Ethiopian Coffee Brands Launch on China's Largest e-Commerce Platform.

Imagine using one second to sell more than 11,200 bags of Ethiopian coffee. That is what happened on January 19, 2022, during the Ethiopian Coffee Brands Launch on China's Largest E-Commerce Platform, Alibaba (Tmall Global), in a joint effort with the United Nations Economic Commission for Africa (ECA) and the Ethiopian Government.

'Success recorded in exporting Ethiopian coffee to China will provide a roadmap in leveraging export potential for other ten African countries, where ECA is working this year, to provide more export potential from Africa to China,' said UN Under-Secretary-General and Executive of the ECA, Secretary Vera Songwe.

'This launch demonstrates the benefits that, not only Ethiopia, but Africa can reap in harnessing digitalization,' stated H.E Gebremeskel Chala, Minister of Trade and Regional Integration, Ethiopia.

ECA has joined efforts with Alibaba Group, and the Government of Ethiopia to bring more quality African products to one of the largest markets in the world today - the Chinese online market. Through this partnership, the electronic World Trading Platform (eWTP) has successfully on-boarded three Ethiopian coffee brands, namely Wild, Arada, and Hedero.

ECA, AntGroup from Alibaba Group, and the Ethiopian government exclusively featured freshly roasted authentic coffee produced by small and medium-sized Ethiopian businesses at a livestream event to promote the launch of new Ethiopian coffee products on Tmall Global. Using AntChain's track and trace technology, all coffee on display was airlifted from Ethiopia; thus, guaranteeing a safe and transparent journey from departure to arrival.

The primary objective of the initiative is to leverage the infrastructure provided by the electronic World Trade Platform (e-WTP) in creating an enabling environment to promote e-commerce and tourism for African entrepreneurs, whilst bringing quality African products into the Chinese market.

The initiative is expected to enable other African countries to participate in and benefit from inclusive...