By Foday Moriba Conteh
In a bid to review the draft synthesized digital marketing study report, ensuring alignment with the defined Terms of Reference (ToR) and presenting the study’s findings, conclusions and recommendations for all participating Member States, the ECOWAS Regional Competition Authority (ERCA), in collaboration with Sierra Leone’s Ministry of Trade and Industry and the National Consumer Protection Commission has on Monday 9th September, 2024 commenced a 5-day technical experts review meeting on the Digital Market Study. The Expert Review Meeting which was attended by 9 member States which includes Nigeria, Togo, Liberia, Senegal, Sierra Leone, The Gambia among others was held at the Bintumani Hotel on Aberdeen in Freetown.
Addressing the gathering, Dr. Simeon Koffi, Executive Director of the ECOWAS Regional Competition Authority (ERCA), acknowledged the presence of the Honourable Deputy Minister of Trade and Industry of Sierra Leone, Fatmata Kargbo, whose participation in the meeting underscored the country’s commitment to strengthening competition and consumer protection in alignment with ECOWAS and the African Continental Free Trade Area (AfCFTA) provisions.
“In a short time, we have witnessed significant progress in Sierra Leone under the leadership of the Ministry of Trade and Industry,” Dr. Koffi noted, highlighting two key events earlier this year that promoted competition and consumer protection frameworks in the country. He also emphasized the importance of the digital market sector, which is increasingly critical to both national and regional economies.
Dr. Koffi extended his appreciation to ECOWAS member States for their active participation and commitment to the study, despite challenges in data collection. He also expressed gratitude to His Excellency, Harouna Moussa, ECOWAS Resident Representative in Sierra Leone, for his continuous support of the Authority’s initiatives in the country.
He revealed that as the five-day technical meeting progresses, participants will review and finalize the country report on digital markets, with the aim of advancing regulatory frameworks to foster competition and protect consumers in the digital economy.
Dr. Simeon Koffi concluded his remarks by wishing the delegates fruitful deliberations and encouraged them to take time to explore the beauty of Freetown during their stay.
Representing the ECOWAS Commission, His Excellency Harouna Moussa, ECOWAS Representative to Sierra Leone, emphasized the importance of the digital market as one of the fastest-growing sectors, crucial for driving economic growth within the region, highlighting that the study aims to provide a comprehensive overview of the digital market, including key players, regulatory policies, infrastructure and competition issues that require attention from the ECOWAS Commission and its member States.
The ECOWAS Representative noted that the findings of the study are vital for advancing the region’s strategic objectives, including economic integration, intraregional trade, investment and innovation. He stressed that e-commerce, a key focus of the study, plays a significant role in promoting economic integration within the sub-region. Furthermore, he outlined the role of competition authorities, particularly ERCA, in monitoring the regional market to prevent anti-competitive practices and safeguard consumer welfare.
Harouna Moussa called on participants to contribute actively to the discussions, emphasizing that their work would lay the foundation for effective enforcement of competition rules and ensure the well-being of the region’s economy.
On her part, Deputy Minister of Trade and Industry, Madam Fatmata Kargbo, expressed delight at hosting the event in Freetown, the “land of freedom,” and encouraged attendees to explore the city, experience its culture and enjoy the hospitality of its people.
Madam Fatmata Kargbo highlighted the transformative impact of digital marketing globally, emphasizing that Sierra Leone and the broader ECOWAS region have embraced this shift. “In Sierra Leone, digital marketing has become a vital tool for businesses to reach wider audiences, enhance brand visibility and drive growth,” she stated. According to her, what began as simple online promotions has evolved into a comprehensive, data-driven ecosystem that includes social media platforms, search engine optimization, mobile marketing and e-commerce.
She further noted that businesses and entrepreneurs across West Africa are increasingly leveraging digital platforms to promote goods and services, breaking down barriers to regional trade and enabling cross-border commerce. “The rise in mobile phone penetration and internet access has played a significant role in this evolution,” she highlighted.
The Deputy Minister praised the efforts of ECOWAS and its member States in supporting the digital transformation in marketing and underscored the importance of continued collaboration to harness the full potential of digital marketing in driving economic development across the region.
The opening ceremony was followed by the presentation of draft reports by the various countries in attendance, which sparked discussions that will continue until Friday, 13th September 2024, when the meeting will conclude.
