Youth Digital Ambassadors Driving the Future of Digital Trade in Africa’s Fisheries Sector
A new generation of young digital leaders is emerging across Africa’s fisheries sector as countries embrace digital trade solutions to improve market access, business growth, and cross-border commerce.
Under a regional digital trade initiative supported by TradeMark Africa (TMA) and implemented through national Chambers of Commerce and partner institutions, youth are being trained and deployed as Digital Ambassadors to help fisheries actors navigate the digital economy.
The programme aims to bridge the gap between technology and small-scale fisheries businesses by equipping young people with practical skills in digital literacy, e-commerce, digital marketing, financial management, online safety, and digital trade platforms. Once trained, these Digital Ambassadors work directly with fish traders, processors, fish farmers, cooperatives, and other value chain actors to support their adoption of digital tools.
The initiative recognizes that while digital platforms have the potential to unlock new markets and increase incomes, many small businesses still face barriers such as limited digital skills, low awareness of online opportunities, and concerns around digital security. Through peer-to-peer support, Digital Ambassadors help address these challenges by providing hands-on coaching, onboarding support, and continuous mentorship within local communities.
Over the coming months, the programme targets the training and certification of 1,000 Youth Digital Ambassadors across Kenya, Uganda, Tanzania, and Zambia, with each ambassador expected to support dozens of fisheries actors within their respective communities. The programme is projected to reach more than 10,000 fisheries traders and entrepreneurs, helping them build the skills needed to participate more effectively in local, regional, and international markets.
A key feature of the initiative is its experiential learning model. Rather than focusing solely on classroom instruction, Digital Ambassadors learn by doing, applying digital tools in real business environments, supporting traders to onboard onto digital marketplaces, promoting digital payments, and helping businesses create online profiles and product listings.
The programme also seeks to strengthen the long-term capacity of Chambers of Commerce and trade associations by embedding training systems, digital learning resources, and local Trainers of Trainers (ToTs) who can continue supporting businesses beyond the life of the project.
As Africa continues to implement the African Continental Free Trade Area (AfCFTA), digital trade is increasingly recognized as a catalyst for inclusive economic growth. By investing in youth and building local digital capacity, the Digital Ambassador model is creating a network of community-based champions who are helping fisheries enterprises unlock new opportunities, improve competitiveness, and participate confidently in the digital economy.
The initiative demonstrates how targeted digital skills development can simultaneously empower young people, strengthen small businesses, and accelerate Africa’s transition toward a more connected and inclusive trading ecosystem.
Applications to join the programme are open to youth between the ages 18 to 35 who are based in Kisumu, Siaya, Homabay, Kilifi and Busia Counties. Interested youth should be able to dedicate 2 - 3 hours a day for 10 - 15 weeks to fully benefit from the programme.
How do you apply?
- Create an account on PropaData on app.propadata.net
- Navigate to the Activities section
- Select Digital Ambassadors Application
- Fill the application form and submit.
Deadline for application is June 24, 2026.
