EAC Steps Up Efforts to Strengthen Trust in Regional E-Commerce
The East African Community (EAC) is stepping up efforts to strengthen consumer confidence in online trade by learning from international best practices aimed at creating safer, more reliable and trusted digital marketplaces across the region.
A Knowledge Exchange Mission to Geneva, Switzerland, and Belgrade, Serbia, has brought together representatives from EAC Partner States, consumer protection authorities, trade ministries, e-commerce associations, the private sector and the EAC Secretariat to explore ways of improving consumer trust in cross-border digital trade.
The mission supports implementation of the EAC Regional E-Commerce Strategy under the EU–EAC Digital Economy, E-Commerce, E-Payments and Public E-Services (DEEP) Programme, which seeks to expand digital business opportunities while protecting consumers and accelerating regional economic integration.
In Geneva, delegates met experts from the United Nations Conference on Trade and Development (UNCTAD) and the World Trade Organization (WTO) to discuss legal and regulatory frameworks that support secure online transactions, consumer protection and cross-border e-commerce.
UNCTAD shared lessons from its work on eTrade Readiness Assessments, national e-commerce strategies and regional digital trade initiatives. Discussions highlighted East Africa’s strong potential to grow digital trade, driven by its expanding mobile money ecosystem, while noting that infrastructure, logistics and policy coordination remain key challenges.
Delegates also examined the role of trust seals in helping consumers identify verified online businesses and increasing confidence in digital marketplaces. They stressed the need for stronger consumer protection systems, trusted digital ecosystems and closer collaboration between governments and the private sector.
The delegation also participated in the Ninth Session of UNCTAD’s Intergovernmental Group of Experts on Consumer Protection Law and Policy, where participants discussed emerging consumer protection issues linked to e-commerce, artificial intelligence, data privacy and digital product safety. The meeting underscored the importance of flexible regulatory frameworks that can keep pace with rapidly evolving technologies.
At the World Trade Organization, delegates exchanged views on international digital trade negotiations and emerging policy developments shaping global e-commerce, providing insights relevant to East Africa’s digital trade agenda.
The second phase of the mission is taking place in Belgrade, where the delegation is engaging with the Balkan E-Commerce Alliance (BECA) and regional e-commerce associations to study the BECA Trustmark, a regional certification system designed to strengthen consumer confidence in online businesses.
The EAC expects the knowledge gained from the mission to help develop stronger consumer protection frameworks, harmonised e-commerce policies and trusted digital marketplaces, making cross-border online trade easier for businesses and safer for consumers across the region.
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