Smarter trade starts with public-private collaboration

South Africa’s trade strategy has all the right ingredients: a focus on export-led growth, digital transformation, and the empowerment of small and medium-sized enterprises (SMEs). These are not just aspirational goals—they are essential levers for economic resilience, industrial development, and global competitiveness. Yet, while policies may be in place, the reality on the ground tells a different story.

For many entrepreneurs and small exporters, the barriers to trade are not market-related—they are administrative. The challenge is not a lack of demand for South African goods, but rather the complexity of getting those goods across borders compliantly and efficiently.

The local eCommerce sector contributes over R55 billion to the economy and is growing at more than 11% per year. Globally, digital trade is driving the next wave of economic integration, especially within blocs like BRICS, where South Africa is uniquely positioned as both a supplier and a gateway to the continent. With China now the world’s largest food importer, and an increasing demand for high-quality, traceable products, South Africa’s primary agriculture and agro-processing sector—valued at over R 240 billion—is primed for global growth.

This potential was clearly visible at the recent China -Africa Economic Trade Expo 2025 (CAETE), where over 20 emerging South African exporters, supported by Buffalo International Logistics, the dtic and SA International Ecommerce (SAIEA) exhibited in Changsha, China. Brands such as Portia M, Toni Glass, Nutcracker, Deuce Gin, and Mpesu Gin attracted significant attention. Yet, for many of these SMEs, the biggest obstacles weren’t product-related—they were procedural: incomplete customs documentation, technical hurdles, and delayed clearances. In short, the systems meant to facilitate trade often slow it down.

This is where public-private collaboration becomes essential. Institutions such as SA Revenue Service (Sars) and the Department of Trade, Industry and Competition (dtic) play a pivotal role in shaping a compliant trade ecosystem. Sars in particular, as the gatekeeper of cross-border trade, holds the key to ensuring that South Africa’s growing eCommerce sector is supported by modern, agile systems. Its role in enabling faster digital clearances, transparent processes, and fraud prevention is critical—and increasingly urgent.

To truly unlock this potential, we need to move from compliance enforcement to compliance enablement. That means co-developing digital tools that help small exporters understand, prepare for, and meet regulatory requirements without getting lost in red tape. Public sector collaboration—such as with Sars and the dtic—must prioritise pilot projects that integrate real-time data systems, automate documentation, and facilitate quicker refunds or rebates for qualifying exporters.

Crucially, the private sector also has a role to play. Programmes like Standard Bank’s Business and Commercial Banking (BCB) International Trade initiative are already providing financial and operational readiness support to SMEs looking to scale into markets such as China, Europe and UAE. These kinds of collaborations must be scaled and replicated across industries.The recently launched Proudly South African eCommerce platform is another opportunity that could help catapult South African products onto global digital shelves—if it is backed by a logistics and customs environment that matches the ambition of the platform itself.South Africa has the products, the talent, and the market access. What we now need is a logistics and compliance ecosystem built for the digital age—one that does not compromise on regulatory integrity, but that makes it easier for small businesses to participate fully and formally in global trade.

By working together—regulators, industry bodies, banks, logistics providers, and tech platforms—we can design a smarter, more inclusive trade environment that allows South African exporters not just to compete, but to lead.

Travis Haefele, Buffalo International Logistics SA

*** The views expressed here do not necessarily represent those of Independent Media or IOL.

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