Gebya Express Set to Transform Ethiopia’s E-commerce Landscape with Local Currency Purchases, Showroom, and Support for SMEs

Ethiopia is on the cusp of an e-commerce revolution as Gebya Express, an affiliate of AliExpress and Alibaba, prepares to launch full operations in the coming month. The platform will grant Ethiopian consumers direct access to AliExpress’s vast array of international products, with the added convenience of local currency transactions in Ethiopian Birr. In collaboration with local technology company MKTY, Gebya Express is also establishing the first Alibaba-affiliated showroom in Africa, located in the Welo Sefer area of Addis Ababa. It is believed this move will significantly expand the e-commerce options available to Ethiopian consumers and small businesses, opening up opportunities to engage in the global market like never before.

Here are the key highlights from an exclusive interview with MKTY CEO Ato Markos Tilahun and AliExpress's Product Manager and Key Account Manager by Arts TV:

1-Seamless Shopping in Birr

Gebya Express marks a major shift for Ethiopian consumers, allowing them to purchase products from it’s extensive catalog in Birr. Previously, cross-border e-commerce required navigating foreign currency exchanges and dealing with international shipping challenges, which often made purchasing from global platforms complex and costly. With Gebya Express, Ethiopian buyers can now access high-quality goods from reputable sellers without the need to convert their funds or use international payment cards. This currency integration not only simplifies the shopping process but also makes global products more accessible and affordable to a broader segment of Ethiopian society.

From electronics and home appliances to fashion, beauty, and more, Gebya Express offers Ethiopian consumers the variety and convenience of online shopping in a familiar format, bolstered by AliExpress’s extensive product range. This initiative is expected to bring more consumers into the digital marketplace and foster greater trust in online retail.

2-Africa’s First AliExpress-Affiliated Showroom with MKTY Partnership

In collaboration with MKTY, Gebya Express is establishing Ethiopia’s and Africa’s first Alibaba-affiliated showroom, located in Addis Ababa’s Welo Sefer area. This showroom represents a unique fusion of online and offline retail experiences. Customers can browse select products in person, get hands-on with Alibaba’s offerings, and make more informed purchasing decisions.

According to MKTY CEO Ato Markos Tilahun, “The existing e-commerce businesses will be seen as more of partners, not competitors, as there are ways that they can work with Gebya Express.” This approach can signal Gebya Express’s commitment to collaborating with local platforms to create a mutually beneficial e-commerce ecosystem that drives growth and innovation in Ethiopia.

3-A Training Center to Empower Ethiopian Users and Boost E-commerce Skills

Gebya Express is also committed to educating Ethiopian consumers and merchants on how to make the most of the platform. The newly established training center offers tailored workshops, hands-on sessions, and educational resources to help users navigate the platform, manage transactions, and enhance their digital commerce skills. For merchants, this means learning effective strategies for listing, marketing, and selling their products online, both locally and internationally.

The training center is also a valuable resource for SMEs and small-scale producers who may be new to e-commerce. By offering practical knowledge and skills, Gebya Express aims to equip Ethiopian businesses with the tools they need to succeed in a competitive global market. This initiative reflects the platform’s broader goal of fostering a thriving e-commerce ecosystem in Ethiopia and ensuring that businesses of all sizes can leverage the digital marketplace effectively.

4-Direct Connections Between Buyers and Sellers for Curated, Relevant Products

Through Gebya Express, Ethiopian buyers gain direct access to products sourced from AliExpress’s vast catalog as well as goods curated specifically for the Ethiopian market. The platform will feature targeted items that align with Ethiopian consumer preferences, ensuring a product selection that resonates with local needs. Ethiopian consumers will be able to find products across multiple categories, from everyday essentials to specialty items, all available for local purchase.

This curated approach provides a balance between the expansive offerings of AliExpress and the unique demands of the Ethiopian market, giving consumers confidence that they are accessing products that meet local quality and preference standards. By directly connecting Ethiopian buyers with international sellers, Gebya Express ensures smoother, faster transactions and offers a new level of convenience in sourcing products from around the world.

5-Empowering SMEs and Small-Scale Producers for Global Trade

One of the most transformative aspects of Gebya Express is its support for Ethiopian SMEs and small-scale producers. Traditionally, small businesses have faced significant barriers to entering the global market, such as high working capital requirements, extensive logistics networks, and the need to produce in large volumes. With Gebya Express, SMEs can now list their products on the platform and sell to both local and international customers without the financial burden of large-scale production.

For Ethiopia’s growing community of artisans, craftspeople, and small-scale manufacturers, this opportunity opens up a new revenue stream. Local products can now reach a global audience, enabling small businesses to scale their operations and increase their competitiveness. This feature not only benefits individual businesses but also contributes to Ethiopia’s economic growth by promoting exports and supporting local industries.

6-Buyer Protection Program

Gebeya Express is set to enhance the Ethiopian e-commerce landscape by introducing a comprehensive Buyer Protection Program. This initiative ensures that customers receive refunds if their items are not delivered within the promised timeframe or if the products significantly differ from their descriptions. Such measures will be designed to build trust and provide peace of mind for shoppers, encouraging more Ethiopians to engage in online purchasing.

7-Payment Options

Gebeya Express offers a range of secure payment options tailored to the Ethiopian market. The platform supports various digital wallets and mobile banking solutions, facilitating safe and convenient transactions for users across the country. By integrating these locally preferred payment methods, Gebeya Express aims to make online shopping more accessible and user-friendly for Ethiopian consumers.

8-Business Model

Gebeya Express operates on a versatile business model that caters to both B2B (business-to-business) and B2C (business-to-consumer) markets, addressing the diverse needs of the Ethiopian e-commerce ecosystem. For B2B, the platform enables local businesses, particularly MSMEs (Micro, Small, and Medium Enterprises), to source products in bulk from global suppliers or export their products internationally, creating new opportunities for market expansion and revenue growth. Through its B2C model, Gebeya Express connects individual consumers directly with a vast selection of products available on Alibaba’s marketplace, providing an accessible and convenient shopping experience with local currency transactions. This dual model empowers both businesses and consumers by enhancing access to global markets, driving Ethiopia's e-commerce sector forward, and supporting the country’s growing digital economy.

9-Partnerships

Gebeya Express is also strategically partnering with key players across various sectors, including transit companies, warehouse management firms, banks, and fintech providers, to ensure seamless operations and a smooth customer experience. By collaborating with logistics and transit partners, Gebeya Express aims to streamline the movement and storage of goods, reducing delivery times and enhancing reliability. Partnerships with banks and fintech companies allow the platform to offer secure, accessible payment options, supporting diverse customer preferences for digital and mobile transactions. This integrated network of partners is designed to create a robust, efficient e-commerce ecosystem that benefits Ethiopian consumers and businesses alike, fostering trust and reliability throughout the purchasing process.

10-Eliminating the Need for International Travel

Gebya Express’s platform removes the need for Ethiopian consumers and merchants to travel abroad to access international goods or sell their products. Previously, Ethiopian merchants, especially small and medium-sized businesses, often faced significant logistical and financial challenges in sourcing goods from abroad or marketing their products internationally. By connecting Ethiopian consumers and businesses directly with suppliers and buyers worldwide, Gebya Express makes global trade more accessible and eliminates the financial burden of travel.

The platform will allow high-volume transactions and a wide variety of product types, catering to the diverse needs of Ethiopian buyers and sellers. This is especially valuable for businesses that deal in high-demand goods or products difficult to source locally. For Ethiopian consumers, the platform means unprecedented access to international products without the additional costs and complications of import logistics.

11-Gebya Express as a Gateway to the Global Digital Economy

Gebya Express’s upcoming launch in Ethiopia promises to reshape the e-commerce landscape by offering a range of services that bridge local needs with global possibilities. Through Birr-powered transactions, a first-of-its-kind showroom, a dedicated training center, direct buyer-seller connections, and a collaborative approach with other local e-commerce players, Gebya Express aims to create an inclusive and robust digital marketplace. The platform provides Ethiopian consumers with easy access to international products and supports SMEs in reaching customers beyond their borders.

With its official launch just one month away, Gebya Express is not only meets the demand for accessible e-commerce but also empowers Ethiopian businesses and consumers to take their place in the global digital economy. As Ethiopia continues its digital transformation, Gebya Express stands poised to play a central role, bringing the benefits of Alibaba’s global marketplace to Ethiopian doorsteps.

The platform is currently in the final phase of testing.