Oral East AfricaReal Sources Africa, Kenya’s trading company in the African Continental Free Trade Area (AfCFTA) will plug into data from embassies in a bid to tap over 42,000 business queries annually to complete trade deals.
Kenyan Prime Cabinet Secretary and Cabinet Secretary for Kenya’s Ministry of Foreign and Diaspora Affairs, Dr. Musalia Mudavadi launched Real Sources Africa’s two digital platforms, BiasharaLink and Deal House, designed to empower African embassies as transaction-enabling hubs for trade and investment, marking a new phase of digitally driven economic diplomacy across the continent.
BiasharaLink is a digital system that allows diplomatic missions, exporters, investors, and market actors to formally capture, structure, and track trade and investment opportunities aligned with AfCFTA priorities.
Deal House serves as the execution layer: Opportunities generated through BiasharaLink are validated, matched with credible counterparties, connected to financing, and progressed toward contract execution. Together, they aim to close the continent’s persistent execution gap – moving beyond policy frameworks toward real deals that create jobs, connect markets and strengthen cross-border value chains.
“We realised that our embassies collect 3,500 trade enquiries a month, but the closure rate of deals was less than 1 per cent. Our main goal is to build the infrastructure and ecosystems that can drive trade, investment and financing to move this continent forward,” Felix Chege, founder and CEO, Real Sources Africa, said.
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Launched at a high-level reception in Addis Ababa, Ethiopia, the landmark initiative is a significant step towards operationalising the African Continental Free Trade Area (AfCFTA) by transforming how trade deals are originated and executed.
The launch, which was attended by senior government officials, representatives of the African Union (AU), ambassadors, multilateral development institutions, and private sector leaders, comes against the backdrop of the 39th AU Summit where heads of state are prioritising practical, execution-focused trade solutions to unlock the full potential of the AfCFTA.
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“BiasharaLink and Deal House represent a new model of economic diplomacy; one that is results oriented. It provides a common platform for capturing and organising opportunity. It connects opportunity to execution. Together, the platforms turn diplomacy into delivery” Dr. Mudavadi said.
AfCFTA has struggled to move to the next level, five years on and is in need for innovative technologies to coordinate effort between policymakers and private sector leaders to unlock the untapped commercial potential of African embassies, translating the ambitions of Agenda 2063.
Leveraging technology, BiasharaLink and Deal House seek to harness the commercial potential of more than 1000 diplomatic missions across the continent – transforming traditional embassies into proactive originators and facilitators of commercially viable deals.
The moves comes as the world is drastically changing with geopolitical shifts realigning supply chains which means African businesses will need flexible ways of reinventing partnerships.
While America is fracturing old relationships with sporadic tariffs and travel restrictions, China is offering a zero‑tariff treatment for imports from the 53 African countries, starting May 1, 2026.
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