Tanzania Trade Development Authority (TanTrade), Director General, Ephraim Mafuru (second right), greets the Founder and CEO of Xerin Group Ltd, Hussein Jamal Ramadhani, during the official launch of the Xerin digital Market platform, at Kariakoo in Dar es Salaam yesterday. Looking on from the left are; Tanzania Posts Corporation Marketing and Sales Director, Ferdinand Kabyemela, Industry and Trade Ministry Director of Trade Development, Sempeho Manongi and Furaha Mwangakala, representing the office of Dar es Salaam Regional Commissioner.
By Our Reporter, Dar es Salaam: A Tanzanian company has unveiled an ambitious digital commerce platform aimed at connecting local businesses with wider domestic and regional markets, in a move expected to create new opportunities for traders, young entrepreneurs and consumers.
Xerin Group Limited officially launched Xerin Market at Kariakoo Market in Dar es Salaam yesterday, introducing an online marketplace that seeks to integrate product marketing, buying, sales opportunities and logistics services within a single digital ecosystem.
The initiative comes as Tanzania continues to strengthen its digital economy and position itself to benefit from growing opportunities in regional and international trade.
Speaking at the launch on behalf of the Minister for Industry and Trade, Ms Judith Salvio Kapinga, Tanzania Trade Development Authority (TanTrade), Director General Ephraim Mafuru said the platform represented an important example of how local innovation could transform traditional business operations.
He said digital technology was increasingly changing how businesses advertise products, conduct transactions and deliver goods, making it necessary for traders to embrace new ways of reaching customers.
"Technology should not be an opportunity reserved for large companies alone. It should also be a tool that enables small-scale traders to grow their businesses," Mr Mafuru said.
He noted that Kariakoo, one of the country's most important commercial centres, had the potential to benefit significantly from digital trading platforms by allowing traders to serve customers outside Dar es Salaam.
Through platforms such as Xerin Market, he said, a trader operating in Kariakoo could potentially sell products to customers in Dodoma, Mwanza, Arusha, Mbeya, Zanzibar and other locations without requiring them to travel to the commercial hub.
Mr Mafuru linked the development to the government's broader digital transformation agenda under the National Digital Economy Framework 2024–2034, which seeks to strengthen technology adoption, promote innovation and increase citizens' participation in the digital economy.
He said the government's efforts to improve the business environment, including infrastructure development and rehabilitation of Kariakoo Market, needed to be complemented by digital solutions that would improve market access and business competitiveness.
One of the distinctive features of the new platform is its Winga system, which is designed to enable young people, students and other interested individuals to earn commissions by promoting products offered by registered traders.
The arrangement allows participants to engage in digital marketing and sales without necessarily owning physical shops or holding product inventories.
Mr Mafuru said the initiative could open additional income-generating opportunities for young people, particularly those equipped with digital and marketing skills.
He, however, challenged the company to ensure that the system operated transparently, with clear participation requirements, reliable commission payments and adequate protection of participants' interests.
He further emphasised the importance of secure transactions, consumer rights, personal data protection and compliance with applicable regulations as essential elements in building confidence in online commerce.
Xerin Group Founder and Group CEO Hussein Jamal Ramadhani said the company's ambition extended beyond establishing another online shopping platform.
"Hatuzindui tu soko la mtandaoni. Tunaanza safari ya kujenga miundombinu ya biashara ya kidijitali inayoweza kuwaunganisha wafanyabiashara wa Tanzania na masoko ya Afrika na dunia," he said.
He said the company wanted technology and logistics to become instruments for expanding markets, simplifying trade and increasing income opportunities for young people.
According to Xerin Group, Tanzania's geographical position provides significant opportunities for developing cross-border commerce, particularly through its ports, airports, road networks and railway infrastructure.
The company identified land-linked neighbouring countries, including Rwanda, Burundi, Uganda and Zambia, as well as parts of the Democratic Republic of Congo, as potential markets accessible through regional trade routes connected to Tanzania.
Xerin Market is expected to support traders in advertising their products online while enabling customers to search for and order goods through the platform.
The company also plans to strengthen its payment systems, product management capabilities and cross-border trading services as the platform develops.
A key component of its strategy is the integration of e-commerce with logistics. Xerin Group intends to draw on its experience in air cargo and logistics to connect sellers, buyers, payment systems and delivery service providers.
The company also disclosed plans for collaboration with Tanzania Posts Corporation (Posta) in last-mile delivery, which is expected to support the distribution of products to customers in different parts of the country.
However, the company said regional expansion would depend on the development of technology, infrastructure and agreements with relevant partners.
Xerin Group operates in trade, air cargo, logistics and related transportation services, with activities in Tanzania and the United Arab Emirates.
Speaking at the launch, Mr Mafuru congratulated the company's leadership for investing in a locally developed digital business solution, urging it to prioritise service quality, transaction security and customer confidence.
He said the success of the platform would ultimately depend on its ability to help traders increase sales, create economic opportunities for young people and make products and services more accessible to consumers.
The launch was attended by representatives of various private sector institutions and organisations, including TANTRADE, the Tanzania Private Sector Foundation, Tanzania Posts Corporation and the National Social Security Fund.
For Xerin Group, the launch marks the first step towards its broader ambition of positioning Tanzania as a competitive centre for digital commerce and logistics in East and Central Africa.
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