In celebration of International Women’s Month, the Canadian Embassy in Ethiopia hosted a landmark event to promote women’s participation in trade and strengthen economic ties between the two nations. The forum brought together policymakers, entrepreneurs, and gender advocates from Ethiopia and Canada to share experiences, foster collaboration, and explore new opportunities for women in business.

Canada’s Ambassador to Ethiopia, Joshua Tabah, emphasized the country’s commitment to gender equality through its Feminist International Assistance Policy. “As women succeed in business, entire societies and economies thrive,” Ambassador Tabah stated, encouraging participants to think big and connect across borders. He highlighted ongoing collaborative projects aimed at improving access to finance and creating an enabling environment for Ethiopian women entrepreneurs.

Dr. Ergoge Tesfaye, Ethiopia’s Minister of Women and Social Affairs, expressed gratitude to Canada for its support in empowering women entrepreneurs. She noted that while women make up 30% of small and medium-sized enterprises (SMEs) in Ethiopia, they still face significant barriers to financial resources, market access, and networking opportunities. “Investing in women is investing in growth,” she said, outlining government initiatives such as the 10-year development plan and the Women’s Entrepreneurship Development Project supported by the World Bank.

The event featured a panel discussion titled “Canadian-Ethiopian Women in Trade,” where prominent business leaders from both countries shared insights on overcoming challenges as female entrepreneurs. Canadian participants included Andrée-Lise Méthot, founder of Cycle Capital, and Dominique Anglade, co-founder of KANPE, while Ethiopian panelists included Dr. Teguest Gurema of LeDeG Midwifery College and Thitina Mulushewa Legesse of Waryt Furniture Manufacturing.

The forum also explored the potential of the African Continental Free Trade Area (AfCFTA) to open new markets for women traders. Both Ambassador Tabah and Minister Ergoge stressed the importance of cross-border partnerships in driving innovation, improving market access, and creating mentorship opportunities for women entrepreneurs.

Discussions highlighted persistent challenges such as gender-based discrimination and limited institutional support for women-led businesses. Participants called for targeted interventions like specialized financial instruments, capacity-building programs, and policy reforms to close these gaps.

The event concluded with a networking session that encouraged participants to establish connections and exchange ideas for advancing gender equality in trade.

This collaboration between Ethiopia and Canada reflects a shared vision for empowering women as drivers of economic growth. By fostering partnerships and addressing systemic barriers, both nations aim to create a more inclusive environment where women entrepreneurs can thrive locally and globally.

Green Motion, a leading UK-based car rental company, has officially launched its operations in Ethiopia, marking a significant milestone in the country’s tourism and economic development. This expansion into Ethiopia, Green Motion’s 80th destination, follows a two-year negotiation process to align the company’s international standards with local regulations.

The journey to establish Green Motion in Ethiopia was not without challenges. Differences between international business practices and Ethiopia’s legal framework required extensive negotiations. Bizuayehu Tadesse, General Manager of Green Motion Ethiopia, noted that aligning payment structures and fees with local policies was a major hurdle. The company’s global software platform includes loyalty, system, and booking fees, which needed explanation and adaptation to comply with Ethiopian tax regulations.

After three months of discussions, an agreement was reached, allowing Green Motion to charge a 1% service fee for bookings in Ethiopia, a figure accepted by the government. This resolution paved the way for the company’s official launch in the country.

Richard Lowden, CEO of Green Motion, highlighted Ethiopia’s strategic significance due to its rich cultural heritage, strategic location, and rapidly growing economy. Addis Ababa, with its potential to become a major tourist hub, offers significant opportunities for growth in emerging economies. Green Motion’s operations will initially focus on Bole International Airport, with plans to expand services to other destinations across the country.

Green Motion’s suite of technologies, including XML-based software integrated with major booking platforms like Expedia and Booking.com, will enhance the car rental experience for visitors. The company has partnered with local firm Excellence Car Rental to supply vehicles, ensuring a seamless service for both domestic and international travelers.

The launch of Green Motion in Ethiopia is expected to generate foreign exchange and boost the local economy by providing reliable, world-class car rental services. This partnership also underscores Ethiopia’s growing engagement with the global economy, as the country continues to open up key sectors to foreign investment and modernize its infrastructure.

Green Motion is committed to sustainability, offering low CO2 vehicles as part of its fleet. While Ethiopia’s electric vehicle infrastructure is still developing, the company plans to support its growth, drawing from its experience in the UK where it launched its first EV ten years ago. Hybrid vehicles will serve as a bridge to full electrification, ensuring a practical and sustainable solution for the country’s evolving transportation needs.

Africa’s digital payments economy is projected to grow significantly, with a recent Mastercard-commissioned report by Genesis Analytics forecasting that it will reach $1.5 trillion by 2030. As a longstanding partner in Africa’s technological advancement, Mastercard is doubling down on its commitment to the continent’s digital growth through strategic investments, public-private partnerships, and innovative initiatives.

Mastercard’s efforts aim to enhance digital connectivity, broaden economic opportunities, and empower millions of individuals and businesses to thrive within the digital economy. The company is focusing on three primary areas to accelerate digital adoption and financial inclusion: supporting Micro, Small, and Medium Enterprises (MSMEs), empowering the fintech sector, and scaling cross-border payments.

“Africa is filled with immense possibilities, and its people have the potential to shape the global economy in the decades ahead,” said Dimitrios Dosis, President of Eastern Europe, Middle East, and Africa at Mastercard. “By increasing our investments and fostering inclusion, we are helping build a more connected and accessible digital future.”

The report highlights the rapid advancements in internet penetration and financial inclusion as key drivers of Africa’s digital transformation. Internet access is expected to grow at a compound annual rate of 20%, while financial inclusion is projected to expand at 6% annually. This shift towards digital transactions reflects a greater acceptance of contactless solutions, further promoting economic participation and accessibility.

Mastercard’s commitment to Africa’s MSMEs is particularly noteworthy, as these businesses contribute over 50% of the continent’s GDP. Through initiatives like the Mobilizing Access to the Digital Economy (MADE) Alliance, Mastercard aims to extend digital access to 100 million individuals and businesses in the coming decade. The company has set a target to register 15 million users on its Community Pass platform, which connects remote communities to vital services.

Africa’s burgeoning fintech ecosystem is another focal point for Mastercard. With nearly half of all fintech firms established in the last six years and $6 billion raised in equity financing, the sector is recognized as a key driver of economic progress. Mastercard is collaborating with banks and telecom companies to foster fintech growth and expand into new markets, exemplified by its partnerships with M-Pesa in Kenya and MTN Group Fintech.

These collaborations enable millions of unbanked individuals to access financial services through mobile platforms. Additionally, Mastercard’s global Fintech Express program offers fintech companies streamlined support for card issuance, enhancing security and consumer protection against online scams.

Cross-border transactions are vital for economic mobility in Africa, with the continent receiving approximately $100 billion in remittances in 2023, making up about 6% of its GDP. Mastercard is enhancing the ease of these transactions through its Cross-Border Services, which provide a secure and reliable mechanism for remittances.

Recent partnerships with Africa’s Access Bank and Equity Bank aim to simplify and enhance the convenience of cross-border payments. These collaborations allow customers to execute transactions across multiple markets via various methods, including bank accounts, mobile wallets, and cash.

Despite artificial intelligence (AI) making significant contributions to Ethiopia’s education, agriculture, and finance sectors, the country’s AI sector faces critical challenges, including data scarcity and a lack of skilled manpower. These issues threaten Ethiopia’s ability to fully leverage AI for socioeconomic development and compete globally in the rapidly evolving technology landscape.

Dr. Worku Gachena, Director General of the Ethiopian Artificial Intelligence Institute (EAII), highlighted the importance of data as the “fuel” for AI systems during a press conference at the Ethiopian International Technology Expo. “The biggest challenge we face is accessing data properly,” he stated, adding that much of the available data is of poor quality. To address this, EAII is developing a comprehensive data policy and AI strategy to ensure institutions use data effectively while aligning with global standards.

The lack of skilled professionals in Ethiopia’s AI sector further compounds the problem. To tackle this issue, EAII is collaborating with higher education institutions to integrate AI into curricula and train students in advanced technologies. This initiative aims to build a talent pipeline capable of driving innovation in Ethiopia’s burgeoning AI ecosystem.

The Ethiopian government has demonstrated its commitment to advancing AI by approving the National AI Strategy during its 37th regular meeting on June 27, 2024. The policy outlines a framework for technology adoption, data governance, and workforce development while fostering collaboration among stakeholders. These measures aim to create an enabling environment for AI innovation and address systemic barriers that hinder progress.

The Ethiopian International Technology Expo, scheduled from May 16–18, 2025, will showcase Ethiopia’s potential as a hub for technology innovation in Africa. Organized in collaboration with the Information Network Security Administration (INSA), the event will feature over 100 local and international tech firms, 50 startups, panel discussions, hackathons, and robotics competitions.

Dr. Tigist Hamid, Director-General of INSA, emphasized the importance of cybersecurity alongside digital transformation efforts: “As we embrace emerging technologies like AI, cyber threats will grow in type and size. Strengthening coordination and adopting new technologies are essential to safeguard Ethiopia’s digital sovereignty.”

Experts believe Ethiopia’s AI sector holds immense potential to transform industries such as agriculture through precision farming techniques that optimize yields and reduce resource use. Similarly, AI-driven tools can enhance financial inclusion by improving credit scoring systems for underserved populations and streamlining operations in manufacturing through automation.

However, persistent challenges such as fragmented IT infrastructure and limited access to reliable data continue to hinder progress. Public-private partnerships are seen as crucial for building robust digital ecosystems that support innovation while addressing gaps in funding and capacity-building efforts.

As Ethiopia works toward its Digital Ethiopia 2025 goals, addressing challenges in its AI sector will require coordinated efforts across government institutions, academia, and private industry. By investing in data infrastructure, workforce development, and cybersecurity measures, Ethiopia can position itself as a leader in Africa’s digital transformation journey while ensuring inclusive growth driven by cutting-edge technologies like artificial intelligence.