s economic footprint in West Africa. It formed part of ongoing efforts to tap into the vast potential of the African Continental Free Trade Area, which promises to create a single market for goods and services across 54 countries. By supporting local firms through the Export Marketing and Investment Assistance scheme, the department helped cover costs like travel and exhibitions, making it easier for businesses to explore new markets.

The delegation, made up of companies from various sectors, kicked off in Lagos, Nigeria, from 25 to 27 August 2025, before moving to Accra, Ghana, from 27 to 30 August 2025. Activities included trade and investment seminars, business-to-business meetings, and site visits designed to showcase South African products and services while identifying areas for partnership. This structured approach allowed participants to network with potential buyers, distributors, and investors in two of Africa’s largest economies.

Nigeria, with its population of over 200 million and growing consumer market, offers huge opportunities in areas like manufacturing, agriculture, and technology. Ghana, known for its stable democracy and investor-friendly policies, is a gateway to West Africa, with strong demand for goods in mining, energy, and construction. The mission built on existing trade relations, where South Africa exports machinery, chemicals, and vehicles to these countries, while importing oil and cocoa.

Key Engagements and Outcomes

During the Lagos leg, delegates took part in high-level seminars where South African firms presented their offerings to Nigerian counterparts. These sessions focused on collaboration in fields like renewable energy, agro-processing, and digital services. The group then headed to Accra, where they wrapped up with a visit to the Dawa Industrial Zone, one of Ghana’s flagship projects for industrialisation. This site, home to factories and logistics hubs, showcased opportunities for South African investment in manufacturing and supply chains.

Chief Director of Export Promotion at the dtic, Zanele Sanni, reflected on the mission’s impact. “The Outward Selling Mission has provided South African businesses with important exposure to the Nigerian and Ghanaian markets,” said Sanni. She added that the platforms created in the week have allowed the delegation to introduce their products and services, explore areas of collaboration, and gain insights into the evolving trade and investment landscape in West Africa.

Sanni stressed that while quick wins may take time, the groundwork laid will lead to lasting benefits. “As with all outward missions, the tangible results will become clearer in the coming months as participating companies build on the connections they have made. What is important is that we have taken deliberate steps to deepen our economic ties with two of West Africa’s most strategic partners, and that momentum will carry forward,” Sanni said.

One notable participant was the Steel Tube Export Association of South Africa, which joined to promote steel exports. Their involvement highlighted sector-specific opportunities, like supplying materials for infrastructure projects in both countries. Other firms in the delegation covered areas such as food processing, engineering, and IT, showing the broad scope of South African expertise.

Support from Diplomatic Missions and Follow-Up Plans

The dtic worked closely with South African High Commissions in Nigeria and Ghana to make the mission a success. The Acting South African High Commissioner in Ghana praised the strong economic links between the countries, noting Ghana’s commitment to manufacturing as a potential area for future partnerships. This diplomatic backing helped arrange meetings with key officials and business leaders, smoothing the way for deals.

Looking ahead, the dtic and High Commissions will offer ongoing support to the companies. This includes help with follow-up meetings, market research, and navigating regulations under the African Continental Free Trade Area. The aim is to turn contacts made during the mission into concrete trade and investment growth, benefiting South African jobs and exports.

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