Expanding into Africa is full of possibility — but every entrepreneur who’s tried it knows the truth: it’s not the headlines that matter, it’s the details. The border delays. The regulations. The hiring challenges. The financial risks. The cultural nuances. The need to adapt faster than you planned.
That’s why SimplyBiz, in partnership with In On Africa (IOA), created the Trading in Africa Series — a four-part deep dive into what cross-border expansion really looks like for SMEs.
Through interviews with founders, CEOs, accelerators, and operators working across the continent, this series brings you practical, honest, and experience-based insights — not theory, not guesswork.
Cross-border expansion sounds exciting — but for SMEs, the real test is in the day-to-day: customs clearances, staffing, registrations, and the constant need to adapt.
In partnership with In On Africa, we sat down with Tonye Irims, Managing Director of WiSolar, to unpack the real-world challenges of setting up operations in South Africa and Nigeria. His story is packed with lessons for SMEs who want to grow across borders.
Key insights include:
- Compliance can’t be copy-pasted — every market is a blank slate.
- Customs delays and tariffs can derail plans without local expertise.
- Local talent and referrals often beat online recruitment.
- Overlapping regulations mean compliance is never a once-off.
- Copycats are inevitable — innovation and digital tools are your best defence.
- Adaptation, not replication, is the key to success.
Expanding into new African markets holds immense potential for South African SMMEs - but every successful cross-border launch demands a tough reckoning with cost, capital, and financial risk. From budgeting for localisation and navigating currency volatility to selecting the right funding model, the financial foundations of expansion are often far more complex than they first appear.
This article brings together two powerful perspectives from our partners In Africa On Africa, who explore the investor view from SME accelerator Thinkroom, shared by Founder, Catherine Young and CEO, Lucie Fink, and the operational insight of Snapplify, an edtech business that has scaled into seven African countries and beyond, presented by COO, Mark Seabrook. Together, their experiences offer a grounded, practical look at what it truly takes to fund and sustain long-term expansion across Africa.
Trust, Localisation and Technology — the three essentials for winning sales across African borders.
In partnership with In On Africa, we spoke to Damian Michael, Founder & MD of Innovo Networks, about his company’s journey into Kenya and Rwanda. His story shows how localisation, patience, and relationship-building are at the heart of cross-border success.
Brilliant insights from the interview include:
- Why cultural nuances and business rhythms shape how sales happen.
- How localisation of messaging builds trust and generates leads.
- The role of government credibility and infrastructure in market stability.
- Why free trials, proof-of-concepts, and partnerships win over clients.
- How cybersecurity is becoming a key driver for growth in East Africa.
Small and micro businesses may be lean, but their ambitions are bold. Earlier this year, SimplyBiz — in partnership with In On Africa (IOA) — surveyed 154 members to better understand their challenges, goals, and growth strategies.
The results shine a light on the real needs of South African SMEs and their growing confidence to scale into Africa.
Key insights include:
- 58% see expanding into new African markets as their biggest opportunity.
- Consumer demand is rising, fuelled by urbanisation and a young, connected population.
- Strategic partnerships are viewed as essential for scaling and navigating local complexities.
- Personal networks and digital tools are SMEs’ most trusted sources of information.
- The biggest barrier? Access to finance, with many struggling to secure the funding needed to grow.
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