09/09/2025
From Data to Action: Africa Trade Observatory (ATO) Empowers SMEs at IATF2025
Algiers, Algeria - 9, September 2025
By: Anthony Williams
With 8 days already gone, Africa’s largest trade fair the Intra-African Trade Fair (IATF2025) continues to draw international attention to the continent’s economic future.
With efforts to promote digital trade, the Africa Trade Observatory (ATO) has emerged as one of the fair’s defining highlights. Under the theme “From Data to Action,” the ATO’s live presentation showcased how data-driven trade intelligence is reshaping policy and business decisions across Africa.
The platform, which is currently operational in 34 countries, is tailored to help small and medium enterprises (SMEs) the recognized backbone of Africa’s intra-regional trade overcome persistent barriers to market access, continuity, and growth.
“Only 1 in 4 small firms that export in their first year continue beyond it,” a presenter noted, emphasizing the need for robust trade support systems like the ATO.
What Is the Africa Trade Observatory?
Hosted at www.ato.africa, the ATO is a flagship initiative under the African Continental Free Trade Area (AfCFTA), developed by the International Trade Centre (ITC) in partnership with the African Union Commission. It provides free, real-time trade intelligence tools designed to:
- Democratize access to market data
- Support better export decisions
- Strengthen regional trade policy formulation
The Three Core Modules of ATO
Explore Module
Enables users to search trade flows by product, country, and year. SMEs can explore where their goods are in demand, analyze historical trade volumes, and identify new markets.
Compare Module
Lets businesses compare market opportunities across African countries factoring in tariffs, demand, and existing trade volumes to make more strategic export decisions.
Monitor Module
Offers governments and institutions real-time analytics on intra-African trade, tracking regional integration and helping assess the effectiveness of AfCFTA policies.
Why This Matters for Traders at IATF2025
With many SMEs in attendance, the ATO platform offers an accessible, data-rich solution for understanding where and how to trade more effectively:
First-time exporters can use the Explore module to assess market potential.
Experienced traders can use the Compare tool to refine their export strategies.
Business support organizations (BSOs) can help clients build data-backed expansion plans.
Governments can monitor trade trends and design more inclusive trade policies.
By placing this platform in the spotlight, IATF2025 reinforces its commitment to empowering African businesses through transparency, digital tools, and informed decision-making.
Leveling the Playing Field
For many small businesses, access to premium trade intelligence has long been unaffordable. The ATO levels the field by offering free, easy-to-use insights, enabling SMEs to compete regionally and sustainably.
The message at IATF2025 is clear: Africa’s trade future is digital, inclusive, and powered by data.
The Africa Trade Observatory is making that future possible.
