Bridging Borders: Creative Entrepreneurship Across Africa - Key Insights from the Panel Discussion

The African creative economy continues to demonstrate remarkable potential, with forecasts projecting growth to $200 billion by 2030. Yet many creative entrepreneurs remain constrained by national borders, despite the opportunities presented by the African Continental Free Trade Area (AFCFTA), which connects 1.3 billion people across a combined market of $3.4 trillion.

On 18 March 2026, EyeCity Africa’s Creative Innovation Practice, in partnership with Gemini Africa, convened a virtual panel discussion titled Bridging Borders: Creative Entrepreneurship Across Africa. The session brought together leading experts and entrepreneurs to examine practical strategies for scaling creative businesses across the continent and beyond.

This recap distils the core frameworks, real-world examples, and actionable recommendations shared during the panel discussion, offering valuable guidance for creative entrepreneurs seeking sustainable cross-border growth.

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Moderator and Panelists

Moderator

Omotayo Abraham, Associate Director, EyeCity Africa - he leads strategic programs and partnerships with the government, private, and international development organisations.

Panelists:

• Emem Etim, Lead, Creative Innovation Practice, EyeCity Africa - who has supported over 5,000 entrepreneurs across more than 50 African countries.
• Mary Adib, Senior Development and Innovation Leader, Gemini Africa - an advocate for structured entrepreneurship programmes with a focus on the creative economy and cinematech.
• Gladys Zizakele Semenye, Founder of CSG, a sustainable fashion enterprise based in South Africa.
• Tamer Serour, Founder of Eidmark, an AI-powered accessibility technology startup.

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Core Frameworks Presented

EyeCity Africa’s Creative Growth Model

Emem Etim outlined a structured four-stage approach:

Discover (needs assessment) → Develop (capacity building and mentorship) → Deploy (market access and distribution) → Sustain (long-term viability and ecosystem support).

She emphasised that “contextual nuances matter: what barriers one entrepreneur faces in Nigeria may not exist in Kenya or South Africa, so support must be tailored.”

Gemini Africa’s 3Ms Methodology

Mary Adib presented the 3Ms framework - Matchmaking, Mentorship, and Money - as essential elements for creative startups. She noted that partnerships represent the foundational infrastructure for innovation across Africa.

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Practical Strategies for Cross-Border Expansion

The panelists shared several evidence-based approaches:

1. Leverage Digital Trade Platforms: Digital marketplaces and payment solutions such as Adjoaa, Anka, Jumia, Paystack, Flutterwave, and the PAPSS system enable immediate cross-border sales while minimising logistical barriers.
2. Optimise Pricing and Market Positioning: Entrepreneurs were advised to align product messaging with local priorities in each target market and to treat sustainability as a driver of long-term business viability rather than solely an environmental consideration.
3. Prioritise Product Refinement: Gladys Zizakele Semenye highlighted the importance of investing time in refining products and business models before pursuing international expansion. Her own sustainable garments, which biodegrade in 4-6 weeks and enrich soil, were successfully scaled after production costs were reduced by 85% through localisation.
4. Build Strategic Collectives: Collaborative export models, such as shared retail spaces in key international markets, reduce individual costs and enhance market access.
5. Incorporate Inclusive Design: Tamer Serour demonstrated how AI-driven accessibility solutions can expand market reach, noting that 85% of the non-hearing community cannot read standard text on most websites.
6. Maintain Continuous Iteration: Market conditions evolve rapidly; regular reassessment of product-market fit was recommended as a critical practice.

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Selected Insights from the Discussion

• “Digital trade is the most immediate pathway to cross-border expansion.” - Emem Etim
• “Partnerships are the real infrastructure for innovation in Africa.” - Mary Adib
• “Sustainability is not just about the environment; it’s about long-term business viability.” - Gladys Zizakele Semenye
• “These African conversations highlight limitless talent and opportunities once roadmaps and connections are in place.” - Tamer Serour

Watch the full webinar recording here.

The session underscored a clear message: Africa possesses abundant creative talent. The primary requirement is strengthened ecosystems and strategic connections to unlock its full potential.

What is your primary takeaway from these strategies? Share your thoughts in the comments or connect with the organisations mentioned to explore partnership opportunities.

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