Export Barbados CEO Mark Hill (Contributed Photo)
Barbados is looking to expand trade with Africa through digital services, artificial intelligence (AI), pharmaceuticals and health technology, as high shipping costs, financing constraints and limited production capacity continue to restrict exports of physical goods.
Export Barbados chief executive Mark Hill said less than 1% of the Caribbean country’s exports currently go to Africa, highlighting significant scope to strengthen commercial ties with the continent’s 54 countries.
Speaking to Barbados TODAY, Hill said Barbados imported approximately $4 million in goods from Africa in 2025, while exports to the continent remained limited. He argued that bilateral trade should extend beyond traditional products such as rum to include digital products, professional services and technology-driven businesses.
Artificial intelligence, financial technology and digital platforms are creating new opportunities for collaboration between businesses in Barbados and African markets, Hill said. These services can be delivered without many of the logistical challenges associated with transporting physical goods across the Atlantic.
Pharmaceuticals and healthcare are among the sectors with potential for growth. Barbados is developing pharmaceutical links with Rwanda while exploring opportunities in health technology and wellness. Hill also identified the country’s lens technology capabilities as a potential source of products and expertise for African markets.
Other areas of opportunity include professional and business services, creative industries, renewable energy, climate technology and resilience infrastructure.
Afreximbank Partnership Could Strengthen Investment
Trade between Barbados and Africa is also expanding beyond exports and imports into investment and project financing.
Hill described the African Export-Import Bank’s decision to establish a presence in Barbados as a significant development for commercial relations between the regions. Afreximbank has supported projects including a hotel development on Bay Street and work at Kensington Oval.
Barbados is also sourcing African products for local small businesses. These include shea butter and oils such as baobab and bay leaf, which are used by beauty and personal care businesses.
The growing exchange of products and investment highlights opportunities for businesses on both sides to develop supply chains and establish longer-term commercial partnerships.
Logistics and Financing Remain Major Obstacles
Despite the potential, Hill said several barriers must be addressed before Barbados can substantially increase its exports of physical goods to Africa.
Transatlantic freight costs, indirect shipping routes and uncertain delivery times make it difficult for businesses to supply African markets efficiently. Improved logistics networks and more predictable supply chains would help exporters compete more effectively.
Businesses also need better market intelligence to identify reliable buyers and local partners. Trade arrangements covering duties, product registration and other regulatory requirements will be important in reducing the complexity of entering new markets.
Financing and working capital remain among the most significant challenges, particularly for smaller companies seeking to increase production to meet larger orders.
Hill said Barbados would explore how its reindustrialisation strategy could complement Afreximbank’s own industrial development agenda during 2026 and 2027. Greater coordination could help identify opportunities for investment, manufacturing partnerships and regional supply chains.
Scaling Production to Meet African Demand
Hill emphasised that accessing African markets requires Barbadian businesses to reconsider how they manufacture products and organise deliveries.
Orders from African buyers may require volumes that smaller Barbadian producers cannot consistently supply on their own. Meeting demand could require greater production capacity, partnerships between manufacturers or new business models that allow companies to coordinate supply across multiple producers.
Rather than manufacturing every product locally, Barbadian businesses may need to participate in wider supply and value chains that combine production, sourcing and distribution across different markets.
This approach could help exporters achieve the scale and consistency required to compete in a large and diverse market.
Digital Services Offer an Alternative Growth Path
Until physical trade barriers are reduced, Hill expects digital services to remain among the strongest opportunities for expanding Barbados–Africa commerce.
Creative industries illustrate both the potential and the challenges. The popularity of Afrobeats demonstrates the scale of African music markets, while Barbadian artists could find new audiences across the continent.
However, businesses in music and other creative sectors need reliable payment systems and mechanisms to manage currency conversion, verify buyers and collect revenue across borders.
Addressing these issues could help digital businesses turn international demand into sustainable earnings.
For Barbados, the opportunity lies in combining digital exports with targeted investment in manufacturing, pharmaceuticals and other sectors where local capabilities match African demand. Stronger logistics, financing and commercial partnerships will be essential if the relationship is to develop beyond limited goods trade into a broader economic partnership.