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Interview by: Amira Ahmed — Johannesburg
Pamela Coke-Hamilton, Executive Director of the International Trade Centre (ITC), affirmed that Egypt is one of the most dynamic and successful economies in Africa, and that micro, small, and medium-sized enterprises (MSMEs) are an integral part of its economic structure.
She emphasized Egypt’s leading role within the African Continental Free Trade Area (AfCFTA), noting that intra-African trade could be a powerful driver of economic growth for both Egypt and the entire continent.
In an interview with the Middle East News Agency on the sidelines of the first-ever Global SME Ministerial Meeting taking place in South Africa, Coke-Hamilton explained that MSMEs represent more than 90% of companies in most economies, provide over 70% of jobs, and contribute up to 40% of GDP in some countries.
She stressed that this category of enterprises drives economies and sustains communities, yet often receives insufficient attention—and it is time for that to change.
Coke-Hamilton pointed out that the International Trade Centre was established in 1964 to help countries access hard-to-reach markets. In 1967, the United Nations joined the effort, making ITC a joint agency of the World Trade Organization and the United Nations.
She said: “The ITC was created to support MSMEs in accessing global markets, and to provide global public goods such as data, market access information, and market analysis tools.
We offer tools like the ‘Trade Map’ and ‘Market Access Map’ that allow small businesses to identify export opportunities and detailed information on target markets”.
She added: “We also offer services in e-commerce that didn’t exist in the 1960s, such as the EcomConnect platform, which helps businesses sell on platforms like Amazon and Etsy.
We host the largest global repository of sustainability standards and assist companies in obtaining certifications and adapting to ever-changing packaging and labeling requirements”.
The Executive Director emphasized that support goes beyond market access, encompassing capacity-building for internal enterprise operations, such as accounting and improving financial structures to qualify for financing.
On the Global SME Ministerial Meeting held in South Africa, she said the ministerial conference for Trade Promotion Organizations (TPOs), held the day before, was an important component of work with small businesses—since TPOs can have a multiplier effect, unlike working with individual businesses one by one.
She added: “We are currently working with 780 Trade Promotion Organizations in 160 countries, which enables us to reach a broad base of MSMEs globally”.
Responding to a question about why an African country was chosen to host the first Global SME Ministerial, Coke-Hamilton said the idea emerged from joint discussions with South Africa, especially in the context of its current G20 presidency.
She explained that under India’s previous G20 presidency, the ITC succeeded in inserting the term “MSMEs” into the official G20 Leaders’ Declaration for the first time—a significant milestone.
She added: “We then began discussions with South Africa about organizing a ministerial meeting focused on MSMEs, particularly given President Cyril Ramaphosa’s interest in the sector.
Although the topic did not formally enter the G20 agenda, this ministerial is a practical step toward elevating the status of this sector”.
“Since South Africa is the first African country to chair the G20, it was natural that the first Global SME Ministerial be held here on the continent. This is a moment of great symbolic significance”, she added.
On Egypt’s global position in the MSME sector and the future of this segment in the country, the Executive Director said there are several factors that can encourage the growth of small and medium-sized enterprises in Egypt.
Chief among them is the need for an ecosystem that allows these businesses to flourish, including access to affordable financing without the need for hard collateral like land or property.
She added that it is equally important to support these enterprises in meeting international export standards—especially in terms of certification, health and safety requirements, and technical specifications.
She also highlighted the need for a clear digital framework to promote digital entrepreneurship, saying: “If you don’t have a digital presence today, you don’t exist”.
She also recommended focusing on a green circular economy, noting that the ITC is working with Egypt through the GTEX-MENATEX program in the textile sector to enhance environmental efficiency by reducing water and energy consumption.
Regarding what the ITC is doing to support the activation of the AfCFTA, Coke-Hamilton stated that the center was among the early supporters of the agreement—even before the establishment of its Secretariat.
The ITC contributed to developing tools such as the “AfCFTA Export Guide,” the African Trade Observatory, and the Non-Tariff Barriers Reporting Mechanism.
She said: “We don’t stop at studies. We identify promising value chains and start working on them. We’ve pinpointed four key sectors with strong potential under the AfCFTA: automotive, pharmaceuticals, textiles, and complementary food products”.
She noted that current efforts are focused on deepening value chains in these sectors, especially electric vehicle batteries—given Africa’s abundance of critical minerals—as well as the local manufacture of vaccines and antibiotics to ensure the continent’s health security.
Coke-Hamilton concluded by stressing the importance of the SME Ministerial Meeting as a political platform for shaping more effective policies to support small businesses.
Regarding the future frequency of such ministerial gatherings, she said the current proposal is to hold them every two years, though the final decision will be made by the ministers participating in this week’s meetings.
Read More:
ITC Executive Director Calls for Extraordinary Support for SMEs Amid Rising Global Challenges
