Africa Tech Digital Transformation Award winner: Etapath’s Co-Founder on making transport more accessible
By Koketso Mamabolo In just five years Etapath went from manual internal process to building an in-house tool which evolved into client-facing, digital-first, centralised tech solution. Their digital transformation journey has seen them help businesses provide their employees with safe, reliable and affordable transport. “Our journey has been rooted in a vision to make transport in South Africa more accessible, efficient, and opportunity-driven,” says Benjamin Gordon, Co-Founder of Etapath, the winner of the 2025 Africa Tech Digital Transformation award. Across the country, Etapath has completed over a million scheduled commutes, with over 15 000 users and the results are impressive: Their corporate clients report 30% in savings on transport and a 40% drop in absenteeism. After having made such an impact in only half a decade, there’s sure to be even more success in store for the rapidly growing tech company. “Opportunities only materialise when you’re prepared to seize them, and we’ve made it a priority to always be ready for what’s next.” Congratulations on winning the Digital Transformation award. What does winning the award mean to you and your organisation? Winning the Digital Transformation Award is a significant milestone for us. It affirms the hard work we’ve invested in evolving from manual operations to digital systems, from reactive problem-solving to proactive innovation, and from serving local needs to having a national footprint. More than just a recognition of our technology, this award honors the real-world impact we’re making; supporting workers on their daily commutes, enabling businesses to function reliably, and opening doors for communities to access better opportunities. Meet the Africa Tech Founder of the Year Please tell us about your journey, how did you get to this point in your career? Our journey has been rooted in a vision to make transport in South Africa more accessible, efficient, and opportunity-driven. Since Etapath’s start in 2020, we’ve focused on delivering high-tech transport solutions that address real-world challenges. Early traction with major corporate clients helped us expand nationally by 2022. Along the way, we developed impactful tools like the Team Manager platform, an integrated payment system, and detailed passenger data analytics. Strategic partnerships with organisations such as BPESA and Google Mobility have played a critical role in our growth and influence. What are the biggest lessons you’ve learnt in your journey and how have you been able to apply them? One of the most important lessons is to never take things personally. The best ideas should win, no matter where they come from. True progress happens when ego steps aside. Another key lesson is that luck is really the intersection of preparation and timing. Opportunities only materialise when you’re prepared to seize them, and we’ve made it a priority to always be ready for what’s next. Read: The full list of winners from 2025 Africa Tech Awards What inspires you to do what you do? We’re driven by a bigger mission: to eliminate technology as a barrier to employment, investment, and growth. We believe tech should be an enabler, not an obstacle. By making commuting simpler, safer, and more affordable, and by equipping small fleet operators with advanced tools, we’re helping build an inclusive and competitive transport ecosystem that benefits everyone, from individual commuters to enterprise-level clients. What do you believe are the major trends you believe we should be looking out for in the next few years? We expect Cape Town to emerge as a key hub for tech innovation in South Africa. We’re also watching the rise of homegrown e-hailing platforms expanding across Africa. And of course, AI is set to transform the transport industry even further; especially in areas like route optimisation, driver allocation, and operational efficiency.
AfCFTA’s digital innovation challenge: Empowering Africa’s future trade
By Jessie Taylor The African Continental Free Trade Area (AfCFTA) is not just a landmark agreement designed to enhance intra-African trade; it’s also a significant driver of Africa’s digital transformation. In recent months, AfCFTA has focused on digital innovation, launching its Digital Innovation Challenge for 2025. This initiative aims to harness technology to streamline trade processes, reduce trade barriers, and empower small and medium-sized enterprises (SMEs) across Africa. The digital transformation of trade in Africa Technology is rapidly reshaping trade across Africa. As of 2024, Africa remains one of the world’s fastest-growing regions in terms of digital adoption. According to the International Telecommunication Union, mobile phone penetration across the continent exceeds 80%, and internet usage continues to rise exponentially. This digital shift is crucial because it is directly impacting trade dynamics. Traditional trade methods that relied on physical meetings, manual paperwork, and slow customs processes are increasingly being replaced by digital tools that simplify operations, increase transparency and lower transaction costs. AfCFTA, which came into effect on 1 January 2021, is the largest free trade area by membership in the world, encompassing 54 of the 55 African Union (AU) member states. The agreement aims to create a single continental market for goods and services, enhance the movement of capital and people, and ultimately increase Africa’s economic output by $3.4-trillion by 2030. However, in order to fully capitalize on the opportunities offered by AfCFTA, Africa needs to address several challenges that have historically hindered intra-African trade—such as bureaucratic delays, inefficient customs procedures, limited access to market information, and high transaction costs. The AfCFTA Digital Innovation Challenge, launched in 2025, is designed to promote the development of digital solutions that address these challenges. The goal is to leverage technology to make cross-border trade easier, faster, and more inclusive for businesses of all sizes, particularly SMEs that are often excluded from global supply chains due to cumbersome trade barriers. The challenge’s potential to reshape intra-African trade cannot be overstated. By encouraging digital innovation, AfCFTA is laying the groundwork for an Africa where trade flows freely across borders, businesses – no matter their size – can compete on equal footing, and the digital divide between countries is bridged. One of the most significant aspects of AfCFTA’s Digital Innovation Challenge is its focus on empowering youth and entrepreneurs. Africa has one of the youngest populations in the world. This demographic presents a vast potential for technological innovation and digital entrepreneurship. However, the lack of access to capital and business support remains a significant barrier to success. Technology’s role in empowering African entrepreneurs Technology’s role in trade is already visible in Africa through several successful initiatives. For instance, the launch of platforms like TradeDepot and Twiga Foods has revolutionized how SMEs access markets, connecting them with suppliers and buyers across countries without intermediaries. In the financial services sector, mobile money platforms such as M-Pesa have transformed how individuals and businesses make payments, driving economic inclusion for millions. Additionally, the use of blockchain technology is gaining momentum in Africa. Blockchain provides a decentralised, transparent ledger for transactions, which reduces fraud and enhances security. For trade, this means that goods can be tracked from the point of origin to delivery, offering a level of accountability and trust that has been lacking in traditional trade systems. By reducing transaction costs and increasing transparency, blockchain has the potential to unlock new opportunities for businesses in Africa to trade with each other and the rest of the world. The digital shift is crucial for unlocking the full potential of the AfCFTA. The initiative will also catalyse broader regional integration. By adopting digital tools, African countries will improve trade efficiency and foster greater economic integration. In the long term, digital trade is expected to stimulate economic growth by opening up new markets for African products, increasing competitiveness, and creating jobs in technology sectors across the continent. Moreover, these digital innovations will help Africa reduce its reliance on external markets and bolster intra-continental trade. According to a 2024 report by the World Bank, intra-Africa trade accounts for just 18% of the continent’s total trade. The AfCFTA aims to increase this number significantly, with projections suggesting that African exports could rise by up to 40% by 2040 as a result of reduced trade barriers and improved market access. By harnessing the power of technology, AfCFTA aims to eliminate barriers, reduce transaction costs, and empower the continent’s entrepreneurs. The results will be felt not just in the economic sphere but also in the form of a more connected, dynamic, and prosperous Africa, where technology plays a central role in shaping the future of trade. As the challenge progresses, Africa stands poised to emerge as a global hub for digital innovation and cross-border trade. Sources: AfCFTA Digital Innovation Challenge 2025 | World Bank | International Telecommunication Union