From farm to door: Three SMEs’ E-Commerce Journey

Did you know that Africa is considered the birthplace of coffee? Today, the continent is home to many brands continuing the legacy by brewing up a range of speciality coffees to meet global demand.

However, producing world-class coffee is only part of the equation. For small and medium-sized enterprises (SMEs) across Africa, the journey from bean to cup is often fraught with logistical challenges. From managing cross-border shipping regulations to ensuring timely, cost-effective deliveries, accessing international markets can be daunting without the right logistics partner. Here’s how three flourishing businesses did just that – with a little help from DHL.

Discover the inspiring journeys of three African SMEs who have mastered global expansion – with a little help from e-commerce.
 

Global expansion for your SME: five lessons from the coffee trailblazers

1. Make e-commerce the center of your business growth strategy

One of the best ways to scale your business is by shipping cross border – after all, there’s a big world out there. And thanks to digital commerce, it has never been easier to find and reach cross-border customers. If you’re completely new to the game, selling via an established online marketplace is a smart, low-risk way to learn fast – before expanding on your own terms.

2. Find a truly global partner

Exporting your product isn’t just about getting it on a plane – it’s about managing packaging requirements, navigating customs, handling last-mile delivery, and building a reputation for reliability. That’s where an international partner like DHL Express becomes invaluable. With a presence in over 220 countries and territories, the logistics leader has the global presence and local knowledge to help SMEs reach new markets, seamlessly.      
 

3. Look for the personal touch

The right partner won’t just move products; they’ll help you streamline operations, reduce inefficiencies, and adapt as your needs evolve. In a competitive market, that level of tailored support can make all the difference – transforming a service provider into a strategic partner who’s genuinely invested in your long-term success.

4. Stay true to your values

As you scale, your values become your brand’s anchor. Customers around the world increasingly want to know not just what they’re buying, but who they’re buying from. For Rwanda Farmers Coffee Company, its fair-trade ethos is a non-negotiable part of its identity. The business’ commitment to ethical sourcing, fair pay, and community reinvestment is what sets it apart in a crowded global market.

5. Remember: sustainability isn’t optional

It’s no longer a “nice to have” – it’s a business imperative. International consumers are now demanding transparency in supply chains, environmentally conscious packaging, and low-carbon shipping options. Logistics partners can help here; DHL, for example, offers GoGreen Plus, a solution that helps businesses reduce the carbon footprint of their shipments with Sustainable Aviation Fuel. Happy planet, happy customers, happy bottom line!