Africa 118

The company

Africa 118 is a digital marketing platform that enables MSMEs to connect to the internet to access new markets. Africa 118 also developed a digital job tech marketplace (Taskmoby) to connect service providers and contractors to businesses.

Problem

Less than 10% of SMEs in Ethiopia have a digital presence. Many SMEs lack the digital skills and expertise required to build and manage their online presence. Unemployment in Ethiopia’s secondary cities is approximately 27%, which is higher than Addis Ababa where the unemployment rate is 22%.

GSMA Project

In March 2021, Africa 118 received a GSMA grant to provide an affordable Mobile Digital Starter Pack to Ethiopian SMEs to help them build a strong digital presence and grow their business.

—

In April 2024, Africa 118 received an additional GSMA grant to expand their job tech marketplace, Taskmoby, from Addis Ababa to three additional Ethiopian cities with populations of more than 1.5 million.

Outcomes

• Established a partnership with Ethio Telecom

• Launched Taskcenter for SMEs to access work tools and supplies, and Taskcredit to access credit based on credit history.

Traction

As of March 2024, Africa 118’s Digital Start Pack has been adopted by more than 4,000 SMEs, significantly boosting their digital presence and market reach. Notably, more than 2,800 of these SMEs are led by women, highlighting the role of the initiative in empowering female entrepreneurs
As of January 2025, the Taskmoby platform is live in Addis Ababa, Adama, Dire Dawa and Hawassa, and has increased the number of skilled technicians with jobs from 134 in June 2024 to just over 1800.

A message from the founder

“For an SME, having an digital presence is as important as having a telephone number. Consumers are looking for businesses online – any business who is missing, risks becoming obsolete. Who, today, could operate without a telephone number?”

– Ezana Raswork, Founder and CEO, Africa 118