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Why Kamala Harris Lost and How Donald Trump Won: A Deep Analysis of the 2024 US Election

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donald trump kamala harris

By Ifeanyi Abraham

Today, I am mourning, but this too shall favour me—Donald Trump’s victory and Kamala Harris’s loss carry lessons for us all. She joined the race just 107 days ago, facing a former president who began his campaign journey nearly eight years prior. No easy feat.

In 2016, I wrote an article for HuffPost titled ‘Five Quick Lessons From The 2016 US Election Results – What A Donald Trump Win Tells Us.’ Back then, I explored what a Trump victory signified for democracy and how it reflected the people’s power to rise above societal expectations and media narratives. Democracy, in its raw form, had spoken, and I accepted the results as a lesson in the resilience of choice—even when those choices may be bewildering to some.

As I process the loss of Kamala Harris in this election, I find myself in a familiar place. Only this time, my feelings are deeper, more personal. I was wholeheartedly pro-Kamala because I believed her ascent to the highest office was an opportunity for the United States to rise above its historical misogyny, to embrace progress, and to validate the dreams of countless women and people of color who see themselves reflected in her story.

Losing this chance feels like a setback. But, as I reminded myself in 2016, democracy sometimes challenges us to accept results we did not expect or want. Yet, in every loss, there is a lesson, a seed of transformation waiting to bloom.

The journey toward equality and justice is never a straight line. And while today’s results may not reflect the progress we hoped for, they do not erase the strides made or the path forward. Kamala’s impact, her vision, and her voice remain, and so does the fight for an America that lives up to its ideals.

So where did things go wrong, and why, despite everything stacked against him, did Donald Trump manage to secure a win once more?”

Where Kamala Might Have Gotten It Wrong

  1. Disconnect with Key Voter Concerns: Kamala’s campaign leaned heavily into issues like reproductive rights, social justice, and healthcare reform. While these are undeniably important to many Americans, they may not have resonated as strongly with voters whose primary concerns were economic stability, national security, and border control. With rising inflation, job insecurity, and worries over crime, many Americans felt an acute need for economic and personal security. In contrast, Kamala’s emphasis on progressive social policies may have seemed less relevant or even disconnected from these immediate, everyday concerns. Furthermore, her focus on issues that resonate with urban and coastal areas may have alienated rural and working-class voters, who felt overlooked or misunderstood by the campaign.
  2. The Elon Musk, X, and Former Democrats Factor: The influence of figures like Elon Musk, along with platforms like X (formerly Twitter), created a new dynamic in the political landscape. Musk’s outspoken criticisms of progressive policies and endorsement of more centrist or libertarian values resonated with former Democrats and independents who had grown disillusioned with the party’s direction. His support for free speech and critique of “woke” culture resonated with voters who felt that the Democratic Party had strayed too far left. Musk’s platform, X, became a prominent space for these discussions, amplifying voices that criticized Harris and the Democratic establishment.
  3. Concerns Around Her Perception of Ascension: When President Biden stepped aside, Kamala Harris was swiftly positioned as the natural successor—a move that came with both benefits and pitfalls. While it solidified her as the party’s standard-bearer, it also raised questions about whether the Democrats had shielded Biden’s health and cognitive issues for too long. Some voters felt blindsided, questioning the transparency of the administration. The rapid transition to Kamala’s candidacy, though understandable given the need to rally quickly, left little room for a thorough exploration of alternative Democratic candidates who might have appealed to a broader base.

This accelerated timeline and sense of inevitability surrounding Kamala’s candidacy may have alienated voters who prefer a primary process that gives a wider field a fair shot. With other Democratic contenders overlooked or sidelined, some voters felt that the party’s decision was more about maintaining the status quo than refreshing its leadership. As a result, Kamala’s campaign began with a perception of entitlement—an “ascension” rather than a competitive win—leaving her vulnerable to criticisms of being out of touch with everyday Americans who valued humility and felt their voices weren’t fully considered in the process.

  1. Perceptions of Competence and Authenticity: Kamala’s past as a prosecutor brought mixed perceptions. For some, her record on criminal justice issues conflicted with her progressive stances, leading to questions of authenticity. The “top cop” label, often used by critics, created an image that didn’t align seamlessly with the values of the Democratic Party’s left-leaning base, who prioritize criminal justice reform. Simultaneously, accusations of being “out of touch” with working-class Americans added to this perception. Even though she grew more effective as she campaigned, her initial challenges in relating to middle America and rural voters left a lasting impression.
  2. The Jill Stein, Nikki Haley, and Independents Factor: The presence of independent and third-party candidates such as Jill Stein and Republican Nikki Haley introduced new dynamics that complicated Kamala’s campaign. Candidates like Stein appealed to disenchanted progressives who felt that Kamala was not progressive enough, pulling votes from the left. Meanwhile, Nikki Haley’s appeal to moderate conservatives and independents added pressure from the right, attracting voters who valued a more measured conservative approach. This splitting of the voter base on both sides left Kamala with less room to consolidate support, especially among independents who were disillusioned with the Democratic and Republican establishments alike.
  3. Electability and Gender Bias: Kamala faced a persistent double standard, rooted in deeply ingrained biases about gender and leadership. Women in politics are often held to a higher standard of “likability” and perceived strength. Kamala, in particular, faced questions about her ability to handle the presidency with the same assertiveness traditionally expected of male candidates. Voters may have unfairly scrutinised her for appearing “too ambitious” or not “tough enough,” a criticism rarely levelled at her male counterparts. This bias not only influenced perceptions of her competence but also played into narratives that questioned her ability to lead in times of crisis.

Why Donald Trump Won Despite Controversies

  1. Message of Economic Strength and Stability: Despite improvements in the broader economic metrics under President Biden—such as reduced inflation, stock market gains, and job growth—many Americans remained unconvinced. For them, the economy wasn’t measured by stock performance or government data but by the money in their pockets, the prices at grocery stores, and a feeling of financial security. Trump’s messaging zeroed in on this gap, emphasizing how he would “make America prosperous again” in a way that spoke directly to the daily experiences of working Americans. By framing the economy in terms of immediate, tangible outcomes rather than complex indicators, Trump won over voters who felt that economic recovery hadn’t reached their wallets.
  2. Immigration and Border Control: Immigration proved to be one of the most decisive issues for voters in this election. Trump’s hardline stance and frequent focus on securing borders struck a chord with voters concerned about national security and economic opportunity. His rhetoric painted immigration as an urgent threat to American stability, framing it in terms of job competition, increased crime, and resource strain. This focus played particularly well in states and communities where anti-immigrant sentiment was already strong, amplifying voter concerns that weren’t fully addressed by Harris or the Democratic campaign. Trump’s willingness to embrace the immigration debate, even if it was controversial, attracted voters who felt unheard on this issue by the establishment.
  3. Polarizing Yet Relatable Persona: Trump’s persona as an “outsider” and a disruptor made him relatable to a large portion of the electorate that feels disillusioned with career politicians. His blunt, often brash style—and his willingness to push against traditional decorum—resonated with Americans who viewed polished political figures as inauthentic or out of touch. Trump’s unfiltered, often controversial approach gave the impression of authenticity, endearing him to voters who prioritize a “tell-it-like-it-is” attitude. For many, he came across as a leader willing to fight against the elite on their behalf, which helped him energize a loyal base that saw him as genuinely committed to their values.
  4. Single-Issue Voters on Social and Cultural Issues: Social and cultural issues such as abortion, religious freedom, and gun rights continue to drive a significant portion of the electorate. Trump’s open support for conservative values in these areas made him a stronghold for single-issue voters who saw him as the steadfast choice to protect their values. Many conservative voters, for example, felt that Trump’s Supreme Court nominations and stance on abortion were directly aligned with their own priorities. For these voters, his personal controversies were far outweighed by his commitment to conservative social policies, making him the clear choice to uphold what they view as American values.
  5. Media Influence and Distrust: One of Trump’s most powerful strategies was his ability to leverage distrust of mainstream media. Trump reframed media attacks on him as attacks on his supporters, fueling a sense of solidarity among his base. This loyalty insulated him from many controversies, as his supporters grew to see critical media coverage as biased or even malicious. For these voters, criticisms of Trump only strengthened their support, further fueling his base’s enthusiasm. This distrust toward traditional media allowed Trump to sidestep controversies that might have impacted a more conventional candidate.
  6. Embracing Non-Conventional Media to Amplify His Message: Trump took an innovative approach in reaching potential voters by embracing non-traditional platforms like podcasts and long-form discussions. Unlike many politicians who rely primarily on major networks or structured campaign rallies, Trump reached voters directly by appearing on popular podcasts across political and cultural spectrums, appealing to audiences that may not have tuned in to traditional news sources. These appearances allowed him to explain his positions in-depth, unfiltered, and in a style more conversational than combative. By adopting these formats, Trump expanded his reach and tapped into a diverse audience, resonating particularly with younger, independent voters who frequent these platforms and view long-form content as more authentic than sound bites.

What Trump Might Actually Do Right from a Global Perspective

  1. Strengthening Economic Ties Through Strategic Trade Agreements: Trump has historically favoured bilateral trade agreements over multilateral ones, aiming to secure deals that directly benefit the U.S. economy. His focus on “America First” trade policies may provide opportunities for revitalising manufacturing sectors, protecting intellectual property, and creating jobs domestically. By striking balanced, mutually beneficial deals with allies and emerging markets, Trump could not only bolster U.S. economic influence but also encourage fair trade practices worldwide. With strengthened economic ties, the U.S. would be positioned as a more stable partner for global trade, potentially fostering closer alliances and reducing dependency on single large economies like China.
  2. Addressing China’s Global Influence: Trump’s hardline stance on China remains a defining feature of his foreign policy approach. While his administration’s tariffs and sanctions against Chinese goods were met with mixed reactions, they underscored a commitment to countering what he perceives as China’s unfair trade practices, intellectual property theft, and regional aggression. Trump’s policies may encourage other nations to join the U.S. in adopting a more robust, unified stance against China’s economic monopolisation, especially in technology and infrastructure. A strong U.S.-led coalition could press China to adhere to fair trade standards, promoting a more balanced global economy and checking China’s expanding influence in regions like Africa, South America, and Southeast Asia.
  3. Encouraging Energy Independence and Technological Innovation: Trump has consistently advocated for energy independence, historically focusing on fossil fuels. However, this term offers an opportunity to expand into alternative energy sources. By supporting investment in renewables, nuclear power, and technologies like electric vehicles and carbon capture, Trump could position the U.S. as a global leader in sustainable energy solutions. Such advancements would not only reduce reliance on Middle Eastern oil but also create new avenues for global partnerships in clean technology. If Trump embraces innovation alongside traditional energy sources, the U.S. could drive a new era of sustainable economic growth and provide leadership in addressing global environmental concerns.
  4. Revamping NATO and International Defense Alliances: Trump has often been critical of NATO allies for not meeting their defense spending commitments, but his pressure has led to increased contributions from European nations. Continuing to push for fairer burden-sharing among NATO members could strengthen the alliance, making it more self-reliant and prepared to respond to security threats. By fostering a more balanced and capable NATO, Trump could also enhance global stability, reassuring allies in Eastern Europe and reducing dependency on U.S. military resources. This approach might help solidify the West’s collective defense stance, particularly as it navigates complex challenges like the Russia-Ukraine conflict.
  5. Potential Role in Ending the Russia-Ukraine Conflict: Trump has expressed intentions to broker peace between Russia and Ukraine, claiming he could bring both sides to the table for negotiation. While this claim is controversial, Trump’s unique relationship with Russia may enable him to leverage diplomatic channels that have remained closed to other leaders. If Trump were to adopt a balanced, pragmatic approach, he might help facilitate a ceasefire or peace talks, potentially de-escalating one of the world’s most destabilising conflicts.
  6. Engaging Israel and Middle Eastern Politics with a Pro-Israel Stance: Trump has a well-established record of being pro-Israel, with decisions like moving the U.S. embassy to Jerusalem and recognising Israel’s sovereignty over disputed territories solidifying his support. His administration championed the Abraham Accords, which led to historic normalisation agreements between Israel and several Arab states. Given his close alignment with Israel, it’s likely that Trump would continue prioritising policies that bolster Israel’s security and economic interests.

However, there is a hope—especially among Arab Americans and Lebanese Americans with whom he has recently engaged—that he might adopt a more balanced approach to the Israeli-Palestinian conflict. Although Trump has yet to show significant interest in addressing Palestinian issues, his recent dialogue with Arab communities suggests that he may be open to listening to concerns from both sides. Convincing Trump to prioritise Palestinian welfare or advance solutions that improve Palestinian living conditions remains a challenge, yet there is cautious optimism that his outreach to Arab Americans may bring some degree of increased awareness.

  1. Shaping Middle Eastern Policy for Stability and Security: Beyond Israel, Trump’s approach to Middle Eastern politics could focus on stabilising countries like Iraq, Syria, and Lebanon, where ongoing conflicts have weakened state structures and allowed terrorist groups to thrive. By fostering partnerships that promote economic aid and counter-terrorism efforts, Trump could encourage a more stable Middle East. His strong relationships with leaders in Saudi Arabia and the UAE could enable a more unified stance on issues such as combating extremism, countering Iranian influence, and supporting economic development initiatives in these nations. A strategically focused Middle Eastern policy could reduce threats to U.S. interests, decrease global oil price volatility, and stabilise a region that has long been a hotbed of conflict.

A Global Path Forward

While Trump’s policies are often divisive, he has the opportunity to shape a foreign policy agenda that reinforces American strength and addresses urgent global issues.

If executed thoughtfully, these efforts could foster a more secure, economically stable world order that aligns with U.S. interests and values.

Assembling a Better Team: Leveraging Expertise and Innovation

One of Trump’s key strengths during the campaign was his ability to galvanize a diverse set of influential figures—people who had previously been critical of him or had vastly different political perspectives. By uniting voices like JD Vance, Elon Musk, Robert F. Kennedy Jr., and Tulsi Gabbard, Trump built a coalition that appealed across a broad political spectrum, resonating with traditional conservatives, independents, and even disillusioned progressives.

JD Vance, once a vocal critic of Trump, became a powerful advocate for his agenda, bringing credibility and support from conservative grassroots. Elon Musk, a champion of free speech and unconventional thinking, found common ground with Trump’s anti-establishment messaging, aligning on issues such as government efficiency and economic innovation. Meanwhile, Robert F. Kennedy Jr., known for his strong views on public health and government transparency, became a valuable ally on issues like reforming the FDA and supporting alternative health perspectives. Tulsi Gabbard, a former Democrat and critic of interventionist policies, added to this coalition with her anti-establishment stance, attracting independents and moderates looking for a candidate willing to challenge traditional party lines.

Here are some ways he can benefit from assembling a powerful team;

  1. Driving Technological Innovation with Elon Musk: One of the most impactful choices Trump could make is involving visionary leaders like Elon Musk. Musk’s expertise across various tech sectors, from electric vehicles and sustainable energy to space exploration, could guide Trump’s administration in adopting forward-looking policies that position the U.S. as a global leader in innovation. With Musk’s insights, Trump could accelerate initiatives that support electric vehicle adoption, renewable energy infrastructure, and advancements in space technology, aligning economic growth with technological progress. By harnessing Musk’s unique ability to push boundaries, Trump could promote an agenda that not only benefits American industry but also addresses environmental challenges, driving the U.S. to lead in clean energy and high-tech innovation.
  2. Economic Policy Grounded in Fiscal Responsibility with Ron Paul: Another valuable addition to Trump’s team could be Ron Paul, known for his commitment to free-market principles and fiscal conservatism. Paul’s emphasis on limited government spending, low taxation, and personal economic freedoms could provide a balance to Trump’s more populist, pro-business approach. Paul’s influence could ensure that economic policies are sustainable, with an eye toward reducing national debt and preventing excessive government intervention. Including Paul in an advisory role would likely appeal to conservative voters who prioritise economic responsibility and small government, reinforcing policies that encourage entrepreneurship, reduce bureaucratic burdens, and maintain a focus on long-term fiscal health.
  3. Building a Cohesive Team for Global Impact: Beyond Musk and Paul, Trump’s administration could benefit from assembling a well-rounded team of strategists and defense experts to address complex global challenges. Advisors with expertise in diplomacy, cybersecurity, trade, and national security could help the administration navigate the intricacies of international relations. This cohesive approach could improve America’s reputation abroad and bolster its influence in global forums, creating a foreign policy strategy that is both robust and adaptable.
  4. Adapting to Shifting Global Dynamics: With a team of knowledgeable advisors from diverse fields, Trump could adapt to shifting global dynamics more fluidly. As the U.S. faces emerging challenges in areas like artificial intelligence, biotech, and data privacy, advisors such as Musk could inform policies on tech regulation, while experts in international law and ethics could ensure that American technological advancements align with global standards.

Final Reflections

In 2016, I wrote that democracy can surprise us, sometimes forcing us to confront truths we’d rather ignore. Today, I find that this lesson still holds.

While today I mourn, I also recognise that this loss is not the end. America’s future remains unwritten, and Kamala’s campaign—despite its outcome—has left an indelible mark.

Ifeanyi Abraham is a Global PR and Communications Strategist, Founder of The Diverse Business and Tech Summit, FindBlackExperts.com, TechSoma Africa and the Middle East, and Co-Founder of FindExperts

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Dangote, Monopoly Power, and Political Economy of Failure

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Dangote monopoly Political Economy of Failure

By Blaise Udunze

Nigeria’s refining crisis is one of the country’s most enduring economic contradictions. Africa’s largest crude oil producer, strategically located on the Atlantic coast and home to over 200 million people, has for decades depended on imported refined petroleum products. This illogicality has drained foreign exchange, weakened the naira, distorted investment incentives, and hollowed out state institutions. Instead of catalysing industrialisation, Nigeria’s oil wealth became a mechanism for capital flight, rent-seeking, and institutional decay.

With the challenges surrounding the refining of crude oil, the establishment of Dangote Refinery signifies an important historic moment. The refinery promises to reduce fuel imports to a bare minimum, sustain foreign exchange growth, ensure there is constant fuel domestically, and strategically position Nigeria as a regional exporter of refined oil products if functioned at full capacity. Dangote Refinery symbolises what private capital, technology, and ambition can achieve in Africa following years of fuel queues, subsidy scandals, and global embarrassment.

Nigerians must have a rethink in the cause of celebration. Nigeria’s refining problem is not simply about capacity; it is about systems. Without addressing the policy failures and institutional weaknesses that made Dangote an exception rather than the rule, the country risks replacing one failure with another, this time cloaked in private-sector success.

For a fact, Nigeria desperately needs the emergence of Dangote refinery, and its success is in the national interest. Hence, this is not an argument against the Dangote Refinery. But history warns that structural failures are not solved by scale alone. Over the year, situations have shown that without competition and strong institutions, concentrated market power, whether public or private, can undermine price stability, energy security, and consumer welfare.

The Long Silence of Refinery Investments

Perhaps the most troubling question in Nigeria’s oil history is why none of the global oil majors like Shell, ExxonMobil, Chevron, Total, or Agip has built a major refinery in Nigeria for over four decades. These companies operated profitably in Nigeria, extracted their crude, and sold refined products back to the country, yet never committed capital to domestic refining.

Over the period, it has been shown that policy incoherence has been the cause, not a matter of technical incapacity, such as price controls, resistant licensing processes, subsidy arrears, frequent regulatory changes, and political interference, which made refining an unattractive investment. Importation, by contrast, offered quick returns, lower political risk, and guaranteed margins, often backed by government subsidies.

Nigeria carelessly designed a system that rather rewarded importers and punished refiners. Dangote did not succeed because the system improved; he succeeded despite it. His refinery exists largely because of the concessions from the government, exceptional financial capacity, political access, and a willingness to absorb risks that institutions should ordinarily mitigate. This raises a deeper concern; when institutions fail, progress becomes dependent on extraordinary individuals rather than predictable systems.

The Tragedy of NNPC Refineries

If private investors stayed away, Nigeria’s state-owned refineries should have filled the gap. Instead, the Port Harcourt, Warri, and Kaduna refineries became monuments to mismanagement. Records have shown that between 2010 and 2025, Nigeria reportedly wasted between $18 billion and $25 billion, over N11 trillion, just for Turn Around Maintenance and rehabilitation. Kaduna Refinery alone is estimated to have consumed over N2.2 trillion in a decade.

Despite these expenditures, output remained negligible. This was not merely a technical failure but a governance one. Contracts were poorly monitored, accountability was absent, and consequences were nonexistent. In functional systems, such outcomes trigger investigations, sanctions, and reforms. In Nigeria, the cycle simply repeated itself, eroding public trust and deepening dependence on imports.

Where Is BUA?

Dangote is not the only Nigerian conglomerate to announce refinery ambitions. In 2020, BUA Group unveiled plans for a 200,000-barrels-per-day refinery. Years later, progress remains unclear, timelines have shifted, and execution appears stalled.

This pattern is revealing. When multiple large investors struggle to translate plans into reality, the issue is not ambition but environment. Refinery projects in Nigeria appear viable only at a massive scale and with extraordinary political leverage. Smaller or mid-sized players are effectively crowded out, not by market forces, but by systemic dysfunction.

Policy Failure and the Singapore Comparison

Nigeria often aspires to emulate Singapore’s refining and petrochemical success. The comparison is instructive. Singapore has no crude oil, yet built one of the world’s most sophisticated refining hubs through consistent policy, investor protection, infrastructure planning, and regulatory certainty.

Nigeria chose a different path: price controls, subsidies, weak contract enforcement, and politically motivated policy reversals. Refineries became tools of patronage rather than productivity. Capital exited, infrastructure decayed, and import dependence deepened. The outcome was predictable.

The Cost of Import Dependence

For years, Nigeria spent billions of dollars annually importing petrol, diesel, and aviation fuel. This placed constant pressure on foreign reserves and the naira. Petrol subsidies alone were estimated at N4-N6 trillion per year, often exceeding national spending on health, education, or infrastructure.

Even after subsidy removal, legacy costs remain: distorted consumption patterns, weakened public finances, and entrenched interests built around importation. These interests did not disappear quietly.

Who Really Benefited from the Subsidy?

Although framed as pro-poor, fuel subsidies disproportionately benefited importers, traders, shipping firms, depot owners, financiers, and politically connected intermediaries. Smuggling across borders meant Nigerians subsidised fuel consumption in neighbouring countries.

Ordinary citizens received marginal relief at the pump but paid far more through inflation, deteriorating infrastructure, and underfunded public services. The subsidy system functioned less as social protection and more as elite redistribution.

The Traders’ Dilemma

Why did major fuel marketers like Oando invest in refineries abroad but not in Nigeria? Again, incentives explain behaviour. Importation offered faster returns, lower capital requirements, and political insulation. Domestic refining demanded long-term investment under unstable rules.

In an irrational system, rational actors optimise accordingly. Importation thrived not because it was efficient, but because policy made it so.

FDI and the Confidence Problem

Sustainable Foreign Direct Investment follows domestic confidence. When local investors, who best understand political and regulatory risks, avoid long-term industrial projects, foreign investors take note. Capital flows to environments with predictable pricing, rule of law, and policy consistency.

Nigeria’s challenge is not attracting speculative capital, but building conditions for patient, productive investment.

Dangote and the Monopoly Question

Dangote Refinery deserves credit. But scale brings power, and power demands oversight. If importers exit and no competing refineries emerge, Dangote could dominate refining, pricing, and supply. Nigeria’s experience with cement, where domestic production rose but prices soared due to limited competition, offers a cautionary tale.

Markets function best with competition. Without it, price manipulation, supply risks, and weakened energy security become real dangers, especially in countries with fragile regulatory institutions.

The Way Forward: Competition, Not Replacement

Nigeria does not need to weaken Dangote; it needs to multiply Dangotes. The goal should be a competitive refining ecosystem, not a replacement of a public monopoly with a private monopoly.

This requires transparent crude allocation, open access to pipelines and storage, fair pricing mechanisms, and strong antitrust enforcement. State refineries must either be professionally concessional or decisively restructured. Stalled projects like BUA’s should be unblocked, and modular refineries should be supported.

The Litmus Test

Nigeria’s refining crisis was decades in the making and cannot be solved by one refinery, however large. Dangote Refinery is a turning point, but only if embedded within systemic reform. Otherwise, Nigeria risks trading one form of dependency for another.

The true test is not whether Nigeria can refine fuel, but whether it can build fair, open, and resilient institutions that serve the public interest. In refining, as in democracy, excessive concentration of power is dangerous. Competition remains the strongest safeguard.

Blaise, a journalist and PR professional, writes from Lagos and can be reached via: [email protected]

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How AI Levels the Playing Field for SMEs

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A! in SMEs

By Linda Saunders

Intro: In many small businesses, the owner often starts out as the bookkeeper, the customer-service desk, the IT technician and the person who steps in when a delivery goes wrong. With so many balls up in the air – and such little room for error – one dropped ball can derail the entire day and trigger a chain of problems that’s hard to recover from. Unlike larger companies that have the luxury of spreading the load across dedicated teams and systems, SMEs carry it all on a few shoulders.

South Africa’s SME sector carries significant weight, contributing around 19% of GDP and a third of formal employment, according to the latest available Trade & Industrial Policy Strategies (TIPS) 2024 review. That is causing persistent constraints, including tight margins, erratic demand, high administrative load, and limited internal capacity.

This is not unique to South Africa. Many smaller businesses across the continent still rely on manual processes. It is common to find sales records kept separately from customer notes, or inventory data that is updated only occasionally. The result is slow turnaround times, duplicated effort and a lack of visibility across the business. Given that SMEs have such a huge influence on national economies, accounting for over 90% of all businesses, between 20-40% of GDP in some African countries, and a major source of employment, providing around 80% of jobs, these operational constraints have a broad impact on economies.

What has changed in recent years is that digital tools once seen as the preserve of larger companies have become more attainable for smaller operators. They do not remove the structural challenges SMEs face, but they can ease the load. Better systems do not replace judgement, experience or customer relationships; they simply give small companies more room to work with.

Cloud-based systems, automation and integrated customer-management tools have become more affordable and easier to deploy. They do not remove the structural pressures facing small businesses, but they can ease the operational load and create more space for productive work.

Doing more with the teams SMEs already have

Small teams often end up wearing several hats. One person might take customer calls, update stock records, handle service issues and manage follow-ups. When demand rises, these manual processes become harder to sustain. Local surveys regularly point to this strain, showing that smaller companies spend significant portions of the week on paperwork, compliance and routine administrative tasks – work that adds little value but cannot be ignored.

This is where automation is proving useful. Routine tasks such as onboarding new customers, checking documents, routing queries to the right person, logging interactions and sending follow-ups can now run quietly in the background. In larger companies, whole departments handle this work. In small businesses, the same burden has traditionally fallen on one or two people. When these processes run reliably without constant attention, a business with 10 employees can manage busier periods without rushed outsourcing or slipping service standards.

The point is not to replace staff, but to reduce the operational drag that limits what small teams can deliver. Structured workflows give SMEs a level of steadiness they have rarely had the time or money to build themselves.

Using better data to make better decisions

A second constraint facing SMEs is disorganised information. When customer details are lost in email, sales notes in chat groups, stock figures in spreadsheets and queries in separate systems, decisions depend on whatever information happens to be at hand. Forecasting becomes guesswork, and early warning signs are easy to miss.

Putting all this information in a single place changes the quality of decision-making. When sales, service and stock data can be viewed together, patterns become easier to spot: which products are moving, which customers are becoming less active, where delays tend to occur, and which periods consistently drive higher demand.

Importantly, SMEs do not need corporate analytics teams for this. Modern CRM platforms can organise information automatically and surface basic trends. For retailers preparing for 2026, this can help avoid over – or under – stocking. For service businesses, it can highlight customers who may be at risk of leaving, prompting earlier intervention. In competitive markets, having clearer information is a practical advantage.

Building a foundation before the pressure arrives

Rapid growth can be as destabilising for SMEs as an economic downturn. When orders increase, manual processes quickly reach their limit. Errors are more likely, staff become overwhelmed and the customer experience suffers. Many small businesses only upgrade their systems once these problems appear, by which time the cost, both financial and reputational, is already significant.

Putting basic workflow tools and a unified customer record in place early provides a useful buffer. Tasks follow the same steps every time, reducing inconsistency. Customers reach the right person more quickly. Staff spend less time checking or re-entering information and more time on work that matters. These small operational gains compound over time, especially during busy periods.

This is not about chasing every new technology. It is about avoiding a common pattern in the SME sector: when demand rises, systems buckle, and growth becomes more difficult.

Confidence matters as much as capability

Smaller companies understandably worry about risk when adopting new systems. Data protection, monitoring, and compliance can feel daunting without an IT department. The advantage of modern platforms is that many of these protections, like encryption, audit trails, and event monitoring, are built in. Transparent design also helps SMEs understand how automated decisions are made and how customer data is handled.

This reassurance is important because SMEs should not have to choose between improving their operations and protecting their customers’ information.

2026 will reward readiness

Technology will not replace the qualities that give SMEs their edge: personal service, flexibility, and the ability to respond quickly to customer needs. What it can do is relieve the administrative load that prevents those strengths from being fully used.

SMEs that invest in simple automation and better data practices now will enter 2026 with greater capacity and clearer insight. They won’t be competing with larger companies by matching their resources, but by removing the disadvantages that have traditionally held them back.

In the year ahead, the most competitive businesses will not be the biggest; they’ll be the ones that prepared early for the year ahead.

Linda Saunders is the Country Manager & Senior Director Solution Engineering for Africa at Salesforce

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Why Africa Requires Homegrown Trade Finance to Boost Economic Integration

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Cyprian Rono Ecobank Kenya

By Cyprian Rono

Africa’s quest to trade with itself has never been more urgent. With the African Continental Free Trade Area (AfCFTA) gaining momentum, governments are working to deepen intra-African commerce. The idea of “One African Market” is no longer aspirational; it is emerging as a strategic pathway for economic growth, job creation, and industrial competitiveness. Yet even as infrastructure and regulatory reforms advance, one fundamental question remains; how will Africa finance its cross-border trade, across markets with diverse currencies, regulations, and standards?

Today, only 15 to 18 percent of Africa’s internal trade happens within the continent, compared to 68 percent in Europe and 59 percent in Asia. Closing this gap is essential if AfCFTA is to deliver prosperity to Africa’s 1.3 billion people.

A major constraint is the continent’s huge trade finance deficit, which exceeds USD 81 billion annually, according to the African Development Bank. Small and medium-sized enterprises (SMEs), which provide more than 80 percent of the continent’s jobs, are the most affected. Many struggle with insufficient collateral, stringent risk profiling and compliance requirements that mirror international banking standards rather than the realities of African business.

To build integrated value chains, exporters and importers must operate within trusted, predictable, and interconnected financial systems. This requires strong pan-African financial institutions with both local knowledge and continental reach.

Homegrown trade finance is therefore indispensable. Pan-African banks combine deep domestic roots with extensive regional reach, making them the most credible engines for financing trade integration. By retaining financial activity within the continent, homegrown lenders reduce exposure to external shocks and keep liquidity circulating locally. They also strengthen existing regional payment infrastructure such as the Pan-African Payment and Settlement System (PAPSS), developed by the Africa Export-Import Bank (Afreximbank) and backed by the African Continental Free Trade Area (AfCFTA) Secretariat, enabling faster, cheaper and seamless cross-border payments across the continent.

Digital transformation amplifies this advantage. Real-time payments, seamless Know-Your-Customer (KYC) verification, automated credit scoring and consistent service delivery across markets are essential for intra-African trade. Institutions such as Ecobank, operating in 34 African countries with integrated core banking systems, demonstrate how such digital ecosystems can enable continent-wide commerce.

Platforms such as Ecobank’s Omni, Rapidtransfer and RapidCollect, together with digital account-opening services, make it much easier for traders to operate across borders. Rapidtransfer enables instant, secure payments across Ecobank’s 34-country network, reducing delays in regional trade, while RapidCollect gives cross-border enterprises the ability to receive payments from multiple African countries into a single account with real-time confirmation and automated reconciliation. Together, these solutions create an integrated digital ecosystem that lowers friction, accelerates payments, and strengthens intra-African commerce.

Trust, however, remains a significant barrier. Cross-border commerce depends on the confidence that partners will honour contracts, deliver goods as promised, pay on time, and present authentic documentation. Traders often lack reliable information on potential partners, operate under different regulatory regimes, and exchange documents that are difficult to verify across borders. This heightens the risk of fraud, non-payment, and contractual disputes, discouraging businesss from expanding beyond familiar markets.

Technology is closing this trust gap. Artificial Intelligence enables lenders to assess risk using alternative data for SMEs without formal credit histories. Distributed ledger tools make shipping documents, certificates of origin, and inspection reports tamper-proof. In addition, supply-chain visibility platforms enable real-time tracking of goods and cross-border digital KYC ensures that both buyers and sellers are verified before any transaction occurs.

Ecobank’s Single Trade Hub embodies this trust infrastructure by offering a secure digital marketplace where buyers and sellers can trade with confidence, even in markets where no prior relationships exist. The platform’s Trade Intelligence suite provides customers instant access to market data from customs information and product classification tools across 133 countries.

Through its unique features such as the classification of best import/export markets, over 25,000 market and industry reports, customs duty calculators, and local and universal customs classification codes, businesses can accurately assess market opportunities, anticipate trends, reduce compliance risks, and optimise supply chains, ultimately helping them compete and grow in regional and global markets.

SMEs need more than financing. Many operate in cash-heavy cycles where suppliers and logistics providers require upfront payment. Lenders can support these businesses with advisory services, business intelligence, compliance guidance, and platforms for secure partner verification, contract negotiation, and secure settlement of payments. Trade fairs, industry forums, and partnerships with chambers of commerce further build the trust networks needed for cross-border trade.

Ultimately, Africa’s path toward meaningful trade integration begins with financial integration. AfCFTA’s promise will only be realised when enterprises can trade with confidence, knowing that payments will be honoured, partners verified, and disputes resolved. This requires collaboration between banks, regulators, and trade institutions, alongside harmonised financial regulations, interoperable payment systems, and continent-wide verification networks.

Africa can no longer rely on external actors to finance its trade. Its economic transformation depends on strong, trusted, and digitally enabled African financial institutions that understand Africa’s unique risks and opportunities. By building an African-led trade finance ecosystem, the continent can unlock liquidity, reduce dependence on external currencies, empower SMEs, and retain more value locally. Africa’s trade revolution will accelerate when its financing is driven by African institutions, African systems, and African ambition.

Cyprian Rono is the Director of Corporate and Investment Banking for Kenya and EAC at Ecobank Kenya

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